Advisory in the scope of conducting marketing research

Marketing research is a process of gathering information and processing it by companies in order to obtain a full picture of the target customer and minimise the risk of market failure. Based on the processed information from the research economic entities make decisions regarding the strategy, price policy, promotions, budget and all types of other actions. The advisory service pertains to the development of the concept of conducting market research. This research may concern: • qualities of the firm’s product and competitive products, • prices and demand flexibility against change of price, sales and market, • efficiency of various means of promotion and advertising of the product, • trade and firm’s functioning, • opinions and motives of behaviours of product purchasers, consumer behaviour, • brand image, • corporate social responsibility. The advisory service includes: • determining the stages of planning and conducting the research, • defining the research problem, • developing the objective and plan of the research, • determining the subject and scope of the research, • determining information sources for the marketing interview • determining tools, techniques and methods of gathering primary data in marketing research.

Advisory in the scope of marketing research is directed at various types of economic entities from the following trades: • grocery trade • clothing trade • catering trade • furniture trade • cosmetic trade • educational trade