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

Market research is the most common area of ​​marketing 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, market selection, establishing sales volume, planning and forecasting market activities.

The objects of market research are the 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, market conditions, risks and opportunities.

The main results of market research can be:

Forecasts of market development, assessment of market trends, identification of key success factors;

Establishment of the most effective methods for implementing competition policy in the market;

Potential to conquer 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 company operates, but also has an equal impact on all firms that are engaged in this market.

Study of the internal environment of the company aims to establish the real level of competitiveness of the enterprise as a result of the 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 its main competitors. This makes it possible to answer questions about what needs to be done in order for the functioning of the company to be fully adapted to dynamically changing environmental factors.

Enterprise potential analysis aims to verify 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 factors determining it;

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

The analysis of processes and conditions for satisfying consumer requests is carried out.

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

Competitor research is called obtaining the necessary information that would provide competitive advantage on the market, and would also 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 competitors' marketing activities (such as improving the consumer properties of the product, 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 the higher quality of the goods offered.

Exploring possible intermediaries, through which the firm will be able to "be present" in the preferred markets, as a rule, a thorough study of the firm's market structure is carried out. In addition to trade, commercial or other intermediaries, the company must also have a correct understanding of its other “assistants”: advertising, freight forwarding, legal, insurance, financial, consulting and other firms and organizations, which together create a marketing market infrastructure.

Product research is called finding the conformity of the quality of goods and their technical and economic indicators to the needs and requirements of buyers present in this market, as well as an analysis of their competitiveness. Commodity research provides an opportunity to acquire the most complete and valuable data from the consumer's point of view on the consumer properties of the product (reliability, design, ergonomics, price, service maintenance, functionality), as well as some data for the formation of optimal arguments for an advertising campaign, the choice of the most suitable resellers.

Thus, the objects of research are the consumer qualities of competing and analogue products, the reaction of buyers of these new products, the assortment, the level of service, packaging, product compliance with legislative norms and rules, and prospective consumer requirements.

Thanks to the results of the study, the company has the opportunity to create its own product range, which would best meet the requirements of customers. Marketing research give the opportunity:

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 existing products;

Work out a unique form style, improve labeling, establish patent protection methods.

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

The objects of research in this context are:

Expenses for the development, manufacture and marketing of goods;

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

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

The results of the conducted research 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) .

Merchandising and sales research aims to determine the most effective ways, means and methods of bringing the product 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, identifying their strengths and weaknesses and features of the nature of their interaction with manufacturers. This information makes it possible to determine the potential for increasing the company's turnover, to optimize inventory as much as possible, to develop clear criteria for choosing effective channels for promoting goods, to develop effective methods and methods of selling goods to target consumers.

Research of the advertising incentive system and marketing is 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 credibility of the manufacturer of goods in the market, successfully conduct advertising campaigns and shares.

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;

To form a favorable attitude towards the company and its products;

Establish methods for the formation of consumer demand;

Maximize the effectiveness of communications, in particular advertising.

Comparison of expected and actual results from the carried out promotional activities;

In addition to the above this study makes it possible to make decisions on the activation of promotional activities, the search for new means of influence on the target consumer audience.

It is worth noting that measures to enhance the promotion of goods on the market include not only advertising, but also other aspects of marketing policy. They can be, in particular, studies of the effectiveness of ongoing competitions, bonuses, discounts, awards, etc., etc.

Forms of marketing research can also be divided into primary and secondary.

Primary marketing research includes:

Survey. Interrogations can be oral, written, and also telephone;

Observation (planned study of circumstances without affecting the object of study). They are divided into field, laboratory, and personal.

Experiment. There are field and laboratory.

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

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

In a strict sense, marketing research is any research activities that meets the needs of marketing. That is, marketing research involves the collection and analysis of data that is required for marketing activities. Marketing research is the beginning and logical conclusion of any cycle of the enterprise's marketing activity. Marketing research is necessary to reduce the uncertainty that always comes with making a decision. marketing solutions.

Of course, "solid" definitions from books by respected authors are much more significant than the above explanation. Therefore, for connoisseurs, we 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, businesses, public 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 aspects related to the market. However, market research should not be confused with market research. Marketing research - more general concept, which includes market research, consumer research, competitor research, and so on.

Is marketing research necessary?

Of course they are. 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, the collection of 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 to a large extent determine the success of the company in the market.

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

What does marketing research allow?

Marketing research allows:

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

Why is the importance of marketing information increasing?

In recent years, a number of factors have emerged that increase the importance of marketing information:

  • the marketing environment is changing very dynamically;
  • all more companies work in remote markets;
  • Consumers are becoming more sophisticated and discriminating.

Market participants need timely, clear and verified marketing information. Therefore, marketing research must 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 the results.

Who conducts market research?

Many large manufacturing companies have marketing departments that promote goods 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 the 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, a decision must be made carefully, having determined the objectives and scope of the planned study.

