Vital statistics

Alan Ellerton and Colleen Ryan

The article summarises the statistical evidence about how research is used by its users: what do we know about the buyers, how much do they spend, what proportion of their marketing budgets, how profitable is it, etc? The first half of the paper focuses on heavy users and their major suppliers, where most of the business is.

Vital statistics

Alan Ellerton and Colleen Ryan

How do the main users of market research use it? What do we know about the buyers? Which sectors spend most? What is their research spend in proportion to, say, advertising or R&D? What discernible connections are there between research spend and profitability? What is changing in all this?

The first half of this paper focuses on heavy users and their major suppliers. These are 'representative' of the total research universe to the extent that the multiple grocery sector, say, represents the overall grocery market; it's where most of the...

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