According to The Link Group, who are the three key players in market research?

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Question restatement: According to The Link Group, who are the three key players in market research?

Option 1: 'Clients, Retailers, Suppliers.' This option replaces 'Respondents' with 'Retailers' and 'Suppliers' remains; however, while clients and suppliers are relevant, the explicit trio highlighted by The Link Group centers on who commissions, who provides data, and who supplies data, not typically 'Retailers' as a key player alongside clients and suppliers. This makes the option plausibly off-target.

Option 2: 'Clients, Respondents, Suppliers.' Here, 'Clients' are the entities commissioning the research, 'Respondents' are the people or groups providing data via surveys or interviews, and 'Suppliers' are the organizations that provide data collection services or research inputs. This aligns well with a tripartite view in market research: the requester, the source of data, and the providers of research capabilities.

Option 3: 'Customers, Retailers, Search Firms.' In this set, 'Customers' and 'Retailers' appear, but 'Search Firms' (which typically locate respondents or recruit participants) is not the conventional third pillar described by The Link Group. The trio here misplaces the role of data providers, making this choice unlikely.

Option 4: 'Corporations, Respondents, Advertising Agencies.' While 'Respondents' is valid, 'Advertising Agencies' are not typically framed as a primary third pillar in market research under The Link Group; the focus is more on data supply and requestors than on marketing communications channels.

Option 5: 'Customers, Research Firms, Search Firms.' This option includes 'Research Firms' rather than 'Suppliers' and 'Clients.' While research firms are part of the ecosystem, the standard three-way classification often emphasizes the client, the respondent, and the supplier/provider, not substituting 'Search Firms' for 'Suppliers'.

Key clarifications: The core idea in many market research frameworks is that there are three main participants: those who commission the study (clients), those who provide the data from respondents (respondents), and those who supply or execute the research work (suppliers). Misplacing any one of these roles can lead to an inaccurate representation of the ecosystem.

Summarizing the distinctions: Option 2 correctly identifies the three roles as commonly described by The Link Group, whereas the other options swap in roles (like Retailers, Customers, Advertising Agencies, or Search Firms) that do not consistently occupy the three foundational positions in the standard market research triangle.

BUSI406 [Kubowicz Malhotra]: Principles of Marketing Midterm

According to The Link Group, who are the three key players in market research?

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