Marketing research that includes. Marketing analysis of the market: types, stages, methods. Market research

Market research is the most common area of \u200b\u200bmarketing research. As many experts note, without market research, it is impossible to systematically collect, analyze and compare the array of information necessary for important decisions that are related to functioning in the market, choosing a market, establishing sales, planning and forecasting market activities.

The objects of market research are trends and processes of market development, which include an analysis of the modification of economic, demographic, scientific and technical, legislative, environmental and other factors. In addition, market research is designed to study the structure and geography of the market, its dynamics, capacity, market barriers, the state of competition, the specifics of the market situation, risks and opportunities.

The main results of market research can be:

Market development forecasts, assessment of market trends, identification of the main factors of success;

Establishing the most effective methods for implementing competition policy in the market;

Potential for conquering new markets;

Market segmentation. In other words, it is the choice of target markets and / or market niches.

Macrosystem analysis designed to study changes in environmental conditions. The latter, although it does not have a direct connection with the market in which the firm operates, but also has an equal impact on all firms that are engaged in this market.

Research of the internal environment of the company has the goal of establishing the real level of competitiveness of the enterprise as a result of analysis and comparison of the relevant factors of the internal and external environment. The study of strengths and weaknesses aims to identify strengths and weaknesses in relation to their main competitors. This makes it possible to answer the questions about what needs to be done in order for the functioning of the company to be fully adapted to the dynamically changing factors of the external environment.

Enterprise potential analysis has the goal of checking the resources of the enterprise, as well as their suitability for the implementation of strategic directions of activity.

Consumer research allows you to establish and study the entire set of motivating factors that influence consumers when choosing goods (for example: social status, income, education, gender and age characteristics).

The objects of research can be private consumers, households, families, organizations.

The subject of marketing research is:

Motivation of consumer behavior in market conditions, as well as its determining factors;

The structure of consumption, commodity supply, trends in demand for goods is analyzed and carefully studied;

The analysis of processes and conditions for satisfying consumers' requests is carried out

The purpose of this study is consumer segmentation, as well as the choice of target market segments.

Researching competitors is called obtaining the necessary information that would provide a competitive advantage in the market, as well as help to find ways of effective cooperation with potential competitors. For this purpose, an analysis of the strengths and weaknesses of competitors is carried out, a study of their market share is carried out, as well as the reaction of consumers to marketing activities of competitors (such as improving the consumer properties of goods, pricing features, trademarks, features of an advertising campaign, ways of service development). In addition to the above, a thorough analysis of the material, financial, labor potential of competitors is carried out.

The result of these studies is the choice of means and ways to achieve the most advantageous position in the market relative to competitors, finding active and passive strategies for securing their price advantage, or the advantage provided by a higher quality of the offered goods.

Research on possible intermediariesby which the firm will be able to "be present" in preferred markets, as a rule, a thorough examination of the firm structure of the market is carried out. In addition to trade, commercial or other intermediaries, the firm must also have a correct idea about its other "assistants": advertising, freight forwarding, legal, insurance, financial, consulting and other firms and organizations, which together create a marketing market infrastructure.

Product research it refers to finding the conformity of the quality of goods and their technical and economic indicators to the requests and requirements of buyers present in this market, as well as analyzing their competitiveness. Product research makes it possible to acquire the most complete and valuable data from the consumer's point of view on the consumer properties of a product (reliability, design, ergonomics, price, service, functionality), as well as some data for the formation of optimal arguments for an advertising campaign, selection of the most suitable resellers.

Thus, the objects of research are the consumer qualities of competing and analogous goods, the reaction of buyers of these new goods, the range, the level of service, packaging, the compliance of the products with legislative norms and rules, and the prospective requirements of consumers.

Thanks to the research results obtained, the company has the opportunity to form its own product range that would best meet the requirements of buyers. Marketing research makes it possible to:

Increase the competitiveness of the product offer;

Establish strategic directions of activity, depending on the current stage of the "life cycle" of goods;

Develop new products;

Modify already produced goods;

To develop a unique corporate identity, improve marking, establish ways of patent protection.

Price research allows you to determine such a ratio and price level, which could make it possible to maximize the level of profit at minimum costs.

