GreenBookÂ® Research Industry Trends Report

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APPENDIX: Research SpendingSTANDARD TRACKING QUESTIONS Total Client Supplier GapBase: (673) (131) (542) + / -% % %[Buyer/Client] Did your spending on/demand for research increase in 2010 compared to 2009?Yes 59% 47% 62% -15%No 34% 45% 31% +14%DK/Refused 7% 8% 6% +2%Please select the statement that best describes your expectations…Increase (Net) 59% 35% 65% -30%We are already experiencing stronger research revenue/ spending and are optimisticabout the future.32% 14% 37% -23%We expect increasing volume and research revenue/ spending over the next year, butwe have not yet seen improvement.27% 21% 28% -7%We expect current levels of research revenue/ spending to continue for some time to come. 30% 47% 27% +20%We expect a decline in levels of research revenue/ spending in the coming months. 10% 18% 8% +10%Research Spending and Demand IncreaseResearch buyer or clientResearch provider or supplierNote: Among research buyers (n=131) and research suppliers (n=542). Question 3948 GreenBook Research Industry Trends
Spring 2011APPENDIX: OutsourcingDo you outsource any of your QUANTITATIVE research work to other companies, rather than usinginternal resources, full- or part-time staff, or contractors?Yes 60% 84% 54% +30%No 40% 16% 46% -30%In 2010, have you outsourced a higher percentage of your QUANTITATIVE research work, about thesame percentage, or a lower percentage than in 2009?Base = Outsourced Quantitative: (402) (110) (292) + / -Outsourcing of Quantitative (Q4 2010)% % %Higher percentage than 2009 23% 17% 25% -8%About the same percentage as 2009 67% 74% 64% +10%Lower percentage than 2009 10% 9% 10% -1%No answer - - 1% -1%In 2010, what percentage of your outsourced QUANTITATIVE research dollars has gone to suppliersoutside your country compared to 2009?Higher percentage than 2009 14% 12% 15% -3%About the same percentage as 2009 73% 78% 71% +7%Lower percentage than 2009 12% 10% 13% -3%No answer 1% - 1% -1%Do you outsource any of your QUALITATIVE research work to other companies, rather than usinginternal resources, full time or part-time staff, or contractors?Yes 44% 72% 37% +35%No 55% 28% 62% -34%No answer 1% - 1% -1%Research buyer or clientResearch provider or supplierNote: Among research buyers (n=131) and research suppliers (n=542). Question 42www.greenbook.org49
Page 1: FULL ReportSpring 2011GreenBookRese
Page 5 and 6: Spring 2011IntroductionWelcome to t
Page 7 and 8: Spring 2011US and Global Markets Se
Page 9 and 10: Spring 2011The emergence of newer d
Page 11 and 12: Detailed FindingsRespect & Changing
Page 14 and 15: Respondents feel that all of these
Page 16 and 17: Decision DriversAmong respondents w
Page 18 and 19: Which of these quantitative data co
Page 20 and 21: Of these qualitative methods, which
Page 22 and 23: CompaniesPerceived to be Innovative
Page 24 and 25: Because of questions like that, we
Page 26 and 27: Technology AdoptionOnline communiti
Page 28 and 29: What use of these techniques and ap
Page 30 and 31: Infosurv Predictive Markets Exercis
Page 33 and 34: Spring 2011How Companies Currently
Page 35 and 36: Spring 2011Factors Affecting Data C
Page 37 and 38: Spring 2011Perceived Importance & C
Page 39 and 40: Spring 2011How important are the fo
Page 41 and 42: Spring 2011Next StepsWe believe tha
Page 43 and 44: Spring 2011PartnersAbout GreenBook
Page 45 and 46: Spring 2011Interviewing Serviceof A
Page 48 and 49: APPENDIX: Charts & Additional Findi
Page 52 and 53: In 2010, have you outsourced a high
Page 54 and 55: APPENDIX: Company CharacteristicsST
Page 56 and 57: STANDARD TRACKING QUESTIONS (CONTIN
Page 58: Presented by The Market Research Ev

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