Implementation of marketing research in Kosovo businesses

• Author: Skënder Buja - Isak Berbatovci
• Position: University AAB-Pristina - European Univesity of Tirana
• Pages: 160-169

IIPCCL Publishing, Tirana-Albania

Academic Journal of Business, Administration, Law and Social Sciences Vol. 1 No. 3

November 2015

ISSN 2410-3918

Acces online at www.iipccl.org

160

Implementation of marketing research in Kosovo businesses

PhD (C.)Skënder Buja

University AAB-Pristina

PhD (C.) Isak Berbatovci

European Univesity of Tirana

Abstract

The implementation level of Marketing Research towards completing a business, should be

an important factor for the achievements of a business. In this case, the cultural level includes

the cultural side of the businesses related to the implementation level of the Marketing Research

in different development phases of businesses in the Republic of Kosovo. To develop a business,

the first idea is about what do we want to do, how, where and when. The powerful support

about all these things are finances, but before anything else, the implementation of the research

methods in the market and in the environment where we want to do business.

The purpose of this paper is to determine the real situation of businesses related to the level of

implementation of Marketing Research as well as their influence in success. Based upon the

circumstances and the business mindset, we should not be satisfied about how and in which

way we approach business through research as a scientific method of modern time we live in.

Keywords: Marketing Research, business, scientific method.

Introduction

The first rule in solving the problems is: “Collect facts” (Thomas Edison, Valuable

Opinions) and”Knowledge is power” (Francis Bacon, 70+ sayings about knowledge)

The implementation of research methods of marketing, in starting and developing a

business in Kosovo are not satisfactory. This happens because the effect and their

importance it has not been comprehended by businesses. In moving ahead in

implementing the research methods, special importance has the new generation of

professionals coming from different levels of education, starting from the basic ones

up to the University. Therefore, we should focus in these generations to make sure

they get the knowledge and get trained in the field of research for business as well as

in other fields.

The objective of the research is to replace the intuitive risky decisions of the decision

makers with decisions based upon systemic and objective researches.

To develop a research, we should always have into account the reasons and

circumstances before we come up with a decision for a research in order to assess the

cost of the research and the potential value of the achievements. The cost of the research

should be lower than the potential value of the achievements in order to justify the

research and the resources engaged from this research for the business it is aimed

for, the possibility to get the right data, appropriate time schedule available to conduct

the research. After assessing all these factors, the decision should be taken whether