Marketing research is an essential component of the analytical function of marketing. The absence of such studies is fraught with the most unfavorable consequences for the manufacturing firm.

Marketing research involves the systematic collection, processing and analysis of data on those aspects of the marketing activities of the company, within which decisions should be made, as well as the analysis of the components of the external environment that affect the marketing activities of the company.

However, the main attention in marketing research is paid to market aspects: assessing the state and trends (conjuncture) of market development, researching consumer behavior, analyzing the activities of competitors, suppliers, intermediaries, studying the marketing mix, including managing the product range, pricing and developing a price strategy, forming sales channels products and targeted use of incentives.

Foreign firms most often conduct marketing research in the following areas: identifying the potential of the market and studying its characteristics, analyzing the problems of selling products and business trends, studying competitors' products, studying the market reaction to new product, study of price policy, determination of the share and territory of sale of goods, forecasting the parameters of market development.

Carrying out marketing research and making thoughtful marketing decisions based on their results suggests the need to highlight the macro- and micro-environment of marketing as an object of research. The macro environment is, as mentioned in Chapter 1, that part of a firm's marketing environment that it cannot control and regulate; because of this, the firm must adapt its marketing policy to the elements of the macroenvironment: demographic, economic, social, political, scientific and technical, natural factors affecting the market and through it - directly to the firm.

The marketing microenvironment is part of the marketing environment that includes physical and legal entities(consumers, suppliers, intermediaries, competitors), as well as market factors that directly affect the marketing activities of the company. A firm can influence the elements of the microenvironment based on its goals and objectives, and when certain conditions exercise limited control over them.

In contrast to the external uncontrolled environment, the internal (intrafirm) environment is under the control of the firm, i.e. its managers and marketing staff. The decisions made by the top management of the firm relate to the area of ​​its activities, the overall goals of the firm, the role of marketing and other entrepreneurial activities, and corporate culture. The factors determined by marketing are the choice of target markets, marketing objectives, marketing organization, marketing structures, management of this activity.

Purposefulness in conducting marketing research, and most importantly, the degree of practical use of their results, mainly depend on the presence of a well-thought-out marketing strategy of the company, marketing programs - this allows you to outline not only clear goals, but also the necessary funds for the specified period and methods of achieving them. Under such conditions, there is not only a constant need to study the most acute and pressing problems, but also the sequence, depth and scale of their study are predetermined, and, consequently, the need for the appropriate personnel of researchers and analysts, material and financial resources.

Available overseas and Russian experience suggests that the most expensive marketing research is incomparable with the size of the waste and overhead that occurs as a result of ill-considered entry to the market with products that only partially meet its requirements or not at all, entering the wrong markets and at the wrong time.

The accumulating experience of the market activity of Russian producers shows that without marketing research it is currently impossible to correctly solve the problem of sales not only in the external, but also in the domestic market. Such studies allow finding the most promising target markets, optimizing the range of products sold and adapting them in time to changing market (consumer) requirements, increasing the efficiency of production and marketing activities, improving the forms and methods of implementation, etc.

3.1. Principles and conceptual approaches to marketing research

In fig. 3.1 shows the basic principles that should be followed when conducting marketing research - consistency, complexity, objectivity, cost-effectiveness, regularity, efficiency, accuracy, thoroughness. Each of these principles is important in and of itself, but taken together and together, they allow for the kind of marketing research that can provide a reliable basis for the adoption of well-founded, thoughtful management decisions.

The management of any manufacturing enterprise, based on the situation in the market, the nature of the goals and tasks to be solved, a given strategy of action, is forced to decide what marketing research and in what sequence to conduct, what human and financial resources to use what you can do on your own, what research is more profitable to order external performers, etc. To save human and financial resources and at the same time get the best results from marketing research, a conceptual vision of this problem for the future is necessary.

The development of such a concept will make it possible not only to clarify the entire problem of the marketing research of a company in all its complexity and multidimensionality, which is important, but also, more importantly, to outline ways to solve it in the most rational way. The development scheme of such a concept is shown in Fig. 3.2.

Rice. 3.1. Basic principles of marketing research

When conducting complex and large-scale marketing research, it is advisable to develop a research concept, giving in it a detailed definition of the problem, ways and means of solving it in the most effective way. On the basis of such a concept, it is possible to develop a research project, a method for its implementation, formulate tasks, collect, process and analyze information, prepare proposals and recommendations. In fig. 3.3, 3.4 and 3.5 show the process of conducting marketing research in its various manifestations.

Rice. 3.2. The structure and sequence of the marketing research process (See: Golubkov E.I. "Marketing: strategies, plans, structures." - M., 1995.)

Rice. 3.3. Marketing research concept

Rice. 3.4. Marketing research process

Rice. 3.5. Typical scheme of a phased marketing research

3.2. Marketing research methods and procedures

Marketing research methods are inextricably linked with the methodological foundations of marketing, which, in turn, rely on general scientific, analytical and predictive methods, as well as methodological approaches and techniques borrowed from many areas of knowledge (Figure 3.6).

Research methods in marketing are due to the need and obligation of the systematic and comprehensive analysis of any market situation, any of its constituent components associated with the most diverse factors.

The indicated principles of consistency and complexity when conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, it is necessary to take into account not just information about the state of internal environment firms (enterprises), but also the strategic marketing goals and intentions of the firm - only then the conducted research is of a marketing nature; otherwise, it is just research of the market, competitors, innovation factors, etc.

According to the International Code of Practice for Marketing Research (adopted by the International chamber of commerce and ESP MAP in 1974) marketing research should be conducted in accordance with generally accepted principles of fair competition, as well as standards based on generally accepted scientific foundations.

Based on this provision, the researcher should:

• be objective and not influence the interpretation of the recorded factors;
• indicate the degree of error of your data;
• to be creative personality, determine new directions of search, use the most modern methods;
• to do research systematically to take into account the changes taking place.

As for the actual methods, rules and procedures of marketing research, taking into account the above schemes and tables (Fig. 3.6-3.13 and Tables 3.1-3.4), the following should be noted.

Methods for selecting populations of research objects provide for the solution of three main problems: the selection of the general population, the determination of the sampling method and the determination of the sample size.

General population(HS) should be limited because full research is usually very expensive and often impossible. In addition, sample analysis can be even more accurate (due to a decrease in systematic errors).

Sample(Figure 3.10) is done in such a way as to represent a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS. Data collection is usually accompanied by errors - random and systematic. Random errors appear only in sample research; since they do not bias the sample characteristics in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate selection of HS, sampling shortcomings, errors in the development of questionnaires, counting errors, insincerity of the respondents).

Data acquisition methods. Methods of obtaining data in marketing include polling, observation, automatic data registration (Table 3.2). The choice of the method depends on the goal, the trait under study and the carrier of this trait (person, object).

A survey is finding out the positions of people or getting help from them on a specific issue. In marketing, a survey is the most common and most important form of data collection - either orally or in writing. Oral and telephone interviews are called interviews. With a written survey, participants receive questionnaires, which they fill out and send to their destination.

Observation is a way of obtaining information that:

• meets a specific research goal;
• characterized by planning and regularity;
• is the basis for generalizing judgments;
• subject to constant monitoring for reliability and accuracy.

Benefits of observation versus polling:

• independence from the object's desire to cooperate, from his ability to verbally express the essence of the matter;
• great objectivity;
• perception of the unconscious behavior of an object (for example, when choosing a product on the shelves in a store);
• the ability to take into account the surrounding situation, including when observing with the help of instruments.

Possible disadvantages of observation:

• difficulty in ensuring representativeness;
• subjectivity of perception, selectivity of observation;
• observation effect (the behavior of an object may be unnatural when viewed openly).

