Using and Buying Research by Advertising Agencies
Alison Fraser
(Market Behaviour Ltd)
Martin van Staveren
(British Market Research Bureau)
712
Abstract
This article presents the findings of a study which investigated the role of account planners and researchers and, in particular, the interface between the advertising and market research industries. The broad objective of the study was to understand more fully the role which planners and researchers in advertising play in the researchâbuying process and the ways in which they perceive their role.
Keywords
Citation
Fraser, A. and van Staveren, M. (1983), "Using and Buying Research by Advertising Agencies", Marketing Intelligence & Planning, Vol. 1 No. 2, pp. 31-43. https://doi.org/10.1108/eb045685
Publisher
:MCB UP Ltd
Copyright © 1983, MCB UP Limited