Market Research II Essay

Chapter 4

Sources for Market Research Reports

Topics

About Market Research Reports Primary and Secondary Research Selecting a Market Research Report Role of the Web in Market Research Print Directories Free Web Aggregators Subscription Web Aggregators Investment Research Reports Customized Research on the Web Directories of Market Research Firms Using the Web for Primary Research

Sources

Findex Research Alert Yearbook MarketResearch.com ECNext Knowledge Center Mindbranch.com Profound MarketResearch.com Academic GreenBook: Worldwide Directory of Market Research Companies

and Services Worldwide Directory of Focus Group Companies and Services

[Haworth co-indexing entry note]: “Sources for Market Research Reports.” Diamond, Wendy, and Mi- chael R. Oppenheim. Co-published simultaneously in Journal of Business & Finance Librarianship (The Haworth Information Press, an imprint of The Haworth Press, Inc.) Vol. 9, No. 2/3, 2004, pp. 91-106; and: Marketing Information: A Strategic Guide for Business and Finance Libraries (Wendy Diamond, and Mi- chael R. Oppenheim) The Haworth Information Press, an imprint of The Haworth Press, Inc., 2004, pp. 91-106. Single or multiple copies of this article are available for a fee from The Haworth Document Delivery Service [1-800-HAWORTH, 9:00 a.m. - 5:00 p.m. (EST). E-mail address: [email protected]].

http://www.haworthpress.com/web/JBFL  2004 by The Haworth Press, Inc. All rights reserved.

Digital Object Identifier: 10.1300/J109v09n02_04 91

Quirks.com QuickTake.com

Marketing involves decisions; decisions require information; infor- mation is generated by research and analysis. The “market research re- port” is a unique form of documentation that is extensive, detailed, and intended to yield data and insight to address a particular marketing question, such as the effect of a new brand name, or an advertising slo- gan, or new packaging, or some variable about a specific product, ser- vice, advertising campaign, or packaging decision.

ABOUT MARKET RESEARCH REPORTS

Marketers have two options when it comes to market research re- ports: (1) locating and utilizing completed reports published by others; or (2) generating new, custom reports to meet the specific needs. The bulk of this chapter focuses on understanding the purposes and content of published reports, and how best to find, evaluate, and utilize them. The marketer may need to determine whether an individualized, custom report would be preferable. The chapter closes with a discussion of Web options for conducting customized research and directories for locating market research firms for hire.

Let’s suppose you are selling cookies and want to know how your caramel cream will sell with a new packaging design in upscale food stores. Industry analysis and demographic research will give you the general trends in baked goods, but they will not answer specific ques- tions about the most popular flavors and successful package designs in the cookie segment. A market research report on “Cookies,” might con- tain charts, tables, graphs and narrative on such topics as “Retail Cookie Sales and Demographics,” “Industry Pricing and Profit Situation,” and “Purchaser Demographics for Major Branded Cookie Products.”

At one time, market research was considered an “extra step,” re- served for the most sophisticated, elaborate marketing plans. However, that is no longer the case; searching out published market research re- ports is now a relatively routine step in the marketing planning process, and fortunately, they have also become easier to obtain. The reports themselves are still quite expensive, but some of the upfront costs, such as subscription fees, have dropped. In addition, because “off the shelf ” market research reports are now more accessible than ever before, many marketers rarely find it necessary to hire consultants to develop an ex- pensive, customized market research project from scratch. However, a published market research report will not give you the actual responses

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of real people to the taste of your cookie and the look of the package. For that kind of response measurement, it will still be necessary to hire a market research firm to carry out primary research using a taste-panel, focus group, survey, or interviews to assess response to your own prod- uct and its package.

