First of all, the question arises as to how the marketing research function is to be organized within a firm. It should be notes that the organizational structure for this function will differ according to the type of agency which is handling it. Organizational structure for marketing research function differs according to the type of agency, which is handling it. Thus, a marketing research organization in a manufacturing firm will be different from that in a research or a consultancy firm, as the requirements an emphasis on research will be different. A major difference between a manufacturing firm and a research firm is that whereas in the former, research being one of the several activities is a means to an end, in the latter, research is the only activity and is an end in itself. A research firm has to ensure that research work leads to profit, whereas a, manufacturing firm need not be concerned with consideration.
Another Point of difference the two organizations is the degree of emphasis on the practicality of marketing research. Manufacturing firm would normally place greater emphasis on the marketing research findings in the day to day marketing of its products. Howler this is not the case of marketing research firm as it is not engaged in marketing of any product there are several options for an organization while making the decision for the structure of marketing research function for
Example, there could be a marketing research department or cell with a skeet on staff if the marketing research function is not considered very important. Alternatively, the firm may have a well developed department comprising a number of specialists as also the other supporting staff. The specific organization will depend on the requirement of each firm. A firm which has decided to introduce a marketing research function has to decide which of the three options, should be selected:
- To set up a formalized marketing research department consisting of some full-time specialists whose main responsibility would be to carry out marketing research studies and report the findings to the management,
- To assign the marketing research responsibility to one or more line or staff executives on a part-time basis, who would have to undertake it in addition to the major responsibility in other sphere, and
- To assign the responsibility of undertaking marketing research responsibility to one or more line or staff executives on a part-time basis, who would have to undertake it in addition to the major responsibility of undertaking marketing research to an outside individual or an organisation?
In some firms, where a separate marketing information system exists, the marketing research function may form a part of such a system. In such cases, marketing research acts as one of the inputs to the marketing information system.
If the firm has decided to have separate marketing research department, then sufficient freedom should be given to the latter to carry out its tasks. Another aspect that is relevant is whether a large firm should have a centralized marketing research department or whether alternatively each division or operating unit should have its own. The main advantage of the centralized marketing research department is all there will be more effective coordination of marketing research with marketing management. Also, effective control and supervision of research can be ensured. On the other hand, if marketing research is undertaken by each division or operating unit, it will enable researcher to be more knowledgeable about divisional markets and their problems. In addition, such an approach will offer great autonomy to division and operating units in their research activity which will ultimately be beneficial to the firm.
So we can conclude that marketing research plan should be written out in sufficient detail. Before it is finalized, it should be circulated amongst the concerned officials in the company. It should fit into the marketing plan of the company, as it is an important input in it. Although it should be followed and implemented as far as possible, there should be an element of flexibility in it so that certain changes, if found necessary, can be made.
