TABLE OF CONTENTS In addition to the syndicated data and omnibus research services that can be bought off-the-peg, marketing research organizations provide a wide range of specialist research facilities. In this case the client is buying off-the-peg expertise in a particular area of research. The kinds of specialist technique that have been developed and are available for purchase are shown in detail in the MRS publication The Research Buyer's Guide. An indication of the range of off-the-peg expertise available is shown in Table 4.1.
| Data collection methods | Areas of expertise |
|---|---|
| Computer-aided personal interviewing | Business-to-business/industrial |
| Computer-aided telephone interviewing | Children |
| Computer aided web interviewing | Consumers |
| Continuous consumer panel | Customer satisfaction |
| Executive interviewing | Employee research |
| Face-to-face | Government/local authority |
| Hall tests | Investor relations |
| Observation | New product development |
| Group discussions | Trade retail |
| Depth interviewing | Social research |
| Postal panel surveys | Retail audit |
| Telephone interviewing | |
| Market sectors | Market sectors |
| Advertising | Home furnishing |
| Agricultural | Information technology |
| Automotive | Media |
| Catering | Medical |
| Chemicals | Office equipment |
| Clothing and footwear | Packaging and paper |
| Confectionery | Pharmaceutical |
| Construction | Product testing |
| Detergents/household cleaners | Public opinion polling |
| DIY | Publishing |
| Drinks | Retail |
| Energy: fuel gas and oil | Sport and leisure |
| Engineering | Telecommunications |
| Environment | Tobacco |
| Exhibitions | Toiletries |
| Financial | Transport |
| Food | Travel |
| Gardening | Tourism |
| Home entertainment | |
| Source: Market Research Society: The Research Buyer's Guide. |
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