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Report on Marketing Survey |
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Introduction
In the Summer of 2003, Action Data Group LLC, Dnepropetrovsk, carried out a short national survey on the leading companies in Ukraine. The aim of this survey was to look at the companies' perception of researching role in the function of Marketing. Through the convenience samples questionnaires, a survey of forty companies on the lists panel pulled in nineteen responses, which were weighted to be representative of companies nationally.
P.1. Companies are very active in scenario planning with activities for every:
- 3 months (50%)
- monthly (37.5%)
- 6 months (12.5%)
These mainly made-up of Internal Marketing team of 85.7% and only 14.3% are from External firms. In reference to company internal daily operations planning, not much of external help were sought and was handle by company’s own management team.
Through the survey comments, the market scenario planning enables companies to review the market conditions, monitoring the marketing operations and maintain a clear communication with customers in regards of the company's missions.
P.2. The understanding of the importance of consumer satisfaction level were highly presents in companies with only 12.5% of reading that did not conduct this analysis.
In terms, companies that conducted consumer satisfaction level research were in the basis of:
- 3 months (37.5%)
- continuously depends on business needs (25%)
- 6 months (12.5%)
- annually (12.5%)
Consumer satisfaction level research in companies
Refers to P.2.
The presents of external firms collaborating with companies in this research were 20% with another 60% of full task assigned to the external firms. Internal Marketing team covered only 20%. The results of research analysis accuracy measurements were rated from above moderate reading with score of 42.9% excellent, 42.9% satisfaction and 14.3% rated good performance.
P.3. The research on consumer decision making factors on the point-of-sale is also strongly prioritize on companies as the reading shows:
- 3 months (28.6%)
- 6 months (14.3%)
- never (14.3%)
- continuously depends on management decision (42.8%)
The presents of external firms assigned to this task were 42.9% with the same ratio of 42.9% for the Internal Marketing team. Only 14.3% were made up of both the internal and external sources. Results accuracy for the research conducted were rated 57.1% excellent with 42.9% good. Based on the comments section, companies usually opt for external firms when there is Marketing needs which necessary for companies to source for professional assistance from the researching companies.
P.4. The involvement of companies in findings their competitors products or services performing factors were significant with research done every:
- monthly (37.5%)
- 6 months (25%)
- 3 months (12.5%)
- annually (12.5%)
- continuously depends on business needs (12.5%)
Research on competitors products or services performing factors
Refers to P.4.
Tasks were commissioned equally to either Internal Marketing team or external firms with 42.9% score respectively. Another 14.2% were a combined of both internal and external sources presented. The results of such analysis conducted, 50% rated good with 37.5% excellent findings and 12.5% satisfactory. Compared to the former cases, most companies rated above average with higher percentage on good & excellent rating, however on P.4. 50% were based on good performance with 12.5% satisfactory that signified lesser confident on the results accuracy. We comments as this «reason is because of competitors analysis are much argue-able in getting into the real insights of the rivalries». However, the score of 50% rated good were able to adhere acceptable appraisal of the competitors performances.
P.5. Through the survey, we found out that only 62.5% of companies carried-out focus group studies whereas 37.5% have had never involved. There’s no term of persistence and assurance as when this research method will be apply by companies as majority of them will depends on companies business needs. Methods, which are often used, are analytical tools, questionnaires, face-to-face interview and role-play. Brand expansion and consumer behaviors analyses have the most cases of focus-group involvement. The fractions of assigned sources have the Internal Marketing team be made-up of 50% and the external firms have the remaining percentage.
The breakdown of the results accuracy were:
- good (60%)
- satisfactory (20%)
- excellent (20%)
Breakdown of the focus-group studies results accuracy
Refers to P.5.
In refers to P.4. P.5. has also high accuracy scores standing on the level of good rating. Excellent and satisfactory are not significant strong. This show that the focus-group studies may not reached its optimum results or performance. To extent, we comment that the application of focus group may be on the growing stage in the Marketing practices as some companies understated that this method was not common for usual practice.
P.6. The degree of occurrence for companies in conducting market research is not prerequisite. In frequency, only 14.3% of companies undertaking research activities in every 3 months. Another 57.1% and 28.6% are depending on business needs and on the continued basis respectively. As we single out the categories, research types, which are often done by companies, are pricing analysis, positioning testing, consumers? assessments, competitors analysis and internal sales analysis.
Conclusions
Through the survey, we could conclude that the research of consumer assessments and competitors analysis were actively presented in companies Marketing strategies. These have enable companies to evaluate the current external factors in line with companies operations. Based on the results accuracy rated for the above in this survey, the point was expressly above average scale in most cases.
Companies which preferred to have an assistant from professional researchers from external firms happened when the needs arises based on requirements as the question of whether the tasks should be handle by own marketers or assigned to external source or collaboration between both sources.
Focus-group facility is not actively applicable in most Marketing research. Ratio is high for companies, which haven? t, apply this method with reading of 37.5%. Most of the assignment conduct when there is necessary business needs and the focus-group methods used are mainly conventional. The present of audio/ visual facilities are not strongly stated.
Overall, 75% of companies have a relationship with external firms in handling Marketing researching purposes and the present of Researching companies are highly acknowledged.
Research Firms in handling companies Marketing tasks
Acknowledgements
We would like to thank the following companies:
- Grand Hotel Lviv
- Raiffeisenbank Ukraine JSCB
- OTIS ZAT Ukraine
- Siemens IC Mobile DD
- Unilever Ukraine LLC
- Philip Morris Ukraine
- Citibank (Ukraine)
- Danzas
- Metro Cash & Carry Ukraine Ltd.
- GlaxoSmithKline
- Ukraine International Airlines
- ExxonMobil
- Scania Ukraine
- Samsung Electronics Co. Ltd.
- McDonald’s
- Adidas Ukraine SC
- WRIGLEY Ukraine
- Nestle
- Procter & Gamble (Ukraine)
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