Marketing research. Marketing research methods

Introduction………………………………………………………	3
Chapter 1	The essence of marketing research…………………..	5
1.1.	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– a relatively young scientific and applied discipline. The term first appeared in 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 management theory and practice has led to the accumulation of enormous 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 and practical activity in the market has given rise to a new trend in management science - marketing .

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

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

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

What does marketing research provide?

They allow firms to increase their knowledge about the marketing problems they face, that is, to reduce uncertainty when making marketing decisions. Very often, the main goal of marketing research is the desire to provide an adequate description of market processes and phenomena, to reflect the position and capabilities of the company in the market. Typically, marketing research is carried out on the market, competitors, consumers, products, marketing environment, price of goods, promotion of goods. The result of marketing research is 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 enterprise 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 are a number of similar and other definitions of marketing research.

Main objectives of marketing research:

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

Monitor the process of implementing marketing tasks.

The global goals of marketing research are information support for marketing, that is, the collection of necessary information and analytical support, which consists in the use of mathematical models to analyze data and obtain forecasts with their help and the ability to make optimal decisions.

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

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

The objectives of marketing research can be very diverse and dictated by the needs of developing a marketing strategy, the formation of pricing, product, communication, sales policies and other aspects of marketing management in an enterprise. The most typical tasks of marketing research:

Studying market characteristics;

Measurements of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Studying business trends;

Studying competitors' products;

Short-term forecasting;

Studying the reaction to a new product and its potential;

Long-term forecasting;

Study of price policy.

Conducting marketing research is advisable in the following cases:

Insufficient information to make a decision;

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

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

Exploring the reasons for unexpected success;

Formation of new strategic or tactical plans.

Marketing research is carried out either by firms' own marketing services 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 goals and problem statement.

1.2. Formation of a working hypothesis.

2. Development of a research program.

2.1. Determination of the system of indicators and information needs.

2.2. Selection 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. Process of technical data processing.

4.2. Data analysis.

4.4. Preparation and presentation of reports.

5. Checking the adequacy of results and conclusions.

Let's take a closer look at the process of organizing marketing research. Any research begins with a definition goals . Goals can be both strategic and tactical, and the depth of the intended research depends on their type. Depending on the goals, research may be descriptive, can be aimed at identifying cause-and-effect relationships (casual) or for development forecasts. As a result, a hypothesis appears. Working hypothesis – this is a probabilistic assumption regarding the essence and ways of solving the phenomena under consideration. It allows you to establish the framework and main directions of the entire development. The working hypothesis must ensure: the reliability of the scientific assumption; predictability; verifiability; 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 to conduct the study. It establishes a system of indicators, defines information needs and the intended set of tools for obtaining it. Selection of tools associated with the selection of appropriate research methods. The classification of marketing research tools is presented in the table ( see below in the text). Finally, the research program 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. Depending on the level of formulation of the problem, applied and fundamental research are distinguished.

Classification sign	Types of research
Level of problem statement	Applied		Fundamental
Problem study stage	Search engines	Descriptive		Explanatory
A source of information	Primary (field)		Secondary (office)
Frequency	(special)		Permanent
Areas of use of the results			Standard (syndicated)
Coverage	Solid		Selective
Level of measurement "accuracy"	Quality		Quantitative

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

Qualitative research has the general goal of identifying problems and/or explaining observed phenomena. With their help, you can determine the various motivations for consumer actions, as well as on the basis of what factors the decision is made.

1.3. Desk Marketing Research

The purpose of desk research is the collection and synthesis of secondary data, that is, data that already exists and the appearance of which, perhaps, was not even initially related to research purposes. General characteristics of document analysis methods are presented in Appendix No. 2.

Desk research is carried out in two stages:

1. Problem formulation stage:

Formulation of the marketing problem to be solved;

Decomposition of the marketing problem;

Setting information tasks related to solving marketing problems;

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

Determining the information search budget.

2. Working stage:

Searching for references and abstracts in integrated secondary information sources;

Collection of information in identified secondary documents;

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

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

Collection of information in identified primary documents;

Formation by members of the working group of private reports on information tasks;

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

Analysis of collected information;

Preparation of an information report on the problem under study.

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

Primary document – records information at the place of its origin (books, brochures, catalogue, report, magazine, etc.).

Secondary document – the result of the analysis of the primary document (abstract, review, annotation, etc.)

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

The main useful properties of desk research are:

Concentration of dispersed information;

Creating comfortable conditions for using information (abstracting, multi-aspect search: systematic, author's, subject; special indexes).

Chapter 2. Primary marketing research tools

2.1. Collection of primary information

This stage occurs when secondary information is insufficient. Obtaining primary information is a kind of aerobatics in marketing. This especially applies to the conditions in our country, where it is extremely difficult to gain access to company and industry information, there is no developed marketing infrastructure, a marketing culture has not been instilled, and the vast majority of manufacturing and commercial enterprises have not accumulated experience in using marketing.

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

1. Method observations. 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 refers to a descriptive study in which the actions of the respondent are monitored without direct contact with him. Such research may involve mechanical or electronic means such as a scanner and sensors. Information is collected in natural conditions, and there is no subjective distortion (this applies to the consumer). The process of preparing and conducting observation involves several stages, which are presented in Appendix No. 3. For example, it can be used to assess the gender 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 cause-and-effect relationships. In an 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 a laboratory experiment situation;

· Experiment in real market conditions as part of field research.

The topics of laboratory experiments can be very diverse. This includes comparative testing of product quality, and research into the influence of brands and brand names on consumer choice, price tests, advertising testing, etc. Laboratory experiments are usually carried out in special laboratories that are equipped with the necessary equipment. For example, video equipment is used to determine consumer reactions. There are examples of the creation of special devices connected to computer systems and providing tracking of the direction of the buyer’s gaze when examining an object (packaging, store display, etc.).

Field experiments are carried out directly in market conditions. This type of research includes:

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

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

The undoubted advantage of this method is the ability to minimize errors during large-scale actions in the market. Disadvantages include the high cost of research and indicating the direction of your actions in front of competitors.

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

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

Determining the purpose of the survey;

Agreeing on goals with the customer and resolving financing issues;

Development of working hypotheses;

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

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

Selection and training of personnel to conduct the survey;

Conducting a survey;

Processing of survey results and its analysis;

Drawing up a report and presenting it to the customer.

Typically, drawing up a questionnaire requires a fairly high level of qualifications. The most common mistakes found in questionnaires are formulating questions that are difficult to answer. It is very important to correctly sequence the questions.

