The increase in the welfare level of people with economic development has led to the increase and diversification of their wishes and needs in terms of quantity and quality. Businesses can develop and live to the extent that they can anticipate these demands and requirements.

The increase in competition, the acceleration of technological innovations and the emergence of very rapid developments especially in the field of communication have caused the uncertainty and therefore the risk to increase regarding the decisions to be taken by the screening manager. As a result of the changes in environmental factors, the decisions to be taken in the field of business started to include higher level of risks. The complexity of the decisions to be taken and the fact that the results of the decisions involve larger amounts have also increased the risk of the relevant decisions. As a natural consequence of this, business managers need all kinds of information to reduce the risk of their decisions more than before. Decision-making is the determination of viable alternatives in the conduct of business activities and the selection of one of these alternatives. however, in identifying alternatives and making a choice among these alternatives, the manager needs information about the business he manages and the variables in the environment in which the business operates. On the other hand, it is not always possible for managers not to fully meet their information needs and to make decisions with complete information. In other words, managers do not have enough information about the variables that affect this decision while making decisions, so business decisions carry a risk. The collection of data that will ensure the complete elimination of the risk encountered is;

• Time Pressure: The necessity for any decision to be made immediately,
• Insufficient or lack of skilled personnel to collect the requested data
• The lack of a full tradition in business management in all its aspects (especially in terms of research function)
• Small size of business
• Expensive and long-term income-generating research
• Supply and demand balance in the market is generally in favor of the producer
• It is not possible due to reasons such as the fact that the enterprises do not give the necessary importance to the research function.

Today, the risk encountered in making decisions about the marketing management of businesses is higher than the risk encountered in the management of other business functions. It is possible to list the reasons for this as written below.

• Due to their characteristics, marketing decisions are not repeated over time.
• Making marketing decisions requires predicting the behavior of the people who make up the markets.
• The variables related to the decisions made have effect and reaction relationships among themselves.
• The results of marketing decisions occur over time and their effects extend to future periods.
• Marketing management decisions are made and implemented under the influences and constraints of environmental factors.
• Business managers cannot have direct contact with the customers of the business due to mass production and mass marketing.

In order to reduce the amount of risk in this area, there is a need to collect data that will reduce the uncertainty about the variables that affect the decisions taken. In meeting this need, marketing research is an effective decision-making tool used by business managers. Marketing research is the systematic and impartial search and analysis of information necessary to identify and resolve any problem in the field of marketing. Marketing Research is the systematic collection, recording and analysis of data on problems related to the marketing of goods and services, according to the definitions above;

• In Marketing Research, data should be collected and analyzed systematically. In this, a plan covering all stages of the research should be prepared.
• Objectivity is the basic principle in Marketing Research, if research is done to validate a preliminary idea, time and resources are wasted.

According to another definition, Marketing Research; It examines, evaluates, explains what people think, feel, want to do and do before or when they seize the goods; in this way, it helps in making marketing decisions. The point that should be noted regarding marketing research is that research results are always in the form of estimates. The risk is reduced in proportion to the accuracy of the predictions made. By providing the data, it helps the manager to make decisions. Today, the generally accepted purpose of marketing research is: The purpose of Marketing Research is to narrow the field of uncertainty in which the business manager works, and to minimize the possibility of error in decision-making by providing accurate information.

It is possible to list the advantages of marketing research, which gives the business management the opportunity to apply information and the results obtained, as follows;

• Managers’ relationship with the market is established. As a result, it is determined which customers want what and at what price.
• Since marketing research integrates marketing activities in a plan and program, it prevents waste of resources and time. In addition, research reduces wastefulness to a low level, as it gives the opportunity to distinguish between low-profit, very profitable and normal-profitable, unprofitable, according to the costs of various options.
• With marketing research, it is possible to develop additional earnings by finding new uses and new markets for new products or existing products. As it is known, products have a life curve. With the help of marketing research, the firm can create solutions to emerging problems regarding which product can be withdrawn from the market and when and when a new product can be introduced to the market.
• Since marketing research reflects the preferences of consumers in all aspects, it helps to choose the best methods for selecting and using the best technologies in the production of products with certain characteristics and preferred by consumers.
• With marketing research, the business can easily adapt to the rapid changes in the market.
• Marketing research provides the determination of a business policy that is suitable for the wishes and needs of the consumers.

