Marxism, marketing and consumer research

In this era of rapid technological change, Social Media has emerged as a key marketing practice in the ICT sector in India. In this chapter, the authors examine the emergence of Social Media as a marketing practice, its application in Relationship Marketing and Market Research and the influence of these on Customer Satisfaction in a B2B market. This research integrates Social Media with the widely prevalent Marketing Management and Relationship Marketing paradigms. A web based survey was used to collect data from a sampling frame of ICT firms in India. Factor analysis evidenced the emergence of Social Media as a unique and distinct factor. It also clearly shows the use of Social Media for Relationship Marketing and Market Research purposes by these ICT firms. Multiple regression analysis showed a significant positive relationship between the independent variables - Social Media, Relationship Marketing and Market Research and the dependent variable Customer Satisfaction.

Learning ObjectivesAfter reading this chapter, you should understand: What market and marketing research are and how they differ. How practitioner and academic market(ing) research differ and where they are similar. When market research should be conducted. Who provides market research and the importance of the market research industry.

Market analysis and research is a best practice activity for any procurement process. Market consultation is carried out when, following the market analysis and research, and as a result of correlating the information obtained with the need to be met, the contracting authority decides that it is necessary to start a dialogue with the market in order to describe the need. Once all aspects of the contract have been established, along with the scope of the contract, the type of contract and the benefits to be obtained, market research and analysis and/or review and update of existing information should be carried out so as to understand the context in which the contracting authority meets its needs and what approaches are required by the procurement in an economically and socially efficient manner. The information obtained from market research and analysis underpins decisions regarding the key elements of a competitive exercise such as, but not limited to: estimated value, qualification conditions, contract review clauses, etc.

ENEATH the differences of opinion expressed by some specialists in motivation research and market research, there lies a basic unity of purpose: understanding the behavior of human beings in the market place. Both market and motivation research attempt to determine patterns of brand preference and purchase habits and effectiveness of advertising and sales promotion. Yet, this basic similarity of aim notwithstanding, motivation researchers and market researchers often do not see eye to eye with one another's research methods and results, sometimes even bitterly opposing the rights of the other to a position of trust in industry and commerce.1

Marketing research is a systematic process of analysing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm’s marketing environment and attain information from suppliers (Berghoff et al., 2012). A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market (Homburg et al., 2022). As an example, a firm may conduct research in a target market, after selecting a suitable market segment (Czinkota et al., 2021). In contrast, marketing research relates to all research conducted within marketing. Market research is a subset of marketing research. (Avoiding the word consumer, which shows up in both, market research is about distribution, while marketing research encompasses distribution, advertising effectiveness and salesforce effectiveness). Marketing researchers use statistical methods (such as quantitative research, qualitative research, hypothesis tests, Chi-square tests, linear regression, correlation coefficients, frequency distributions, Poisson and binomial distributions, etc.) to interpret their findings and convert data into information. The stages of research in Fig. 17.1 include:

Crowdsourcing: A Critical Reflection on This New Frontier of Participant Recruiting in Nutrition and Dietetics Research

The purpose of the article is to investigate the essence and significance of marketing research and summarize its main analytical directions and stages. The article deals with the essence of marketing research. The problems of its implementation are outlined. Approaches to definition of the term 'marketing researches' are considered. The basic signs of understanding of marketing research are identified. Marketing research is seen as a system of measures. Marketing research is studied as a process of research. Research is presented as an instrument of influence. The expediency of market research and its structure is emphasized. It is important to evaluate the marketing environment. The analytical study of the marketing environment into external and internal is made. It is suggested to study products, prices and pricing. The focus is on turnover and sales. Important is the evaluation of the sales promotion and advertising system. The problems of the essence of marketing researches, stages of their realization and purpose of carrying out are outlined. The expediency of determining the purpose of the study was emphasized. Emphasis is placed on the purpose of the study and the directions of its implementation. Emphasis is placed on measures to obtain prompt information. It is important to collect, process, analyse market information in a timely manner. The basic stages of analytical research are substantiated. The feasibility of forming a system of primary indicators has been proved. The importance of developing a system of generalized indicators is emphasized. Emphasis is placed on the expediency of estimating the dynamics of deviations of actual and projected indicators. The logic of identifying problematic issues is proved. The importance of identifying the main causes of influence is emphasized. The importance of finding unused reserves is substantiated. The expediency of developing a system of preventive measures has been proved. It is proposed to monitor the results of implementation of management decisions. Marketing research is presented as an enterprise risk assessment tool. The basis for the development of marketing activities. Bases of managerial decision making.

