Characteristics of Marketing Research Clients and of their Buying Behaviour

Abstract

This paper focuses on the characteristics of marketing research clients in Slovenia and on their buying behaviour. It analyses past ordering of research information and organizational and individual influences on buying behaviour. Research that was conducted on 150 companies shows that large companies on average do more research measured in absolute terms, while small companies to a relatively greater extent order its research at external providers. The majority of companies build partnerships but almost half of them from time to time look for offers of other providers. Results also show that in small companies members of management board and heads of department work with research agencies while in large companies heads of departments and expert associates do this job.