THE IMPACT OF INVESTMENT IN MARKET RESEARCH FOR BUSINESS DEVELOPMENT
Creators: name: Zuzaku, Agim
Publisher: name: figshare
Year: 2021
Subjects: subject: 150505 Marketing Research Methodology
subject: FOS: Economics and business
subject: 150314 Small Business Management
subject: 80708 Records and Information Management (excl. Business Records and Information Management)
subject: FOS: Media and communications
subject: 150301 Business Information Management (incl. Records, Knowledge and Information Management, and Intelligence)
subject: 130203 Economics, Business and Management Curriculum and Pedagogy
subject: FOS: Educational sciences

description: Development of a business depends on the strategy and the possession of information that has. To take appropriate decisions, we should have the right information. In this paper we will discuss the possibility of increasing the business market research, business development through a more efficient management making decisions on the results of market research. The main aim of this thesis is to explore the state of business in the last 5 years in Kosovo. The research aims to test several variables that affect the businesses to invest in marketing in general and particularly market research. The main question the study raises is: How much is estimated market research in decision making by businesses? This thesis will be explored primarily through the prism of business decision-making and impact of research in their development. Also, there are other sub-questions that contribute to the main research question, other sub-questions would be: Does the company have, the business plan or strategic plan? Did Marketing included in your business plan? Are you planning to invest in market research? What percentage of revenue, you invest in marketing? The study was conducted through quantitative methods, which are collected and processed data from interviews of business activities: production, service and trading, through a representative sample, where the sample population, will be the register of business registration in Kosovo. Interviewing was conducted face to face with the owners or managers of businesses through a structured questionnaire. Sample selection was random. Data analysis and processing are carried out through SPSS. The study has two objectives: the first objective is a comprehensive analysis of the current situation in Kosovo businesses, exploring what percentage of the spending budget for marketing and market research. This general analysis will be realized by reference to the official statistics on the state of business in Kosovo. The second objective is to identify the willingness of companies, that their business be realized through market research. This analysis will focus on realizing research with all sorts of business activities in Kosovo through a representative sample. The hypothesis of this study is: Investing in market research by the companies, affects business development of companies, by reducing uncertainty in decision making. Market research often spreads consultancy, generating ideas or solving problems. Good research often includes all these elements. This is also a time of change for the market research industry and for this reason it is difficult to determine its limits clearly (Keegan, 2009).