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Las Vegas Casinos become Mecca for Market Research

``But in true Siskel and Ebert style, Pulido gave her opinion about who was hot and who was not during a recent screening at CBS's Television City at the MGM Grand hotel-casino.

``...Industry officials say Las Vegas is becoming the city of choice for market researchers to gather data on consumer views on products from pizza to diapers, and on media offerings from television shows to advertising commercials.

``With an estimated 36 million tourists a year, the city is a breeding ground for market research gold: consumer opinion.

``...Finding out what people are thinking is a booming industry that generates an estimated $6.1 billion annually. Dollars spent on market research have grown steadily since 1991 except for dips in 1996 and 2001, said Larry Gold, editor and publisher of Inside Research, a Chicago-based industry newsletter.

``...Las Vegas as a haven for market research makes sense, said Nancy Costopulos of the Chicago-based American Marketing Association.

```People go to Las Vegas for a reason and that's usually to be entertained,' she said. `So by testing people who are there seeking entertainment, you have a steady stream of consumers who are right for your test market.'

``With its fast-growing population in addition to being an entertainment mecca for tourists nationwide, Las Vegas brings an `instant cross section' of the country to one location.

``...Also, analysts say Las Vegas provides a "fresh" test market in which consumers haven't been surveyed as much as those in Los Angeles or New York.

``...Consumers' conclusions about products, services and shows can be the deciding factor in whether companies pursue their projects or try something else..."

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