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Unit 2: Introduction to Research

(d) Retailers and wholesalers Notes

(e) Governmental agencies
(f) Universities and institutions.

External Organisations – Advertising Agencies

The advertising agencies conduct marketing research for their clients. Ad agencies undertake
media studies, group research etc. The ad agencies also conduct image opinion research, market
potential research etc.

Example: The ad agencies that conduct MR are Hindustan Thompson, Mudra
Communications, Maa Advertising et al.

Trade Associations

Trade associations also conduct MR. For instance, the Confederation of Engineering Industries
conducts MR for various engineering products. In India, many consumer goods manufacturers
such as Godrej, P&G, HLL have their own MR organizations.

Manufacturers

Manufacturers of smaller industries join together and undertake marketing research for their
mutual benefit.

Example: Textile companies have the Textile Manufacturers Association, which conducts
research on potential for garments made in the country.

Retailers and Wholesalers

The retailers have been predominantly concerned with shop location studies, special promotion
studies, pricing, retail stores investigation and sales research and so on. The retailers also conduct
a study on consumer behaviour and attitudes towards a particular product. The wholesalers are
interested in conducting MR on retailers' behaviour. They are also interested in learning about
the attitudes of the retailers towards inventories, service provided by the wholesalers etc. The
latter category of researchers is lesser in number.

Government Agencies

MR is also carried out by few government agencies. The government departments collect
information on subjects such as agricultural market surplus, consumer goods market surplus,
price indices, imports and exports, etc. This helps them in formulating policies.
Universities and Institutions

Universities and institutions also conduct marketing research.

Example: The institutes like the IIMs, IIFT engage themselves in doing marketing research
for certain corporate entities.

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