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

Introduction

Marketing is a relatively young scientific and applied discipline. The term first appeared in American economic literature in 1902. Since the middle of the 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 vast empirical material on business processes, consumer behavior and competition. A number of scientists were able to systematize and generalize the available facts. Progress in theory, practical activities in the market has given rise to a new trend in management science - marketing .

In the very general view the concept of marketing means studying the market with purpose. In marketing, which is designed to meet the needs of people, 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, the needs of people under the influence of various factors are also changing, so firms must constantly monitor market conditions in order to make a profit.

It is with the help of 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 company is losing ground to a competitor; 3) the company is going to diversify its activities; 4) the firm is preparing a new business plan; 5) any other cases where managers find it difficult to choose actions or involve significant investments.

What does marketing research provide?

They allow firms to increase their knowledge of the marketing problems they face, that is, to reduce the uncertainty in making 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, marketing research is carried out on the market, competitors, consumers, products, marketing environment, price of goods, 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. The concept, goals and objectives of marketing research

Marketing research- this is a systematic search, collection, analysis and presentation of data and information related to a 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 issues 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.

The main objectives of marketing research:

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

Monitor the implementation of marketing tasks.

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

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

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

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

Studying the characteristics of the market;

Measurements of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Studying Trends business activity;

Studying competitors' products;

Short-term forecasting;

Studying the reaction to a new product and its potential;

Long-term forecasting;

The study of price policy.

Marketing research is advisable in the following cases:

Insufficient amount of information to make 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 causes of unexpected success;

Formation of new strategic or tactical plans.

Marketing research is carried out either by our own marketing services firms, or commercial basis 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. Definition of research objectives and problem statement.

1.2. Formation of a working hypothesis.

2. Development of the research program.

2.1. Determination of the system of indicators and the need for information.

2.2. Choice of research methods and working tools.

2.3. Sample formation.

3. The process of obtaining data.

3.1. Technical organization data collection.

3.2. Data collection.

4. The process of processing and presenting data.

4.1. The process of technical data processing.

4.2. Data analysis.

4.4. Drafting 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, research can be descriptive, can be aimed at identifying cause and effect relationships (casual) or for development forecasts. This results in a hypothesis. Working hypothesis - this is a probabilistic assumption regarding the essence and ways of solving the phenomena under consideration. It allows you to set the framework and the main directions of the entire development. The working hypothesis should provide: the reliability of the scientific assumption; predictability; verifiability; the possibility of formalization, i.e. the ability to express the main assumptions not only logically, but also with the help of economic and mathematical constructions. Research program - this 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 study. It establishes a system of indicators, determines the needs for information and the proposed set of tools for obtaining it. Tool selection associated with the choice of appropriate research methods. The classification of marketing research tools is presented in the table ( see below). Finally, the research program sets the rules sampling . The choice of forms and methods of market research is related to many factors: available sources of information, breadth of coverage, etc. Depending on the level of problem statement, applied and fundamental research is distinguished.

classification

sign

 Research types
Problem Statement Level Applied Fundamental
Problem study stage search engines descriptive Explanatory
The source of information Primary (field) Secondary (office)
Frequency of holding

(special)

 Permanent
Areas of use of the results Standard (syndicated)
Coverage solid Selective
Level of measuring "accuracy" quality quantitative

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

Qualitative research has common goal– identify problems and/or explain observed phenomena. With their help, you can 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 whose appearance, perhaps, was not even originally associated with research goals. general characteristics document analysis methods are presented in Appendix No. 2.

Desk research is carried out in two stages:

1. Problem statement stage:

Formulating the marketing problem to be solved;

Decomposition of the marketing problem;

Statement of information tasks related to the solution of marketing tasks;

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

Determining the information retrieval budget.

2. Working stage:

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

Collection of information in identified secondary documents;

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

Refinement of information search directions based on the results of a preliminary analysis;

Collection of information in identified primary documents;

Formation by members working group 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 occurrence (books, brochures, catalogue, 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 the generalization of secondary documents.


The main benefits of desk research are:

The concentration of dispersed information;

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

Chapter 2 Primary Marketing Research Toolkit

2.1. Collection of primary information

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

There are three methods of 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 a study may involve mechanical or electronic means type of scanner and sensors. Removal of information takes place in natural conditions, and there is no subjective distortion of it (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 age and sex composition of visitors to shops, cultural institutions, the frequency and range of purchased goods.

2. Experiment Method. It is a research method used to quantify causal relationships. When conducting an experiment, the researcher changes one or more variable parameters and at the same time 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 of a laboratory experiment;

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

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

Field experiments are carried out directly in market conditions. Such studies include:

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 in retail space, presentations, etc.).

The undoubted advantage of this method is the possibility of minimizing 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 universal, effective and widespread research method. When conducting a survey, the interviewer addresses the respondents in order to find out facts, opinions and sentiments through direct or telephone communication, or through questionnaires. Comparative analysis characteristics of technical varieties of survey methods are provided in Appendix No. 4.

