THE USE OF MARKETING CONTROLLING IN CZECH COMPANIES
Journal Title: Экономика и финансы - Year 2015, Vol 1, Issue 4
Abstract
The starting point of this article is based on the secondary investigation by the authors to theoretically define the nature, function, and organization of marketing controlling metrics. This was done by studying information sources, both domestic and foreign, to verify the information. Subsequently, a questionnaire was sent out to a sample of medium and large sized companies with registered offices in the Czech Republic. The aim of this empirical research was to evaluate the circumstances concerning the use of marketing controlling in practice in medium and large sized companies with registered offices in the Czech Republic, with a focus on the different roles of marketing controlling, its organizational integration in the business and marketing metrics used for evaluating the effectiveness of marketing activities. The primary survey was conducted via an online questionnaire prepared in advance. For the purposes of the implementation of the empirical investigation a basic set was defined on the basis of registered economic subjects in Czech Republic. The sample consisted of 400 respondents. In order to maximize the representativeness of the sample, its composition retains the ratio between the size of companies. In terms of the statistical processing of the information, the primary evaluation used absolute and relative frequencies, averages, independence tests whereby the pvalue is compared with the significance level, and an independence test using the Spearman correlation coefficient. We can describe the research in terms of it being causal, one-off in terms of time, and with the manner and nature of the acquisition of information as being primary quantitative research.
Authors and Affiliations
Xenie Lukoszová, Kateřina Uhlářová
Keywords
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