An experiment is a study that determines the effect of a change in one (or more) independent variable on one (or more) dependent variable. Essential signs of the experiment:

• isolated changes (some values ​​vary by the researcher, others are constant);
• active intervention of the researcher in the process of changing data;
• verification of causal relationships (for example, exposure brand for product sales).

Experiments are divided into laboratory (carried out in an artificial environment) and field (carried out in real conditions). When conducting an experiment, at least two problems usually arise: how much of the change in the dependent variable can be attributed to the independent; how suitable the experimental results are for other environmental conditions (representativeness of the experiment).

The dynamics of market trends, its conjuncture is constantly changing and developing. This fully applies to individual parameters and market elements. Because of this, a one-time market study, for example, when selling a product, is clearly not enough. The necessary information can be obtained by repeatedly polling a group of customers of interest at specified intervals, or by observing sales in a specific group of stores.

This method of market research is called the "panel" (Fig. 3.12).

Data analysis. Statistical methods of data analysis are used to compact them, identify relationships, dependencies and structures. They are classified according to the following criteria:

• the number of simultaneously analyzed variables - simple and multivariate methods;
• the purpose of the analysis is descriptive and inductive methods;
• scaling level of variables;
• division of variables into dependent and independent methods of analysis of dependencies and methods of analysis of relationships.

Descriptive one-factor methods are:

• frequency distribution (presentation on a graph or in a table);
• graphical representation of the distribution of a variable (for example, using a histogram);
• statistical indicators - arithmetic mean, median, variation, variance.

Inductive univariate methods are designed to check the compliance of the sample characteristics with the characteristics of the HM. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of HMs, and nonparametric ones, designed to test hypotheses about the HM distribution. This method is used to formulate hypotheses, select a test, establish the level of significance, determine the critical level of the tested characteristic according to the table, calculate the real value of the test, compare and interpret.

Two- and multivariate methods of analysis of dependencies help to determine what is the connection between the price reduction and the sale of the product, whether there is a connection between the nationality of a person and the choice of the style of shoes, etc.

Regression analysis- statistical method of data analysis when determining the dependence of one variable on one (simple regression) or several (multivariate regression) independent variables.

Analysis of variance designed to test the degree of influence of changes in independent variables on the dependent.

Discriminant Analysis allows you to separate predefined groups of objects using a combination of independent variables and thereby explain the differences between groups. The method also makes it possible to assign a new object to a specific group based on its characteristics.

Factor analysis is intended to investigate the relationships between variables in order to reduce the number of influencing factors to the most significant.

Cluster Analysis allows you to divide a set of objects into separate relatively homogeneous groups.

Multidimensional scaling makes it possible to obtain a spatial display of the relationships that exist between objects.

The possibility of using one or another type of analysis depends on the level of scaling of the independent and dependent variables. The choice of a particular method is determined not only by the nature and direction of the relationships between the variables, the level of scaling, but mainly by the problem being solved. Table 3.4 shows what methods can be used to solve typical problems of marketing research.

Rice. 3.6. The system of research methods in marketing See: B.A. Soloviev. "Marketing". - M., 1993.

Rice. 3.7. Types of marketing research corresponding to the main areas of the firm

Rice. 3.8. Collection of primary information for marketing research

Table 3.1. Types of Marketing Research Conducted by American Firms (1983;%)

Research type	Share of consumer goods manufacturers spending given view research (143 surveyed)	Share of product manufacturers for industrial purposes conducting this type of research (124 interviewed)
Short-term (up to 1 year) forecasting	96	94
Long-term (more than 1 year) forecasting	96	94
Measuring market potential	99	99
Sales analysis	98	99
Perception new products and its potential	89	73
Examining packaging: design or physical characteristics	91	61
Study of distribution channels	89	83
Examining Sales Costs	83	73
Using discounts, coupons, samples, special offers when promoting	86	60
Pricing Analysis	91	90
Analysis of the nature of the impact on the environment	37	35
Analysis of the effectiveness of advertising	86	67

Table 3.2. Methods of collecting information in marketing

Method	Definition	Forms	Economic example	Benefits and challenges
1. Primary research	Collecting data when it occurs
Observation	Systematic coverage of the circumstances perceived by the senses without affecting the object of observation	Field and laboratory, personal, with the participation of the observer and without his participation	Observing consumer behavior in a store or in front of shop windows	It is often more objective and more accurate than a survey. Many facts are unobservable. Costs are high
Interview	Survey of market participants and experts	Written, oral, telephone	Collecting data on consumer habits, researching the image of brands and firms, researching motivation	Investigation of unperceivable circumstances (eg motives), reliability of the interview. Influence of the interviewer, representativeness of the sample
Panel	Repeated collection of data from the same group at regular intervals	Trade, consumer	Continuous tracking of trade stocks in a group of stores	Identifying development over time
Experiment	Investigation of the influence of one factor on another while simultaneously controlling extraneous factors	Field, laboratory	Market test, product research, advertising research	Possibility of separate observation of the influence of variables. Situation control, realistic conditions. Waste of time and money
2. Secondary research	Processing of already existing data		Market share analysis using accounting data and external statistics	Low costs, quickness. Incomplete and outdated data

Rice. 3.9. Advantages and Disadvantages of Collected Primary Data Table 3.3. Advantages and disadvantages of questioning by phone, mail and in person with the interviewee

Criterion	Telephone	mail	Personal meeting
Accuracy of information
Time factor
Organizational complexity
Possible questionnaire length
Flexibility
Adaptability to the personality of the respondent
Other requirements	When planning your interview, consider the amount of time it takes to dial a phone number. Consider using interviewers' home telephones.	Simple question form. Detailed printed instructions. No open questions. Encouraging the respondent with some souvenir attached to the letter.	As a rule, it requires detailed knowledge of the discussed issue / industry specifics from the interviewer. Convenient opportunity to use various visual aids.

- a clear drawback

- a clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Sample types

Explanation for fig. 3.10.

The following sampling methods are non-random:

random sampling - the respondents are chosen not on the basis of a plan, but at random; the method is simple and cheap, but imprecise and has a low representativeness;

typical sample - a survey of a few typical elements of the general population (HS); for this, it is necessary to have data on the characteristics that determine the typicality of the elements;

concentration method - only the most essential and important elements from the HS are studied;

method of quotas - distribution of certain characteristics (sex, age) in the GE.

The following types of sampling are random:

simple sampling - lottery type, using random numbers, etc .;

group sampling - dividing the HS into separate groups, within each of which a random sample is then carried out;

method of "flower beds" - selection units are made up of groups of elements; a prerequisite for the application of the method is the possibility of such a separation of the HS; from the set of "flower beds" several are selected, which are then fully explored;

multistage sampling - is carried out several times in a row, and the sample unit of the previous stage is a set of units of the next stage.

Rice. 3.11. The main types of sampling procedures in marketing research

Rice. 3.12. Panel views

Explanation for fig. 3.12.

A panel, as already mentioned, is a survey of a group of buyers at regular intervals using a certain set of questions. The main features of the panel:

• constancy of the subject and topic of research;
• repeating data collection at regular intervals;
• constant (with certain exceptions) set of research objects - households, trade enterprises, industrial consumers, etc.

The consumer panel is survey based. Panel members receive questionnaires from the organization conducting the research, which they must periodically fill out, indicating, as a rule, the type, packaging, manufacturer, date, cost, quantity and place of purchase of the goods. Using the consumer panel, you can get the following information:

Rice. 3.13. Identifying market research areas, including the study of facts and opinions

• the amount of goods the family buys;
• the amount of cash costs;
• market share controlled by major manufacturers;
• preferred prices types of goods, types of packaging, types of enterprises retail;
• Differences in the behavior of consumers belonging to different social strata living in regions and cities of various sizes;
• social analysis of “loyalty to the brand”, brand change, the effectiveness of various marketing measures.

