The marketing research business consists of a large number of suppliers who make available many products (i.e., research studies and other documents) targeted at many buyers. To get research into the hands of buyers, the creators of the research can attempt to sell the products themselves or they can enlist the services of companies serving an intermediary role (i.e., bring buyers and sellers together). For their services these dealers receive a percentage of the sale price.
For research seekers these dealers offer several advantages. First, they generally carry reports from many different suppliers increasing the likelihood of finding a report that meets the researcher’s needs. Second, they allow for the purchase of individual reports and, in some cases, pieces of reports offered at lower cost. By comparison, marketing research creators often require clients to purchase a full report. Third, they offer excellent search functionality making it easy to locate reports.