Although the term market research is used instead of marketing research, market research is a narrower concept. It examines the transactions and events that occur regarding the exchange of goods in a particular market. Since marketing encompasses all activities related to the flow of goods and services from the producer to the final consumer, the field of application of marketing research is much wider. It covers all of the marketing functions and deals with all the marketing factors that affect the sale of goods and services. The subjects that fall into the application field of marketing research can be grouped into three main groups;

• Marketing research deals with goods or services. It examines the reactions against the products. By collaborating with technical research to produce a new product, it ensures that the wishes of the manufacturer and the consumer are harmonized in the best way. It helps in deciding what quantity of goods should be produced to meet the demand. It helps determine policies regarding the shape, color and size of the product and its packaging.
• Marketing research deals with the market. In other words, it scrutinizes customers. It shows the importance of different buyer groups in the marketing of certain products. It reveals the behavior of buyers and the factors that affect these behaviors. It measures the demands of the buyers and their attitudes towards the product, and the efforts made to increase the sales of the product and the effect of the advertisement. It also examines the strengths and weaknesses of competitor products, their reasons, and competitor’s advertising and sales force.
• Marketing Research deals with sales and distribution processes. When examining the market, it indicates who the customers are and where they are located, the number of customers and how to reach them. It determines the habits of the customers, where and why they buy the products. It shows my profitable distribution channel and sales places. It explains how advertising and sales efforts should be in order to increase the sales of the product.

2.2- Marketing Research Methodology (Process):

Although the various researches carried out are different from each other both in terms of subject and purpose, the methods followed in the researches are usually similar to each other. A common feature in research is that the mandatory stages to be passed express a systematic and scientific approach.

The research process consists of mutually interconnected stages. A mistake made at one of these stages affects the reliability and validity of some or all of the other stages and the results.

It is also necessary to take into account some factors that make it difficult to apply the scientific method in Marketing Research. We can list these factors as follows: (Factors affecting the degree of accuracy)

• The existence of a complex structure of marketing
• Difficulties in measuring changes in consumer behavior and preferences
• The difficulty of experimenting in the field of marketing
• It is not possible to make predictions about marketing with one hundred percent accuracy
• The researchers do not always act objectively

In order to obtain healthy results from Marketing Research, it is necessary to go through some stages. The success of the research depends on the careful planning and implementation of each of these stages. However, depending on the nature of some of the stages, it may not be applicable to a research conducted. The stages of the marketing research process can be specified as follows;

• Identification of the problem(Subject of research)
• Situation analysis
• Selection of sources from which data will be collected
• Selection of methods used to collect data
• Determination of the main mass from which the data will be collected and selection of the sample from this main mass
• Classification, analysis and interpretation of data
• is the preparation of the research report.< / li>

i- Definition of the problem:

A business problem is a situation that requires a decision-maker to make a choice, but he absolutely does not know about the outcome of the choice he made. The concept of problem refers to a situation that requires more detailed research. The business problem can also be defined as “the part that lacks the necessary information used to explain the mutual relationships in the model that the decision maker uses as a reference in order to make a decision”. In this case, the f problem that needs to be solved means determining the information that needs to be obtained in order to make a decision. The problem can also be defined in the form of “information indicating the need to apply to correct or change a particular situation.

A common feature of the definitions given above is the tendency to define the business problem as the Decisiveness that managers face about the behavioral alternatives that they are expected to choose between due to the lack of sufficient information at their disposal and the consequences of these alternatives. The solution to a business problem is to eliminate the uncertainty that creates that problem; in other words, to collect and make available information that is necessary for decision-making, but is not in the decision-maker’s control.

ii-Situation Analysis:

In order to define and formulate the research problem, the researcher needs some preliminary information, which is obtained at the stage of situation analysis. There may be more than one problem when defining a problem. In the light of the information obtained from the situation analysis, the main problem is revealed by considering the cause and effect relationships. Under the subheadings that need to be examined in the situation analysis, it is possible to sort as follows:

BUSINESS

• The size, development trend and fame of the enterprise
• Customers’ ”brand” image about the products of the enterprise
• After-sales services provided by the enterprise
• The form of management and control of the enterprise
• Financial situation

FINISHED PRODUCT:

