Market research is highly dependent on the size and organizational structure of each company. At small companies, where one person often handles all the tasks the company's research, there are only a few organizational problems that are in addition to, and determine to whom to report research director. Here are the most common is the director of research reports to sales manager or marketing, although some marketing research manager reports directly to the president or deputy executive director. Although a larger research units can take various organizational forms, but there are three common types, namely:
1. Organization according to the application, such as by product lines, brands, market segments, or geographic region.2. Organization according to the marketing function is implemented, such as analysis of field sales, advertising research, or product planning.
3. Organization according to the technique or approach to research, such as sales analysis, mathematical analysis and / or statistics, field interviews, or sales analysis, mathematical analysis.
Many companies have a marketing research department of a huge combine two or more of these organizational structures. Corporate structure, whether centralized or decentralized, is also greatly affect the function of marketing research organization. If the company is decentralized in which authority and decision-making spread to many parties, so each division or operating unit can have its own market research department, or a department in the central office can serve all the operating divisions, or departments of research may be formed on the second level it. The main advantage of the placement of the research department at the corporate level (corporate-level location) is over the extent of coordination and control of the company's research activities, increasing the ability of information systems perspective, and the growing role of corporate management in the planning.
While the main advantage of the placement of the research department at the division level (division or group-level location) is to allow research personnel to gain valuable knowledge about markets, products, practices, and problems of each division. Although there is often a shift between corporate structure and the structure of the division, but nowadays the emphasis is directed at the structure of the mix to get all the advantages of each structure.
For example, Kodak has combined the functions of marketing research centralized / decentralized. Research staff in all divisions work directly with business unit managers. Centralized research group is responsible for maintaining the sustainability of the industry trends and technological changes, because changes here can affect a number of business units. The researchers assigned to conduct marketing research corporation is also responsible for competitive analysis in order to ensure the most objective view. Finally, they act as a center for quality control (quality control center) for research activities are decentralized, so that the project submitted by the division that should be reviewed beforehand to see if it is necessary to amend the method. One of the advantages of this review is that it's expanding the institutional memory of a better way to perform a specific task.
Japanese companies more inclined to regard research as a function of "lines" are implemented by all parties involved in the decision making process and not as a function of "staff" performed by a professional marketing researcher. Those involved in the decision-making team may play a role in gathering and interpreting information. For example, Sony did extensive market research in developing a system of "professional still-video" "Pro Mavica"-which unlike the conventional 35 mm camera, which can record images in a 2-inch diskette. This research involved a survey by mail (mail survey), personal interviews and by telephone, as well as on-site testing during development to acquire pemalcai response to the product. Unique aspect is that the task force (task force) Pro Mavica include engineer and sales representative / marketing of Sony's Medical Systems and Broadcast Unit. Camping in collaboration with colleagues of their marketing staff, engineers Sony also get information from interviews with prospective customers; in which their comments and then accommodated in the modification of the product. "
Therefore, the market research organization depends on the relative importance of these functions within the company and the scale and complexity of research activities to be carried out. Furthermore, the organizational form may change from time to time, which is often driven by changes in the company. In line with changes in firm size and market position, emphasis on marketing and research organizations should also change, so it can continue to adjust to the needs of the company for information.
One of the important changes that have occurred in marketing Set during the last years is the transition from the perspective that aims to solve specific problems (problem specific perspective) into a perspective that aims to obtain the overall marketing intelligence (total intelligence marketing perspective). This perspective is usually referred to as a marketing information system (MIS = marketing information system) or a decision support system (DSS decision support system =). Emphasis is applicable in this system is diagnosing the information needs of individual decision makers in marketing, so they can have the information needed to make decisions.
8 komentar:
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Thanks for the post, this is useful even I am not from economics study. Simple and clear.
A proper marketing research may lead to successful selling...
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