MARKETING RESEARCH IN SINGAPORE

Abstract

This study is a report on marketing research in Singapore. It consists of three main parts. The first part of the study gives an overview of the marketing research companies in Singapore. The information regarding the marketing research companies were obtained via a survey (personal and mail interview methods) conducted on them and other secondary sources of data. In the second part of the study, we look at the use of marketing research among local firms, and the reasons for the popularity or non-popularity of marketing research among them. The discussion is b1sed on the feedback of participating firms in a survey conducted on forty-five local firms using the mail interview method. The last part of the study covers the existing institutional effort to promote marketing research in Singapore. The types of institutions covered are the relevant government agencies, the institutes of higher learning and the professional bodies related to marketing research. Information in this area were obtained via interviews (personal and telephone) with staff of the relevant organizations and secondary sources like annual reports and course brochures. Our suggestions on how to promote marketing research in Singapore will be given at the end of the study.