3.2. Interview. Interviews are usually conducted at the exploratory research stage. The fact is that the researcher does not always fully imagine the features of the problem he is researching. Therefore, before moving on to collecting statistical data about the market, it is necessary to outline the range of the most significant issues. This task can be dealt with by conducting individual or group interviews (focus groups).

Individual interview is a survey of experts in a particular field, which is mainly unstructured (in the form of open-ended questions). If the problem is sufficiently formalized, then the survey can be based on closed questions for an expert assessment of the 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 communicative contact with the respondent.

In-depth interviews– a more complex method of conducting interviews, which involves more active participation of the interviewer in the conversation. In-depth interview scripts should be based on extensive marketing models, and the interviewer should be a qualified specialist.

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

· Generating testable hypotheses;

· Generating information for questionnaires;

· Providing preliminary information;

· Gaining an understanding of new concepts in the field of product production;

· Stimulating new ideas for new product concepts;

· Interpretation of previously obtained quantitative results.

3.3. Telephone survey. The simplest means of quickly collecting information. It is cheap and convenient; during a telephone interview, the interviewer has the opportunity to clarify unclear questions. Disadvantages include the impossibility of maintaining anonymity and a limited number of fairly simple questions that require unambiguous answers.

3.4. Postal survey. A simple means of achieving contact with individuals who either do not agree to a personal meeting or do not want their answers to be unwittingly influenced by the interviewer. A questionnaire sent by mail may contain a large number of questions. Disadvantages include unreliability of postal items, violation of anonymity and a low percentage of receiving completed questionnaires.

A summary comparative description of methods for collecting primary information is presented in the table (see Appendix No. 5).

2.2. Sampling plan

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

Continuous research assumes that all representatives of the general population will be included in the study population. Sample study - this is one in which information is obtained only from a part of the population. Complete studies are used quite rarely; they are cumbersome and expensive. An example of a continuous survey is a population census. For most marketing tasks, the sampling method is used. Firstly, 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 a sampling method is inextricably linked with the problem of providing reliable information. The set of factors that ensure the reliability of the study is presented in Fig.1 Reliability in sample research includes, first of all, two requirements - quantitative sufficiency of data and their quality (representativeness), i.e. correspondence of the sample structure to the structure of the general population.

Fig.1. Factors that ensure 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, notes with observations and expert opinions) is subjected to a comprehensive analysis. For such analysis, statistical methods and mathematical models based on modern computer technology are used.

Marketing analysis is an analysis of the market or other objects that are somehow related to the market. The general model of marketing analysis is presented in Appendix No. 6.

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

Heuristic methods are techniques and methods for solving problems and deducing evidence, based on the experience of solving similar problems in the past, the accumulation of experience, taking into account errors, expert knowledge, and intuition.

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

Combined methods are methods that use both heuristics and formalized procedures.

A bank of methods is a set of modern information processing techniques that allow performing arithmetic operations, graphical processing, statistical processing within the framework of a selection of data and establishing the degree of their statistical reliability. The method bank should allow the combination of different methods. The marketing information analysis system is specified in Appendix No. 7.

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

1) Introductory part containing a description of the situation, the essence of the problem and working hypotheses, the goals of the study;

2) Description of methods for 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) The appendix to the report may contain questionnaires, scenarios for experiments and focus groups, a form for conducting market observation, etc.

Presentation of received information . 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 being considered 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 the possible set of objects for study. There are several main areas 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. Trends in business activity and the distribution of market shares between 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 studied. The objects of market research are trends and processes of market development, including analysis of changes in economic, scientific, 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 environment, opportunities and risks are also examined.

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

2. Competitor research 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 of assessing the state of competitors, their position in the market in comparison with the position of the company 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 means of competitors, material, financial, labor potential, and the organization of activity management are studied.

3. Consumer research allows us to identify the motivating factors that guide the buyer when choosing a product. The objects are individual consumers, families, households, as well as consumers - organizations. Here a classification of consumers in the market is developed and expected demand is predicted. The purpose of the study is consumer segmentation and selection of target market segments.

It is very important not to make mistakes when choosing your target market. For example, in a small town an entrepreneur decides to open a high-class dry cleaner. A consumer study found that this service is too expensive for local residents and they prefer to do their laundry at home. This research prevented the ruin of the company. Thus, it is important to assess demand - the desire and ability of consumers to buy a product or service at a certain time in a certain place.

4. Research of brand market structure- this is a study conducted to obtain information about possible intermediaries through which the enterprise will be able to “be present” in selected markets. The object of the study is commercial, trading and other intermediaries, transport and forwarding, advertising, insurance, legal, financial, consulting and other companies and organizations that together create the marketing infrastructure of the market.

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

5.1. Macroenvironmental research - research into legal restrictions on activity, economic conditions, socio-cultural changes, demographic trends, environmental problems.

5.2. Study of the internal environment - study of production and sales activities, production portfolio, strengths and weaknesses of the company.

6. Price research– study of the price elasticity of demand, the composition of the costs of producing goods, the current level of prices for goods, and opportunities to increase profits. The objects of research are the costs of development, production and sales of goods, the influence of competition from other enterprises and analogue products, the behavior and reaction of consumers regarding the price of the product.

7. Research of product distribution and sales is a study aimed at determining the most effective ways, means and means of bringing a product to consumers and its sale. 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 features of the activities of various types of wholesale and retail trade enterprises, identification of their strengths and weaknesses, and the nature of existing relationships with manufacturers. The result of the study will be to determine the possibility of increasing the enterprise's turnover, optimize inventory, develop criteria for selecting effective distribution channels, and develop methods for selling goods to end consumers.

8. Study of the sales promotion and advertising system– pursues the goal of identifying how, when and by what means it is better to stimulate the sale of goods, increase the authority of the manufacturer, and successfully carry out advertising 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 marketing research results

The results of marketing decisions are intended to make decisions 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 has its own specific demand in the market. The main task in the segmentation process is the selection of such signs of consumer division that reflect the expected directions of formation of the need for goods and services.

Segment- this is a group of consumers who react identically to a certain set of marketing stimuli, presenting a specific demand for a product or service, and having distinctive characteristics.

Market Niche- this is the segment of consumers for whom the product produced by a given enterprise best suits their needs.

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

METHODS OF MARKET SEGMENTATION

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.

The grouping method consists of sequentially dividing a set of objects into groups according to the most significant characteristics.

