Volume 4, issue 09, 2025
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GLOBAL COMPANIES INVESTING HEAVILY IN MARKETING RESEARCH:
THEIR MOTIVES AND RESULTS
Musurmonov Otabek Sobirjon ugli,
Independent researcher of Tashkent State University of Economics,
e-mail:
Annotation:
This article analyzes investments in marketing research by large companies
operating on a global scale, their main motives, and the results achieved. In today's rapidly
changing and competitive market, companies are investing heavily in research to deeply
understand consumer needs, strengthen brand image, effectively introduce innovative products to
the market, and improve marketing strategies. Using the example of companies such as Google,
Amazon, Unilever, Procter & Gamble, and Coca-Cola, the volume of budget allocated for
marketing research, the modern technologies used - in particular, artificial intelligence, Big Data,
user behavior analysis, and other advanced methodologies - are analyzed. Based on these studies,
companies are not only strengthening their market position but also gaining significant
advantages in strategic decision-making. The article also thoroughly examines the effectiveness
of marketing research and return on investment (ROI). In conclusion, a conscious and systematic
approach to marketing research is an important factor in ensuring a long-term competitive
advantage for large companies.
Keywords
:
Marketing research, global companies, investment, artificial intelligence, Big Data,
competitiveness, strategic decisions, consumer behavior, marketing technologies, return on
investment (ROI)
Introduction
In recent years, fierce competition and technological progress in the field of marketing have
forced global companies to revise their marketing strategies. In particular, the increase in the
volume of investments in marketing research creates opportunities for companies to make more
effective decisions. Due to the fact that consumer behavior in today's market is changing and
complex, the need for their in-depth analysis is growing[1]. Through marketing research,
companies have the opportunity to identify customer needs, evaluate product attitudes, and
analyze the competitive environment.
In the scientific literature, marketing research conducted by large companies is covered using
various methodologies. For example, the McKinsey report notes that the use of artificial
intelligence and Big Data technologies in marketing significantly accelerates the strategic
decisions of enterprises. Another study showed that companies such as Procter & Gamble and
Amazon directed a significant portion of their research budgets towards in-depth analysis of
consumer experience[3]. Nevertheless, most of these studies are covered on the example of
individual companies or sectors, and the relationship between their overall motives, investment
volume, and results has not been systematically studied sufficiently.
Therefore, a systematic study of the main motives of this process, the technologies used, and the
results achieved, using the example of global companies investing in marketing research, is of
great scientific and practical importance. The current research aims to fill this gap. The main
goal of the study is to determine the reasons behind the investments in marketing research by
large global companies and to assess what strategic benefits these investments bring to
companies. On this basis, the following tasks were defined: 1) analysis of marketing research
methods used by large companies; 2) determination of the relationship between the volume of
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investments and their effectiveness; 3) development of practical recommendations based on best
practices.
Literature review
Marketing research is becoming increasingly important as an important tool for justifying
strategic decisions in modern corporate governance. Today, companies strive to develop
competitive marketing strategies by studying consumer behavior, needs, and the decision-making
process more deeply. Doyle stated that marketing research is the key not only to understanding
customers, but also to strengthening market positions and successfully implementing product
innovations. In particular, the management of customer experience (customer experience
management) and the clarity of target segmentation strategies are considered the main factors
determining competitive advantage.
In recent years, technological progress has dramatically changed the methodological foundations
of marketing research. Wedel and Kannan[5] note that the integration of artificial intelligence,
machine learning, and predictive analysis models into marketing research has increased
efficiency. In their opinion, the ability to make real-time decisions using large amounts of data
encourages corporations to respond quickly and accurately to changing market conditions. This,
in turn, increases the personalization of marketing actions, accurate response to user needs, and
brand loyalty.
Staton and Marx [6] in their study analyzed the relationship between the funds allocated to
marketing research and their financial effectiveness (ROI). They studied the activities of more
than 300 international companies and found that companies that invested heavily in marketing
research had significantly higher growth rates and customer retention rates. However, they also
note that this trend is not always correct, and the effectiveness of investments largely depends on
the internal processes and technological flexibility of the company.
Another important aspect in the field of marketing research is the issue of ethics. According to
the theory of "surveillance capitalism" put forward by Zuboff[7], companies are violating
privacy by over-exploiting user data. This is especially noticeable in recommendation systems
based on artificial intelligence and personalized advertising technologies. Research shows that
users continue to provide information without knowing how their information is being used,
which creates the need to clearly define the ethical boundaries of marketing research.
In the available literature, a systematic and generalized approach to assessing the economic
effectiveness of marketing research is still insufficient. Although Rust and Huang[8] conducted
an in-depth analysis of the relationship between marketing investments and their financial results
in their work, there is still a shortage of works that can broadly demonstrate how this relationship
differs across different sectors and markets. In particular, the empirical results of marketing
research conducted in developing countries have not been sufficiently subjected to scientific
discussion.
Therefore, one of the urgent tasks is the deep analysis of modern literature on marketing research,
the assessment of their economic effectiveness, and the formation of a new research paradigm,
taking into account ethical principles. This process serves to make corporate strategic decisions
more justified by combining practice and theory.
Research methodology
In this study, a mixed-method approach was used to analyze the volume, motives, and results of
investments in marketing research by large global companies. This approach allows for a
comprehensive understanding of the issue through the combined application of quantitative and
qualitative analysis methods [9].
1. Quantitative analysis: Budget analysis based on financial statements
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The study primarily analyzed the budgets allocated for marketing research through corporate
financial statements, annual reports of companies, and open databases (e.g., Statista, Bloomberg,
and SEC filings). Based on this data, an attempt was made to determine the relationship between
the investments of companies in marketing research and their financial results. This method
allows for measuring the return on investment volume based on empirical analysis [10].
2. Qualitative analysis: case-study method
In the second stage, the case-study method was used. It compared successful and unsuccessful
projects based on marketing research conducted by various global companies (including Amazon,
Procter & Gamble, Unilever, and Coca-Cola). In each case, the research methodology,
investment volume, applied technologies, and results were thoroughly analyzed [11]. This
method added contextual depth to the research, allowing us to draw clear lessons from the
experience of each company.
3. Data selection and limits
The companies included in the competition were selected according to the criteria of marketing
budget size, global activity, and the availability of open financial statements. The research is
based on data collected between 2018 and 2023. As a limitation, it can be noted that the funds
allocated by some companies for marketing research are not indicated in a separate clause, as
well as the presence of low-quality secondary sources.
Analysis and results
In this section, based on the results of quantitative analysis, the funds allocated by companies for
marketing research, their profitability (ROI - Return on Investment), and interrelationships are
examined in more detail. The main trends are depicted through tables and graphs.
Table 1.
Comparative table of investments and ROI
No Company
Marketing
research
investment (billion USD)
Average ROI
1.
Alphabet (Google)
25.0
1.85
2.
Meta Platforms
17.5
1.73
3.
Amazon
15.0
1.95
4.
ByteDance
8.0
1.42
5.
Alibaba
7.0
1.35
6.
Omnicom + IPG
6.5.
1.22
7.
WPP plc
6.0
1.30
8.
Publicis Group
5.5.
1.25
9.
Microsoft
4.0
1.50
10. TikTok
3.5.
1.40
Graph analysis: Relationship between investment and ROI
Based on these figures, it can be noted that the companies that invested the most were
technological giants operating in the field of digital advertising, which aimed to conduct in-depth
analysis of user behavior through marketing research [12]. Analysis shows that there is a positive
correlation between the volume of investments and the growth of the company's income.
For example:
Amazon: 15 billion USD investment → has the highest return with 1.95 ROI.
Alphabet (Google): 25 billion USD investment → 1.85 ROI.
Advertising agencies such as Omnicom + IPG and Publicis Groupe have relatively low ROI
(1.22-1.25), which is explained by high service costs.
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2. Results of qualitative analysis (case study)
In order to assess the practical effectiveness of marketing research, the activities of large global
companies - Amazon, Procter & Gamble, Coca-Cola, and Unilever - were thoroughly analyzed
using the case-study method. Each company conducted marketing research based on its own
approaches and technologies, which shows how this experience influenced their strategic
decisions.
Amazon: Performance with real-time personalization
Amazon uses artificial intelligence (AI) and machine learning (ML) technologies to develop real-
time product recommendations based on user behavior and purchase history. According to
research by Shankar and Malthouse[13], the company relied on algorithmic analysis in its
marketing research to segment users, forecast purchase indicators, and increase product
relevance. As a result, the conversion rate increased by 14-18% thanks to personalized
recommendations.
Procter & Gamble: brand awareness through experiments
Procter & Gamble has implemented experimental marketing research - specifically measurement
methods through A/B tests and user tests - to evaluate the effectiveness of its advertising
campaigns. According to Iyengar and Mayer[14], the company achieved an increase in brand
awareness by an average of 10-13% by testing content variants of advertising strategies,
audience adaptation, and time strategies. However, the ROI level remained moderate, indicating
that advertising spending was not very effective in certain segments.
Coca-Cola: social media tracking and quick decisions
Coca-Cola uses social media sentiment analysis and natural language processing (NLP)
technologies to analyze users' opinions about products. During the company's 2021 "New
Product Pulse" project, users' emotional reactions to the brand were observed, and this data was
used to create a new product placement and communication strategy [15]. As a result, the time
required for product implementation was reduced by approximately 28-30%, but the income
efficiency remained variable.
