Market research in North America

This paper provides an estimation of market research spending in North America for 1999-2002 and a projection for 2006; an overview of the region's main characteristics; identifies major market research trends affecting the region 2002-2006; reviews key issues affecting North America; and finally provides recommendations for those undertaking market research market in the region.

Market Research In North America

 Laurence GoldInside Research

MARKET TURNOVER

Spending for marketing research during the last several years has been robust in North America, helped by an expanding economy and a weak euro. All this has changed and will continue to change in the near term, as North American research spending slows and the euro gains strength.

The U.S. peaked in its growth in 2000, gaining 26% at an annual rate on a euro basis (dollar basis: +9.0). Then in 2001 the recession hit and, combined with the September 11 attack, served to drive down growth to 7%...

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