Marketers and advertisers depend heavily on timely and accurate research in preparation for advertising planning. Many market research companies are available to serve nearly every marketing and advertising research need. Visit the following syndicated and independent research companies’ Web sites and answer the questions that follow:
■ ACNielsen: www.acnielsen.com
■ ASI Market Research Center: www.asiresearch.com
■ Audits & Surveys Worldwide: www.surveys.com
■ Burke: www.burke.com
■ Dun & Bradstreet: www.dnb.com
■ The Gallup Organization: www.gallup.com
■ GfK NOP: www.gfkamerica.com
■ Guideline: www.guideline.com
■ Millward Brown IntelliQuest: www.intelliquest.com
■ International Data Corporation (IDC): www.idc.com
■ J. D. Power and Associates: www.jdpower.com
■ Research International: www.research-int.com
■ SRI Consulting: www.sriconsulting.com
a. What types of research does the company specialize in?
b. What industries/companies would be best suited to utilize the company’s resources?
c. What specific services, products, or publications does the company offer?
d. Are the information services offered by the company primary or secondary data?
e. How useful is the company for conducting advertising and marketing research? Why?