1. Concept of investigation of markets

It is possible to define like the compilation and analysis of information, as for world of the company and of the market, realized of systematical or express form, to be able to take decisions inside the field of the strategic and operative marketing.

It is a question, finally, of a powerful tool, which must allow to the company to obtain the necessary information to establish the different politics, targets, plans and strategies most adapted to his interests.

American Marketing Association (MISTRESS) defines it like: "The systematical compilation, the record and the analysis of the information about the problems related to the market of goods and services».

In our country, the markets investigation continues with a keynote of moderate growths that, from beginning of the century, has being habitual in the sector since in the year 2006 it invoiced 430,2 million euros, what supposed growing 7,3 for 100 more than the previous exercise, according to the report prepared by AEDEMO (National Association of Companies of Investigation of Markets). 75,8 for 100 of the invoicing it came from national studies while 24,2 for 100 remainder was contributed by studies hired by companies taken root out of Spain.

With regard to the type of client who hires markets investigation in Spain, 40,4 for 100 it is formed by consumer goods factories, 12 for 100 for the public sector, 6,4 for 100 mass media, and 5,9 for 100 distribution and utilities (electricity, gas, telecommunications). The sectors that have registered major growth throughout 2006 have been the public sector and the means. The type of investigation that has been hired is for the most part quantitative, with 81,5 for 100, emphasizing, inside this group, the studies with personal interview that represent 30,6 for 100, the telephone interviews, 25,9 for 100, the interviews on line that suppose 9,6 for 100 and by mail postal 2,3 for 100.

As for the world invoicing of 2006 it has amounted to 24.600 million dollars, what supposes a growth of 6,8 for 100 with regard to 2005. «The most outstanding of this exercise is that Europe keeps on being the most important mecado on a global scale and that Spain occupies a place emphasized in this panorama being located in tenth place». The European market represents 43 for 100 of the set. After him there finds North America that supposes 36 for 100 of the market, followed by Asia Pacific Ocean 14 for 100, Latin America 5 for 100, and Middle East and Africa, 2 for 100. The growths in every region have been unlike. While Europe keeps his growth stable concerning 5 for 100, Latin America with 17,1 for 100 and Middle East and Africa with 14,4 for 100 have been the strongest during 2006.

Also and opposite to the managerial atomization that has the sector, the solution will be given of the hand of the quality that is contributed and especially in a moment in which the investigation is in a process of deep change affected by the development of the new technologies, the new economy and the globalization of the market.

1.1. Interdisciplinary character of the investigation of markets

To be able to lead to good term a market analysis, it is necessary to apply diverse knowledge acquired across the following matters:

The applied economy, the psychology and the sociology. As the functioning of the economic system supports in decisions of market the analysis of the behavior of the consumer he needs psychology knowledge; the sociology becomes necessary for the study of the groups and institutions of the market...
The philosophy for the out-standing importance that has the logic in the applied research.
The statistics and the mathematics for his fundamental contribution in the quantification of the facts detected in the investigation.
The communication, for the dialogue that takes place of permanent form in the field work.
The business management, since the targets that are chased by the investigation are closely tied to the design of a strategy and to the fulfillment of a few goals of sale, prices, products and distribution.
The innovative capacity applied to the development of new effective and differentiated methods, in the design of profitable solutions.

1.2. Contribution of the investigation of markets

1.2.1. In the making of basic decisions

The markets investigation provides the information necessary for the maturation of basic decisions and of long scope of the company that need a careful analysis of the facts.

When the alternative solutions of the problems are complex, the decision making without his help is dangerous.

1.2.2. In the managing task

The markets investigation provides to the manager valid knowledge on how having the products in the suitable place, moment and price. It does not guarantee correct solutions but it reduces greatly the error margins in the decision making.

1.2.3. In the profitability of the company

Basically he contributes to the increase of the managerial benefit since:

He allows to adapt better the products to the conditions of the demand.
He perfects the promotion methods.
It makes on one hand more effective the system of sales and the yield of the sellers, and for other one it reduces the sales cost.
It impels the managers to the reappraisal of the due targets.
It stimulates to the personnel, to the knowledge that his company has a finished knowledge of his situation on the market and that it goes towards a few well chosen targets.

1.3. Applications of the investigation of markets

If we outline the applications that it has for the companies, the following utilities are detected:

Analysis of the consumer:

– Uses and attitudes.

– Motivations analysis.

– Position and image of marks.

– Typology and life styles.

– Satisfaction of the clientele.

Advertizing effectiveness:

– Advertizing pretest.

– Campaigns Postest.

– Pursuit (tracking) of the publicity.

– Promotional effectiveness.

Product analysis:

– Concept test.

– Analysis multiconcepto-multiatributo.

– Sensibility analysis at the price.

– Product test.

– Test of packing and/or tag.

– Mark test.