Six factors emerge from a study of more than 100 demographica1lydiverse researchers involved in various aspects of marketing research: The Midwestern Corporate Researcher, the Surveyor, the Agency Researcher, the Eastern Researcher, the Analyst, and the Marketing Fan. The backgrounds, aspirations, and outlooks of these types are described and compared.

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Journal Operant Subjectivity
Thomas Danbury. (1985). An Original In-Depth Segmentation Study of the Market Research Industry. Operant Subjectivity, 8(4), 113–122. doi:10.15133/j.os.1985.015