Table 3.4. Application areas of analysis methods

Method	Typical formulation of the question
Regression analysis	1. How will the sales volume change if advertising costs are reduced by ...%? 2. What will be the price of the product next year? 3. How does the volume of investments in the automotive industry affect the demand for steel (non-ferrous metals, etc.)?
Analysis of variance	1. Does the type of packaging affect the size of sales? 3. Does the choice of the form of marketing affect the amount of sales?
Discriminant Analysis	1. On what grounds can you define smokers and nonsmokers? 2. What are the most essential criteria to identify successful sales workers and unsuccessful ones?
Factor analysis	1. Is it possible to reduce the many factors that car buyers believe are important to a small number? 2. How can you characterize different brands of cars taking into account these factors?
Cluster Analysis	1. Is it possible to divide clients into groups according to their needs? 2. Are there different categories of newspaper readers? 3. Can voters be classified in terms of their interest in politics?
Multidimensional scaling	1. To what extent does the product correspond to the consumers' idea of ​​the ideal product? 2. What is the image of the consumer? 3. Has the attitude of consumers to the product changed over a certain period?

3.3. Objects of marketing research

As follows from Fig. 3.14-3.17 and table. 3.5, 3.6, the objects of marketing research can be various subjects, problems, situations, which, based on the classification criteria, can be divided into such broad categories as objects of the macro- and micro-level of the external environment and objects of research of the internal environment of a commodity producer (in other words, controlled by a commodity producer or not controlled by it). Another criterion may be the degree of importance of the objects of study, which may vary from firm to firm. The third criterion may be the priority of the order of the objects under study, which also differs significantly, but exists as an objective need, "corrected" by a subjective factor - the ideas of the management.

With all the variety of objects of marketing research, the central place among them is occupied by market objects - commodity market in general, its individual components and parameters (buyers, competitors, suppliers, intermediaries, prices, capacity, dynamics of development, structure, geographical location, etc.).

Market research as such - the most common area of ​​marketing research. Without information about the market, it is almost impossible to make the right fundamental decisions on issues such as choosing a target market, determining the volume of sales, forecasting and programming market activities.

Objects of market research - market conditions, trends and prospects for the development of the market; market capacity, its dynamics, structure, geography of the market, the level of competition, barriers to market entry and exit, opportunities and risks are investigated. The main results of market research are forecasts of its development, identification of key success factors in the future. The most effective ways of implementing competition policy in the developed market and the possibilities of entering new markets are established.

Consumer research makes it possible to determine all aspects of their behavior and preferences. The object of research is individual consumers, families, households, consumer organizations; the subject of research is the motivation of consumer behavior and the factors that determine them; the structure, size of consumption, the degree of satisfaction of demand, trends in its behavior are studied. The purpose of the study is consumer segmentation and selection of target market segments.

At competitor research the main task is to obtain data that provide a competitive advantage in the market and find opportunities for cooperation with potential competitors. The main aspects of competitors' activities, their advantages and disadvantages, production, scientific and technical, marketing potential, financial and organizational capabilities are investigated. The result is the choice of the most advantageous position in the market in comparison with the competitor (competitors), determination of optimal strategies for action in the competitive market.

Research on intermediary structures allows for well-founded physical distribution and marketing policies, and therefore sustainable operations in selected markets.

Not only commercial intermediaries and their capabilities are being investigated, but also advertising, insurance, legal, financial, freight forwarding, consulting and other companies (organizations), i.e. the entire marketing infrastructure of the market to take full advantage of its opportunities.

primary goal product research- determination of the compliance of the technical, economic and quality characteristics of goods on the market with the requirements and demands of consumers, the degree of competitiveness of these goods. Researching a product is at the same time studying consumers, their desires, preferences, and the degree of their satisfaction with the qualities of the product.

Consumer properties of analogue products that are competitors, the nature of consumer reaction to new products, assortment, packaging, level of service, prospective requirements of consumers - all these are objects of research, the results of which allow the company to refine its assortment taking into account the requirements of buyers, solve the problem of competitiveness of goods, develop new products and calculate their life cycle, modify existing products, improve packaging, carry out patent protection.

Price research makes it possible to determine the level and ratio of prices that will maximize the benefits of the firm. Possible main objects of research are the costs of creation, production and sale (their calculation), the reaction of consumers to the prices of goods (elasticity of demand), the influence of competition from other firms and their goods (comparative analysis). All this allows you to choose the most favorable cost / price and price / profit ratio.

Research of the system of commodity circulation and sales has the task to determine the most effective ways and means of promoting goods from manufacturer to consumer. The objects of study are sales channels, intermediaries, sellers, forms and methods of sales, distribution costs, their structure and dynamics. The function and features of the activities of wholesalers and retailers, its strengths and weaknesses, the nature of relationships with suppliers and consumers are also analyzed. The result of the research is getting the opportunity to increase the sales of the company, optimize stocks, rationalize distribution channels, and more efficiently use the forms and methods of sale.

Research of a sales promotion system aims to identify the most effective means of stimulating the sale of goods, increasing the company's image on the market, increasing the effectiveness of advertising. Research objects - motivation of behavior of suppliers, intermediaries, buyers; the reaction of the consumer community; advertising efficiency; relationship with customers. The result of research - the ability to develop relationships with the public, buyers, intermediaries; the formation of a positive attitude towards the company, its products; improvement of methods for generating consumer demand, influencing suppliers and intermediaries, more complete use of the capabilities of the communication system, including advertising.

Of course, the study of objects of the market environment should be closely linked with the study of the internal environment of the firm in order to determine the real potential of its competitiveness by comparing the relevant factors (objects of study) of the external and internal environment. Only in this way it is possible to determine what needs to be done for a more complete adaptation of the enterprise to the changing conditions of the external environment.

Rice. 3.14. Objects of marketing research at the macro and micro levels

Rice. 3.15. The structure of conjuncture-forming market factors as an object of analysis

Rice. 3.16. The studied parameters of the main market objects

Table 3.5. Objects of analysis of marketing research conducted by US companies (according to a survey of 798 companies)

Study type	% Of the total number of respondents
Research on the motivation of action
Sample studies
Economics and General Research
Study of business operations
Exploring the acquisition process
Study of the location of factories and warehouses
Research of export and international activities
Study of company personnel
Management Information System
Studying pricing
Long-term forecasting (over 1 year)
Short-term forecasting (up to 1 year)
Examining business trends
Research on the general responsibility of companies
Study of the "consumer's right to truthful information"
Economic Impact Research
Exploring issues of social relevance
Study of legal restrictions on advertising and sales promotion
Market research and sales
Study of sales promotion issues (bonuses, coupons, sampling, etc.)
Testing of goods for different markets, examination commodity stocks
Study of the sales / demand ratio
Conducting consumer discussions
Study of distribution channels
Establishment of sales quotas and geographic distribution of sales
Sales analysis
Measuring market opportunities
Market share analysis
Determination of market characteristics
Study of the goods
Research on packaging, design and physical characteristics of the product
Perception of the product and its potential
Testing of existing products
Study of the competitiveness of a product

Rice. 3.17. Assessment of production and market opportunities of the enterprise

Table 3.6. The procedure for conducting marketing research by a manufacturing enterprise, depending on the object

Research objects	Target	Performers - head units (departments)	Co-executing departments
1. The technical level and quality of its products	Obtaining objective characteristics of products based on comparison	Chief designer	Quality, marketing
2. The technical level of technological processes	Obtaining by comparison an objective assessment of the level of technology	Chief Technologist	Quality, marketing
3. Technical level of production	Assessment based on comparisons of production improvement requirements	Technical	Quality, marketing
4. Organization of work	Evaluation of the effectiveness of the structure and functions of enterprise management	Marketing	Planned, legal, financial
5. Suppliers	Supplier quality assessment	Marketing	Technical control, quality, legal, logistics
6. Developers	Evaluating the work of developers	Chief designer	Quality, marketing
7. Intermediaries	Assessment of the work of intermediaries	Marketing
8. Sales markets	Assessment of market opportunities and requirements	Marketing
9. Economic results of the enterprise	Preparation of proposals to improve the efficiency of the enterprise	Financial	Planned, legal, marketing, logistics

Marketing Research Is Extremely Powerful applied tool... The competent conduct of such a study can radically improve the current situation of any business by providing in full the information and analytical base necessary for making effective management decisions.