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

3.2.2. Development of a marketing mix. Marketing activities in the process of generating demand involve influencing the external environment using tools such as a product, its price, distribution and promotion system. All together the tools make up the marketing mix. The activity of managing the properties of an object is called policy.

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

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

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

Pricing policy is the activity of forming base prices based on a group of pricing methods and strategies, as well as ways of varying them using a system of discounts, taking into account delivery conditions and lending.

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

Communication policy is the activity of presenting a product on the market in order to create demand for it or form a positive image among consumers about the enterprise, i.e. creating his image.

3.2.3. Competitiveness of the product and the company. When developing competitive products, commodity producers must focus on an assessment of all market factors based on a 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 analogues in terms of the degree of satisfaction of needs, including the total consumer costs for purchasing and using the product.

Competitiveness includes three main components.

One of them is strictly related to the product as such and largely comes down to quality. The other is connected both with the economics of creating sales and service of a product, and with the economic opportunities and limitations of the consumer. Finally, the third reflects everything that may 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 marketing research conducted by the ACEU company "Marcon" for the largest automobile production plant is an assessment of the competitiveness of a low-power tractor being developed at the plant. The company developed a list of technical and economic indicators to assess the competitiveness of the tractor, and analyzed information about analogues preparing to enter the market. As a result, the customer received a reasonable conclusion that the tractor model he was developing was uncompetitive, which saved the plant money for continued development and implementation. Recommendations were given for changing the technical and economic parameters of the model in order to ensure its competitiveness, and 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 must be achieved. The main thing should be one thing: the ability to determine, quickly and effectively use your comparative advantages in competition. All efforts must be directed toward developing those aspects that distinguish you from potential or actual competitors.

A clear focus on one’s comparative advantages in the market for goods and services, their tireless search both inside and outside the enterprise predetermine the set of functions performed by the management staff of leading companies, the composition of their management and engineering departments, and approaches to developing an economic strategy. One of the important points is marketing research. The results of the study are a significant “guide” for the company. With their help, you can prevent the collapse of the company and develop a strategic plan.

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

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

List of used literature:

1. Maslova T.D., Kovalik L.N., Bozhuk S.G. M31 Marketing // St. Petersburg: Peter, 2001. – 320 pp.: ill. – (Series “Short Course”).

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

3. Nemchin A.M., Minaev D.V., Marketing. Textbook.// “Business Press”, 2001 – 512 pp.: ill.

4. Glushenko V.V. Management. System basics. – M.: NPC Wings, 1996.

5. Zavyalov L., Demidov D.. Formula for success. Marketing: one hundred questions – one hundred answers, how to act in the foreign market. M., 1992.

6. Lunev V.L. Tactics and strategy of company management. – M.: Finpress, NGAZiU, 1997. – 356 p.

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

8. Fatkhutdinov R.A. Strategic Marketing. M.: JSC “Business School INTEL-SINTEZ”, 2000. – 640 pages.

9. Dixon P.R. Marketing management. Per. from English M.: ZAO Publishing House BINOM, 1998. – 560 pp.

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

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

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

Each research problem requires a special approach to its solution. Each problem is unique in its own way, and the research procedure, as a rule, is developed taking into account its characteristics and significance. However, there are a number of steps, called the research process, that need to be taken into account when designing a research project.

This process helps define the research problem and data collection method, analyze and interpret the data obtained, and prepare a report on the research results.

When planning to conduct marketing research (the process of obtaining information), the company must clearly understand the purpose for which it is being conducted (to decide on what problem the research should be conducted).

This work is very relevant, because the use of marketing research in the modern market is not only useful, but simply necessary for successful business and the competitiveness of the company. Depending on the goals and volumes. With the funds allocated for this, the company can choose any of the options for conducting this area of ​​work: have its own marketing division in the company, constantly use the services of analytical firms to conduct research and market monitoring in certain areas, order separate one-time studies, etc.

The purpose of this work is a step-by-step examination and study of the stages of marketing research.

The object of study is the process of marketing research. The subject is the stages of marketing research.

Stages of marketing research:

When starting marketing research, an enterprise must answer a number of questions:

• 1) About whom? or About what? (object of study)
• 2) What? (we want to know)
• 3) For what? (use of results)
• 4) When? (get results)
• 5) How much does it cost? (expenses)
• 6) How profitable? (efficiency)
• 7) How? (technology of obtaining and form of presentation of results).

Marketing research can be divided into two large groups: targeted and current, due to the regularity of their conduct.

They are usually focused on solving specific problems. To implement them, a special group is created, which, along with the company’s employees, may include invited specialists. The composition of the groups depends on the nature and scale of the problem being solved.

Ongoing research - carried out with varying degrees of regularity. Their results are used in operational work, and the main purpose is to determine the current situation and develop the necessary management decisions.

Since marketing research must be effective from an economic point of view, it must be well planned and organized. Despite the variety of types of marketing research conducted, they are all based on a common methodology that determines the order of implementation.

The following actions (research stages) can contribute to this:

1. Identifying problems and formulating research goals

A correctly identified problem and a precisely formulated goal are the key to its successful implementation. Mistakes made at this stage can lead not only to unjustified costs, but also to the aggravation of real problems associated with wasted time when following a “false trail.”

Regardless of whether the company conducts the research in-house or engages a third-party organization, the company’s specialists must be involved in identifying problems and formulating goals.

2. Selection of sources, collection and analysis of secondary information

Secondary information is information that already exists, having been previously collected for other purposes.

Depending on the enterprise’s available resources of time and manpower allocated to carry out the activities of the second stage, work with internal and external sources of secondary information and the information itself can be carried out either sequentially (internal and then external information is studied first) or in parallel.

The collection of secondary information is based on “desk” research. They are carried out on the basis of official printed sources of information and provide a general idea of ​​the state of general economic conditions and development trends. In this case, methods of economic analysis are used in combination with elements of econometrics and mathematical statistics.

Internal sources of secondary information are: statistical reporting; financial statements; customer accounts; materials from previous studies; written records kept by the organization.

External sources of secondary information can be governmental or non-governmental.

Federal and local authorities of many countries collect and distribute a large volume of statistical and descriptive material on pricing, credit policy, regulatory and instructional materials. Such materials published by government agencies, including (eg, property fund newsletters, state tax inspectorate newsletters, etc.), are usually distributed free of charge or sold for nominal amounts.

Secondary non-governmental information can be obtained from three sources: periodicals; books, monographs and other non-periodical publications; commercial research organizations.