The objects of research in this context are:

The costs of developing, manufacturing and marketing goods;

Study of the level of influence of competition (comparison of consumer and technical and economic and parameters of similar goods produced by other firms);

The reaction of consumers to a change in the price of a product (that is, the elasticity of demand).

The results of the studies carried out make it possible to choose the most effective ratio of "price-profit" (the so-called external conditions) and "costs-prices" (production costs or internal conditions).

Research of commodity circulation and sales aims to determine the most effective ways, means and methods of bringing the goods to the end consumer as quickly as possible.

Here, the main objects of study are trade channels and intermediaries, sellers, methods and forms of sale, distribution costs. These studies also include an analysis of the functions and features of the functioning of various types of wholesale and retail trade firms, the determination of their strengths and weaknesses and the characteristics of the nature of their interaction with manufacturers. This information makes it possible to determine the potential for increasing the company's turnover, optimize inventory as much as possible, develop clear criteria for choosing effective channels for promoting goods, and develop effective methods and techniques for selling goods to target consumers.

Research of the advertising incentive system and marketingis also one of the most important points of marketing research. This study is designed to identify how you can optimally stimulate the sale of goods, increase the authority of a manufacturer of goods in the market, and successfully conduct advertising campaigns and promotions.

The objects of this study are: the behavior of suppliers, buyers, intermediaries, the effectiveness of promotional activities, contacts with buyers.

The results of the conducted research make it possible to:

Develop an effective public relations policy;

Form a favorable attitude towards the company and its products;

Establish methods for generating consumer demand;

Maximize the effectiveness of communications, in particular advertising.

Comparison of expected and actual results from advertising activities carried out;

In addition to the above, this study makes it possible to make decisions on activating advertising activities, searching for new means of influencing the target consumer audience.

It is worth noting that measures to enhance the promotion of goods to the market include not only advertising, but also other aspects of sales policy. They can be, in particular, research on the effectiveness of envisaged contests, awards, discounts, awards and others, etc.

Forms of marketing researchcan also be divided into primary and secondary.

Primary marketing research includes:

Interview. Polls can be oral, written, or telephone;

Observation (systematic study of circumstances without affecting the object of research). Subdivided into field, laboratory, and personal.

Experiment. There are field and laboratory.

- panel (repeated collection of data from one group at specified equal time intervals). There are panels for consumer, trade and service.

Secondary marketing research is an analysis of an actual marketing problem according to the information collected or already published. This type of research is used for strategic marketing planning.

In a strict sense, marketing research is any research activity that provides marketing needs. That is, marketing research involves the collection and analysis of data that are required for marketing activities. Marketing research is the beginning and the logical end of any marketing cycle of an enterprise. Marketing research is needed to reduce the uncertainty that always accompanies marketing decisions.

Of course, "solid" definitions from the books of respected authors are much more significant than the above explanation. Therefore, for sophisticated connoisseurs, let us give the classic definition of F. Kotler: “Marketing research is a systematic collection and objective recording, classification, analysis and presentation of data related to behavior, needs, attitudes, opinions, motivations, etc. individuals, enterprises, government institutions in the context of their entrepreneurial, economic, social, everyday activities. "

How is marketing research different from market research?

Marketing research can provide information on a variety of market-related aspects. However, marketing research and market research should not be confused. Marketing research is a broader concept that includes market research, consumer research, competitor research, and so on.

Do you need marketing research?

Of course we do. In fact, almost every company, to one degree or another, is engaged in marketing research, studying the market in which it operates. Of course, not always "objectively" and even more so "systematically". Nevertheless, collecting information about the state and prospects of the market, about competitors (assortment, prices, marketing policy) and consumers (behavior and preferences), at least in the simplest, intuitive form, is carried out by almost all market participants. There is no need to prove that the completeness and relevance of marketing information determines to a large extent a company's success in the market.

Effective decisions cannot be based on intuition or simple reasoning. Without marketing planning, companies cannot achieve sustainable advantage in their markets. It is impossible to make effective strategic decisions in the field of marketing without marketing research.

What does marketing research allow?

Marketing research allows you to:

  • make more informed management decisions;
  • get to know the needs and preferences of customers better;
  • assess the market prospects of products;
  • evaluate and improve the effectiveness of the campaign to promote goods / services;
  • choose the most effective means of promoting goods / services;
  • identify your strengths and weaknesses in relation to competitors;
  • develop effective ways to counter competitors.

