Buyers rarely play any role in the creation and distribution of services.

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

A well-designed Internet-based marketing research project can cost less than offline research yet yields faster results.

Raw silk is an example of a consumer product.

Firms must attempt to group consumers according to the presence or absence of those factors that affect purchase decisions.

A full-service research supplier is a marketing research organization that performs all the steps in the marketing research process for a client.

Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms’ products.

Consolidated metropolitan statistical areas (CMSA) are limited to the same state, making it difficult for marketers to tap into similar product-use patterns among populations in neighboring states.

Phishing is the voice equivalent of vishing.

The buying behavior of an individual in a group is not only affected by the norms of the group, but also by that individual’s role and status within the group.