The key value of marketing research is reducing the level of uncertainty in the process of making important strategic decisions... The essence, classification and main objectives of marketing research are discussed in detail below.

What is Marketing Research? Definition

According to the generally accepted definition of the American Marketing Association, this term implies the following definition:

Marketing research Is a systematic systematic search, collection, processing and subsequent interpretation of data related to all the problems of the organization's marketing activities.

In fact, any marketing research is a process of extracting information... Information relevant to the research topic is extracted, collected and then analyzed. What kind of this information will be, how it will be collected, how it will be analyzed and interpreted - the answers to all these questions must be clearly formulated before the budget is allocated and its immediate implementation. Obviously, the economic effect of conducting such a study should exceed the costs associated with its conduct. Otherwise, marketing research will be economically unprofitable for its initiator.

Marketing Research- This a kind of function, the parameters of which are consumers, competitors, the market as a whole ... These parameters determine the behavior of our function (company activity). The more accurately the dependence on the parameters under consideration is established, the clearer the management can get to implement an effective marketing and development strategy in general.

In order to organize a competent marketing research, one should find, collect and analyze huge amounts of information ... Achieving the unity of many disparate processes is achieved through the interdisciplinary nature of marketing research. When implementing marketing research, devices and instruments of many scientific disciplines are involved:

• statistics,
• psychology,
• mathematics,
• economy, etc.

The use of the above disciplines is aimed at a comprehensive and objective analysis of the issues under study. Accordingly, the main requirement for competent marketing research is the complex and systematic application of the technologies and tools used.

In the process of conducting marketing research of any type, after identifying the problem posed, it is necessary to designate object and subject of research ... For a simple understanding of the two basic concepts, it is enough to understand that the subject of any research is determined by the properties of the object. For example, a company may initiate a market research with the aim of analyzing the reasons for a drop in demand for products. Consumers can be considered as an object of research, and their behavior can be considered as an object. The subject, therefore, acts as a refinement of the object under study, providing a more detailed description of the data relevant to the previously defined research problem.

Why do you need to conduct marketing research?

Various hypotheses, ideas and intentions generated by managers, as well as problematic aspects of the organization's activities can act as reasons for prompting companies to conduct market research. The most powerful motivator is the occurrence of a problem that requires an immediate solution.... For example, a sharp decline in sales, the emergence of a large competitor, a decrease in interest in the brand's products - all this can lead to the allocation of funds for marketing research. In this case, marketing research is seen as a life-saving pill that can eliminate the problem and allow the business to develop further in a turbulent space.

Classification of marketing research

In general, all conducted research can be divided into 3 large groups:

• intelligence,
• descriptive,
• casual.

Intelligence research ... The main purpose of this kind of research is to search for information necessary for a more specific formulation of the problem, if high level uncertainty. The data gathered from this intelligence is then used by managers to make better management decisions.

Descriptive research aimed at describing the marketing environment in the studied niche, segment, market. The information obtained in this study can serve as a guideline for further development or for identifying problematic aspects of the marketing strategy being implemented.

Casual exploration reflect the rationale for the hypotheses and assumptions formulated before the start of the study. Simply put, casual research is a kind of practical test of theoretical assumptions.

• research method,
• purpose of the study,
• the nature of the information collected.

Depending on the method of conducting marketing research, they are divided into field and office. Logic determines this division: desk research analyzes secondary information. That is, it's kind of "Research at the desk" when the information already collected by someone in advance is being studied. In this case, work with documents is carried out with a full range of working methods used in this case (informative-target analysis, content analysis, etc.).

If the information available to researchers is insufficient, it becomes necessary to collect new information and the researchers are sent "in field" looking for relevant information. The primary information obtained in this way is characterized by a high degree of compliance with the initially set tasks.

The objectives of the research are closely intertwined with the general objectives of using marketing information. If earlier it was about exploratory, descriptive and casual research, then in the case of categorization by the purpose of the research, they are all divided into:

• search engines,
• descriptive,
• analytical.

At the same time, the essence and logic of concepts remain the same as in the case of a more global categorization.

The nature of the information collected is the last feature by which it is customary to characterize all marketing research. With this approach, the key to separation is the description of the collected data. In the case of research that should answer questions "How much?", "To what extent?", "In what respect?", we are talking about quantitative indicators and, as a result, about quantitative research ... If the questions “ how? "," why? "," what? ", it is appropriate to talk about qualitative research.

Whichever method of collecting information for the implementation of the study is chosen, the main conditions necessary for the high quality of the results obtained are the following:

• the complexity of work with information,
• the use of interdisciplinary tools and various technologies,
• objectivity of information,
• the relevance of the analyzed information to the problems under consideration,
• professionalism of specialists carrying out research.

(1 estimates, average: 10,00 out of 5)

We live in conditions market economy... Whether we like it or not, the strategy of any enterprise is based on the correct understanding and practical application of the laws of the market. Whether you are just starting your business or have been in business for many years, market research is an essential part of your job. After all, products manufactured but not sold on the market, no matter how good they are, do not bring benefit (profit), neither to you nor to society.

The study, analysis and processing of information about the state of the market in a particular area is called marketing research. Such studies are carried out by specialized companies, marketing services of large organizations and holdings, or they are done by “amateur specialists”. The fate of a small boutique in mall and the effectiveness of multi-billion dollar investments. Not a single serious company in the world makes even tactical (let alone strategic) decisions without analyzing the market, selling prospects for a new product or improving technology.

Marketing Research Objectives

Market research, depending on the tasks set, can have different focus... This includes searching for new areas of activity, expanding the range of goods and services, tracking competitors, and so on. If we talk about a global goal, then it is one - to expand sales and increase profits. But there are a lot of directions aimed at achieving this ultimate goal. There are several main directions:

• search and analysis of problems in a specific market segment;
• description of the market situation, which has the character of current information;
• forecast of market trends in the future;
• market testing in order to choose between different strategies of action;
• analysis of new scientific and technical trends that can significantly affect the market;
• analysis of related areas of activity in order to identify the possibility of the emergence of new products (services) that affect the market.

There are significant differences between studies of an internal and external nature.

Marketing research plays a huge role in determining the directions of investments in the scientific and technical sphere. These investments are costly, long-term and, if successful, can lead to revolutionary breakthroughs. As an example that is understandable to everyone today, we can cite the situation in the mid-80s of the last century in the image fixation market. Simply put, photographs.

In the mid-1980s, there were opportunities for a significant improvement in the quality of images in traditional (film) photography, while digital technologies were still “in diapers” and could not compete in the market by any technical and economic indicators. As you know, forecast errors of a number of companies in this area led to their collapse over the next 20-25 years.

What marketers are researching (objects)

Consumers of products / services have different requirements for the offered product. These are not only quantitative and qualitative technical and economic indicators that can be expressed in numbers. Tastes, traditions (religious and cultural), climate or age groups of consumers play a huge role. Identifying the motives that guide buyers when choosing a product is also an important subject of study.

