Beyond data gathering

The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry.

Beyond data gathering

Implication of CRM systems to market research

Laurent Flores CRM Metrix andRex Briggs Marketing Evolution

INTRODUCTION

Over the last few years a new industry and 'buzzword' have emerged. CRM or Customer Relationship Management has an annual growth rate of over 30%, and according to IDC will reach up to $12.1 billion by 2001. The technology analyst firm Gartner is even more bullish and recently stated that the market will be $15 billion in 2001. Whatever the source, the projections show CRM surpassing the global revenue of the entire market research industry within the...

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