• Physical properties of the finished product
• Methods of production of finished products and the capacity of the enterprise
• Advantages and weaknesses of the finished product
• Production and sales costs
• The situation in front of the competing enterprise
• The ideal image for the finished product
• The most important characteristics that play a role in the sale of goods
• Price, quality of the goods and services related to the goods
• Similar products and substitution status of competing enterprises
• Recognized standards for finished products

PACKAGING:

• Whether the goods require special packaging
• The material, shape and size of the packaging
• Color and other characteristics of the packaging
• The degree of protection of the packaging

Sunday:

• People and businesses who buy the finished product for consumption or use

Sundays Sunday

• The geographical distribution of the market and the characteristics of this market
• Psychological, social and economic factors affecting the sale of goods

Sunday Sunday

• Market structure, elasticity of demand, market profitability
• The status of finished products in the Sunday market according to competing enterprises
• If the finished product is exported, sales in international Sundays
• Seasonal fluctuations in the Sunday
• Changes in demand depending on the size of the Sunday
• Factors that create a change in demand
• What factors attract new businesses to the Sunday market?< / li>
• Changes in the economy that affect the demand for the finished products of the enterprise;

v Employment level

v Income level

v Wholesale and retail prices of goods

v Consumers n consumption and saving trends

v Population trend

v Interest rates and conditions for finding a loan

DISTRIBUTION CHANNELS:

• Trends in the functions of distribution institutions
• Sales turnover rates of wholesalers and retailers
• Shapes of distribution channels used
• The degree of cooperation of the enterprise with the distribution channel institutions
• Distribution policies of competing enterprises
• The effectiveness of the distribution channel used
• Stock retention and renewal periods

PRICE AND SALES:

• Pricing policies of the enterprise and competitors
• Profit margins of intermediaries
• Profit generated by sales regions and sales institutions
• Seasons and special price discounts
• Profitability ratio of the finished product
• Which sales methods are suitable for the finished product?< / li>
• Degree of specialization in sales work compared to competitors

SALES AND MAINTENANCE METHODS

• The qualities of sales people and the breadth of the Sunday of the control principles
• Scope of personal selling
• Advertising tools and advertising expenditures
• Help with the promotion of brokerage firms
• Shapes, images and texts used in the advertising campaign
• The proportions of expenditures for advertising tools in the budget compared to competing enterprises
• Which of the advertising tools is used the most?< / li>
• In what ways does the company’s advertising differ from that of its competitors?< / li>
• The number of people watching (listening or reading) the ad made
• Reminder activity of the ad

The researcher can collect information on these issues in second-hand data sources. In case of situation analysis, ready-made data sources are used in order not to cause much loss of time and money.

iii- Determination of the Sources from which the Data will be Collected:

After the problem is identified and the information required to be captured is determined, it is necessary to collect accurate, reliable and compatible data for the problem. However, in order to collect the data, it is imperative to know which sources the data will be obtained from. The data that will help solve the problem are divided into two.

• Second-hand data
• First-hand data

Second-hand data:

a- Internal resources of the enterprise

The records and documents kept by the research-related entity during its normal activities constitute the internal sources of second-hand data. The business ‘ balance sheet, profit and loss statement, and will be calculated at the customer records of orders, sales figures and costs, salespeople, reports, second-hand data that is utilized in obtaining business resources are examples. Data from internal sources are captured, especially using sales recording.

b- Non-business data sources:

It is used in marketing research as a source of second-hand data published by government organizations, industrial and commercial institutions and other research organizations.

Various publications of the State Statistical Institute, books, reports and similar publications published by Chambers of Commerce, Chambers of Industry are non-business resources that are used to collect second-hand data. In addition, the publications of the Export development Research Center, the Economic development foundation and the State Planning Organization are widely used.

First-Hand Data Sources:

If there is no data needed for the study or if there is not enough data, the researcher is forced to collect the original data using data collection methods.

First-hand data are collected by the researcher personally, so they do not mind the disadvantages of second-hand data. However, when resorting to this type of resource, it should be remembered that it takes a long time to collect data, it is too costly, and its collection shows methodological difficulties.

