Browsing by Author "Bezalbih, Bekele"

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    The Practice Of Using Marketing Research Outputs To Support Marketing/Business Decision•Making: A Study of Foodstuff•Producing and Beverage•Producing Firms in Addis Ababa
    (A.A.U., 2004-02) Bezalbih, Bekele; Gurmeet, Singh (Dr.)
    This study was conducted to look at issues related to marketing researches: practices of conducting and using marketing researches, limitations/problems in making researches and in using research outputs by foodstuff-producing and beverage-producing firms in Addis Ababa. Two major problem areas were the basis for making the study regarding the issues: Often managers/decision-makers of most foodstuff-producing and beverageproducing firms have less practice to conduct marketing researches, and thereby use the outputs/results of marketing researches to support their decision-making (1). There are problems in these foodstuff-producing and beverage-producing firms in effectivelf and reliably utilizing the outputs of the researches made because most researches are considered to lack 'quality' on the side of the decision-makers (2). Descriptive research type and survey method (to collect the primary data from subjects) preferably used to conduct the study. Two types of questionnaires-for the decision makers and for the marketing research personnel- distributed to 10 and 5 foodstuffproducing firms and beverage-producing firms, respectively. A total of 29 questionnaires from the marketing research personnel and 27 questionnaires from the decision-makers collected. Out of an overall analysis of the responses of the two types of respondents the following major conclusions were drawn. It can be said that most of the foodstuff producing and '. beverage-producing firms have not been much benefited form the outputs of the marketing researches. There was a need on the side of the decision-makers to using the research outputs and, on the other hand, less emphasis was given to the research making unit/or there was less practice of conducting marketing researches. This would be resulted because the management could not fully rely upon the accuracy/the quality of the marketing research reports. Problem-identification researches were not given much emphasis by the firms. Compared to the other types of research studies, pricing studies had been given priority. It can beinferred that most of the finns were unable to be benefited from the other types of the marketing researches, which they would be equally benefited as the pricing studies Despite the inadequacy of the allocated budgets for conducting marketing research activities and the number of research problem areas and management conflict areas raised on both the decision-making and research making personnel, no decision-maker replied that the research outputs were fully ineffective for making decisions. Therefore, it can be concluded that if it was possible to eliminate/reduce the above problems and conflict areas and improve the quality, effectiveness and the frequency of making different types of marketing researches as needed, the firms would be benefited much more form the research outputs.