For example, one of the well-known European manufacturers of facing tiles has managed to significantly expand sales in Iran and Pakistan, focusing on a range of colors that tend to green. The reason is simple - green color refers to beloved colors Islam.

It should not be forgotten that manufacturers themselves can directly influence and shape tastes and preferences. target audience... This goal is served by direct and indirect advertising, PR campaigns, the formation of new needs. The word "imposition" has a negative connotation, but, nevertheless, it is the most important element of the struggle for the consumer, the stimulation of consumption.

The object of marketing research can be, for example, the logistics system of competitors, which helps to reduce costs in the supply of goods and services. And what truly tectonic shifts in the beverage market have resulted from the creation of new types of packaging, it is not necessary to say.

The most important, if not the main, object of research is the end consumers, that is, you and me. This is the most "difficult" object. To study it, the entire arsenal of sociology and consumer psychology is involved. Most often, essential element such a study is a questionnaire survey of target (focus) consumer groups. A well-designed questionnaire and the conscientiousness of the interviewers play a very important role here.

Introduction …………………………………………………………	3
Chapter 1	The essence of marketing research ………………… ..	5
1.1.	The concept, goals and objectives of marketing research ... ..	5
1.2.	Marketing research procedure ………………….	7
1.3.	Desk marketing research ……………… ...	9
Chapter 2	Marketing research system …………………….	11
2.1.	Collection of primary information ……………………………… ...	11
2.2.	Sampling plan …………………………….	15
2.3.	Data processing and report generation ……………… ...	16
CHAPTER 3	Directions and results of marketing research.	19
3.1.	Typical areas of marketing research ... ..	19
3.2.	Using the results of marketing research …………………………………………………………… ..	22
Conclusion ……………………………………………………...	26
List of used literature ……………………… ..	27

Introduction

Marketing Is a relatively young scientific and applied discipline. The term first appeared in the American economic literature in 1902. Since the mid-twentieth century, the concept of marketing has rapidly conquered the minds of both theorists and practitioners - economists and managers. The intensive development of the theory and practice of management led to the accumulation of a huge empirical material about business processes, consumer behavior and competition. A number of scientists were able to systematize and generalize the available facts. Progress in theory practical activities on the market gave rise to a new trend in the science of management - marketing .

In its most general form, the concept of marketing means the study of the market for a specific purpose. In marketing, which is designed to meet the needs of people, research has great importance... In market conditions, those firms and companies that know these needs better than others and produce goods capable of satisfying them gain advantages. But the market is constantly changing, the needs of people under the influence of various factors also change, so firms, in order to make a profit, must constantly monitor the market conditions.

It is through marketing research that firms can track changes in customer needs. Marketing research Is any research activity that meets the needs of marketing.

As a rule, the need for marketing research arises in cases when: 1) the company has not achieved its marketing goals; 2) the firm loses its position to a competitor; 3) the company is going to diversify its activities; 4) the firm prepares new business plan; 5) any other cases when managers find it difficult to choose actions or involve significant investments.

What does marketing research give?

They enable firms to increase their knowledge of the marketing challenges they face, that is, to reduce the uncertainty in their marketing decisions. Very often, the main goal of marketing research is the desire to give an adequate description of market processes and phenomena, to reflect the position and capabilities of the company in the market. Typically, market research involves the market, competitors, consumers, goods, marketing environment, price of goods, promotion of goods. Marketing research results in developments that are used in the selection and implementation of marketing strategies and tactics.

Chapter I ... The essence of marketing research

1.1. Concept, goals and objectives of marketing research

Marketing research Is a systematic search, collection, analysis and presentation of data and information related to the specific market situation that the company had to face. Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing problems in order to improve the quality of decision-making and control procedures in the marketing environment. There is whole line similar and different definitions of marketing research.

The main goals of marketing research:

Reduce uncertainty and minimize risk in the process of making management decisions;

Monitor the implementation of marketing tasks.

The global goals of marketing research are Information Support marketing, that is, the collection of the necessary information and analytical support, which consists in using mathematical models to analyze data and obtain forecasts with their help and the possibility of making optimal decisions.

At the macro level, marketing research should identify and model the patterns and trends in the development of the market, assess the market situation, determine the market capacity and forecast demand.

At the micro level, assessments are given, an analysis and forecast of the firm's own capabilities (its potential and competitiveness), the state and development prospects of the market segment in which this firm operates are carried out.

The tasks of marketing research can be very diverse and dictated by the needs of developing a marketing strategy, the formation of price, product, communication, sales policy and other aspects of enterprise marketing management. The most typical tasks of marketing research to be solved:

Study of the characteristics of the market;

Measurement of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Study of trends in business activity;

Study of competitors' products;

Short-term forecasting;

Studying the reaction to a new product and its potential;

Long-term forecasting;

Study of pricing policy.

Marketing research is advisable in the following cases:

Insufficient amount of information for making a decision;

The presence of internal contradictions regarding the strategy, goals, mechanisms for their implementation;

Deterioration of the situation (loss of the market, slowdown in turnover, etc.);

Exploring the reasons for unexpected success;

Formation of new strategic or tactical ideas.

Marketing research is carried out either by our own marketing services firms, or on a commercial basis by specialized marketing firms.

1.2. Marketing research procedure

The marketing research procedure can be divided into four blocks: (see Appendix No. 1).

1. Development of the research concept.

1.1. Determination of research objectives and problem statement.

1.2. Formation of a working hypothesis.

2. Development of a research program.

2.1. Determination of the scorecard and information needs.

2.2. The choice of research methods and working tools.

2.3. Sampling.

3. Data acquisition process.

3.1. Technical organization of data collection.

3.2. Data collection.

4. The process of processing and presenting data.

4.1. The process of technical data processing.

4.2. Data analysis.

4.4. Design and presentation of reports.

5. Checking the adequacy of the results and conclusions.

Let's consider in more detail the process of organizing marketing research. Any research begins with a definition goals ... Objectives can be both strategic and tactical, and the depth of the proposed research depends on their type. Depending on the goals set, research can be worn descriptive character, can be aimed at identifying causal relationships (casual) or for development forecasts... As a result, a hypothesis appears. Working hypothesis - This is a probabilistic assumption about the essence and ways of solving the phenomena under consideration. It allows you to set the framework and guidelines for the entire development. A working hypothesis should provide: the reliability of the scientific assumption; predictability; verifiability; the possibility of formalization, i.e. the ability to express the main assumptions not only logically, but also with the help of economic and mathematical constructions. Research program Is a plan that must be followed in order to answer the questions posed in the study, linking the time, material and other resources allocated for the conduct of the study. It establishes a scorecard, identifies information needs and the intended set of tools for obtaining it. Choice of tools associated with the selection of suitable research methods. The classification of marketing research tools is presented in the table ( see below in the text). Finally, the research agenda sets the rules sampling ... The choice of forms and methods of market research is associated with many factors: available sources of information, breadth of coverage, etc. Applied and fundamental research differ depending on the level of the problem statement.

Classification sign	Research types
Problem statement level	Applied		Fundamental
Stage of studying the problem	Search engines	Descriptive		Explanatory
Sourse of information	Primary (field)		Secondary (cabinet)
Frequency of carrying out	(special)		Permanent
Areas of use of the results			Standard (syndicated)
Coverage	Solid		Selective
Measuring "accuracy" level	Qualitative		Quantitative

Quantitative research is a numerical description of a problem. Here the stated hypothesis is confirmed or refuted. Data are usually presented in the form of tables and graphs.

Qualitative research has the common goal of identifying problems and / or explaining observed phenomena. With their help, it is possible to determine various incentives for consumer actions, as well as on the basis of what factors a decision is made.