First-hand data can be divided into three groups: events, ideas, and motives. Events are the most specific and measurable data. Most people can’t remember a lot of events, even though they are directly related to them. Also, there may be events that they don’t want to say. For example, although the determination of whether a person has (X) property by asking a question is a fact-based data, the answer that a person gives to a question about the amount of his wealth may be semi-real information. Ideas and motives are original data about a person. A person’s past behavior, personality traits, habits, and socio-economic characteristics of people can also be shown as examples of original data.

Information about consumers’ past behavior relates to which brand of goods they used, what brand they last purchased, and where they made the purchase. There is a tight link between personality traits and consumption, so knowing the personality traits of the consumer is useful in predicting their likely Decency.

2.3- Data Collection Methods

1. a)Survey Method:

In this method, the data are provided by asking oral or written questions to the people included in the sample selected from the main mass of the research subject. The advantage of the method is that it can collect data quickly and at little cost. The weaknesses of this method can be summed up in four points:

• The person referred to ask a question may refrain from cooperating with the interviewer, claiming that he does not have time.< / li>
• The respondent may not want to answer questions about his personality.< / li>
• The person being asked the question may lack the ability to answer the question being asked.< / li>
• When a question is asked about a specific event, a person may not remember the event.< / li>

The survey method can be applied in three ways. These are;

Personal Interview: This method is that the interviewer confronts the respondent and asks the question. In some surveys, a personal interview is the only means of collecting data. For example, a personal interview may be necessary if the questionnaire is too long and a high return rate is desirable.

Telephone survey: This is the method by which the telephone survey is applied. Since only people with a phone can be surveyed, information about personal characteristics and the environment cannot be obtained. However, information is provided in a short time, it is inexpensive.

Questionnaire in a letter: In this method, where there is no interviewer, the questionnaire forms sent by mail are returned to the sender by the respondent. Allows answering the questions in addition to allows to fulfill his mission to save cevaplan and return the questionnaire to the encouragement and questions to be in the scope and manner that allows you to interesting future, you need to pay attention not to have a lot of time also allows.

1. b) Observation Method

Observation is the second method of collecting first-hand data. Observation is to provide data by observing the events that are the subject of study without any intervention, without asking questions. For example, instead of asking consumers which television program they watch or which brand of goods they buy, the researcher looks at which goods consumers buy and which programs they watch. There are two types of observation methods:

Direct Observation: Here, the job of performing the necessary records by monitoring behavior is given to people. The observer makes his observations and instantly records them on observation forms. The preparation of observation forms is easier than the preparation of questionnaire forms. Because, there is no need to think about the psychological effects of the form on the respondent.

Mechanical observation: One way to observe human behavior is to use recording tools. Mechanical means provide complete and accurate observation of behavior and are expensive. Their results need to be interpreted to make a decision. Despite these limitations, it can be said that the use of these tools for marketing information will increase in the future. The mechanical tools are,

• Odimeter
• Hidden eye cameras
• Psycho-galvanometer

1. c) Experimental Method

The experimental method is a data collection method that has become increasingly popular in recent years for its application in marketing research. When it is called an experiment, it is understood that the data is collected in such a way as to reach a clear conclusion about the validity of a hypothesis based on cause-effect relationships. The experimental method is a powerful and expensive method used to provide the necessary information. In the experiment, the researcher tries to measure the effects of one or more independent variables on one or more dependent variables.

In an experiment related to marketing research, independent variables can be various activities or environmental factors that the business is oriented towards marketing. Sales, which are a measure of the business purpose, also constitute the dependent variable. The experimental units, on the other hand, can be the consumer group, stores, sales people and geographical regions. After determining what the dependent and independent variables are, the experiment should be arranged in such a way as to determine whether the independent variable has a significant effect on the dependent variable.

1. d) Projection Method

The basis of the projection method is that the characteristics of the respondent’s personality are reflected in a certain situation. In other words, in the application of this method it is desirable to depict a certain situation that is clear and impersonal. It is accepted that the respondent will interpret the situation in question according to their own value judgments and motives, and the depiction made will reflect the characteristics of the respondent’s personality. Thus, when the respondent depicts a certain situation, he reflects his own value judgment on his depictions and reveals information that cannot be obtained with direct greenhouses. Although there are many types of projection method, the most commonly used in the compilation of psychological information required in marketing research are;

• Word association test
• Sentence completion test
• Image interpretation test
• Basic detection test
• Event completion rest
• Role-playing test

1. e) Scaling Method

The most common tool used among researchers to Decipher consumers’ beliefs and habits is the scaling method. There are different forms of scaling method. But the basic assumption in all of these is that the respondent is being asked to rate their thoughts about something. Scaling is one-dimensional or multi-dimensional. it can be dimensional.

