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 make the most of this 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 has 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, and 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,

목차 (Table of Contents)

• 1. 序言
• 2. 近代企業의 定向
• 3. 企業活動過程과 調査機能의 必要性
• 4. 市場調査論의 檢討
• 5. 經營調査論의 體系
• 6. 市場調査論의 體系
• 7. 結言