SURVEY OF SYNDICATED MARKETING RESEARCH SERVICES IN SINGAPORE

Abstract

In the First Chapter, general definitions of marketing research are given, followed by the role of secondary data in research analysis. Marketing as well as marketing research on the Internet is also discussed in this chapter. Chapter Two focuses on the syndicated research service, which is linked to marketing research through secondary data analysis. A thorough review was done on the various forms of syndicated services, like diary panel research, scanner data and smart cards, surveys, audits and industrial services. The advantages and disadvantages of these services are discussed, coupled with numerous examples of such services. Finally, the future of syndicated services is examined, whereby new technologies to improve the quality of data collection are examined. Chapter Three gives an account on how the Survey of Marketing Research Firms in Singapore was carried out. Justifications as to the choice of research design, sampling frame and data collection method are also covered. Chapter Four constitutes the results and analyses of the survey findings. These findings are examined through the survey sample profile, and on a question by question basis. Finally, the concluding chapter provides a review of the various findings, and summarises the state of marketing research, especially syndicated research services in Singapore. Overall, this academic exercise will provide the reader with useful information of the various forms of syndicated services available, and their presence in the Singapore market.