Market Research by Trade Associations

Abstract

This Guide is designed to give practical information to trade associations in industry and commerce on how to organize and undertake market research for their member firms. Many trade associations in various O.E.C.D. Member countries have taken up market research in recent years. Nevertheless, there is evidence that the majority of trade associations have not yet established market research services, either because they foresee certain difficulties, for example, lack of finance, lack of specialized personnel, lack of the necessary knowhow, or because they have not recognized the necessity of offering market information to member firms, although the latter reason is not frequently stated. The alleged difficulties in creating a market research service tend to be exaggerated, and this has been sufficient to detert many trade association managements from providing one. The main purpose of this Guide is to demonstrate that such a service can be established without too many difficulties, and to offer a plan for overcoming the problems which are invariably a part of any new venture. The outline of information needs (Chapter II) and the analytical survey indicating which of those needs an association can actually satisfy (Chapter III), should help to define the field of activities appropriate to any trade association in industry and commerce. In the main part of the Guide (Chapter IV) emphasis has been placed on a practical procedure which will assist in establishing a market research service without the difficulties mentioned above. This part covers the organizational requirements; the obtaining of information; the processing and interpretation of data; and the presentation of the results. A final section deals with costs and financing.