Why is the importance of marketing information growing?

In recent years, a number of factors have emerged that enhance the value of marketing information:

  • the marketing environment is changing very dynamically;
  • more and more companies operate in remote remote markets;
  • consumers are becoming more sophisticated, discerning.

Market participants need prompt, clear and validated marketing information. Therefore, marketing research should be carried out professionally and thoughtfully at all stages, from the choice of the type of marketing research to the methods of data processing and the form of presentation of results.

Who Conducts Marketing Research?

Many large manufacturing companies have marketing departments that promote products and services on the market and collect marketing information (about the market, competitors, etc.). However, there are also specialized companies that conduct marketing research. The main advantage of an independent marketing agency in comparison with the marketing department of a company is its objectivity and professionalism.

Most regional companies do without serious market research, or prefer to conduct market research on their own. This choice has both positive and negative sides. In any case, it is necessary to make a decision in a balanced way, having defined the tasks and scope of the planned research.

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

Introduction

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

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

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

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

What does marketing research give?

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

Chapter I ... The essence of marketing research

1.1. Concept, goals and objectives of marketing research

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

The main goals of marketing research:

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

Monitor the implementation of marketing tasks.

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

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

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

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

Market characteristics study;

Measurement of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Study of trends in business activity;

Study of competitors' products;

Short-term forecasting;

Studying the reaction to a new product and its potential;

Long-term forecasting;

Study of pricing policy.

Marketing research is advisable in the following cases:

Insufficient amount of information for making a decision;

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

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

Exploring the reasons for unexpected success;

Formation of new strategic or tactical ideas.

Marketing research is carried out either by the 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 objectives and problem statement.

1.2. Formation of a working hypothesis.

2. Development of a research program.

2.1. Determination of the scorecard and information needs.

2.2. The choice of research methods and working tools.

2.3. Sampling.

3. Data acquisition process.

3.1. Technical organization of data collection.

3.2. Data collection.

4. Data processing and presentation process.

4.1. The process of technical data processing.

4.2. Data analysis.

4.4. Design and presentation of reports.

5. Checking the adequacy of the results and conclusions.

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

Classification

sign

 Research types
Problem statement level Applied Fundamental
Stage of studying the problem Search engines Descriptive Explanatory
The source of information Primary (field) Secondary (cabinet)
Frequency of carrying out

(special)

 Permanent
Areas of use of the results Standard (syndicated)
Coverage Solid Selected
Measuring "accuracy" level Qualitative Quantitative

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

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

1.3. Desk marketing research

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

Desk research is carried out in two stages:

1. Problem statement stage:

Formulation of the marketing problem to be solved;

Decomposition of the marketing problem;

Setting informational tasks related to solving marketing tasks;

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

Determining the budget for information retrieval.

2. Working stage:

Search for links and abstracts in integrated secondary information sources;

Collecting information in identified secondary documents;

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

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

Collection of information in the identified primary documents;

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

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

Analysis of the collected information;

Preparation of an information report on the problem under study.

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

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

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

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


The main benefits of desk research are:

Concentration of dispersed information;

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

Chapter 2. Primary marketing research tools

2.1. Collection of primary information

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

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

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

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

· Artificial simulation of the situation laboratory experiment;

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

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

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

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

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

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

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

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

Determining the purpose of the survey;

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

Development of working hypotheses;

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

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

Selection and training of personnel for the survey;

Conducting a survey;

Processing of survey results and analysis;

Drawing up a report and submitting it to the customer.

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


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

Individual interview - This is a survey of experts in a particular field, which is mostly unstructured (in the form of open questions). If the problem is sufficiently formalized, then the survey can be held on closed questions for an expert assessment of the problems.

Simple interviews 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 an interview, which provides for a more active participation of the interviewer in the conversation. In-depth interview scenarios should be based on branched marketing models, and a qualified interviewer should act as an interviewer.

Focus group - a group of 6-15 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 a fairly long time (1 - 3 hours). During the directed discussion, the qualitative content of the problem posed is revealed. The main tasks of using focus groups:

· Generation of testable hypotheses;

· Generation of information for questionnaires;

· Provision of preliminary information;

· Getting an idea of \u200b\u200bnew concepts in the field of production;

· Stimulating new ideas for new product concepts;

· Interpretation of previously obtained quantitative results.

