Market research is big business, with clients demanding more and better ways of finding out what their customers want. The internet is now widely used -- as are mobile phones and other new techniques.
But the classic divisions of market research still apply. We explain QUALITATIVE and QUANTITATIVE research: also PRIMARY and SECONDARY research.
The publishing giant IPC uses market research for long established titles such Melody Maker, as well as for launching new titles, such as the controversial Nuts. Readers' views are vital to them. How do they go about researching them?
UNIVERSAL RECORDS also wants to keep in touch with its buyers. For example, how will the market react to the launch of a new band?
For CANCER RESEARCH UK, market research is about testing how effective their promotions are. How are people reacting to the latest TV ad?
But WHAT'S IT ALL FOR? What use is market research if it supports products we don't need?
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