The term market research can refer to several different types of stud- ies. The reported data may be quantitative (numerical and statistical), or it may be qualitative (subjective and emotional). Reports may cover an entire industry, a specific segment of an industry, an individual product, or a series of related products. They are usually highly detailed, spe- cific, and full of quantitative data in the form of charts, tables, and graphs, along with expert, in-depth analysis. Narrative sections may include discussions of “nitty-gritty” aspects of the marketing process, including competitor strengths and weaknesses, market share, sales volume, pricing issues, distributors, suppliers, and customer segments. Published market research reports cover consumer or industrial studies, syndicated and multi-client studies (e.g., Nielsen ratings for television), circulation audits, or subscription research services. In some cases, market research is the only source of information for some types of in- dustrial, technological, and international products or services. The wide range of topics covered by market research reports is indicated by this group of sample titles:

• Commercial Refrigeration Equipment • Golf Equipment and Accessories • World Markets for WINTEL and RISC/UNIX Workstations • Cookies

TIP: Dictionaries and Glossaries of Market Research Terminology

• Glossary of Market Research Terms. Contact: http://www. imriresearch.com/www/gloss-en.htm.

• Koschnick, Wolfgang J. 1996. Dictionary of Social and Mar- keting Research. Brookfield, VT: Gower.

• Van Minden, Jack J. R. 1987. Dictionary of Marketing Re- search. Chicago: St. James Press.

PRIMARY AND SECONDARY RESEARCH

The terms primary and secondary research are essential concepts in market research. Robert Irving Berkman and Arthur Hammond-Tooke

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provide an excellent definition of primary and secondary research in their book Finding Market Research on the Web (1999, 20-22). Primary research refers to information which is gathered “first-hand,” that is, data from direct sampling of individual consumers through a survey, questionnaire, focus group, telephone interview, taste panel, or shop- ping observation. Designing and carrying out such a project can be time and labor intensive, and therefore very costly, especially if large sam- ples and statistical expertise is needed. On the other hand, a simple pri- mary research project might consist of a short questionnaire enclosed with a customer’s billing statement. Though time and labor intensive, direct, customized, primary research is invaluable in its ability to pre- vent a costly marketing mistake. Primary research is particularly useful when trying to measure potential customer response to a discrete event, such as a new product, a new technology, new packaging, or an adver- tising campaign. It may be qualitative, such as when focus groups or in- terviews are used to measure the subjective responses to a new brand name or advertising slogan or flavor. In other instances, hard, quantitative data are needed, and a large, statistically valid sample may be desired.

Because primary research is expensive, it is practical to begin a project by exploring existing secondary research sources. Secondary research refers to data that are available “second-hand,” that is, information that has already been reported elsewhere. It was probably collected and ana- lyzed for a different reason or for a different “client,” but now it may be beneficially applied to a new purpose. Sometimes known as “desk re- search,” it consists largely of ferreting out and synthesizing published information from articles, databases, statistical tables, government re- ports, company annual reports, etc. As an example, the sources for in- dustry and customer research discussed in Chapters 2 and 5 of this book consist wholly of “secondary” research.

In fact, the best market research reports combine primary and sec- ondary research. By purchasing an existing report, marketers can take advantage of primary research gathered by market research firms in the course of other projects. These published reports are expensive, espe- cially when compared to regular trade books and magazines, but not nearly as costly as contracting for a primary research project or as mak- ing a bad marketing decision due to not having the right information.

SELECTING A MARKET RESEARCH REPORT

The selection of the best report is a critical step. Consider the busi- ness objective and specific questions about competitors, groups of con-

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sumers, emerging technologies, geographical areas, and the utility of small versus large samples. Look for reports that combine primary re- search (found in questionnaires and surveys) with extensive secondary research (using trade associations, articles, government sources, etc.). Select the most specific report you can, but remember that even broad coverage may yield excellent information. If the search service provides a listing of companies mentioned in the report, this can be an important clue. When selecting among a group of reports, compare other reports written by the market research firm to see which specialize in your in- dustry.

ROLE OF THE WEB IN MARKET RESEARCH

Since the advent of the Web, there has been an explosion of market research sites, resulting in significant improvements in the availability of reports on the secondary market, as well as a significant reduction in the cost when compared to contracting for primary research. There are now a number of free Web databases (discussed below) that aggregate reports from hundreds of different publishers. Although the reports themselves are anything but free (ranging from a few hundred to several thousand dollars), the researcher can now readily locate a current report and order it instantly. Furthermore, these sites offer such service im- provements as the ability to preview the table of contents or sample pages, thus minimizing costly mistakes in ordering an inadequate re- port. Improving cost effectiveness further, many also offer “slice and dice” pricing, so that it is possible to purchase just the relevant pages out of a lengthy report.

