In today’s increasingly competitive environment, it is important to measure the service firm’s performance in the areas which contribute most significantly to the client’s overall satisfaction. Previous research indicates that marketing research clients are concerned with a research...

Reports how, in an effort to improve research quality, save time and decrease total costs, many businesses have been turning from discrete, arm’s‐length, transactional relationships with a multitude of research suppliers towards long‐term, collaborative relationships with just a few...