Periodicals (newspapers - economic sections, specialized magazines, economic bulletins, market reviews, publications of chambers of commerce and entrepreneurs' unions, publications of banks, advertising agencies) are published both by publishing firms and by professional or industry associations.

For example, publications of trade and industrial associations, publications of non-profit research organizations (departments of academies of sciences, universities, institutes, materials of conferences, seminars, etc.). Some publications are available by subscription or can be obtained from libraries. In addition, financial reports of enterprises are published in the media; interviews with managers and specialists; advertising. They, as well as specialized exhibitions and fairs, can become important sources of necessary information in the course of ongoing research.

Commercial research organizations conduct research and provide their results for a fee. Economic information distributed by specialized companies in the form of printed materials or magnetic media, depending on the volume and value of the information, can cost from several hundred rubles to millions of rubles.

External sources of secondary information include:

Modern information technologies and the development of the Internet also involve representatives of agribusiness in their sphere. Manufacturers of machinery and equipment for agriculture and the processing industry, food enterprises, and manufacturers of agricultural products may well use, and some are already using, the global network to promote their products, find customers and suppliers.

There are a lot of external sources of information and therefore the desire to collect all the data related to the problem under study may either be simply unrealizable or lead to huge expenditures of time and resources. We must remember the Pareto effect, according to which 80% of information is contained in 20% of sources.

Consequently, it is necessary to select the most valuable ones from the entire volume of sources. And even in this case, with all the value of the information received, it should be remembered that this information is available to almost everyone and therefore does not give anyone a significant competitive advantage.

Below are the advantages and disadvantages of secondary information:

Advantages	Flaws
1. Many of its types are inexpensive (industry, government publications, periodicals, etc.) 2. Usually quickly collected (in libraries, industry, government periodicals, monographs, can be obtained and analyzed very quickly) 3. There are often multiple sources (allows you to identify different approaches, obtain large amounts of information and compare data) 4. Sources may contain data that cannot be obtained independently. 5. Collected from independent sources, as a rule, is very reliable. 6. Helps at the preliminary analysis stage 7. Forms a more complete understanding of the issues being considered	1. May not be suitable for the purposes of the study 2. May be old or outdated 3. Data collection methodology (sample size, duration of the study), may be unknown and secondary information may be insufficient 4. Not all results may be published 5. Conflicting data may exist 6. Many research projects cannot

The selection of external sources requires the workers participating in it to have a broad outlook, a deep understanding of the problem under study, and skills in information retrieval work. Systematization of secondary information is carried out, as a rule, after completion of its collection from internal and external sources.

You should start collecting information by searching for secondary information, since the process of its analysis can lead to clarification and sometimes to significant adjustments to the previously formulated problem and research objectives, saving time and money when searching for primary information.

3. Planning and organizing the collection of primary information

Primary information is information that is collected for the first time for a specific purpose. Primary information becomes necessary in cases where the analysis of secondary sources does not provide the necessary information. To assess the overall significance of primary data, it is necessary to weigh their advantages and disadvantages:

dignity	flaws
1. Assembled according to precise purposes; 2. The data collection methodology is known and controlled by the company; 3. Often owned by the company and inaccessible to competitors; 4. Absence of conflicting data; 5. The degree of reliability can be determined; 6. May be the only way to obtain the necessary information	1. Data collection can take a long time; 2. Large costs may be required; 3. Some types of information cannot be obtained; 4. The firm's approach may be limited; 5. The firm may be unable to collect primary data.

Depending on the completeness of the information obtained in the first two stages, sometimes the third stage of the study begins with defining or clarifying the object of research, especially if such an object is end consumers, sales channels, or it is carried out for the first time. Collecting primary information is a labor-intensive process.

When drawing up a sampling plan, the following tasks are solved:

• 1. Definition of the object of study.
• 2. Determination of the sampling structure.
• 3. Determination of sample size.

As a rule, the object of research is a set of objects of observation, consumers, company employees, intermediaries, etc. If the population is small, and the research group has the necessary capabilities and resources (labor, financial and time) to establish contact with each of its elements, then it is realistic and preferable to conduct a continuous study of the entire population. In this case, you can begin to choose a method of data collection, research tools and a method of communication with the audience. Otherwise, we have to limit ourselves to a sample survey.

A sample is a part of a population intended to represent the population as a whole. The accuracy with which a sample reflects the population as a whole depends on the design and size of the sample.

There are two approaches to sampling structure - probabilistic and deterministic.

The probabilistic approach assumes that any element of the population can be selected with a certain (non-zero) probability. The simplest and most common in practice is simple random sampling, in which each element of the population has an equal probability of being selected for research. Probability sampling is more accurate because it allows you to assess the degree of reliability of the information collected, although it is more complex and more expensive than deterministic sampling.

The deterministic approach assumes that the selection of elements of the population is made by methods based either on considerations of convenience, or on the decision of the researcher, or on contingent groups.

After determining the sampling structure, the sample size is established, which determines the reliability of the information.

Sample size is the number of elements in the sample population. The larger the sample size, the higher its accuracy and the higher the cost of conducting the survey.

With a probabilistic approach to the sample structure, its volume can be determined using known statistical formulas and specified requirements for its accuracy. To reduce the sampling error by half, its volume should be increased fourfold; to reduce it by 3 times, the volume should increase by 9 times, etc.

With a deterministic approach to the sample structure, in the general case, it is not possible to mathematically accurately determine its volume in accordance with a given criterion for the reliability of the information received. In this case it can be determined empirically. For example, when surveying buyers, high sampling accuracy is ensured, even if its volume does not exceed 1% of the entire population, and when conducting surveys of buyers of medium and large retail enterprises, the number of respondents is 500 - 1000 people.

Methods for collecting primary information

In practice, the following main methods of collecting primary information are used:

• 1. observation;
• 2. experiment;
• 3. imitation;
• 4. survey.

Observation is a method of collecting information by recording the functioning of the objects under study without the researchers establishing contact with them and lacking control over the factors influencing their behavior.

The advantages of this method: simplicity and relative cheapness, elimination of distortions caused by contacts of objects with the researcher.

Disadvantages of this method: it does not allow one to unambiguously establish the internal motives of the behavior of objects and their decision-making processes; they can be incorrectly interpreted by observers.

An experiment is a method of collecting information about the behavior of the objects under study, which involves establishing control over all factors influencing the functioning of these objects.

The purpose of the experiment is to establish cause-and-effect relationships between marketing factors and the behavior of the objects under study. To ensure the reliability of the experimental results, the values ​​of all factors except the one under study must remain unchanged.