PurposeThe purpose of this paper is to diagnose two types of causal relationships from the perspective of the structural equations model. First, the relationship is analysed between managers’ beliefs regarding the use of marketing information in making decisions and the rational premises of decision validity. Next, the rational premises of decision validity are considered in reference to managers’ abilities to select appropriate information from marketing research reports. Taking into account all of the above premises, the author in the empirical research conducted here introduced the following two research hypotheses which state that: H1: the high level of managers’ beliefs about the usefulness of information from marketing research does not yet positively influence their way of reasoning and making decisions in the light of the bounded-rationality theory. H2: managers who do not use the bounded-rationality criteria of decision assessment, lack of the analytical approach in solving decision problems, also reflect the inability of selecting proper information from a marketing research report.Design/methodology/approachIn the conducted empirical research, that is, in the process of gathering the information, the internet questionnaire survey was used, which included the author’s own version of items measuring respective latent variables. Next, to the chosen group of the respondents (invited to the survey through the two social networking sites: LinkedIn and Golden Line), a direct link to the questionnaire was sent via personal e-mails. The method of providing answers to the questions in the online survey included indicating by the respondents the answers on a seven-point Likert scale for the statements which were expressed in agree/disagree format. The whole empirical research was conducted between March 1 and August 31 in 2014, and the process of choosing the appropriate respondents to the sample was conducted with the use of the two techniques: judgemental sampling and snowball sampling. The final size of sample equalled n=213 and its structure included the individuals in companies, who have borne the responsibility mainly for the organisation and planning of strategic and tactic marketing activities. In short, the sample structure consisted of the respondents responsible for decision-making processes and included: marketing directors (45 per cent), product managers (27 per cent), managing directors and chief executive officers (20 per cent), as well as marketing executives (8 per cent).FindingsOn the basis of findings and the obtained empirical results it is argued that decision makers in companies, despite their strong declarations regarding the use of marketing information, in reality prefer to act in a non-analytical way when making choices. Managers, when faced with difficulties in information processing, adopt simple solutions in solving decision problems which are much closer to the irrational sphere of making choices. Thus the full potential of information that is available to them from marketing research is not even considered. This irrational behaviour in decisions as well as the lack of analytical thinking result in further consequences pertaining to the way that information is selected.Practical implicationsIn spite of all theoretical arguments supporting the bounded-rational theory of making choices, the irrationality or, simply, the non-analytical thinking in decision-making processes in organisations takes place. The inability to use effectively information by managers in companies and failure to scrutinise their own processes of decision making on the basis of logic and reasoning is admittedly the Achille’s heel of many information users. Using information from marketing research in decisions, as well as undertaking the sequence of steps to ensure the valid decision-making process, seems to be a huge problem for managers. Taking into account, the empirical research findings, one can argue now that in spite of the managers’ conviction about the usefulness of the information from marketing research, that is, despite their declarations pertaining to use of information in decision-making processes, such information is in practice often ignored and not taken into account.Originality/valueIn the paper the author explains why, as is supported by empirical evidence, managers in companies decide to conceal their real beliefs concerning the usefulness of marketing information. Taking this into consideration, the indirect question of the empirical research conducted here is whether managers ever seriously consider marketing research results when making decisions?

The article presents the concept of marketing research, its methodology and a brief overview of key categories of research. The authors define marketing research as the collection, processing, analysis and synthesis of data to support marketing decisions and the activities of enterprises in the market by reducing uncertainty and risk. Four types of basic marketing research are described, including primary research, secondary research, quantitative research, and qualitative research. Each of the four categories of market research has its advantages and disadvantages. A company that conducts mixed-methods market research gets the best of both worlds by combining different methods. When done correctly, this can increase the accuracy and standardization of the results, giving your research and conclusions greater depth and breadth. This article discusses the potential applications of information technology in marketing research and how it can impact companies' global operations. A wide range of information technologies, such as social media analysis, eye-tracking technology, artificial intelligence, online surveys, and virtual reality, can be used by marketers to conduct research. Social media can offer useful data on demographics, sentiment analysis, and brand mentions. Eye-tracking technology can help marketers understand how consumers react to ads and products. A lot of consumer data can be studied using artificial intelligence. The authors have identified four main possible areas of influence of market research on companies' entry into international markets. These include finding target markets, creating effective marketing strategies, mitigating risks, and determining the potential size and expansion of global markets. The conclusions drawn from the review of examples of successful applications of market research have demonstrated the value of such research and allowed us to illustrate some of its results. Any business, including the logistics company Nova Poshta, must conduct market research to be successful. Using methods such as focus groups, focus interviews, and online technologies, they conducted an international market research on the organization and management of logistics. In general, market research can help companies maximize their efforts and resources to enter new markets, which can increase their profitability and market share.

