Who does marketing

research?
• Manufacturers
-are the major benefactors of marketing
research.
-they are also among the major groups
doing research studies.
-through this they are able to
determine the RIGHT products to be
produced, based upon the NEEDS and
WANTS of the consumers.
• Advertising Agencies
-have long practiced marketing
research.
-it deals directly with the
ADVERTISING FUNCTION such as
studying the effectiveness of alternative
copy or ALTERNATIVE ADVERTISEMENT
• Advertising Media
-they depend on research data that will
help them sell their space or time to
advertisers.
-these researches involve the
generation of market coverage statistics to
measure the size of audience reached by
the newspaper, magazine, radio, or
television message.
• Retailers and Wholesalers
-some of the researches of these
establishments deal on FORCASTING,
MARKET SHARE ANALYSIS, SALE
ANALYSIS, PRODUCT MIX STUDIES.
FORCASTING – is used by companies to
determine how to allocate their budgets for
upcoming period of time.
MARKET SHARE ANALYSIS – is a part of
market analysis and indicates how well a firm
is doing in the marketplace compared to its
competitors.
SALE ANALYSIS – examines sales reports to
see what goods and services have and have
not sold well.
PRODUCT MIX - a range of associated
products that yields larger sales revenue.
• Independent Marketing Research Firm
-an important and a dynamic part of the
marketing research field.
-they are independent contractors to assist
other firms, to define and “solve” business
problems.
-these firms tend to specialize in certain
research methods and techniques such as
CONSUMER BUYING BEHAVIOR, ADVERTISING and
SALES PROMOTION RECALL and PRODUCT or BRAND
PREFERENCES.
COSUMER BUYING BEHAVIOR – is the process
by which individuals search for SELECT,
PURCHASE, USE, and DISPOSE of goods and
services in satisfaction of their NEEDS and
WANTS.
ADVERTISING – is the activity or profession of
producing information for promoting the sale of
commercial products or services.
SALES PROMOTION – it is stimulation of sales
achieved through CONTESTS,
DEMONSTRATIONS, DISCOUNTS,
EXHIBITIONS or TRADE,SHOWS, GAMES.,
GIVEAWAYS , POINT-OF-SALE DISPLAYS and
MERCHANDISING, SPECIAL OFFERS, and
SIMILAR ACTIVITIES
• GOVERNMENT AGENCIES
-sponsor or undertake marketing
research for an industry for certain type of
business.
- they provide statistical data which
are indispensable to he business.
- they are also the largest producer or
marketing research facts through its various
census activities and other publications.
• TRADE AND PROFESSIONAL ASSOCIATIONS
-serve the entire industry supported by
contributions from their members.
-research works often revolve around the
collection and dissemination of operating data
gathered from its member
-professional associations ( integrated
bar of the Philippines, Philippine medical
association and philippine dental association.)
• UNIVERSITIES AND FOUNDATION
-most of the university – or
foundation-sponsored research
that are of interest to businessmen
are produced by the business
faculty.
-it deals with broad
economic and business problems
• OTHER AGENCIES
-include banks and other financial
institutions, public utilities and transportation
companies among others)
-also organizations which specialize in
providing continuous statiscal information
regarding advertising media
ex. Philippine board of advertisement
and kapisanan ng mga broadcasters sa
pilipinas.