Advantages of the experiment: objective nature, the ability to establish cause-and-effect relationships between factors.

Disadvantages of the experiment: difficulties in organizing control over all factors in natural conditions, difficulties in reproducing the normal behavior of an object in laboratory conditions, high costs.

Imitation(simulation modeling) is a mathematical, graphical or other model of controlled and uncontrollable factors that determine the strategy and tactics of an enterprise.

Simulation modeling allows for a comprehensive study of many factors that determine marketing strategy. Preparatory activities for carrying out the simulation consist of developing a model of the functioning of the object and checking its adequacy.

The advantage of imitation lies in the ability to quickly analyze many options for marketing actions and select the best one on this basis.

The disadvantage of imitation is the complexity and labor-intensiveness of creating a model that requires in-depth study and formalization of cause-and-effect relationships between marketing factors, its external environment and the factors that determine purchasing behavior.

A survey is a method of collecting information by contacting the subjects of the study. This is the most common data collection method in marketing. It is used in about 90% of studies.

The source of information when conducting mass surveys is the population that is not related by the nature of its activity to the subject of analysis.

In specialized surveys, it is specialists (experts) - persons whose professional activities are closely related to the subject of research - who act as the main sources of information.

The advantage of a questionnaire is the almost unlimited scope of its possible application, which allows one to obtain information about the current behavior of an object, its behavior in the past and intentions in the future.

The disadvantages of questionnaires are the high labor intensity, significant costs of conducting surveys, and a possible decrease in the accuracy of the information obtained due to incorrect or distorted answers.

Preparatory work for the survey includes:

• · choosing a method of communication with the audience (by phone, by mail, personal interviews);
• · preparation of a questionnaire;
• · testing and finalizing the questionnaire.
• 4. Systematization and analysis of collected information

Systematization of primary information usually consists of classifying answer options, coding them and presenting them in a form convenient for analysis (most often, in a table).

Analysis of information consists of its evaluation, usually using statistical methods. The final results of the analysis often come in the form of recommendations for the enterprise's future actions.

5. Presentation of the research results obtained.

The report on the research results is prepared in expanded and abbreviated versions. The first is a fully documented technical report and is intended for marketing department specialists. The second is intended for managers and contains a detailed presentation of the main results, conclusions and recommendations.

General requirements for the content of a marketing research report provide for the mandatory inclusion of the following questions:

• 1. Purpose of the survey.
• 2. For whom and by whom it was carried out.
• 3. General description of the population covered by the survey.
• 4. Size and nature of the sample, as well as a description of the weighted sampling methods used.
• 5. Time of examination.
• 6. Survey method used.
• 7. Adequate description of the persons conducting the survey and all control methods used.
• 8. A copy of the questionnaire.
• 9. Actual results.
• 10. Basic indicators used to calculate interest.
• 11. Geographical distribution of surveys conducted.

It should be noted that to formulate the research problem, it is necessary to clarify the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help to identify the main guidelines for production and economic activity: what changes have occurred in market conditions? In what direction should the organization develop? how to make the transition to a new state?

A precise formulation of the research objectives is required to draw up the analysis task.

To develop a task, it is fundamentally important to take into account limitations that will avoid incorrect comparisons and increase the specific focus of analytical work.

The methodological basis for the analysis of marketing information is the formed bank of methods and models, which makes it possible to most fully reveal the interrelationships of the phenomena being studied.

The results and conclusions of marketing research are presented in the form of an analytical report, which includes the following information:

• - the name of the group (agency, company) conducting the research and the client for whom the research was carried out;
• - the essence of the problem and the goals of the study, formed in the task for conducting the analysis;
• - the main results of the study, presented in the form of reasoned conclusions and recommendations for solving the problem;
• - groups of analyzed individuals and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received;
• - technology for conducting observations, experiments and surveys;
• - the period of time during which the study was conducted;
• - geographical boundaries of the analyzed market;
• - calculations and applications.

In addition, the report must contain all the necessary information to develop a marketing mix aimed at solving the problem.

Marketing research includes collecting, processing, storing information about phenomena and processes of interest to marketing, analyzing the collected information, and obtaining theoretically based conclusions. Thus, the purpose of marketing research is to create an information and analytical base for making marketing decisions.

Marketing research is an integral part of a marketing information system, which includes subsystems of internal reporting, marketing intelligence, information analysis and marketing research. When conducting marketing research, the following principles must be observed:

Scientificity - explanation and prediction of the studied market phenomena and processes on the basis of scientific principles and objective data, identification of patterns of development of these phenomena and processes;

Systematicity – identification of individual structural elements that make up a phenomenon, detection of hierarchical connections and intersubordination;

Complexity – the study of phenomena and processes in their entirety, interconnection and development;

Reliability – obtaining adequate data by ensuring scientific principles of their collection and processing;

Objectivity – taking into account possible errors in the measurement of a particular phenomenon;

Efficiency – achieving set goals, comparing results with costs.

Marketing research is a complex, hierarchically structured process that unfolds sequentially over time and includes the main stages: development of a general research concept; specification and development of research methodology; collection, processing and storage of information; analysis, modeling and forecasting of the processes being studied; assessment of the effectiveness of marketing research.

Introduction

To ensure the efficient use of rare resources and maximum satisfaction of consumer requirements, the specifics of modern economic life require an in-depth analysis of the processes occurring in the market. The purpose of any market research is to assess the existing market situation (conjuncture) and develop a forecast for market development. The program of such a study depends on the characteristics of the product (products), the nature of the enterprise’s activities, the scale of production, as well as in determining the conditions under which the most complete satisfaction of the population’s demand for goods or services of this type is ensured, and the prerequisites are created for the effective marketing of products.

The surest way to success when starting almost any business is to find customers, find out what they want and give them what they want.

Purpose of this work- show the features of marketing research using the example of studying visitors to beauty salons in St. Petersburg.

IN tasks work includes:

1) define the concept and methods of marketing research;

2) study the technology of conducting marketing research;

3) show the importance of studying consumer behavior and the peculiarities of the influence of reference groups on consumers;

4) analyze individual characteristics of the beauty market in St. Petersburg;

5) identify the behavioral characteristics of visitors to beauty salons in St. Petersburg, as well as the influence groups of consumers in this service segment.

6) present conclusions based on the research results.

The work uses materials from specialized periodicals, reports from marketing agencies, textbooks on the theory of communications and the organization of marketing activities.