This paper analyses the use of the term ‘market research’ in a contemporary context. Although the term is well established as an industry definition, its use and meaning have become increasingly contested. This study brings together empirical data from a range of sources that reflect key stakeholders within the market research sector. Findings suggest that the term ‘market research’ has become increasingly marginalised amongst these key stakeholders. Few of the leading research firms use this term to describe their core activity, and data suggest that wider use of the term has declined over the past decade. Where ‘market research’ is used, the term is typically demoted to describing a set of skills rather than a strategic concept around adding value. A number of explanations for this are explored, including isomorphism among research firms, the role of research in generating value, and the broader economic context in which research takes place. Finally, the paper considers whether continuing use of the term is beneficial to the future success of the research sector.

The article examines the study of the conditions of activity of «RUSH», identifying the main problems; the assessment of the competitive environment was carried out, the degree of consumer satisfaction with the level of service provision and the assortment line was determined. In accordance with the changing and dynamic marketing environment in which the researched enterprise now operates, marketing research will allow to determine the directions of effective functioning in conditions of competition, to search for reserves to increase its competitiveness and choose effective directions for further development. The importance of using the company's marketing research system to determine the directions of its effective functioning in competition, finding reserves to increase its competitiveness and choosing effective directions for further development, which is especially important in a changing and dynamic marketing environment in which the company is now works. The main advantages of the «Eva» store line in relation to competitors in terms of assortment, pricing policy and product quality have been established. The main focus of the research was on market research, which combines consumer behavior and economic trends, which is extremely important for understanding consumer needs. Marketing research helps in management by providing information relevant to decision making. The results of marketing research help reduce the level of uncertainty in management decisions. Marketing research on customer satisfaction at «RUSH» showed that positioning the network in the women's segment was a profitable solution. In recent years, RUSH has been actively growing. Using market research methods, the management of «RUSH» can make business decisions based on the results obtained, which confirm their knowledge and experience. Marketing research helps to identify market trends, so it is necessary to conduct them often to get to know customers in detail, to study their needs and desires, to learn about their behavior and be able to manage it. Having carefully researched the market, the company's business will develop and gain certain competitive advantages.

This chapter provides a guide to the key issues relating to how marketing research leads or should lead company decision-making. As businesses have developed their information resources and formed marketing research, customer insight departments sometimes merged the role of both departments has become strategic in their contribution, the customer insight manager and marketing research manager have become more important. Once these are understood in more depth through marketing research and customer insight, then expansion and growth opportunities can be identified, plans made to capture them and initiatives designed to launch them. Companies have been encouraging and training their sales teams to draw on the resources of marketing research and customer insight departments to learn more about customer needs. Customer insight has removed some of the uncertainty concerning the value of promotional expenditure, as there is now a clearer understanding that the information collected through marketing research is 100% valuable if: Marketing research is increasingly being used to assess competitors' campaigns.

Focus on Authors

The article substantiates the need for marketing research. The main aspects of regulating the relationship between participants in the research process are outlined. The main regulatory organizations of international and domestic level and their requirements for quality research procedures are considered. The main provisions of the International Code ESOMAR (European Society of Marketing Research Professionals) are summarized. The basic ethical norms of doing business in the research sphere, which are based on the principles and directives of ESOMAR, are outlined. The main requirements of ESOMAR for conducting Internet marketing research are considered. The peculiarities of the formation of the market of market research in Ukraine are revealed. The key aspects of the Ukrainian Marketing Association (UAM) that contributed to the development of the marketing research market are identified. The dynamics of the market volume of marketing research for the period 2003–2020 in hryvnia and US dollars is analyzed. The main operators of the market of market researches in Ukraine are defined. The impact of the pandemic on the market of marketing research in Ukraine is noted. Analyzed as the introduction of the digital economy and the accelerated digitalization of all areas is reflected in the activities of companies conducting marketing research. Marketing research in Ukraine has a redistribution of methods towards increasing the share of online in the context of accelerating the digitalization process during a pandemic. The main consumer preferences have definitely changed. In times of uncertainty, companies need more marketing information to make decisions. We are confident that in the context of the ongoing transformation of consumer behavior, the demand for marketing research will continue to grow. Trends include greater flexibility for both customers and agencies, who try to get not just the service itself, but sell and buy quality, not price. The main challenges for companies conducting marketing research are the innovative component of marketing research and compliance with the standards specified in the main provisions of regulatory organizations at the international and domestic levels.

Exploring the market for breakthrough technologies