市場調査論의 體系化方向 = On the Systematization of the Science of Marketing Research

다국어 초록 (Multilingual Abstract)

Ⅰ. Preface
The science of marketing research has not been developed in earlier times because of its specific character resulting from the modern scientific management. It is, however, regarded as the most important sub-business function of modern consumer-oriented business. The fact-finding function is the basis of rationale and scientific management, because modern business performs business activity in order to adapt creatively on the environmental features of business enterprise.
If business executives could not understand accurately the situation of business environment, they couldn't help to manage the business on his bunch, guesswork, or rule of thumb, in order to secure the objectivity and rationalism hence of business activity, it should collect, edit, analyze, and evaluate the information from all the aspect of business environment, and evaluate the informations for decision making and planning course.
Modern business functions are executed under the course of planning, coordinating, and controlling. Planning is the first stage of business action. Plan which is formulated In the process of planning, is used as the benchmark of controlling business activity.
The science of marketing research, however, has the great emphasis on business management, but it ha3 not been systematized and developed as a branch of well systematized knowledge, and thus the system of marketing research have come to get the character of heteroogeneity and accumulated knowledge system without order. In this sense, this treatise intends to scrutinize the essential features of marketing research function relating to modern business existence, am formulates a tentative system for research function and marketing reseach.

Ⅱ. The features of business orientation
Modern business is consumer oriented one. The function of production has originally been performed by producer-consumer in the time of ancient Self-sufficing economy. Then, the consumer demand regulated the quality and the volume of production activity. Thus production and consumption activity was integrated and performed correlatively under one economic subject. As the economic scales and areas are gradually enlarged, the self-sufficing economic system transferred to other-want-satisfying economic system which functions through the exchange activity. These facts suggests us that the production activity, which was integrated and performed under single producer- consumer, is segregated from him and committed to the business enterprise which was organized technically through the process of specialization. In these circumstances, the producer-consumer was divided in two different economic subjects, that is, producer and consumer. producer engages in production activity and produces the goods more economically and the goods are exchanged and distributed to the mass-consuming public and are consumed for sastisfying others' want.
By these fact, we may conclude that business enterprise should he devote to the consumers benefit. And thus business enterprise has the character of consumer orientation.
In a more narrow sense relating to specific business enterprise, the nation of consumer is substitutes by the notion of customer to whom the products are marketed continually, since customers are linking through the marketing activity, customer-oriented means marketing oriented feature.

Ⅲ. Business activity process and the necessity of research function
The targets of business-management are in the attainment of business objective, both social and individual. Business enterprise is not isolated existence from society but is the existence of society. So the buiness enterprise should accept the social restriction as business environmental forces.
In this sense, it may be possible to define that the business management is the creative adaptation by a company to its changing environment, Social, political, economical and cultural environment exerts influence on the company, and the business executive must use the means of adaptation available to guide the firm toward its most profitable opportunities. The means of adaptation are each departmental function.
For the purpose of maintaining rational and scientific management, plan is utilized as a guideposts of controlling business activity, and the standard for evaluating the business performance. Plan means the blueprint of future business activity which would be performed for the sake of getting the creative adaptation to its changing future environment.
Planning courses are made up of several steps. In the first hand, planning function requires the decision making. Decision is the selection of some course of action (or inaction) to attain the objective. There are three imperatives in the process of decision making: (1) possible actions must be recognized; (2)the results of different actions must be predicted; and (3) the order of preference of there predicted results must be assessed. Research is potentially useful at least for the first two of these.
The research function being performed for creative adaptation, should cover the environmental features as well as business capacity.

Ⅳ. Review on the system of marketing research
Marketing research functions are usually viewed and treated as a marketing sub-function and its findings on facts are solely utilized by marketing division. Forecasted sale potentials which have been estimated through the marketing research function, is used not only for the marketing planning but budgetary control. The volume of sales forecasts are embodied in marketing volume plan and in turn regulate the production volume plan, finance plan and personnel plan, etc.
In these senses, the general notion on marketing research is very narrow and missleads the essence of its functional features. Hence many students of marketing research have defined the marketing research function Just like as a molding clay, and added and changed its character without any consideration for its scientific systematization. And thus marketing, research functions are usually misunderstood by its ambiguity overlappingness, and heterogeneity.
As a conslusion of this chapter, I dare to suggest, the new concept on marketing research function:
Marketing research function is a sub-function of business research function and its objective is to reconize the accurate market situation for creative adaptation. It is done by business enterprise not by government or research institution. and its performances are used only for decision making of business problem solving, not for research study nor for others

V. System of business research
Business research function is a function which assures the objectivity and acuracy of possible, future business acticity, and it enables the business to attain the business objective without the threatening of business risk.
The system of business research arc made up of two major categories; the one is business environment research and the other is business capacity research and it will divide several parts according to the sub-function of business function, such as, production, marketing, personnel, finance, and office work.

Ⅵ. New system of market research
Under the system of burliness research, the old marketing research system separates two categories; marketing environment research, that is, market research or demand research, and marketing capacity research, that is, marketing activity research.
The findings of these two researches will be utilized nor only by marketing department for attainment of creative adaptation of marketing aspect, but all the other department of business enterprise indirectly.

Ⅶ. Conclusion
Heterogeneous overlapped and non-systematic system of knowledge on marketing research functions, is thus dissolved into business research system and will occupy the place of a branch of it according to its principal utilizing departmental function. And it will be separated in two categories according to research field: namely, environment and capacity.
It may be concluded that the old marketing research system would be purified and constructed coherent system of knowledge if those preceeded discussion would be realized.

목차 (Table of Contents)

• 1. 序 言
• 2. 近代企業의 定向
• (1) 近代企業의 消費者指向的性格
• (2) 近代企業의 顧客指向的性格
• 3. 企業活動過程과 調査機能의 必要性
• (1) 企業活動過程
• (2) 企業活動을 위한 調査
• (3) 創造的適應過程
• 4. 市場調査論의 檢討
• (1) 市場調査論의 發達
• (2) 市場調査槪念의 模糊性
• (3) 市場調査 槪念定立을 위한 一試圖
• 5. 市場調査論의 體系
• (1) 經營調基論의 意義
• (2) 經營調査論의 體系
• 6. 市場調査論의 體系
• (1) 市場調査論의 旣存體系構造
• (2) 市場調査論의 本質的 性格과 그 體系
• 7. 結 言