In addition to free aggregator sites, there are also a number of Web-based subscription services which compile reports from numerous publishers. Although these sites require a fee in order to search them, they are still an improvement in currency and turnaround time over a print directory. Subscription services offer decided advantages, such as the ability to set up a custom profile and receive notification of new re- ports.

Despite the increased availability of published market research re- ports, many projects will still require primary, customized research. The Web has also made it easier to locate a marketing research firm and even to perform a “do-it-yourself ” project. There are Web-based directories of market research firms, and the Web also offers additional ways to sample a customer base and distribute questionnaires and surveys.

Sources for Market Research Reports 95

TIP: Finding Market Research on the Web by Robert Irving Berkman and Arthur Hammond Tooke.

The ideas and concepts used in the previous discussion are based on the book entitled Finding Market Research on the Web, by Rob- ert Irving Berkman and Arthur Hammond-Tooke (New York: Kalo- rama Information LLC, 1999). The authors provide many excellent tips for evaluating and selecting market research reports. A 2001 update is available from MarketResearch.com.

PRINT DIRECTORIES FOR MARKET RESEARCH REPORTS

Although traditional, print tools for locating market research are not thought of as “aggregators,” this is essentially what they do.

FINDEX. Rockville, MD: MarketResearch.com. 2002. Print $399. Online $399. 500+ pages. Contact: http://marketresearch.com.

FINDEX 2002 is the 23rd edition of this longstanding reference tool which was formerly entitled FINDEX: The Worldwide Directory of Market Research Reports, Studies and Surveys. It is now part of the MarketResearch.com product line. This version, available in both print and online, contains descriptions of 8,000 reports, surveys, and studies from 350 publishers. Reports are listed by category and by publisher. There are 20 subject categories, in which the entry for each report in- cludes publisher, date, purchase options, and subject category cross-ref- erences. The section of “reports by publisher” includes all publishers in the MarketResearch.com collection. There is also a directory of pub- lishers with contact information. There are two indexes: an alphabetical list of reports for each category, and a listing of reports by country.

Research Alert Yearbook. New York: EPM Communications. An- nual. Print $295. Contact: http://www.epmcom.com.

Research Alert Yearbook is published by EPM Communications, a publisher specializing in target marketing. In one handy volume, it com- piles data from over 1,000 studies, reports, polls, and focus groups. Unlike Findex and most of the Web-based aggregators, it does not cover industrial, technology, or international markets. Organized into 40 subject categories, it provides an annual update of published market

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research on consumer products and demographic segments. Just as re- searchers use the source notes in tables in the Statistical Abstract of the United States, they can use the abstracted data in this compendium to provide leads to worthwhile “off-the-shelf” reports.

FREE WEB AGGREGATORS

The proliferation of market research sites on the Web provides the opportunity to survey hundreds of current reports at no cost, and then purchase individual reports as needed. No subscription fees are in- volved, though sometimes registration is required. Most services pro- vide various payment and delivery options, including instant online delivery.

Some of the best-known free Web aggregator services are MarketResearch. com and Mindbranch.com. Most share similar, though not identical, search functionality and customer service features, so it is worthwhile to explore a few possibilities. Even within one site, reports from various producers may vary; in some cases, the report may reside on the site’s own server; in others it will arrive from the report producer’s own data- base. When reviewing a site, look for options that help in report selec- tion: viewing sample pages, tables of contents, or contact with a sales representative who will tell you if the report in question contains the in- formation you need. Those that offer “slice-and-dice” pricing for pur- chase of selected pages or chapters help reduce the cost considerably.

MarketResearch.com. Rockville, MD. 2002. Online (free). Con- tact: http://www.MarketResearch.com.

