chapter  4
68 Pages

‘Off-the-peg’ research

Much of the data that a company new to marketing research might want to know is probably already in existence; for example, overall market size and structure, basic information about consumer spending patterns, major social and economic trends, financial data about customer firms, competitor firms, supplier firms, markets that are growing and profitable, and markets that are in decline or unprofitable. The purpose of this chapter is to give some indication of the vast amount of ‘off-the-peg’ data available and an idea about where to locate the appropriate ‘pegs’. Once an organization has identified relevant data sources, it will often continue to obtain updating information and, as discussed in the last chapter, this forms an important part of the organization’s information system.