MARKETING RESEARCH, OPERATING SURVEYS AND ANALYSIS.

The article presents information on sources of wholesale research and the kind of research studies that have been made in the wholesale industry, with a focus on operating surveys and analysis. The author presents an overview of sources of information from governmental agencies, trade associations, and individual companies that can be used to help determine marketing strategies and management decisions. Details related to the validity and effectiveness of operating surveys are presented. Example operating statements from the service wholesale drug industry are provided.