Initially formed in 1998 as Kalorama Information LLC, MarketResearch. com claims to be the leading provider of market research products, in- cluding over 40,000 publications from more than 350 originators. In its relatively short history, it has acquired numerous market research firms, including the published products division of FIND/SVP and Findex: The Worldwide Directory of Market Research Reports, Studies and Surveys. It has also entered partnerships with other information provid- ers like ProQuest (for exclusive distribution of MarketResearch.com Academic), Simmons Market Research Bureau, and Hoover’s Inc.

Updated daily, MarketResearch.com serves as a gateway for locating reports from all major producers. No fees or registration are required to search the site. MarketResearch.com offers options for purchasing just

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one chapter, or section, or sub-section of a very expensive report, so that costs can be controlled. However, these segments are sometimes priced in such a way that it soon becomes more cost effective to purchase the whole report. Many reports are available immediately online, though a few are available only in hardcopy and must be faxed or shipped.

The search engine is one of the most flexible. There are options for browsing within categories for industries and topics, as well as search- ing with keywords, Boolean operators, proximity operators, and word stemming (truncation). A search may be further refined by focusing within a set of results, or filtering by geography, and then sorted by rele- vancy, title, date, or price. The MarketResearch.com results screen also provides a great many options to help with selecting the best report. There is a full abstract and, in most cases, a table of contents, as well as a handy link to a question form where more information about any spe- cific report can be requested.

Especially worth noting is the unique STAT (“search-term-and-text”) feature, which enables a preview of a report by displaying how many times and on what page a particular search term appears. Further, each term is hyperlinked to a window of text which reveals the exact context. For example, a search on “caramel cream” reveals four reports contain- ing that term. Selecting the STAT feature on each report makes it easy to choose those that offer the most relevant discussion. The site also has a “Fast Find” feature with direct links to over 5,000 country reports and 2,000 company reports.

ECNext Knowledge Center. ECNext Inc. Powell, OH. 2002. Online (free). Contact: http://www.ecnext.com/commercial/knowledgecenter. shtml.

ECNext Knowledge Center is the current permutation of IMRMall.com which started as a market research search site in 1997. It is similar in scope to the other aggregators and similarly provides access to market research reports from a number of different originators. Unlike the oth- ers, this Web site contains more than market research reports, as it also includes commercial newsletters, country profiles, financial reports, in- vestment research, tables, and trade journals. Its periodical content is derived from a set of Gale Group databases, including TableBase, Busi- ness & Industry, and Business Management Practices. Market research suppliers include such major names as Euromonitor, Roper ASW, and Freedonia. Searching is free and full citations are provided as the result.

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“Slice-and-dice” pricing is a primary feature, and purchases can be made at the chapter or article level. The reports are all delivered in elec- tronic format.

As noted in a 2002 review in the Information Advisor, ECNext Knowledge Center has a number of advantages. “In addition to its su- perb interface, excellent help tutorials and customer service, the data- base offers high quality sourcing, powerful search capabilities, and subject indexing.” The major drawbacks noted were the lack of an op- tion to sort results and the ability to view introductory matter for free (Berkman 2002, 2).

Users can search by subject, publication type categories (e.g., market research, investment reports, tables, trade journals), industry categories, countries, publishers, and titles. Advanced techniques using Boolean connectors, word expansion (stemming), and field searching are avail- able. The results list provides full citations but not access to tables of contents or sample pages.

Mindbranch.com. MindBranch, Inc. Williamstown, MA. 2002. Online (free). Contact: http://mindbranch.com.

Mindbranch.com provides many of the same search features as ECNext Knowledge Center and MarketResearch.com. It offers custom research services as well as access to market research reports and news- letters from other originators. Searching and viewing report descrip- tions are free; registering allows you to set up a user profile, but is not required in order to use the site. A “Personal Research Assistant” is available, free-of-charge, to help clients find research. Another distin- guishing feature is the access to real-time, live help using chat room technology. While online, customer support experts will describe a re- port and its contents, making it more likely that you will be able to select the best report for your purposes.

