Using and Buying Research by Advertising Agencies

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 research‐buying process and the ways in which they perceive their role.

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