The Influence of Macroeconomic Factors on the Financial Expenditures and Development of the Marketing Research

Abstract

This article diagnoses the selected macroeconomic factors, such as: rate of unemployment, inflation, GDP, spending power of the households, and characterizes their indirect impact on the enterprises' market research expenditures and research industry turnovers. The problems of financial expenditures, i.e., their allocation on the marketing researches (depending on the supply and demand market situational perspective in a given market) are also discussed. Moreover, as indicated in the article, enterprises are forced not only to cut their financial sources on the marketing research projects in unfavorable economic situation, but they choose different methods of the research.

Keywords

• Marketing research
• Macroeconomic conditions
• Advertising