Although the scope and content of Mindbranch.com is not as exten- sive as the previous services discussed, it provides several useful fea- tures. Searches can be done within a single industry category or refined and sorted by date, price, product, and region. Results are provided in categorized levels which indicate the focus of the particular report. For example, a search on “juice drinks” provides a result of 148 reports in the Consumer Products category, further broken down into 20 sub-cate- gories such as demographics or product specific. Selection is made eas- ier by an enhanced results display that features a healthy amount of description and tables of contents.

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TIP: Some Well-Known Market Research Firms

• Burke Inc. http://www.burke.com/bmr/ • DataMonitor http://www.datamonitor.com • Euromonitor http://www.euromonitor.com • FIND/SVP http://www.findsvp.com • Freedonia (Packaging research specialists) http://www.freedoniagroup.

com • Frost & Sullivan (Manufactured goods) http://www.frost.com • Gartner Group (Information Technology) http://www4.gartner.com • Insight Research Corporation (Telecommunications) http://www.

insight-corp.com/ • Jupiter Communications (Emerging technology) http://www.

jup.com • Forrester http://www.forrester.com • Synovate http://www.marketfacts.com • USDATA.com (Brand names and geographic research)

http://www.usdata.com

SUBSCRIPTION WEB AGGREGATORS

This section discusses a few of the Web-based services that require a monthly or annual fee in order to search their databases of market re- search reports. With the number of free search engines available, why would someone select this option? The advantage is the extra services provided and the availability of more current material. Sometimes sub- scribers are eligible for automatic updates to reports they have pur- chased, or access to reports three to six months before they are offered for sale on the open market. Many services provide access to the content of reports for the cost of the subscription fee.

Examples of subscription based search services include Investext’s Re- search Bank Web, Profound’s ResearchLine, and Dialog’s MARKETFULL. Two will be discussed here; one is used heavily by major corporations and professionals, and the other is geared to the academic market.

Profound. Cary, NC: The Dialog Corporation. Online. Subscrip- tion (price varies). Contact: http://www.profound.com.

The Profound service has long been highly valued among profes- sional information and marketing specialists. A subscription fee is re-

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quired to access the database, but in return it offers streamlined and sophisticated features designed for executives and experienced ana- lysts. Along with being a source for market research reports, it also includes update and alert services as well as other types of informa- tion: these include BrandLine for trademark and brand information, BrokerLine for investment research reports (from the Investext data- base), NewsLine for newspaper articles, WireLine for wire service sto- ries, CountryLine for global economic data, and CompanyLine for private and public company accounts information.

The market research component is called ResearchLine, which is a comprehensive offering of over 130,000 full-text market research re- ports from 100 originators. Profound has structured its database to al- low for precision retrieval, with proximity and keyword-in-context features. Every item of data is indexed according to an established, so- phisticated thesaurus of terminology and scope terms. This is a true sub- ject taxonomy, with broader, narrower, and related terms defined. This feature facilitates speedy and accurate retrieval because the user can set the criteria used for indexing and searching. Profound’s Market Brief- ings offer a snapshot overview of markets from which you can also ac- cess news and research. These overviews are graphically-rich with numerous tables, charts and “bullet-points.” They allow the user to drill down to specific discussions, such as market size, market sectors, mar- ket share, or consumer profile. Reports are displayed in PDF, making them easy to read and print.

In summary, Profound is an excellent search tool for corporate mar- keting departments or information consultants, but the annual subscrip- tion fee probably puts it out of reach for the occasional research project.

MarketResearch.com Academic. MarketResearch.com. Rockville, MD. 2000. Online. Subscription (price varies). Contact: http:// academic.marketresearch.com.

Formerly Kalorama Academic, this database is a subset of MarketResearch.com’s full commercial catalog of market research which is available exclusively through ProQuest, a major database vendor (http://www.proquest.com). Designed and priced for academic libraries and business schools, the database is not comprehensive and contains a substantial number of somewhat older reports. Starting in 2002, the “currency” of the content increased dramatically. The reports are all full-text and they cover such categories as demographics, consumer

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products, telecommunications, financial services, transportation and shipping, and more.

