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This web assignment will review two research firms and the type of tools they use in their firms as well as determining if those tools are effective as well as does the firm provide a valuable service to its customers. The two firms being reviewed include The NPD Group and Kantar TNS Global, each company was ranked in the top ten market research companies in the AMA Gold Report for 2016 as noted by Bowers & Brereton (2016). These two research firms are globally accomplished, have collectively helped thousands of clients succeed using their innovative techniques in a tailored program for each company they serve as well as being able to evolve in an ever changing research environment.

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Research Analysts Kulbinder Garcha 212 325 4795 kulbinder.garcha@credit-suisse.com Deepak Sitaraman, CFA 212 325 5808 deepak.sitaraman@credit-suisse.com Achal Sultania 44 20 7883 6884 achal.sultania@credit-suisse.com Alban Gashi 212 538 3033 alban.gashi@credit-suisse.com Talal Khan 212 325 8603 talal.khan@credit-suisse.com Matthew Cabral 212 538 6260 matthew.cabral@credit-suisse.com Vlad Rom 212 325 5442 vlad.rom@credit-suisse.com

TO: Alison Allen, Human Resources Director; Cary Hasler, Marketing/Advertising Director; Joseph Earl, Customer Service Director; Elizabeth Hope-Earl, Client Account Director

| Arpit Minhas, Tim Gaugler, Christopher ScwartzRetailing –Marketing 327 Fall 2015 – Dr. Denise T. Ogden

Advantages – Currently, the costs incurred by IT are within the 1.5 of sales target. The help desk has been outsourced and this is working well. Outside consults have been used in the

Pride, W. M., & Ferrell, O. C. (2015). Marketing 2016 (18th ed.). Independence, KY: South-Western College Publishing. ISBN:

Hyman, M. R., & Sierra, J.J. (2010). Marketing research kit for dummies. Wiley Publishing, Inc.

Objective : Responsible for performing research and providing insights regarding the market, trends, competitors, potential and existing customers, and current campaigns.

to discover just what type of products and marketing tools were more attractive to contacting

Birn. R. 2000. The International Handbook of Marketing Research Techniques. 2nd Ed. The British Library: London.

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Internal Analysis Resource Analysis Marketing Audit Marketing Strategies Audit Marketing Structure Audit Marketing Systems Audit Marketing Function Audit Marketing Productivity Audit

|To achieve a PASS GRADE the evidence must show |To achieve a MERIT GRADE the evidence must show that the learner is |To achieve a DISTINCTION GRADE the evidence must Show that the learner is |

ting Review (Westburn Publishers Ltd) The Marketer (Journal of the Chartered Institute of Marketing Magazine) Marketing Business (The Chartered Institute of Marketing Magazine) Marketing Week (Centaur Communications Ltd)