2.4- Sampling

The whole of any subject that the researcher will be interested in is called the main mass. The main mass is the totality of phenomena that have similar properties. The ensemble, which includes all samples that correspond to the specified set of characteristics, is also called the main mass. Let’s admit that in the province of Eskişehir, it is desirable to conduct research on consumption expenditures. In order to conduct this research, it can be considered as a way to subject each household resident in the province to individual examination. However, the conduct of such a study creates enormous difficulties, both time and material balaam. Whereas, the city; income can be divided into some homogeneous segments according to its socio-economic characteristics. Households that show homogeneity in terms of certain characteristics can be determined within the allocated regions. After such a determination process, the examination can be continued through a certain and smaller number of selected households instead of the entire household living in the city. If all consumers to do a research on the question, in this case, consumers allocate according to certain geographical features, and in those regions by selecting a certain number according to the features consumers still must undertake survey work unit. The stages of the sampling process are as follows:

a- Determination of the purpose of sampling: The purpose here is to provide the necessary data with accuracy at the least cost.

b- Identification of the main mass: The main mass must be clearly identified by the researcher before selecting the sample.

c- Definition of the main mass frame and sampling units: The main mass frame is a list of units in the main mass or a sketch that determines the location of sampling units. The frame consists of sampling units. As for the sampling units, they can be people, dwellings and workplaces.

d- Selection of an example: Selection is made through the use of one of the random sampling or non-random sampling methods.

Estimation of the properties of the main mass from e-Sample data: The researcher measures the properties of the sample he chooses and estimates the properties of the main mass using the results he finds.

It is possible to consider sampling methods in two separate headings. These are random sampling methods and non-random sampling methods.

A- Random sampling methods: These methods give each unit of the main mass an equal chance of being selected for the sample. The researcher has no influence on the selection of sampling units. It is the selection method that allows calculating sampling errors. Random sampling methods are divided into four in themselves. These are:

• Simple random sampling
• Sampling by groups
• Sampling by clusters
• is sampling by fields.< / li>

B- Non-random sampling methods: Non-random sampling methods are methods in which the units that make up the main mass do not have a certain chance of entering the sample. These are;

• Easy way to sample
• Decisive sampling
• Quota is sampling.< / li>

The weakness of these sampling methods is that their results cannot be measured objectively. According to this weakness, they are important sampling methods used in marketing research.

2.5- Classification, analysis and interpretation of data:

The classification of the data is generally to examine the data in terms of quality, to make corrections in the answer paper and to make it ready for classification, to imply the classification of the data and to proceed to the counting process.

The data collected and tabulated by data collection methods are analyzed by various statistical methods. The purpose of data analysis is to provide information that will help solve the problem at hand. This stage is an important part of my research process. Because it is not possible to make an accurate decision without a good statistical analysis. The methods used in statistical analysis are as follows:

• Dimensions of the central theme
• Percentages
• Correlation analysis
• Regression analysis

Interpretation is the process of correctly linking the results reached by conducting research to the problem to be solved. Interpretation is a work of logic, not a mechanical operation. The collected data are evaluated for the solution of the problem. The meaning of each event, idea and motive is clearly revealed and the relevance to the goal of the research is tried to be seen. In order to make a correct comment, it is necessary to pay attention to the following:

• Collect appropriate data
• Defining the problem well

The person who will make the comment in the comment is also important. The commentator must have the ability to analyze and synthesize, be objective and creative. The points to be considered when commenting are as follows:

• Correct and reasonable interpretation should be made. Since there are some aspects of the conclusions reached to attract attention, efforts should not be made to show bad or good.< / li>
• Research purposes and principles of uncomplicated analysis should be kept in the foreground.< / li>
• The limitations of small samples should be avoided.< / li>
• Appropriate weight should be given to major evidence.< / li>
• Some important answers should be paid attention to, their importance should not be forgotten.< / li>
• One should not rely too much on averages.< / li>
• Events and ideas should be distinguished from each other.< / li>

