If private enterprise want to fund marketing research, fine.

It’s the social science academics living off the public purse I take issue with.

So what? I pay taxes too, and I want social scientists to be paid using tax dollars for the work they do, which I find valuable. There's plenty I take issue with my taxes being paid for but I just put up with it because we live in a society where my priorities aren't the only ones. Why can't you take that approach with social scientists?