MarketResearch.com Academic can be searched by keyword or browsed within categories. Most reports are full-text in PDF format, some are in PowerPoint, and all contain the desirable but elusive features unique to market research, such as major industry competitors, sales figures, and market share. The reports in PowerPoint belong to the MarketLooks se- ries, which consists of concise, graphics-rich, 15-30 page summaries of full-length market research reports. Reports that cover more than one market segment are split into individual MarketLooks; their PowerPoint format facilitates easy extraction of text, charts, and tables for use in presentations.

INVESTMENT RESEARCH REPORTS

The primary purpose of investment research, also known as broker- age house or investment analyst reports, is to provide stock market and financial advice to investors. When analysts evaluate the investment po- tential and market performance of companies, they often discuss a com- pany’s marketing strategy and decisions because investment potential is inextricably related to a company’s industry and marketing environ- ment. Thus, many stock analysts and brokerage houses produce reports that are an outstanding source of market research.

The best source for locating these reports is Thomson’s Investext da- tabase, which aggregates reports from many different firms, such as Morgan Stanley Dean Witter, Credit Suisse First Boston, Merrill Lynch, and hundreds of others. Investext is available both from its own Web site called Research Bank Web (http://www.investext.com), and from a number of subscription-based online vendors, such as LexisNexis, Factiva, and others. Sometimes a business library affiliated with a large university or major city provides access to the Investext database. Re- ports are available for search and retrieval on a one-time transactional basis, making Investext a good option for the occasional user who may not want to subscribe to an online service. Nevertheless, the reports can be quite expensive, varying from several hundred to over a thousand dollars.

Multex (http://www.multex.com) is another search option that pro- vides access to a database of investment research reports from many brokerage houses and analysts. It is also a subscription service with ex- cellent search functionality and deep content, and it is becoming in-

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creasingly available in university libraries serving advanced degree programs in business and finance.

CUSTOMIZED RESEARCH ON THE WEB

Despite the thousands of reports from hundreds of publishers that are available through free and subscription Web sites, they represent only a relatively small percentage of all market research. Sometimes market- ing demands a custom-designed, primary research project targeted to a specific need. There are hundreds of market research firms that may be retained to perform custom research. Many of these firms specialize in a niche industry (“high tech”), or function (“packaging”), or area of busi- ness (“international”). In fact, for some industrial research projects, these specialists may be the only ones who retain staff with experience and expertise in a particular business segment.

This section describes sources for identifying market research firms and also discusses the use of the Web itself for certain types of primary research, especially direct polling of consumers.

DIRECTORIES OF MARKET RESEARCH FIRMS

Directories identify sources for locating market research firms when you have a specialized need or wish to find a firm to convene a focus group, distribute a questionnaire, or observe shoppers.

GreenBook: The Worldwide Directory of Market Research Compa- nies and Services (Volume 1) and Worldwide Directory of Focus Group Companies and Services (Volume 2). Bradenton, FL: New York AMA Communications Services Inc. 2002. Print (Volume 1 $250; Volume 2 $100). Online (free). Contact: http://www.greenbook.org.

For 30 years, people have turned to the GreenBook to locate market research firms. Currently available as two volumes in print and as a free online database, it offers specialized categories to help the user pinpoint the precise type of firm needed. Market research firms pay for their ba- sic listing and definition of their own specialties. Users should note that the “Top 3” firms listed in each category represent firms that have paid for a “premium listing.”

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The Worldwide Directory of Marketing Research Companies and Services (Volume 1) is arranged alphabetically by company name. En- tries include services offered, audiences covered, and markets served. There are eight indexes, including research specialties, computer pro- grams utilized, audiences services, online research tools, etc. The Worldwide Directory of Focus Group Companies and Services (Vol- ume II) is arranged geographically. Its category indexes include video- conferencing, Internet broadcasting, usability testing, recruiting, and moderating. Together the two print volumes list more than 2,000 firms and over 400 types of services.