2.6- Preparation of the Research Report

The results obtained from the researches are prepared into a report and presented to the interested parties. If the report is presented to technical staff, it shows the details and is called “technical report”. If the report is to be given to the general manager, then there is a “summary report” in this case. It is necessary to adhere to certain principles in the preparation of the report. It is possible to list these principles as follows:

• When preparing the report, the people who will read the report should be taken into account. In practice, many reports have failed to achieve their goals due to the fact that the researcher does not take into account the people who will read the report. Before writing the report for him, it is necessary to know the characteristics, interests of the people to whom the report will be addressed, the conditions under which they will read and evaluate the report in my fields of work.< / li>
• The purpose of the research should be taken into account when preparing the report. Otherwise, the report cannot go beyond a useless article.< / li>
• The person who will write the report should always maintain his impartiality. He should not forget that he is doing a scientific study.< / li>
• The report should reveal everything in front of the eyes of the person who will read the report in a very short time.< / li>
• The report should be written in a way that everyone understands. Attention should be paid to the concepts used in the report. If technical concepts or mathematical formulas are used, it is appropriate to give brief explanations for them. Also, technical concepts should not be used too much. The report should be neither too long nor too short. The sentences should be short, the expression should be clear and distinct, the language to be used should be of a quality that everyone can understand.< / li>

3- Sales Forecasts

3.1- The Concept of Forecasting

dealing with the science of business and economics, the outcomes of implementing these sciences, and planning and forecasting for many years with all the studies with a method that is based on intuition about making continued, however, and both business management .also, depending on the developments in the World Economy, Planning and forecasting faced with the need to address the concept of a scientific approach. Although the concept of prediction embodies a number of intuitive foundations, in reality it is a concept consisting entirely of scientific facts. Forecasting is emphasized in the most general sense as “an attempt to predict, under certain assumptions, what may happen in the future”.

An enterprise that continues its activities under different economic conditions is in an environment of uncertainty. Despite all these uncertainties, the enterprise needs to make a number of decisions for short and long periods of time. In order for these decisions to be made, judgmental estimates based on the intuitions of business managers and/or forecasting methods based on various quantitative techniques of the scientific decision-making process are required. For this reason, it is an indispensable phenomenon for the decision maker in the enterprise to plan the long-term and long-term activities of the enterprise by using analytical methods as well as the intuitions he has.

3.2- Sales forecasts

Among the forecasts that a business can use, perhaps the most important are sales forecasts. Other forecasts used in the planning of business activities are made based on chance forecasts. Other forecasts include future profits, changes in goods, capacity increases, Decommissioning, competitive efforts, capital requirements, inventories. Estimates related to them are called “internal estimates”, since they are completely or largely under the control of the enterprise. On the other hand, such forecasts, which attempt to predict future economic conditions, competing business strategies, political situations and technological changes, are called “non-business forecasts”. Sales forecasts can Decisively reveal the nature and degree of relations between the activities of the enterprise, with external factors influencing the activities of the enterprise.

After the main objectives of the enterprise are determined, it is time to make sales forecasts. This transaction means that in a certain future period, within the framework of a marketing plan created by the enterprise and under a number of economic conditions, sales are estimated in quantity or in TL. Two basic methods can be used in making sales forecasts. These are the methods of division and addition. In the division method, the entire Sunday is the main field of activity, and the share of sales of the enterprise within this field of activity is found. Sunday Sunday sales are found by combining the business sales estimates within the market segments in the summation method.

One of the biggest mistakes made when making sales forecasts or using the expression sales forecasts is that sales forecasts and demand forecasts can be used interchangeably. However, both concepts in question are completely different from each other. The biggest feature that distinguishes sales forecasts from demand forecasts arises from the structure of the concepts of “sales” and “demand”. Individuals who have desires and needs to be met, who have income and purchasing power to spend and who want to use it for this purpose create a demand for a particular product or service. The contribution data, on the other hand, refers to the amount of a certain product or service sold to the buyer within a certain period of time. However, as we have just tried to express, the concepts of demand and sales are often incorrectly used interchangeably.

