Abstract:

This paper is based on the findings of a case study done amongst local companies in the UAE who do not use research. The purpose of the paper is to identify the resistances and blocks that restrict the use of marketing research in the region with a view to identifying means of increasing usership of research. The study found that most such companies have a predominantly short-term sales orientated approach to business. The focus is on trade rather than the consumer. Marketing planning - and hence information to aid in planning - is not given much priority. The structures of these organisations are also biased towards powerful sales departments, with marketing being only a subsidiary function, if at all. The business environment in the region is not considered conducive to long-term planning. The companies believe that they only need trade feedback and that they do get. They believe they can obtain it better through their own sales network than through any outside agency. Consumer feedback is usually not considered necessary: sales being the sole barometer of performance. Research is considered expensive and hence suitable only for large companies. The paper concludes that the short-term sales orientation and the sales-driven structures of these organisations are unlikely to change soon. But it identifies and recommends actions which the research industry could take to bring about changes in the altitudinal blocks to using research.