Abstract:

The spectacular growth in financial marketing research over the last twenty five years has pushed it into a prominent place among the types of marketing research undertaken worldwide. After a relatively late start in the early 1970s, it began to take off, primarily in the United States and the United Kingdom. By the mid-1990s it had spread to most parts of the world and could be described as the fourth largest category of research after fast moving consumer goods, public services or utilities, and media. As such, it is really a mainstream marketing research activity and most leading research suppliers claim to do it, and to know how it should be done.