1. Anisha Vaddepalli and Christian Bach
Marketing Research
Anisha Vaddepalli and Christian Bach
Abstract
Marketing research is the empiric study of market behaviors and marketing methods usually focused on the examination of issues relating to the design, creation, logistic and sale of goods and services fulfilling the needs to bring goods from manufacturers to consumers. Marketing analysis is a major component of marketing research which is the process of assessing empirically the needs and wants of people to design new products people buy.
Major Categories of Marketing Research
Below are a few major categories of marketing research. I suggest four which should cover both consumers' and producers' goods
Basic studies of markets
Size of market
Location of market
Purchasing power
Consumer preferences
Competition
Saturation
Channels of Distribution
Integrated marketing
Use of functional middlemen
Use of wholesalers
Cooperative marketing
Analyses of marketing functions
Specialization in function
Sales promotion
Storage-warehousing
Transportation-delivery
Finance-credit-collections
Standardization-grading
Marketing cost Analysis
By commodities
By channels of distribution
By marketing functions
This is a tentative rather than a comprehensive outline and is offered here merely to illustrate about specialization. It should be clear from the wide variety of research activities indicated in this suggestive list that the performance of this research demands specialization among research agencies.
Classification of Marketing Research Agencies
Public Agencies
Private agencies
Federal government
a) U. S. Department of Commerce
b) Federal Trade Commission
2. State government
a) State universities---bureaus of business research
b) State departments of commerce
c) State licensing departments
3. Local government
a) Departments of markets
b) License bureaus
c) Public libraries
Research institutions
2. Endowed universities-bureaus of business research
3. Trade associations
4. Chambers of commerce
5. Private businesses
a) Specialized marketing research agencies
b) Advertising agencies-marketing research departments
c) Individual companies-marketing research departments
Reference
Engle, N. H. (1937). A Program for Marketing Research. Journal of Marketing, 1(3), doi: /