Research markets

ECMRA. See European Chemical Marketing Research Association. 

Federation of European Marketing Research Associations (FEMRA)... 

R. T. Gerry, "Adipic Acid" in Chemical Economics Handbook, Marketing Research Report, SRI International, Menlo Park, Calif., 1987, p. 608.5032M. 

Worldwide Directory of Plasma Fractionators, Marketing Research Bureau, Laguna Beach, Calif., 1990. 

Production, appHcation, and value of many industrial gums are not pubHcized because many of the uses are maintained as trade secrets. However, estimates of gum production, consumption, and cost may be obtained by reference to the U.S. Department of Commerce figures, market research reports, and trade journals. Estimates for the sales and prices of the principal gums are shown in Table 3. 

Data-Star. This is Europe s leading on-line database service (39) and covers worldwide business news, financial information, market research, trade statistics, business analysis, healthcare / pharmaceuticals, chemicals / petrochemicals, chemical industry, biomedicine /life science, biotechnology, and technology, with an emphasis on Europe. It was originally formed as a joint venture among BRS, Predicasts, and Radio Suisse (the Swiss telecommunications company) (37). Data-Star offers access to about 300 bibliographic, abstract, directory, and fuU-text on-line databases, of which approximately 150 are also available on Dialog (40). 

Selection of an in-house group or consulting firm to do a market or marketing research study does not foUow any set pattern. In some cases, an outside consulting group is retained to do an independent study of an area already researched by an in-house group. Most often the consultancy is unaware of the prior in-house study, and its report is used as a check study or an assurance to management that its report made a proper assessment. 

Western European chemical companies were slower in adopting market and marketing research tools to assist in their operations and planning. A few large companies such as ICI, Bayer, Hoechst, and Solvay were using the techniques in the late 1950s, but not until the early 1970s did European chemical companies use these studies as frequendy as their U.S. counterparts. 

It is axiomatic that sales analysis depends on detailed records of sales of a specific chemical to a specific company. Paramount to the success of such studies is the existence of data recorded on a systematic and continuous basis. It follows that these studies are done best by an ia-house staff on products already produced by the company. However, on occasion, a product new to the company can be studied by the ia-house group with the assistance of their field sales force. For example, a producer of polypropylene could use its people to secure data on the consumption of other thermoplastics by their customers. Such an exercise might identify opportunities for a new producer, but a more detailed marketing research study would probably be done before entry iato the new product area was made. 

Methodology. Practitioners of chemical market research develop iadividual styles and techniques. However, four elements are essential to every useful study defining the problem, data gathering, analysis of data, and presentation of findings. 

Telephoae iaterviewiag by its very aature implies a cold call at what may be an iaconvenient time for the respondent. To overcome this limitation, some market researchers send a brief letter to the respondent outlining the subject for discussion and why the respondent will benefit from the discussion. A suggested time for the actual call is iadicated. This technique has yielded good results ia many studies. 

Protocol problems may exist for market researchers in a company. Often company poHcy dictates that any call on a customer requires the agreement of the sales department and the presence of a sales representative at the actual meeting. Similarly, if calls are to be made on suppHers, purchasing department approval and attendance are often necessary. These rules can delay or lessen opportunities for a useful dialogue but their existence must be recognized and coped with in the field. 

Secondary sources of data are useful when they exist. Databases (qv) of pubUshed information have been assembled, and market researchers can tap them provided their company buys the service. These databases can save the market analyst many hours of work. The services also provide much of the general sociopolitical—economic background needed, such as petroleum (qv) prices, government regulations, foreign competition, etc. 

Mail surveys are rarely used ia chemical market research studies. However, they can be useful if the right conditions prevail. Eor example, if only a few questions requiring simple answers are needed from a large number (>500) of respondents, a properly designed mail questioimaire usually generates an... 

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