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

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

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

2.2. Sampling plan

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

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

However, the use of a sampling method is inextricably linked to the problem of providing reliable information. The combination of factors ensuring the reliability of the study is presented in fig. 1 Reliability in sample studies includes, first of all, two requirements - the 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 ensuring the reliability of the study

2.3. Data processing and report generation

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3.1. Typical areas of marketing research

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

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

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

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

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

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

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

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

5. Product research - This is the determination of the compliance of technical and economic indicators and the quality of goods (testing of goods and packaging) circulating on the market, the needs and requirements of buyers, an analysis of their competitiveness. It allows you to get information about what the consumer wants to have, what consumer parameters he values \u200b\u200bmost. The objects of research are consumer properties of analogue goods and competing goods, consumer reaction to new goods, product range, packaging, level of service, compliance of products with legislative norms and rules, prospective consumer requirements. The research results enable the company to develop its own range of products, to determine the direction of activity depending on the various stages of the product life cycle.

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

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

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

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

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

3.2. Using the results of marketing research

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

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

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

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

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

MARKET SEGMENTATION METHODS

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

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

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

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

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

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

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

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

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

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

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

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

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

Competitiveness has three main components.

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

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

Conclusion

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

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

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

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

List of used literature:

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

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

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

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

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

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

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

8. Fatkhutdinov R.A. Strategic marketing. M .: CJSC INTEL-SYNTEZ Business School, 2000. - 640 pages.

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


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

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

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

There is no single system for the classification of marketing research, since there are many features that determine the presence of at least several ways of its implementation.

Depending on what feature is the basis of the classification, the following types of marketing research are distinguished.

Depending on the purpose of the marketing research can be divided into applied and fundamental.

Applied research is aimed at solving a specific practical problem, for example, clarifying the situation on the market, explaining the reasons for the failure of any strategic or tactical plan, reducing the uncertainty of the decision-making process by management.

Fundamental research is aimed at expanding general knowledge, and not at solving a specific practical problem. Such research is sometimes called purely scientific. They are usually held at universities.

Depending on the task distinguish between the following types of marketing research: exploratory, descriptive, experimental and casual.

Exploratory research - is a marketing research conducted with the aim of collecting preliminary information necessary for a more complete definition of problems and proposed proposals (hypotheses). Precedes all other types of research.

In order to conduct exploratory research, it may be sufficient to just read the published secondary data or conduct a selective survey of a number of specialists on this issue. If exploratory research is aimed at testing hypotheses, then it is necessary to use special methods to collect information, for example, such as focus groups, projection methods, analysis of a specific situation, analysis of secondary data, etc.

Descriptive research - is a marketing research aimed at describing marketing problems, situations, markets, consumer attitudes towards the products of this enterprise. It involves the use of methods of observation, polling, experiment and analysis of secondary data.

Experimental research - marketing research, involving the collection of primary information by choosing the same type of groups of subjects, giving them different tasks, controlling the factors that affect the results, and comparing differences in group reactions.

Casual exploration - marketing research conducted to test hypotheses regarding the causal relationship of marketing with factors of the external and internal environment. Casual research can be carried out on the basis of the method of logical-semantic modeling, by using a number of mathematical methods, for example, factor analysis.

Depending on the problem statement marketing research is divided into research to define the problem and research to solve the problem.

Research to identify the problem Is marketing research that is undertaken to help identify non-obvious problems, either present or likely to arise in the future.

Research to solve the problem Is marketing research undertaken to solve specific marketing problems.

Depending on the research plan highlight search and final marketing research.

Exploratory research Is a marketing research, the main task of which is to provide an understanding of the problem facing the researcher. It involves the use of methods of expert surveys, pilot studies, collection of secondary information, etc.

Final research Is the marketing research needed to identify, evaluate and select the best course of action that can be used in a given situation. When conducting the final research, methods of surveys, observations, experiments, etc. are used.

Depending on the method of data collection marketing research is divided into qualitative and quantitative.

Qualitative research is an unstructured, exploratory study based on small samples designed to gain a deeper understanding of the problem. Qualitative research can be used to examine consumer tendencies, moods and motivations. Qualitative research seeks a deeper understanding of the individual consumer and uses words, not numbers, to interpret the data obtained.

