The concept of marketing research is essentially dynamic and the need for its application arises primarily because of the changing socio-economic patterns and life-styles. It would be timely to review the extent to which marketing research, as an aid to decision making and in its wider implications in terms of interaction with society and consumers, is geared to keep pace with changing times. Is marketing research a mirror of the society, its reflection or mere shadow? A noticeable feature of the changing context in which marketing research operates is a realisation of the existence of shortages in the industrialised countries, a feature normally associated with less developed nations. Marketing research has, however, been orientated to promoting consumption in a competitive environment. It might, however, have something to offer to the investor, the economic planner, and the policy maker, in either situation.
Marketing Research, through its aim and furthermore by its methodology, has acquired a reputation which is incontestable. The complexity of the problems which must be solved and the evolution, on the one hand, of psycho-sociological science, and, on the other hand, of statistical technology and computer science, have contributed to a very elaborate scheme in Marketing Research. Nowadays, it is quite normal to associate with the problems encountered in the collection of information, analysis and computerised methods which lead to a better comprehension of this information. The frequentation of the situation and computer science has produced certain habits. The aim of this paper is to conjure up certain key-points connected with the two, by attempting to point out to users of opinion polls, surveys and computerised methods, the great utility in making use of these relationships rather than putting up with them.
Marketing Research, through its aim and furthermore by its methodology, has acquired a reputation which is incontestable. The complexity of the problems which must be solved and the evolution, on the one hand, of psycho-sociological science, and, on the other hand, of statistical technology and computer science, have contributed to a very elaborate scheme in Marketing Research. Nowadays, it is quite normal to associate with the problems encountered in the collection of information, analysis and computerised methods which lead to a better comprehension of this information. The frequentation of the situation and computer science has produced certain habits. The aim of this paper is to conjure up certain key-points connected with the two, by attempting to point out to users of opinion polls, surveys and computerised methods, the great utility in making use of these relationships rather than putting up with them.
This paper tries to make a sketch of the general frame in which Marketing Research operates, and draw some conclusions on its means, possibilities and difficulties. The tendencies which are nowadays in development in Europe are then succinctly analysed. Lastly, the process through which a Company eager to enter a new market has to go is studied, especially in the case of building business in country unknown to its staff.
This paper tries to make a sketch of the general frame in which Marketing Research operates, and draw some conclusions on its means, possibilities and difficulties. The tendencies which are nowadays in development in Europe are then succinctly analysed. Lastly, the process through which a Company eager to enter a new market has to go is studied, especially in the case of building business in country unknown to its staff.
The need for marketing research in Poland arises from the fact that, although the economy is planned, it has a monetary character. Products are manufactured as goods, that is not for the producer's own needs but for sale, while the distribution of the national product is achieved through the medium of money. It is with money that we buy in the market the goods we need, which then become objects of consumption. In this way each cycle of social production is closed.
The English language distinguishes between market research and marketing research. These concepts overlap. Market research is research into the size and structure of the market. Marketing research is, moreover, research into the effect of the various elements of the marketing mix. When marketing research does not refer to consumer households, or products or services for this group, the American terminology is difficult to translate. Industrial marketing research has a wider scope than market research for industrial products. Unless very detailed descriptions are given, it is not easy to say exactly what is meant by industrial marketing research.
For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned with market research, I have noticed again and again the feelings of dissatisfaction and frustration of market researchers caused by their being placed under the marketing manager.
For many market researchers the relationship between top management and market research is a continuous traumatic experience. In the close on 1 5 years during which - at various levels and in various fields of top management - I have been concerned with market research, I have noticed again and again the feelings of dissatisfaction and frustration of market researchers caused by their being placed under the marketing manager.
During the recent years Czechoslovakia has taken up the path towards major transformations in management of the economy. Transformations in management of the economy affect also the new position of marketing research.