1.3. Desk marketing research

The purpose of desk research is to collect and summarize secondary data, that is, data that already exists and the appearance of which, perhaps, was not even initially associated with research goals. general characteristics methods of document analysis are presented in Appendix No. 2.

Desk research is carried out in two stages:

1. Problem statement stage:

Formulation of the marketing problem to be solved;

Decomposition of the marketing problem;

Setting informational tasks related to the solution of marketing tasks;

Clarification of possible methods and sources of obtaining information for each information task;

Determining the budget for information retrieval.

2. Working stage:

Search for links and abstracts in integrated secondary sources of information;

Collection of information in identified secondary documents;

Preliminary analysis and generalization of information from secondary sources and documents on the problem under study;

Clarification of directions of information search based on the results of preliminary analysis;

Collection of information in the identified primary documents;

Member formation working group private reports on informational tasks;

Generalization of information from primary sources and documents on the problem under study;

Analysis of the collected information;

Preparation of an information report on the problem under study.

For the purposes of desk research, it is essential that documentary information can take three main forms: a primary and secondary document and a secondary source of information.

Primary document - fixes information in the place of its origin (books, brochures, catalog, report, magazine, etc.).

Secondary document - analysis result primary document(abstract, review, abstract, etc.)

Secondary sources of information - the result of generalization of secondary documents.

The main benefits of desk research are:

Concentration of dispersed information;

Creation of comfortable conditions for the use of information (abstracting, multidimensional search: systematic, author's, subject; special indexes).

Chapter 2. Primary marketing research tools

2.1. Collection of primary information

This stage takes place when there is not enough secondary information. Obtaining primary information is a kind of marketing aerobatics. This is especially true of the conditions in our country, where it is extremely difficult to gain access to corporate and industry information, there is no developed marketing infrastructure, a marketing culture is not instilled and the experience of using marketing by the overwhelming number of industrial and commercial enterprises is not accumulated.

There are three methods of obtaining primary information: observation, experiment and survey.

1. Method observation... One of the simplest and cheapest research methods carried out in real conditions. This method is used when the observer wants to minimize his influence on the respondent. Observation is a descriptive study in which the respondent's actions are monitored without direct contact with him. Such research may involve mechanical or electronic means such as a scanner and sensors. Removal of information takes place in natural conditions, and there is no subjective distortion (this applies to the consumer). The process of preparing and conducting an observation involves several stages, which are presented in Appendix No. 3. For example, it can be used to assess the sex and age composition of visitors to stores, cultural institutions, the frequency and range of goods purchased.

2. Experimental method... It is a research method used to quantify causal relationships. During the experiment, the researcher changes one or more variable parameters and simultaneously observes how this change affects another dependent parameter. Allows you to identify the real reaction of potential consumers or other groups of people to certain factors or their changes. There are two types of experiments:

· Artificial simulation of the situation laboratory experiment;

Experiment in real market conditions as part of a field study.

Laboratory experiments can be very diverse. This includes comparative testing of product quality, and studies of the influence of brands and brand names on consumer choice, price tests, advertising testing, etc. A laboratory experiment is usually carried out in special laboratories that are equipped with necessary equipment... For example, video equipment is used to determine consumer reaction. There are known examples of creating special devices connected to computer systems and providing tracking of the direction of the customer's gaze when viewing an object (packaging, shop window, etc.).

Field experiments are carried out directly in the marketplace. This kind of research includes:

Trial sales of goods to various target groups of consumers in order to identify the degree of perception of quality, price, packaging;

Evaluation of the effectiveness of product presentation to the market (placement by retail space, presentations, etc.).

The undoubted advantage of this method is the ability to minimize errors in large-scale actions in the market. The disadvantages include the high cost of research and the designation of the direction of their actions in front of competitors.

3. Poll. The most versatile, effective and widespread research method. When conducting a survey, the interviewer turns to the respondents in order to find out facts, opinions and moods through direct or telephone communication, or using questionnaires. A comparative analysis of the characteristics of technical varieties of survey methods is provided in Appendix No. 4.

3.1. Questionnaire survey This is not just a list of questions, but a very delicate and flexible tool that requires careful study. The procedure for such a survey includes the following steps:

Determining the purpose of the survey;

Coordination of the goal with the customer and solution of financing issues;

Development of working hypotheses;

Development of the form (type) of the questionnaire and the method of action;

Determination of the number of respondents and the method of their selection;

Selection and training of personnel for the survey;

Conducting a survey;

Processing of survey results and its analysis;

Drawing up a report and submitting it to the customer.

Usually, a sufficiently high qualification is required to draw up a questionnaire. The most common mistakes encountered in questionnaires is the formulation of questions that are difficult to answer. It is very important to set the sequence of questions correctly.

3.2. Interview... Typically, interviews are conducted during the exploratory research phase. The fact is that a researcher does not always fully understand the features of the problem he is investigating. Therefore, before proceeding to the collection of statistical data on the market, it is necessary to outline the range of the most significant issues. This task can be dealt with by conducting an individual or group interview (focus group).

Individual interview Is a survey of experts in a particular area, which is mostly unstructured (in the form of open questions). If the problem is sufficiently formalized, then the survey can be held on closed questions for peer review problems.

Simple interviews- This is a survey of respondents according to a pre-compiled scenario. Such interviews do not provide for any analytical conclusions directly during the conversation and adjustments to the interview plan. The main task of the interviewer is to establish and maintain a communicative contact with the respondent.

In-depth interviews- a more complex method of interviewing, which involves more Active participation interviewer in conversation. In-depth interview scenarios should be based on ramified marketing models, and a qualified interviewer should act as the interviewer.

Focus group Is a group of 6 - 15 people with certain characteristics that ensure representativeness, exercising qualitative analysis subject of discussion under the guidance of a specially trained facilitator. As a rule, conducting a focus group requires a fairly long time (1 - 3 hours). During the directed discussion, the qualitative content of the problem posed is revealed. The main tasks of using focus groups:

· Generation of testable hypotheses;

· Generation of information for questionnaires;

· Providing preliminary information;

· Getting an idea of ​​new concepts in the field of production;

· Stimulating new ideas for new product concepts;

· Interpretation of previously obtained quantitative results.

3.3. Telephone survey. The simplest means of gathering information as soon as possible. It is cheap and convenient; during a telephone survey, the interviewer has the opportunity to clarify incomprehensible questions. The disadvantages include the impossibility of maintaining anonymity, a limited number is enough simple questions requiring unambiguous answers.

3.4. Mail poll... A simple means of reaching out to individuals who either do not agree to meet in person or do not want their responses to be unwittingly influenced by the interviewer's influence. A questionnaire sent by mail may contain a large number of questions. Disadvantages include unreliability postal items, violation of anonymity and a low percentage of receiving completed questionnaires.

Summary Comparative characteristics methods of collecting primary information are presented in the table (see Appendix No. 5).

2.2. Sampling plan

Under sampling a certain subset belonging to a larger (general) population is understood. The problem of sampling is related to the need to obtain the required marketing information in the most economical way. Accordingly, depending on the coverage of information sources, one can distinguish between continuous and sample research.

Continuous research assumes that all representatives of the general population will be included in the number of the studied. Sample survey - it is one in which information is obtained from only a part of the general population. Continuous studies are rarely used, they are cumbersome and expensive. An example of a continuous survey is a population census. For most marketing tasks, a selective method is used. First, data collection is much faster. Secondly, you can get more complete information, because there is an opportunity to go into details. Thirdly, very often the problems studied concern only certain groups of market participants and it makes no sense to interview everyone.