Marketing Research Methodology

Concept and methods of marketing research

Under marketing research refers to the systematic collection, display and analysis of data on various aspects of marketing activities. Marketing research is a function that, through information, connects marketers with markets, consumers, competitors, and all elements of the external marketing environment. Golubkov E.P. Marketing Basics. Textbook. - M.: Finpress, 111. - 656 pp.; P. 95.

Currently, there are a huge number of different marketing techniques aimed at studying the dynamics, market capacity and consumer preferences. Choosing the most optimal technique among them is a difficult task. It is necessary to take into account many factors relating to the external and internal environment of a company wishing to obtain information about the market, the specifics of its activities, development strategy, etc. Therefore, already at the preliminary stage, it is necessary to clearly understand: “why is marketing research carried out, what are its goals?” “What questions would the researcher like to answer?” etc.

Depending on the direction and nature of the research, information can be drawn from a variety of sources. Research can be divided into internal research and external environmental research. Sources of information for intra-company research are, first of all, various reporting documents characterizing the activities of the company. They are compiled mainly by company employees.

Information in environmental studies is usually taken from three main sources:

Own sources - information obtained during environmental research conducted by the company;

Order information - information that specialized companies provide for the customer;

Independent sources - reports, reviews, collections, etc., published by various research, marketing and other companies and societies, specialized publications and Internet resources.

There are several ways to collect primary data. They are adequate to the goals and objectives of the work for a specific study.

Golubkov E.P. in his article “General characteristics of data collection methods” Golubkov E.P. General characteristics of data collection methods. // Marketing in Russia and abroad. -1998. - No. 1(4). - pp. 110-118. analyzes modern approaches to qualitative and quantitative methods of marketing research.

Quantitative Research usually identified with conducting various surveys based on the use of structured, closed-ended questions answered by a large number of respondents. The characteristic features of such studies are: a clearly defined format of the collected data and the sources of their acquisition; the processing of the collected data is carried out using streamlined procedures that are mainly quantitative in nature.

Qualitative Research involve collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are qualitative in nature and are carried out in a non-standardized form. Qualitative data can be converted into quantitative form, but this is preceded by special procedures. For example, several respondents' opinions about alcohol advertising may be verbally expressed in different ways. Only as a result of additional analysis are all opinions divided into three categories: negative, positive and neutral, after which it is possible to determine how many opinions belong to each of the three categories. Such an intermediate procedure is unnecessary if the survey uses a closed form of questions.

Observation in marketing research is a method of collecting primary marketing information about the object being studied by observing selected groups of people, actions and situations. In this case, the researcher directly perceives and records all factors related to the object being studied and significant from the point of view of the objectives of the study.

Direct observation involves directly observing the behavior of, say, customers in a store (for example, in what order they examine the products displayed on the counter). When using indirect observation, the results of a particular behavior are studied, rather than the behavior itself. Archival data is often used here; for example, data on the dynamics of stocks of certain goods over the years can be useful when studying shifts in the market situation. In addition, physical evidence of certain events may be studied. For example, based on the results of studying the contents of garbage cans, one can draw a conclusion about the extent to which the packaging (cans, bottles, bags, etc.) of which companies litter the environment to the greatest extent.

Overt observation assumes that people are aware that they are being observed, for example, when conducting special experiments. However, the presence of observers influences the behavior of the observed, so we must strive to reduce it to a minimum.

Another common method is the focus group method.

There are four main purposes for using this method.

1. Generating ideas, for example, regarding areas for improving existing products, their design, packaging or developing new products.

2. Studying the colloquial vocabulary of consumers, which may be useful, say, when conducting an advertising campaign, drawing up questionnaires, etc.

3. Familiarization with the needs of consumers, their perceptions, motives and their attitude towards the product being studied, its brand, methods of its promotion, which is very important when determining the goals of marketing research.

4. Study of emotional and behavioral reactions to certain types of advertising.

The optimal size of a focus group ranges from 8 to 12 people. With a smaller number of participants, the necessary dynamics for the productive work of the group are not created, and the leader has to make a lot of effort to intensify the work of the group. When the group size exceeds 12 people, it is difficult to start productive discussions; the group can be divided into subgroups in which conversations can be held on abstract topics, and only a few people take part in the discussion itself.

In-depth interviews, protocol analysis, projection methods, surveys, etc. have also become widespread in marketing research.

A survey consists of collecting primary information by directly asking people questions regarding their level of knowledge, attitudes towards a product, preferences and purchasing behavior. The survey can be structured or unstructured; in the first case, all respondents answer the same questions; in the second, the interviewer asks questions depending on the answers received.

When conducting a survey, a group of respondents can be subjected to either a single or multiple surveys. In the first case, a cross-section of a given group is obtained using many parameters for a fixed point in time (cross-sectional study).

In the second case, the same group of respondents, called a panel, is studied repeatedly over a certain period of time (longitudinal study). Various types of panels are used in many market research studies. In this case, it is often said that a panel survey method is used.

The basic concept of this method is the concept of a panel.

Panel - a sample of surveyed units subjected to repeated studies, and the subject of the study remains constant. Panel members can be individual consumers, families, trade and industrial organizations, and experts, who, with certain reservations, remain permanent. The panel survey method has advantages over conventional one-time surveys: it makes it possible to compare the results of subsequent surveys with the results of previous ones and establish trends and patterns in the development of the phenomena being studied; provides a higher representativeness of the sample in relation to the general population.

The choice of the appropriate method should be based on the simultaneous consideration of many of these factors, which is extremely difficult and sometimes gives conflicting results. The final choice largely depends on the qualifications and work experience of the researchers, and the depth of their knowledge of individual data collection methods. In general, when choosing a survey method, you should be guided by the answers to the following question: “Which data collection method will provide the most complete representative information within the time and money available?”

Marketing research in schemes Zavyalov P.S. A fragment of a chapter from the book “Marketing in diagrams, figures, tables” Publishing House “INFRA-M”, 2007 Conducting marketing research is the most important component of the analytical function of marketing. The absence of such research is fraught with the most unfavorable consequences for the manufacturing company. Marketing research involves the systematic collection, processing and analysis of data on those aspects of the company's marketing activities within the framework of which certain decisions should be made, as well as analysis of the components of the external environment that affect the company's marketing activities. However, the main attention in marketing research is paid to market aspects: assessment of the state and trends (conditions) of market development, research of consumer behavior, analysis of the activities of competitors, suppliers, intermediaries, study of the marketing mix, including management of the product range, pricing and development of a pricing strategy, formation of sales channels products and targeted use of incentives.

