Methodological and Practical Issues of Scientific Research on the Retail Market

AuthorBalasescu, M
PositionDept. of Marketing, Tourism-Services and International Business, Transilvania University of Brasov
Pages9-16
Bulletin of the Transilvania University of Braşov
Series V: Economic Sciences • Vol. 7 (56) No. 1 - 2014
METHODOLOGICAL AND PRACTICAL
ISSUES OF SCIENTIFIC RESEARCH ON
THE RETAIL MARKET
Marius BLŞESCU1
Abstract: This paper highlights the role and importance of marketi ng
research in a dynamic and complex sector such as retail. The paper
approaches the theoretical issues related to the methods and instruments of
marketing research appropriate for the retail market. The theory about
qualitative and quantitative research methods is supported by relevant
examples which lead to a better understanding of the marketing research
process and of its effectiveness on retail activities.
Key words: retail, marketing research, consumer behaviour.
1 Dept. of Marketing, Tourism-Services and International Business, Transilvania University of Braşov.
1. Introduction
The functional involvement of scientific
research in developing trade policies is
possible due to the complexity of the
processes taking place in the movement of
goods and to the continuous improvement
of trade. Private sector development,
restructuring trade and social protection of
consumers are just a few items of critical
importance for scientific research, seen as
a fundamental element of trade policy.
Scientific research currently involves an
operational involvement through studies,
analyses and trade predictions to ensure
proper diagnosis and solution of retail
firms’ problems.
The main objective of this paper is to
determine the role of scientific research in
retail businesses.
2. Scientific research of retail market
From our perspective, the study of the
retail market should be conducted under
two dimensions: the general coordinates of
studying the consumer market and the
practical research of the retail market [2].
2.1. General coordinates of studying the
consumer market
Studying consumer goods market represents
a process of structural-qualitative and
quantitative analysis of the present and future
supply and demand on the consumer goods
market. Market research, using statistical data
and secondary information collected directly
from the market, is grouped as follows [11]:
A. Study of market size - conducting
preliminary measurements by parameters
such as: actual market capacity (volume of
goods sales, number of buyers, supply volume
etc.) or potential market capacity (maximum
volume of sales that can be achieved based on
potential demand, the number and structure of
relative non-consumers); market share; spatial
distribution of the market (the degree of

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