Qualitative research involves the use of methods such as focus groups, in-depth interviews, and projection methods.

Quantitative research is a marketing research based on collecting information and providing it in quantitative form, using statistical analysis procedures.

Quantitative research includes various surveys, as well as research using various technical devices, for example, TV meters, computer and Internet technologies, which allow collecting the necessary information. As a rule, quantitative research covers a large number of respondents and allows you to collect a wide variety of data about the consumer market: its participants and consumers.

Depending on the methods of obtaining information marketing research is subdivided into desk and field research.

Desk research (study at the desk) Is a marketing research based on the collection of secondary data previously collected for other purposes. Sources of secondary information are divided into internal (in relation to the enterprise) and external. The research of the latter is carried out on the basis of official printed sources of information.

Field research Is a marketing research designed to collect primary data and requiring special surveys (surveys, observations, etc.) aimed at solving a specific problem.

Depending on the frequency of marketing research is divided into one-time, periodic and continuous.

One-time study is a marketing research aimed at solving a specific problem.

Periodic research is a marketing research that is repeated after a certain period of time. Periodic surveys include panel surveys, which are conducted with a group of the same respondents, and tracking surveys, which cover a new group of respondents each time.

Continuous research Is an ongoing marketing research. In continuous research, methods of panel and tracking research are also used.

Periodic and continuous research allows you to monitor the dynamics of market processes, accumulate information over long periods of time, which increases the accuracy of the assessment of individual parameters.

Depending on the source of funding there are the following types of marketing research: initiative, custom, omnibus.

Initiative research Is a marketing research that is carried out by a research company at its own expense, with the expectation that there will be buyers for the results of this research. Initiative research includes panel research, media rating measurements, etc.

Custom research Is a marketing research, usually paid for by one customer.

Omnibus research Is a marketing research that is paid for by a group of customers. Such research can be initiated by an industry association or research company inviting its loyal clients to unite for mutually beneficial cost savings.

In recent years, new methods of marketing research have appeared, which are actively used by market participants. Based on the results of a survey conducted GRIT among market research market participants, it was determined that the following methods are most often used: online communities, mobile polls, social media analysis, text analysis and big data analysis (Figure 3.2).

Figure: 3.2.

- use; - are considering using

  • Top-5 new methods of marketing research [Electronic resource]. URL: fdfgroup.ru/?id\u003d352

External sources

In the event that internal sources do not bring enough information, the company can use external ones. They represent a wide variety of data collected by other companies in both market research and other fields. External sources - the environment is very extensive and changeable, and therefore they need a correct and strictly controlled approach.

Examples:

  • Government sources - information from them can be useful to the company when it comes to a specific subject, the population and market of which needs to be studied.
  • Universities and Colleges - Some university research in terms of market processes, sociology, and others can provide a wealth of useful information to an enterprise.
  • The Internet - which is the most widely used source for secondary research, but has one significant drawback - contains many untrustworthy sources, with incomplete or inaccurate information.
  • Competitive Data - Companies often use information about competing businesses that they collect both independently and through other firms.

There are also many mistakes that companies can make when working with different sources.

Such as:

  • Conducting only secondary research

    Many companies limit themselves only to secondary research in order to save time, effort, money and other resources. However, it is important to know that primary research can provide a vision of new perspectives, long-term results, and help to take a fresh look at the market segment in which the company operates. Such important things as values, psychology, lifestyle and interests of clients can only be obtained through primary research.

  • Conducting only primary research

    Businesses often make the mistake of spending a lot of time on primary research and forget that using secondary sources can be beneficial and save time significantly. Secondary research can offer, for example, valuable statistics so that the company does not need to spend time and energy on its own calculations.

  • Using only the internet for research

    You can find valuable information on the web, but by betting only on it, there is a risk of making a serious mistake. The Internet cannot always offer reliable sources and complete information. Therefore, its use should be strictly dosed, and the sources should be checked for reliability.

  • Limited perception

    People see what they want to see. But when it comes to market research, the company that runs the business should not allow itself "tunnel vision." Often, enterprise managers, having some idea in their heads, literally "close" themselves in it, not wanting to see what is outside of it.

 

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