Foreign firms most often conduct marketing research in the following areas: identifying potential market opportunities and studying its characteristics, analyzing product sales problems and business trends, studying competitors' products, studying market reaction to a new product, studying pricing policies, determining the share and territory of sales of goods , forecasting market development parameters. Conducting marketing research and making thoughtful marketing decisions based on their results presupposes the need to distinguish the macro- and microenvironment of marketing as an object of research. The macro environment is, as mentioned in Chapter 1, part of the firm's marketing environment that it is not able to control and regulate; Because of this, the company must adapt its marketing policy to the elements of the macroenvironment: demographic, economic, social, political, scientific, technical, and natural factors affecting the market and, through it, directly on the company.

The marketing microenvironment is a part of the marketing environment, including individuals and legal entities (consumers, suppliers, intermediaries, competitors), as well as market factors that directly influence the marketing activities of the company. A company can influence elements of the microenvironment based on its goals and objectives, and under certain conditions, exercise limited control over them. In contrast to the external uncontrolled environment, the internal (intra-company) environment is controlled by the company, i.e. its managers and marketing staff. Decisions made by a firm's top management relate to its area of ​​activity, the overall goals of the firm, the role of marketing and other business activities, and corporate culture. Factors determined by marketing are the choice of target markets, marketing goals, marketing organization, marketing structures, and management of these activities. 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 means for a specified period and methods for achieving them.

Under such conditions, there is not just a constant need to study the most acute and pressing problems, but also the priority, depth and scale of their study, and, consequently, the need for appropriate personnel of researchers and analysts, material and financial resources are predetermined. The available foreign and Russian experience allows us to assert that the most expensive marketing research is not comparable with the amount of losses and unproductive costs that arise as a result of ill-conceived entry into the market with products that only partially meet its requirements or do not meet them at all, entering the wrong markets and bad timing. The accumulating experience of the market activities of Russian commodity producers shows that without conducting marketing research, it is currently impossible to correctly solve the problem of sales not only in the foreign but also in the domestic market.

Such research allows us to find the most promising target markets, optimize the range of products sold and adapt them in a timely manner to the changing requirements of the market (consumer), increase the efficiency of production and sales activities, improve forms and methods of sales, etc. 3.1. Principles and conceptual approaches to conducting marketing research In Fig. Table 3.1 shows the basic principles that should be followed when conducting marketing research - consistency, complexity, objectivity, efficiency, regularity, efficiency, accuracy, thoroughness. Each of these principles is important in itself, but taken together and in interaction, they make it possible to prepare marketing research that can become a reliable basis for making well-founded, thoughtful management decisions.

The management of any commodity-producing enterprise, based on the market position, the nature of the goals and tasks to be solved, the 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 can be done on its own, what research is more profitable to order external contractors, etc. In order 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 not only make it possible to clarify the entire problem of a company’s marketing research in all its complexity and multifaceted nature, which is important, but also, what is even more significant, to outline ways to solve it in the most rational way. A diagram of the development of such a concept is shown in Fig. 3.2. Rice. 3.1. Basic principles of conducting 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. Based on this concept, it is possible to develop a research project, a method for conducting it, formulate objectives, collect, process and analyze information, and 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. Concept of conducting marketing research
Rice. 3.4. Market research process Rice. 3.5. Typical scheme for a phased marketing research 3.2. Methods and procedures of marketing research Methods of conducting marketing research are inextricably linked with the methodological foundations of marketing, which, in turn, rely on general scientific, analytical and forecasting methods, as well as methodological approaches and techniques borrowed from many fields of knowledge (Fig. 3.6). Research methods in marketing are determined by the necessity and obligation of a systematic and comprehensive analysis of any market situation, any of its 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 the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company - only then the research carried out is of a marketing nature; otherwise, it is simply research into the market, competitors, innovative factors, etc. According to the International Code of Practice for Marketing Research (adopted by the International Chamber of Commerce and ERB MAP in 1974), marketing research must be conducted in accordance with generally accepted principles of fair competition, as well as in accordance with standards based on generally accepted scientific principles.

Based on this provision, the researcher must:

• be objective and not influence the interpretation of recorded factors;
• indicate the degree of error of your data;
• be a creative person, identify new search directions, use the most modern methods;
• engage in 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 given diagrams and tables (Fig. 3.6-3.13 and Table 3.1-3.4), the following should be noted. Methods for selecting populations of research objects involve solving three main problems: identifying the population, determining the sampling method, and determining the sample size. Population(HS) should be limited, since a complete study is usually very expensive and often simply impossible. In addition, selective analysis may be even more accurate (due to the reduction of systematic errors). Sample(Fig. 3.10) is made in such a way as to present a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, one can draw correct conclusions about the GS.

Data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; Because 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 deficiencies, errors in the development of questionnaires, counting errors, insincerity of respondents). Data acquisition methods. Methods for obtaining data in marketing include survey, observation, and automatic data recording (Table 3.2). The choice of method depends on the purpose, the characteristic being studied and the carrier of this characteristic (person, object). A survey is the process of finding out people's positions or obtaining information from them on a specific issue. In marketing, a survey is the most common and most important form of data collection, either verbally or in writing. Oral and telephone surveys are called “interviews.” During the written survey, participants receive questionnaires that they fill out and return to their destination.

Observation is a way of obtaining information that:

• corresponds to the specific purpose of the study;
• characterized by planning and systematicity;
• is the basis for generalizing judgments;
• subject to constant monitoring for reliability and accuracy.

Advantages of observation compared to survey:

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

Possible disadvantages of observation:

• difficulty in ensuring representativeness;
• subjectivity of perception, selectivity of observation;
• observation effect (the behavior of the object may be unnatural during open observation).

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 features of the experiment:

• isolable changes (individual values ​​vary by the researcher, others are constant);
• active intervention of the researcher in the process of changing data;
• checking cause-and-effect relationships (for example, the impact of a brand on product sales).

Experiments are divided into laboratory (conducted in an artificial environment) and field (conducted in real conditions). When conducting an experiment, at least two problems usually arise: how much changes in the dependent variable can be attributed to the independent ones; how suitable the experimental results are for other environmental conditions (representativeness of the experiment). The dynamics of market trends and conditions are constantly changing and developing. This fully applies to individual parameters and elements of the market.

Because of this, a one-time market study, for example when selling a product, is clearly not enough. The necessary information can be obtained through repeated surveys of the group of buyers of interest at specified intervals or by monitoring sales in a certain group of stores. This method of market research is called “panel” (Fig. 3.12). Data analysis. Statistical methods of data analysis are used to consolidate data, identify relationships, dependencies and structures.

