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How can two agencies give very different quotes for marketing studies targeted at answering the same

When reviewing proposals from research companies, pay attention to what goes into the study budgets. How the companies intend to gather information has a huge impact on final costs.

Information gleaned from open sources is less expensive, but the data is also less valuable because it is not unique and is available to everybody else in the market.

When a company offers to do a comprehensive marketing study that includes a desk study, end consumer surveys, focus groups, hall tests, expert interviews and mystery shopping, you can be sure that your company is getting complete information to fuel its strategic planning. However, the price for this type of comprehensive study will be higher.

Studies that use the same methods can give very different levels of accuracy depending on sample size, and this is another factor that affects costs.
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