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.