Abstract:

Corporate research encompasses all aspects of research conducted among publics of importance to the corporation, company or organisation in their direct role other than as customers. Consumers are obviously the primary target of marketing research, but there are many other publics of importance to the corporation. Industrial customers, while not included as such in this handbook, are of prime importance to a company selling industrial products. The financial community, including shareholders, are another important audience; financial relations research is covered in the next chapter.