However, the use of the sampling method is inextricably linked with the problem of ensuring reliable information... The set of factors that ensure the reliability of the study is presented in fig. 1 Reliability in sample studies includes, first of all, two requirements - the quantitative sufficiency of the data and their quality (representativeness), i.e. correspondence of the sample structure to the structure of the general population.

Fig. 1. Factors ensuring the reliability of the study

2.3. Data processing and report generation

The information obtained during the study (it includes a significant number of completed questionnaires, records with observations and expert opinions) is subjected to a comprehensive analysis. For this analysis, we use statistical methods and mathematical models based on modern computer technology.

Marketing analysis - analysis of the market or other objects, one way or another related to the market. The general model of marketing analysis is presented in Appendix No. 6.

Analysis is a set of procedures that allow drawing conclusions about the structure, properties of the object of analysis and the patterns of its functioning. Marketing analysis methods can be grouped into the following groups:

Heuristic methods - techniques and methods for solving problems and deriving evidence based on taking into account the experience of solving similar problems in the past, accumulating experience, taking into account errors, expert knowledge, and also intuition.

Formal methods - techniques and methods of analysis associated with the use of deterministic algorithms, procedures, etc. depending on the degree of "rigidity" and the predetermination of the steps of analysis, weakly formalized and highly formalized methods are distinguished. Weakly formalized methods- these are flexible, iterative algorithms and procedures, which at certain stages may even include human intervention. Formalized (strongly, rigidly, fully formalized)- these are rigid algorithms, economic and mathematical, statistical and similar methods.

Combined methods are methods using both heuristics and formalized procedures.

The bank of methods is a set of modern information processing techniques that allow performing arithmetic operations, graphic processing, statistical processing within the framework of a collection of data and establishing the degree of their statistical reliability. The method bank should be able to combine different methods. The marketing information analysis system is specified in Appendix No. 7.

Compilation and publication of the final report. At the end of the stage of processing and analyzing information, it is necessary to reflect the results obtained in the final report. A standard research report consists of the following sections:

1) An introductory part containing a description of the situation, the essence of the problem and working hypotheses, the objectives of the study;

2) Description of methods of obtaining information, formation of a target sample, as well as the timing of the study;

3) Description of the results obtained using visual methods of presenting information;

5) In the attachment to the report, questionnaires, scenarios of experiments and focus groups, a form of market observation, etc. can be presented.

Presentation of the information received ... This is a written statement of the results. Its volume directly depends on the scale of the study, the number and complexity of the problems under consideration and can range from several to one hundred pages. To process and analyze information, it is necessary to sort and present information in a standard form. There are the following types of information presentation: tabular view, graphical view, matrices, information scales.

The results of marketing research can be presented in the form of a report consisting of a written report and an oral presentation, a review or an article for publication in scientific journals or in the media.

3.1. Typical areas of marketing research

The directions of marketing research are determined by a possible set of objects for study. There are several main directions of marketing research, each of which has its own object.

1. Market research- systematic quantitative and qualitative analysis of one or a set of markets to obtain information about the potential, market capacity, characteristics of the competitive environment, prices. Business trends and the distribution of market shares among competing enterprises are studied.

The markets for goods and services in general, as well as local and regional markets for specific goods and services are investigated. The objects of market research are trends and processes of market development, including analysis of changes in economic, scientific and technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current market situation, opportunities and risks are also investigated.

The main results of market research are forecasts of its development, assessment of market trends, identification of key success factors. The most effective ways conducting a competition policy in the market and the possibility of entering new markets, the choice of target markets and market niches is carried out.

2. Research of competitors Is a study that involves obtaining the necessary data to ensure a competitive advantage in the market, as well as finding opportunities for cooperation and cooperation with them. It consists in assessing the state of competitors, their position in the market in comparison with the position of the firm itself. This will allow the company to correctly assess the situation and its development, which makes it possible to gain a certain competitive advantage. For this purpose, the strengths and weaknesses of competitors are analyzed, the market share they occupy, the reaction of consumers to the marketing funds of competitors, material, financial, labor potential, and the organization of activity management are studied.

3. Consumer research allows you to identify the incentive factors that are guided by the buyer when choosing a product. The objects are individual consumers, families, households, as well as consumers - organizations. Here, the classification of consumers in the market is developed and the expected demand is projected. The aim of the study is consumer segmentation and selection of target market segments.

It is very important not to be mistaken when choosing your target market. For example, in a small town, an entrepreneur decides to open a top-class dry cleaner. In a consumer survey, it turned out that this service is too expensive for local residents, and they prefer to wash at home. This study prevented business ruin. Thus, it is important to assess the demand - the desire and ability of consumers to buy a product or service in certain time in a certain place.

4. Research of the brand structure of the market Is a study carried out with the aim of obtaining information about possible intermediaries with the help of which the enterprise will be able to “be present” in selected markets. The object of the research is commercial, trade and other intermediaries, transport - forwarding, advertising, insurance, legal, financial, consulting and other companies and organizations, which together create the marketing infrastructure of the market.

5. Product research- This is the determination of the compliance of technical and economic indicators and the quality of goods (testing of goods and packaging) circulating on the market, the needs and requirements of buyers, an analysis of their competitiveness. It allows you to get information about what the consumer wants to have, what consumer parameters he values ​​most. Research objects - consumer properties of analogue goods and competing goods, consumer reaction to new goods, product range, packaging, level of service, compliance of products with legislative norms and rules, prospective consumer requirements. The research results enable the company to develop its own range of products, to determine the direction of activity depending on the various stages of the product's life cycle.

5.1. Macro-environment research - research of legal restrictions on activities, economic conditions, socio-cultural changes, demographic trends, environmental problems.

5.2. Internal Environment Research - Research of supply activities, production portfolio, strengths and weaknesses firms.

6. Price research- study of the price elasticity of demand, the composition of the cost of producing the goods, the current level of prices for the goods, the possibilities of increasing profits. The objects of research are the costs of the development, production and sale of goods, the influence of competition from other enterprises and analogue goods, the behavior and reaction of consumers regarding the price of the goods.

7. Research of commodity circulation and sales Is a study aimed at determining the most effective ways, means and means of bringing the product to consumers and its implementation. The main objects of study are trade channels, intermediaries, sellers, forms and methods of sale, distribution costs (comparison of trade costs with the amount of profit received). The study includes an analysis of the functions and characteristics of the activities of various types of wholesale and retail trade enterprises, identification of their strengths and weaknesses, the nature of the existing relationships with manufacturers. The result of the study will be the determination of the possibility of increasing the turnover of the enterprise, the optimization of stocks, the development of criteria for the selection of effective distribution channels, the development of methods for selling goods to end consumers.

8. Research of the sales promotion and advertising system- aims to identify how, when and by what means it is better to stimulate the sale of goods, to increase the authority of a commodity producer, to successfully carry out promotional activities. The objects of research are: the behavior of suppliers, intermediaries, buyers, the effectiveness of advertising, the attitude of the consumer community, contacts with buyers.

3.2. Using the results of marketing research

The results of marketing decisions are intended for decision making in the field segmentation market, development marketing plan and its individual instruments, competitiveness product and company.

3.2.1. Market segmentation Is the process of dividing consumers of a given market into separate groups, each of which makes its own specific demand on the market. The main task in the process of segmentation is the selection of such signs of division of consumers, which reflect the expected directions of the formation of demand for goods and services.

Segment Is a group of consumers who respond in the same way to a certain set of marketing incentives, presenting a specific demand for a product or service with distinctive characteristics.

Market niche- This is the segment of consumers for which the product produced by the given enterprise is best suited to meet the needs.

Market window- this is a segment of consumers not occupied by competitors, i.e. his needs are not adequately met by existing goods.

