Vloga marketinškega raziskovanja v slovenskih podjetjih ter vpliv na sprejemanje (strateških) odločitev : magistrsko delo

Arh, Anže (author), Jančič, Zlatko (mentor)

Delo obravnava vlogo raziskav pri oblikovanju strategij podjetij. Teoretični in empirični podatki so uporabljeni za definiranje vloge raziskav in njihovega položaja v podjetju ter za iskanje načinov, kako lahko raziskave še bolj približamo vodstvenim funkcijam ter povečamo njihov pomen pri strateških odločitvah. V prvem delu so predstavljene marketinške raziskave, strategija, vloge tržnih raziskav v podjetjih ter odnos vodstva podjetij do podatkov ter način, kako se sprejemajo odločitve. Empirični del vključuje intervjuje s predstavniki slovenskih podjetij na temo vloge tržnih raziskav, odgovornosti za tržne raziskave v podjetju in tipov izvajanih raziskav. Uporabljene so tehnike deskripcije, kompilacije teoretičnih prispevkov in sinteze, s katerimi so predstavljeni zaključki analize. Ključni ugotovitvi kažeta, da je vloga tržnih raziskav v podjetjih izjemno različna, od produktne, marketinške do strateške. Strateška vloga raziskav je redka.

• Language: Slovenian
• Keywords: marketinško raziskovanje, tržno raziskovanje, poslovna strategija, marketinška strategija, poslovno odločanje
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: A. Arh
• Year: 2023
• Number of pages: 65 str.
• PID: 20.500.12556/RUL-151656
• UDC: 339.138(043.2)
• COBISS.SI-ID: 169418243
• Publication date in RUL: 14.10.2023

Secondary language

• Language: English
• Title: Role of the marketing research in Slovenian companies and its implications on (strategic) decision-making

Abstract

The thesis discusses the role of research in shaping the strategy of companies. Theoretical and empirical data are used to define the role of research and its position in the company, and to find ways to bring research closer to management functions and increase their importance in strategic decision-making. The first part presents market research and strategy, the theory of the role of market research in companies, and the attitude of company management towards data and decision-making. The empirical part includes interviews with representatives of Slovenian companies on the role of market research, responsibility for market research in the company, and types of research conducted. Descriptive techniques, compilation of theoretical contributions, and synthesis are used to present the conclusions of the analysis. Key findings show that the role of market research in companies is extremely diverse, ranging from product-oriented, marketing-oriented to strategic. Strategic research role is rare.

• Keywords: marketing research, market research, business strategy, marketing strategy, decision-making