On the Web, the GreenBook is especially flexible because it is searchable using multiple criteria. These include detailed specialties in research services, audience and markets served, computer programs, geographic locations, and more. It is also possible to browse within cer- tain categories. For instance, you might select the Audiences/Indus- tries/Market Specialties listing. More than 180 categories are available, ranging from acquisitions to yellow pages; geographical and lifestyle segments are also included. Searching is simple and the results are orga- nized by the stipulated criteria, though the “Top 3” are always listed first.

Quirks.com. Quirk’s Marketing Research Review. Minneapolis, MN. 2002. Online (free) or print ($35/year). Contact: http://www. quirks.com.

The Quirks.com site provides free online access to the publisher’s an- nual Research Sourcebook, a directory of market research providers. The database of 7,300 firms is provided on the Web site and is search- able by company name, by geography, or by industry or research spe- cialization, such as “mystery shopper,” “focus group facilities,” “ethnic research,” and others. Quirks.com also provides access to a searchable archive of articles published in the journal, Quirk’s Marketing Research Review, between 1986-2001. More than 1,000 full-text articles are available, with added options to facilitate printing or e-mailing. The site also features a Glossary which lists “over 650 common and uncommon marketing research words and phrases.”

An alternative market research directory is located at ResearchInfo. com (http://www.researchinfo.com). It is also a free site. The listings can be browsed alphabetically or searched using four categories: Full Service (industry sectors, social policy, political/election), Qualitative

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Field Service (geographic), Quantitative Data Collection (phone, mail, online), and Other (suppliers, associations).

A print directory called Little Black Book of Research Resources (EPM Communications. New York, NY. 2001. $80) contains nearly 500 alphabetically-arranged company listings. Each listing includes brief descriptive blurbs and full contact information for each company; the directory is indexed by subject.

Web search engines are another good means of identifying market research firms. For example, Google Directory (http://directory.google.com) provides an extensive listing in the Business/Marketing/Market Re- search Suppliers category.

USING THE WEB FOR PRIMARY RESEARCH

As discussed earlier, primary research refers to the “first-hand” in- vestigation of a market research question, usually by direct contact with customers. The interactive, discursive nature of bulletin boards, listservs, and other Web activities has great potential for assembling a focus group or posting a questionnaire. In most cases, it is preferable to hire professionals because primary research usually involves decisions about sampling methodologies and statistical analysis. However, the quick turn-around and straightforward logistics of carrying out polls us- ing Web-based forms or “live chat” technology means that it can be done less expensively than ever before. In addition, sites such as Quicktake.com have introduced a new way of doing primary market re- search.

QuickTake.com. Greenfield Online Inc. Wilton, CT. 2001. Online (fee varies). Contact: http://quicktake.com.

QuickTake.com is a service and software provider that carries out on- line polling, sampling, and surveying of consumers who use the Internet. It provides “real-time feedback” for marketing and public policy deci- sion-makers about ideas, products, concepts, packaging, and anything else. For marketers, its primary use is to gather data directly for a market research project, but it offers some other useful features. Data can be cross tabulated, and results displayed in colorful charts and graphs. Sur- vey groups can be selected by gender and age, geographical location, occupation, and special interests. Pricing is based on the number of re-

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spondents, but the cost may be less than hiring a market research con- sultant.

Despite the obvious attraction of direct, low cost access to consum- ers, combined with speedy results, it is important to be cautious. People responding to Quicktake.com are a self-selected group, with all the vari- ables attached to unseen, unverified, and possibly unreliable Internet users. Whether they are truly representative of desired statistical charac- teristics cannot be determined. So, in the long run, it may be best to re- turn to the tried and true, if expensive, solution of purchasing an existing market research report or retaining a professional market research firm.

TIP: Quicktake.com’s Guides and Templates

At Quicktake.com, there are two helpful handbooks: “Survey Writing Tips Guide” and a set of “Survey Templates.” Composed by market research professionals, these are helpful tools for the de- sign of any survey or questionnaire.

REFERENCES

Berkman, Robert I. and Arthur Hammond-Tooke. 1999. Finding Market Research on the Web. New York: Kalorama Information LLC.

Berkman, Robert I. 2002. “ECNext’s Knowledge Center: New and–Yes–Improved!” Information Advisor 14: 4 (April).

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