Marketing - Marketing Research
Another key area that marketing students and practitioners need to understand is what consumers think, need and want. Marketing research is key to that understanding. Some useful sites link to organisations which represent the market research industry as a whole, while links to individual market research companies can be found in many association's Web pages (see further references section below).
European Society for Opinion and Marketing Research
An excellent and resolutely non-partisan and non-political site dealing with all aspects of marketing research. Membership in ESOMAR is open to all persons who are actively involved in, or concerned with, the science of marketing and market and opinion research. Like many sites, ESOMAR offers some material open to members only, but most of the site is open access. Follow these links to view the ESOMAR guidelines in various areas.
- Select What is ESOMAR?
- Select ESOMAR Guidelines
- Read Conducting Marketing and Opinion Research Using the Internet
This document covers basic principles and requirements, such as data security, interviewing minors and the use of email. In addition to this document, ESOMAR provides guidelines in other areas, such as mystery shopping and pharmaceutical marketing research.
Further References
Association of Market Survey Organisations
Association of European Market Research Institutes
International Market Research Information
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