MARKET SEGMENTATION METHODS

The segmentation technology requires the following sequence of procedures shown in Appendix No. 8.

For segmentation purposes, sequential grouping or multidimensional classification methods are used.

Grouping method - consists in sequential breakdown of a set of objects into groups according to the most significant features.

The multivariate classification method is based on the assumption that consumers should be similar to each other in a number of ways. With the help of this method, the problem of typification is solved with the simultaneous use of demographic, socio-economic and psychophysical indicators.

3.2.2. Marketing mix development... Marketing activity in the process of generating demand involves the impact on the external environment using tools such as a product, its price, distribution and promotion system. Together, the tools make up the marketing mix. The activity of managing the properties of an object is called a policy.

Policy is a set of forms, tasks and content of activities related to the management of a specific object. The formation of product properties presupposes the joint efforts of product policy.

Commodity policy is an activity, the content of which includes ensuring the quality and competitiveness of goods, analyzing and forecasting the life cycle of goods, managing the life cycle and competitiveness of a product by creating new or updating existing goods, managing a product range.

Service policy is an activity aimed at creating a reinforcement of a product to increase its competitiveness.

Pricing policy is an activity on the formation of basic prices based on a group of methods and strategies of pricing, as well as ways of varying them using a system of discounts, taking into account the terms of delivery and crediting.

Sales policy is the activity of the physical and commercial distribution of goods, the definition of a strategy for reaching outlets.

Communication policy is the activity of presenting a product on the market with the aim of creating a demand for it or forming a positive image of an enterprise among consumers, i.e. creation of his image.

3.2.3. Competitiveness of goods and firms. When developing competitive products, commodity producers should be guided by the assessment of all market factors based on the study of customer needs and market requirements. The manufacturer must define the characteristics of the forecasted demand as accurately as possible in order to make its products competitive.

Competitiveness is the superiority of a product in the target market over competing counterparts in terms of the degree of satisfaction of needs, including the total costs of the consumer for the purchase and use of the product.

Competitiveness has three main components.

One of them is strictly related to the product as such and is largely reduced to quality. The other is connected both with the economics of creating sales and service of the product, and with the economic opportunities and limitations of the consumer. Finally, the third reflects everything that can be pleasant or unpleasant to the consumer as a buyer, as a person, as a member of a particular social group, etc.

An example of a marketing study carried out by AKEU by the Markon company for a major car manufacturing plant is the assessment of the competitiveness of a low-power tractor being developed at the plant. The company has developed a list of technical and economic indicators for assessing the competitiveness of the tractor, analyzed information about analogues being prepared for entering the market. As a result, the customer received a well-founded conclusion that the tractor model he was developing was not competitive, which saved the plant's funds for continued development and implementation. Recommendations were given on changing the technical and economic parameters of the model in order to ensure its competitiveness, data on the expected demand for various models of this type of product were presented.

Conclusion

To create a competitive enterprise, it is necessary not only to modernize production and management, but also to clearly know why this is being done, what goal should be achieved. The main thing in this should be one thing: the ability to determine, quickly and effectively use their comparative advantages in the competitive struggle. All efforts must be directed to the development of those parties that distinguish you favorably from potential or real competitors.

A clear focus on their comparative advantages in the market of goods and services, tireless search for them both inside the enterprise and outside it predetermine the set of functions performed by the management apparatus of leading companies, the composition of their management and engineering departments, approaches to the development of economic strategy. One of important points are marketing research. The research results are an essential "guide" for the firm. With their help, you can prevent the collapse of the company and develop a strategic plan.

We can say that marketing research is exclusive information that is absent in the current information array. Marketing research process management involves: setting marketing research objectives, planning the research program, its implementation, monitoring and analyzing the results, preparing an analytical report.

Marketing research is aimed at information and analytical substantiation of the search and selection of optimal solutions, the conquest and development of new sales markets, the implementation of programs for the modernization and diversification of production and trade, the optimization of commodity circulation, and the improvement of forms of customer service.

List of used literature:

1. Maslova T.D., Kovalik L.N., Bozhuk S.G. M31 Marketing // SPb: Peter, 2001 .-- 320 p .: ill. - (Series "Short Course").

2. Baryshev A.F., Marketing - M .: ACADEMA, 2002

3. Nemchin A.M., Minaev D.V., Marketing. Tutorial.// "Business Press", 2001 - 512 p .: ill.

4. Glushenko V. V. Management. Systemic bases. - M .: NPC Wings, 1996.

5. Zavyalov L., Demidov D. The formula for success. Marketing: one hundred questions - one hundred answers, how to act in the external market. M., 1992.

6. Lunev V.L. Firm management tactics and strategy. - M .: Finpress, NGAZiU, 1997 .-- 356s.

7. Busygin A.V. Entrepreneurship. Main course: Textbook for universities. - M .: INFRA-M, 1997 .-- 608 p.

8. Fatkhutdinov R.A. Strategic marketing. Moscow: ZAO Business School INTEL-SINTEZ, 2000. - 640 pages.

9. Dixon P.R. Marketing management. Per. from English Moscow: ZAO Publishing House BINOM, 1998. - 560 pages.

Bagiev G.L. and others. Marketing: Textbook for universities. M .: Economics, 1999; Fedko V.P., Fedko A.G. Fundamentals of Marketing. Rostov n / a: March, 2000, etc.

Kovalev A.I., Voilenko V.V. Marketing analysis. M .: Center for Economics and Marketing, 1996. - P.45.

Marketing: Textbook / Edited by A.N. Romanov M .: Banks and exchanges, UNITI, 1996, pp. 78-79

It is aimed at identifying the characteristics of the representatives of the target audience of a commercial proposal. Research of this type can have a lot to do with marketing analysis or differ from it. It depends on whether in the course of market research it is necessary to touch upon the marketing processes already applied to it or to predict the reaction of market representatives to the possible use of a particular marketing strategy.

The main tasks and methods for their solution

The main objective of the study is to identify the characteristics of consumers. It should answer questions about what they want to buy and what they trust, what is necessary for them, and what they can do without. Nowadays, the most important criterion is also the ability to pay of representatives of those groups of the population that can become consumers.

During practical work first of all, the prices for goods are investigated that fully or partially correspond to the product line of the customer. Various periods are analyzed, they are identified characteristics... For example, the very fact that people bought something at a certain price during the year may not make any sense if a new round of the economic crisis led to the bankruptcy of a number of city-forming enterprises. Market representatives are necessarily segmented. Groups are distinguished, united by common characteristics - gender, age, estimated income, geolocation, or relation to a certain risk group.

The most difficult process is identifying market trends. It is for this reason that market analysis can use some kind of marketing tools. These can be test sales or opinion polls.

Research stages

Specific working methods are directly related to the original purpose. In the event of a new business for the region, they are guided by the search for answers to basic questions.

• will it commercial proposal be in steady demand;
• what price range is acceptable;
• what business development strategy can be the most promising;
• what risks should be considered.

When looking for answers to these questions, you need to understand that any useful product or service will sooner or later find its consumer. The problem is what the profitability will be for the company offering them to the public.

If the research is carried out for an existing business

The need for the work of market analysts does not always arise at the moment of opening a new enterprise. Sometimes companies that have been operating for several years also face situations associated with the need to re-examine the specifics of their market. Most often this is due to the fact that there are some obvious problems. They can be:

• demand for a product that turned out to be lower than predicted;
• lack of certainty in the competitive position of the company;
• insufficiently clear understanding of the social portrait of its consumers;
• search for a method to reduce costs.

In some cases, market analysis may be included in the structure of anti-crisis measures. In any case, this is a complex research work that should be completely transparent for customers and end with the preparation of a package of proposals for the formation of the most effective business development strategy.