Who Does Marketing Research?

8/9/2019 Who Does Marketing Research?

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Who does marketingresearch?


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•

Manufacturers -are the major benefactors of marketingresearch. -they are also among the major groupsdoing research studies. -through this they are able todetermine the RIGHT products to beproduced, based upon the N !" and#$NT" of the consumers.


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• Advertising Agencies-ha%e long practiced marketing

research. -it deals directly &ith the$!' RTI"ING ()N*TI+N such as

studying the e ecti%eness of alternati%ecopy or $ T RN$TI' $!' RTI" NT


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• Advertising Media -they depend on research data that &illhelp them sell their space or time toad%ertisers. -these researches in%ol%e thegeneration of market co%erage statistics to

measure the si/e of audience reached bythe ne&spaper, maga/ine, radio, ortele%ision message.


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• Retailers and Wholesalers-some of the researches of these

establishments deal on (+R*$"TING,$R0 T "H$R $N$ 1"I", "$

$N$ 1"I", 2R+!)*T I3 "T)!I ".


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FORCASTING – is used by companies todetermine how to allocate their budgets orupcoming period o time!"AR#$T S%AR$ ANA&'SIS – is a part omar(et analysis and indicates how well a )rmis doing in the mar(etplace compared to itscompetitors!SA&$ ANA&'SIS – e*amines sales reports tosee what goods and ser+ices ha+e and ha+enot sold well!,RO-.CT "I/ 0 a range o associatedproducts that yields larger sales re+enue!


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• Independent Marketing Research Firm

-an important and a dynamic part of themarketing research 4eld. -they are independent contractors to assistother 4rms, to de4ne and 5sol%e6 businessproblems. -these 4rms tend to speciali/e in certainresearch methods and techni7ues such as

*+N") R 8)1ING 8 H$'I+R, $!' RTI"ING and"$ " 2R+ +TI+N R *$ and 2R+!)*T or 8R$N!2R ( R N* " .


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COS."$R 1.'ING 1$%A2IOR – is the processby which indi+iduals search or S$&$CT3,.RC%AS$3 .S$3 and -IS,OS$ o goods andser+ices in satis action o their N$$-S and

4ANTS! A-2$RTISING – is the acti+ity or pro ession oproducing in ormation or promoting the sale ocommercial products or ser+ices!

SA&$S ,RO"OTION – it is stimulation o salesachie+ed through CONT$STS3-$"ONSTRATIONS3 -ISCO.NTS3$/%I1ITIONS or TRA-$3S%O4S3 GA"$S!3GI2$A4A'S 3 ,OINT0OF0SA&$ -IS,&A'S and"$RC%AN-ISING3 S,$CIA& OFF$RS3 andSI"I&AR ACTI2ITI$S


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• GOVERNMEN AGEN!IE"-sponsor or undertake marketing

research for an industry for certain type ofbusiness. - they pro%ide statistical data &hichare indispensable to he business.

- they are also the largest producer or

marketing research facts through its %ariouscensus acti%ities and other publications.


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• RA#E AN# $ROFE""IONA% A""O!IA ION" -ser%e the entire industry supported bycontributions from their members.

-research &orks often re%ol%e around thecollection and dissemination of operating datagathered from its member

-professional associations 9 integratedbar of the 2hilippines, 2hilippine medicalassociation and philippine dental association.:


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• &NIVER"I IE" AN# FO&N#A ION -most of the uni%ersity ; orfoundation-sponsored researchthat are of interest to businessmenare produced by the businessfaculty. -it deals &ith broadeconomic and business problems


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• O 'ER AGEN!IE"-include banks and other 4nancial

institutions, public utilities and transportationcompanies among others: -also organi/ations &hich speciali/e inpro%iding continuous statiscal informationregarding ad%ertising media

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Who Does Marketing Research?

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