Golf Datatech, the market research company covering the sales of golf equipment and apparel, has acquired the Golf Retail Audit Service of U.K.-based Sports Marketing Surveys (SMS). As a result of the acquisition, Golf Datatech said it will now be able to deliver market retail research in one consistent format in the U.S., the U.K. and the rest of Europe, making it easier to make comparative analysis of aggregated golf data. Golf Datatech, based in Kissimmee, Florida, is entering its 20th year of business. The company has announced it will now be offering monthly retail market information covering golf equipment - balls, woods, irons, putters, wedges, shoes, bags and gloves - as well as men's and women's apparel and outerwear for the U.S., U.K., Germany, France and Sweden. Despite the sale of its European golf retail audit operation to Golf Datatech, SMS will continue its consumer research platform covering the golf market, together with other sports, in the U.K. and Europe.

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