In all the areas of human knowledge, the individual, whether executive or mechanical engineer, tries to do research in the most objective manner possible. For each sector of human activity has developed the system or method that suit the needs.
Researchers and decision makers in business are more difficult to reach absolute conclusions that researchers in other scientific disciplines for five reasons:
1 .- The difficulty of measuring relations. The reactions of consumers are harder to measure than a piece of metal or chemical compound as the human being is far more complex than these elements. 2 .-
Precision. The instruments used to measure consumer reactions are not as accurate as those used in a laboratory. 3 .-
Change relations. The consumer can change over time, or just when you know observed. A metal or compound chemical does not change if properly stored and stored.
4 .- The difficulty of making an experiment all . Often, it is absolutely impossible to organize an experiment under the MARKETING, given the inaccessibility of the researcher to control external conditions, as monitored in a laboratory. Many factors such as climate, social attitudes, previous experiences of other public and seriously affect the outcome of an investigation.
Market researchers face more problems of this kind that researchers in these areas. For example, suppose a company wants to investigate the effectiveness of certain advertising campaign, but during a week of the campaign main factory in the region suspended their work, which falls a snowfall, or a close trading decide to offer special prices. Fulfill any of these factors seriously affect the outcome of the investigation: overall, the ruined. 5 .-
cost and time. Often, the cost of obtaining the necessary information about passing the budget of the company, or not justified in relation to the benefits received. Sometimes, gather the required information takes longer than previously thought, so many decisions are made without taking MARKETING all the information you want. The businessman who has a new article would like
for example, test their product nationally, but he knows that no capital and time needed. Therefore decide to choose some cities as a test market. (The term, market testing, means testing a service, product or ideas on a limited scale in cities or areas of the country to see if satisfactory and to identify improvements required.) The trader assumes that if consumers in the test market have accepted the product in other regions also accept it. The number of cities to choose, so the same as the numbers of tests performed depends on many factors, but time and money are considerations prevail. Therefore, may be limited to studying a single region of the country or one city.
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