| Author | Tran Dang Vu |
| Call Number | AIT RSPR no. SM-95-56 |
| Subject(s) | Marketing research--Vietnam
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| Note | A Research Study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-95-56 |
| Abstract | Along with the economic development, marketing research service is becoming a potential support industry appeared in Vietnam nowadays. This study is aimed at accessing this infant industry on both demand and supply viewpoints. After exploring secondary data, ten research agencies supplying this service and forty clients needing this service are chosen to be in-depth interviewed. All of them are both local and foreign-funded consumer product companies based in Hochiminh City. This research indicates that local clients consider in-depth interview as the most popular, followed by door-to-door interview and observation. All secondary sources are employed, in which in-house and press are among their first priority uses. Above all, technical expertise is marketing research is the most important criteria of selection outside research agency. Local clients need researches related to product and prefer to hire specialized agency and secondary research. 60% of local clients use MR for their preference only. Foreign clients need to study consumer behaviors, then market and competitors. They prefer hiring outside agency when lack of expertise, facility and/or employees than trying do it by themselves. The research agency which foreign clients prefer are often foreign, general and primary research one. The foreign clients, nowadays, emphasize on long-term competitive price and high-caliber executives. On the supply side, it is currently estimated around 30 players, of which 10 are foreign and 20 local players. This figure tends to be increased in the next couple of year but condensed after that. There are lack of coordination, exchanges and inconsistent standards on information, quality price, etc. among research agency. There are only four foreign general research agencies providing full-range services. Their main resources consist of some foreigners and/or overseas Vietnamese who are their backbone. Sufficient office, computer network, group discussion room are common facilities, especially, specific hardware and software create distinctive competitive advantages in each of them. Specialized research agencies mostly offer data collection and processing services. By expanding their existing scope of business, there is always a division being responsible for MR services with 5 to 50 full-time local employees and poor facilities for :MR use. Finally, this research recommends that it is necessary to set up a MR unit within any company. Some essential measures are also mentioned to make this marketing research industry to become more professional in the coming years. |
| Year | 1995 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-95-56 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Speece, Mark |
| Examination Committee(s) | Hertzberg, Ellen;Khang, Do Ba| |
| Scholarship Donor(s) | Swiss Development Corporation. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |