The perception to the public opinion polls is not positive in Turkey and many companies and institutions think that it is unnecessary paying to the public opinion polls. Most of companies and institutions begin to minimize the research expenditures as a policy to deal with the fight against the global and national crisis.
On the contrary of these thoughts, research must be indispensables of the companies and institutions in the current conditions because the profile of the consumers has changed by the time
. In 1950s the consumers or “demandant” were buying the production as the producers or “suppliers” produce or present the product to them. The most reason of this situation was because of the lack of alternative and competitive environment. However the supply-demand balance began to change after 2000s. No longer, the suppliers began to produce according to the demands of consumers because the market environment has changed day by day. Due to the increasing of number of competitive environment, conscious consumer and alternative product, consumers have more choice to buy any product and service. They can buy the best product or service for themselves. This situation found out the concepts of “consumer expectation and consumer satisfaction” in the marketing. Businesses and institutions which satisfy the expectations of consumers began to gain more. On the other hand, not only the consumer satisfaction is not enough but also you must keep the consumer satisfaction permanent.Today, Public Onion Poll is the best way to learn the feedback of “consumer expectations and consumer satisfaction”.