Higher Added Value from Market Research. We are Drowning in Data but we are lacking Information

Today's European automotive industry places increasing pressure on market researchers to carry out more and better research, yet market research budgets are squeezed.

Higher Added Value from Marketing Research: we are Drowning in Data but we are Lacking Information

Joop van der Vegt, Managing Director, Landscape Marketing Research Services, The Netherlands.

Background

The international car market is characterized by fierce competition and cyclical recession. Equally characteristic of recent years are the recurrent economy drives within the industry. Market research is frequently targeted as one of the areas where economies can be made, both in terms of project funding and manpower. Then again, many marketing organizations are having to cope with increased demand for market research. This growing demand is driven...

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