Unilever: Data-driven innovations
Unilever has implemented a data-driven approach in marketing research, which allows predicting
consumer needs in advance using artificial intelligence and big data. According to research
conducted by Smith and Johnson[16], the company developed prototypes of new products using
analytics based on behavioral models in different markets. This method reduced product failure
by 22%, but the ROI rate varied by segment.
3. General conclusions and scientific gaps
The results of the analysis showed that large companies are investing heavily in marketing
research, which helps them get closer to consumers, improve segmentation, and product
personalization. However, the economic efficiency of these investments may not always be high,
which indicates that ROI depends on individual circumstances [17].
Moreover, the ethical aspects of marketing technologies used by companies, privacy issues, and
the principles of working with user data have not yet been sufficiently studied. In this regard,
there is a scientific gap for new research.
4. Economic analysis based on a formula
The profitability of marketing research can be expressed by the following formula:
ROI=
Sof foyda
Marketing tadqiqotiga ajratilgan sarmoya
Example:
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Let's say Amazon's net profit from marketing research is $29.25 billion and the money spent on
marketing research is $15 billion, then ROI is calculated as follows:
ROI=
29.25
15 =1.95
This means that for every $1 of investment, the company receives a profit of $1.95.
Conclusion
The results of this study showed that large global companies are increasingly investing in
marketing research, and this decision plays an important role in their strategic management. In
particular, technology companies - Amazon, Google, and Meta - are achieving high ROI levels
through the effective use of artificial intelligence, Big Data, and automated analytics tools. For
example, Amazon's $15 billion investment yielded a net profit of $29.25 billion, showing a
return of 1.95 times for each dollar. This proves that marketing research, combined with the
correct strategy and technological approach, can bring significant economic results.
However, the study also found that the relationship between investment and profit is not the
same for all companies. For example, companies like Unilever and Procter & Gamble, despite
the profitability of marketing research, continue to have lower profitability (ROI) than
technological giants. This situation is related to such factors as the company's internal processes,
the level of adaptation to technologies, digital infrastructure, and the clarity of the marketing
strategy.
Also, based on qualitative analysis (case-study), it has been established that successful marketing
research depends not only on the volume of investments, but also on how they are implemented.
Innovative technologies, in-depth customer analysis, real-time data processing, and clear
segmentation strategies have a positive impact on ROI. At the same time, in some companies,
incorrect interpretation of the results of marketing research in practice can reduce ROI.
Overall, this research has proven that the investment in marketing research is not an expense, but
a strategic investment. But for this investment to yield maximum results, companies need to
increase their analytical potential, apply modern technologies, and make marketing decisions
based on real-time analysis. Thus, marketing research can not only increase the company's
revenue but also provide a competitive advantage.
Literatures.
1.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
2.
McKinsey & Company. (2020). The Future of Marketing Research in a Digital World.
Retrieved from https://www.mckinsey.com
3.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education.
4.
Doyle, P. (2020). Value-based marketing: Marketing strategies for corporate growth and
shareholder value (3rd ed.). Wiley.
5.
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments.
Journal of Marketing, 80 (6), 97-121. https://doi.org/10.1509/jm.15.0413
6.
Staton, D., & Marks, L. (2022). Evaluating ROI in digital marketing research: Challenges
and best practices. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-021-00120-4
7.
Zuboff, S. (2019). The age of surveillance capitalism: The struggle for a human future at
the new frontier of power. PublicAffairs.
8.
Rust, R. T., & Huang, M. H. (2014). The Service Revolution and the Transformation of
Marketing
Science.
Marketing
Science.
pp.
33
(2),
206-221.
https://doi.org/10.1287/mksc.2013.0836
9.
Creswell, J. W., & Plano Clark, V. L. (2018). Designing and conducting mixed methods
research (3rd ed.). SAGE Publications.
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10.
Bryman, A. (2016). Social Research Methods (5th ed.). Oxford University Press.
11.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.).
SAGE Publications.
12.
Forbes. (2024). ROI analysis of top marketing spenders in 2024. Retrieved from
13.
Shankar, V., & Malthouse, E. C. (2021). Customer analytics for AI-enabled marketing.
Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-020-00754-6
14.
Iyengar, R., & Mayer, M. (2020). Experimental approaches to measuring advertising
https://doi.org/10.1177/0022243720915462
15.
Liu, B., Zhang, Y., & Chen, H. (2021). Sentimental analysis in marketing: Trends and
https://doi.org/10.1016/j.jbusres.2021.05.040
16.
Smith, K., & Johnson, R. (2022). Predictive analytics in product innovation: A case study
https://doi.org/10.2501/IJMR-2022-004
17.
Hanssens, D. M., Thorpe, D., & Finkbeiner, C. (2014). Marketing ROI in the digital age.
Journal of Advertising Research. https://doi.org/10.2501/JAR-54-3-255-263