No matter which method is used, a business is faced with the obligation to take some factors into account when making sales forecasts. These are;

• Business Environment: Marketing decision makers have to take into account the macro and micro marketing environment when making sales forecasts. It is especially important because the economic conditions within the macroenvironmental conditions directly affect the total Sunday size.< / li> Sunday Sunday Sunday Sunday
• Market Size: In particular, in the process of making sales estimates by the method of division, if the total market size should be determined appropriately and, accordingly, changing macro and micro market conditions and their effects on the entire market should be considered.< / li>
• New products and services: Sales forecasts for new products and services are made based on Sunday research data and demand analysis specifically for these products or services. In addition, if there are other competitors in the Sunday, the sales quantities of these products and services are also an important data source for making sales forecasts for new products and services.< / li>
• Competition: In the preparation of sales forecasts, the performance of competitors in planned and previous periods should be taken into account. In order to be able to determine the impact of competitors on business sales, it is necessary to monitor the activities of these enterprises, and also to know the tactics and strategies of competitors, their impact on the Sunday and customers of the enterprise.< / li>
• Inventories: Inventories are located at various levels on the production and distribution chain of the enterprise. The stocking or stocking policies that arise due to all the luck efforts made about the product, the seasonal effect on production and sales, and changes in economic conditions are closely linked to the sales forecasts in delivering the product to the consumer.< / li>

Integrating business goals, objectives and programs with possible Sunday opportunities, marketing management should also concretely present sales forecasts. This concretization work, on the other hand, means that the forecasts are converted into Sunday, customer, goods, region and sales volume targets that the enterprise will realize in the future. Thus, sales forecasts form the basis of marketing programs, budgets, purchase plans, personnel expenses and production programs, as well as budgets, production programs, requests related to production units, expansion programs and other stages of business programs. Saf defines the stages of the forecasting process, the purpose, scope, structure of the forecast, the person, institution or enterprise making the forecast, the forecast period, the expected results, etc. although they vary depending on the factors, their collection within a general framework is both possible and necessary in terms of creating a checklist for those who intend to make predictions. These stages are as follows;

• Determining the purpose of sales forecasts
• Division of the products and services of the enterprise into homogeneous groups
• Determination of the factors affecting the sale of each good and their importance
• Choosing the sales forecasting method
• Collection of all existing data
• Analysis of data
• Control of the results provided from the data
• Making assumptions about other factors
• Converting the results and assumptions obtained into estimates with a distinction between specific goods and regions
• Application of forecasts to business activities
• Periodic revisions and corrections of the forecast results.< / li>

ORGANIZATION OF THE MARKETING RESEARCH DEPARTMENT IN ENTERPRISES

There are three approaches to how marketing research organization will be in businesses.

• The business may decide to place the marketing research task in the marketing research department. In such a department, a researcher with more than one full-time responsibility is assigned for marketing research. They have no responsibility other than research.
• The business may assign the marketing research task to the part-time responsibility of a manager who has other responsibilities than research.
• Research responsibility may be assigned to a research organization other than the enterprise.

Some businesses have extensive marketing research departments and do all the marketing research themselves. Some businesses have small research departments. They benefit from non-business research organizations when necessary.

The organization of the research department in an enterprise is a vital issue, as long as a good organization cannot be established, the research task cannot be fully performed, even if it is done, it cannot be useful.

Due to the fact that research work has very different forms and requires many activities, the organizational structures of the research department of enterprises are not similar to each other, for example, A.B.O.in the Ford Motor Company has to carry out a wide variety of research. But he is not yet at the level to conduct all the research himself. The elements required by the research department are research and planning groups. Today, the company hears the obligation to provide bans from external sources.

The characteristics and use of the data collected in the research may also differ from business to business. A business may be related to conducting marketing research in a way that contributes to technical research activities. Another business, on the other hand, may desire only a small research group engaged in sales analysis. For him, we can say that the work of the research department determines the organizational structure of the enterprise.

On the other hand, the breadth of research also varies from business to business and affects the structure of the research organization. As the dimensions of research grow in an enterprise, more and more specialized personnel are needed.

There is no exact measure of what the ideal research department would be like. An organizational structure that is suitable for one may not be suitable for the other rope.

It is generally possible to see the marketing research section in three different ways in the organizational structure of the business:

Department of marketing research in a traditional marketing organization based on a functional basis, figure 1.1. as can be seen, it can be connected directly to the marketing manager through the chain of command. In such a structure, the marketing manager is the one who coordinates and integrates the work of all departments subordinate to him. Therefore, in all sales regions the enterprise is solely responsible for the failure or failure of the finished product.