Their classification is carried out according to the following criteria:

• number of simultaneously analyzed variables - simple and multifactorial methods;
• the purpose of the analysis is descriptive and inductive methods;
• variable scaling level;
• dividing variables into dependent and independent methods for analyzing dependencies and methods for analyzing relationships.

Descriptive one-factor methods are:

• frequency distribution (representation 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, dispersion.

Inductive single-factor methods are designed to test whether sample characteristics match those of the HS. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of the GE, and nonparametric tests, designed to test hypotheses about the distribution of GE. This method is used to formulate hypotheses, select a test, establish a significance level, determine the critical level of the characteristic being tested using a table, calculate the actual test value, compare and interpret. Two- and multifactorial methods of dependence analysis help to determine what connection there is between a price reduction and product sales, whether there is a connection between a person’s nationality and the choice of shoe style, etc.

Regression analysis— a statistical method of data analysis in determining the dependence of one variable on one (simple regression) or several (multivariate regression) independent variables. Variational analysis is intended to test the degree of influence of changes in independent variables on dependent ones. 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 certain group based on its characteristics. Factor analysis is intended to study the relationships between variables in order to reduce the number of influencing factors to the most significant ones.

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 variables, the level of scaling, but mainly by the problem being solved. In table 3.4 shows what methods can be used to solve typical problems of marketing research.
Rice. 3.6. System of research methods in marketing See: Soloviev B.A. "Marketing". - M., 1993. Rice. 3.7. Types of marketing research corresponding to the main activities of the company
Rice. 3.8. Collection of primary information for marketing research

Table 3.1. Types of marketing research conducted by American firms (1983;%)
Type of research	Share of consumer goods manufacturers conducting this type of research (143 surveyed)	Share of manufacturers of industrial products conducting this type of research (124 surveyed)
Short-term (up to 1 year) forecasting
Long-term (more than 1 year) forecasting
Measuring Market Potential
Sales analysis
Perception of new products and their potential
Study of packaging: design or physical characteristics
Study of sales channels
Sales Cost Study
Using discounts, coupons, samples, special offers when promoting
Pricing Analysis
Analysis of the nature of the environmental impact
Advertising effectiveness analysis

Table 3.2. Methods of collecting information in marketing
Method	Definition	Forms	Economic example	Advantages and problems
1. Primary research	Collect data as it occurs
Observation	Systematic coverage of circumstances perceived by the senses without influencing the object of observation	Field and laboratory, personal, with and without the participation of an observer	Observing consumer behavior in a store or in front of display cases	Often more objective and accurate than a survey. Many facts are not observable. Costs are high
Interview	Survey of market participants and experts	Written, oral, telephone	Collection of data on consumer habits, research on the image of brands and companies, research on motivation	Exploration of non-perceived circumstances (e.g. motives), interview reliability. Influence of the interviewer, representativeness of the sample
Panel	Repeated data collection from one group at regular intervals	Trade, consumer	Continuous monitoring of trade inventory in a group of stores	Revealing development over time
Experiment	Study 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. Control of the situation, realistic conditions. Waste of time and money
2. Secondary research	Processing existing data		Market share analysis using accounting data and external statistics	Low costs, fast. Incomplete and outdated data

Rice. 3.9. Advantages and disadvantages of collected primary data

Table 3.3. Advantages and disadvantages of questioning by telephone, mail and in person with the interviewee
Criterion	Telephone	Mail	A personal meeting
Accuracy of information
Time factor
Organizational complexity
Expenses
Possible length of the questionnaire
Flexibility
Adaptability to the respondent's personality
Other requirements	· When planning an interview, consider the time required to dial a telephone number. · Consider using interviewers' home telephone numbers.	· Simple question form. · Detailed printed instructions. · No open questions. · Encouraging the respondent with some kind of souvenir included in the letter.	· As a rule, it requires the interviewer to have detailed knowledge of the issues being discussed/industry specifics. · Convenient ability to use various visual aids.

- a clear drawback

- a clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Types of sampling

Explanation for Fig. 3.10.

Non-random sampling methods include the following:

- random sampling - respondents are selected not based on a plan, but randomly; the method is simple and cheap, but inaccurate and has low representativeness;

- typical sample - survey of a few typical elements of the general population (GS); To do 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;

- quota method - distribution of certain characteristics (gender, age) in the GS.

The following types of sampling are random:

- simple sampling - such as a lottery, using random numbers, etc.;

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

- "flower bed" method - selection units consist of groups of elements; a prerequisite for using the method is the possibility of such a separation of the HS; from many “flower beds” several are selected, which are then fully examined;

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

Rice. 3.11. Main types of sample selection procedures in marketing research

Rice. 3.12. Panel types

Explanation for Fig. 3.12.

A panel, as already mentioned, refers to a survey of a group of buyers at regular intervals using a certain set of questions.

Main features of the panel:

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

The consumer panel is based on a survey. Panel participants receive from the organization conducting the research questionnaires, which they must periodically fill out, indicating, as a rule, the type, packaging, manufacturer, date, cost, quantity and place of purchase of the product.

Using the consumer panel, you can obtain the following information:

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

• the amount of goods purchased by the family;
• amounts of cash expenses;
• market share controlled by major producers;
• preferred prices, types of goods, types of packaging, types of retailers;
• Differences in the behavior of consumers belonging to different social strata, living in regions and cities of different sizes;
• social analysis of “brand loyalty,” brand changes, and the effectiveness of various marketing measures.

Table 3.4. Areas of application of analysis methods
Method	Typical question statement
Regression analysis	1. How will 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 investment in the automotive industry affect the demand for steel (non-ferrous metals, etc.)?
Variational analysis	1. Does the type of packaging affect the size of sales? 2. Does the color of an advertisement affect its memorability? 3. Does the choice of distribution form affect the amount of sales?
Discriminant Analysis	1. By what signs can smokers and non-smokers be identified? 2. What are the most significant characteristics that can be used to identify successful and unsuccessful sales employees? 3. Can a person’s age, income, and education be considered sufficient grounds for issuing a loan?
Factor analysis	1. Is it possible to reduce the many factors that car buyers think are important to a small number? 2. How can you characterize different brands of cars taking these factors into account?
Cluster analysis	1. Can clients be divided 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. How does the product correspond to consumers' idea of ​​an ideal product? 2. What is the consumer image? 3. Has consumer attitude towards the product changed over a certain period?