3.1. Questionnaire.This is not just a list of questions, but a very thin 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 the solution of financing issues;

Development of working hypotheses;

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

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

Selection and training of personnel for the survey;

Conducting a survey;

Processing of survey results and its analysis;

Compiling a report and presenting it to the client.

Usually, a fairly high qualification is required to compile a questionnaire. The most common mistake in questionnaires is the formulation of questions that are difficult to answer. It is very important to correctly sequence the questions.


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

Individual interview- This is a survey of experts in a particular field, which is mostly unstructured (in the form of open-ended questions). If the problem is sufficiently formalized, then the survey can take place according to closed questions for expert evaluation of 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 adjustment of 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 specialist should act as an interviewer.

Focus group is a group consisting 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). In the course of the directed discussion, the qualitative content of the problem posed is revealed. The main tasks of using focus groups:

· Generating testable hypotheses;

· Generation of information for questionnaires;

· Provision of preliminary information;

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

· Stimulation of new ideas for new product concepts;

· Interpretation of previously obtained quantitative results.

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

3.4. Post survey. A simple means of reaching out to individuals who either do not agree to a face-to-face meeting or do not want their answers to be unwittingly affected by the influence of the interviewer. The questionnaire sent by mail may contain a large number of questions. Disadvantages include unreliability postal items, violation of anonymity and a low percentage of receiving completed questionnaires.

A summary comparative description of the 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 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 continuous and selective study is distinguished.

Solid research assumes that all representatives of the general population will be included in the number of the studied. Sample study - This is one in which information is obtained from only a part of the general population. Continuous studies are rarely used, they are cumbersome and expensive. An example of a complete survey is the population census. For most marketing tasks, a sampling method is used. First, data collection is much faster. Secondly, you can get more complete information, because. there is an opportunity to delve into the 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 studies includes, first of all, two requirements - the quantitative sufficiency of data and their quality (representativeness), i.e. compliance of the sample structure with 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 an 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 laws of its functioning. Marketing analysis methods can be combined into the following groups:

Heuristic methods are techniques and methods for solving problems and deriving evidence based on taking into account the experience of solving similar problems in the past, the accumulation of experience, accounting for errors, expert knowledge, and 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 strongly 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, fully formalized)- these are rigid algorithms, economic-mathematical, statistical and similar methods.

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

A method bank is a collection modern techniques processing of information, allowing to perform arithmetic operations, graphical processing, statistical processing within the data collection and to establish the degree of their statistical reliability. The method bank should allow different methods to be combined. The marketing information analysis system is specified in Appendix No. 7.

Compilation and publication of the final report. Upon completion of the stage of processing and analysis of information, it is necessary to reflect the results obtained in the final report. A standard study 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 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 for presenting information;

5) Questionnaires, scenarios of experiments and focus groups, a form for conducting market observation, etc. can be presented in the annex to the report.

Presentation of the information received . This is a written summary of the results. Its volume directly depends on the scope 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 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, review or article for publication in scientific journals or in the media.

3.1. Typical areas of marketing research

Directions of marketing research are determined by a 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 combination of markets to obtain information about the potential, market capacity, characteristics competitive environment, prices. The trends of business activity and the distribution of market shares between competing enterprises are studied.

Markets for goods and services as a whole, as well as local and regional markets for specific goods and services are being researched. Objects market research are trends and market development processes, 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 situation, opportunities and risks are also being studied.

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 a competitive policy in the market and the possibility of entering new markets are determined, the choice of target markets and market niches is carried out.

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 in 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 obtain 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 competitors' marketing tools, material, financial, labor potential, and the organization of business management are studied.

3. Consumer Research allows you 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, the classification of consumers in the market is developed and the 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 a mistake when choosing a target market. For example, in a small town, an entrepreneur decides to open a high-end dry cleaners. In consumer research, it turned out that this service is too expensive for local residents, and they prefer to do laundry at home. This study prevented the firm from going bankrupt. 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 firm structure of the market is a study carried out in order to obtain information about possible intermediaries through which the company will be able to "presence" in the selected markets. The object of the study is commercial, trade and other intermediaries, transport-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 the determination of the compliance of technical and economic indicators and the 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 get information about what the consumer wants to have, what consumer parameters he most appreciates. Objects of study - consumer properties analogues and competitors, consumer reaction to new products, product range, packaging, level of service, product compliance with legal norms and rules, prospective consumer requirements. The research results enable the company to develop its own range of products, determine the direction of activity depending on the various stages of the product life cycle.

5.1. Study of the macro environment - study of legislative restrictions on activities, economic conditions, socio-cultural changes, demographic trends, environmental problems.

5.2. Study of the internal environment - study of production and marketing 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 production of goods, the current level of prices for the goods, the possibilities of increasing profits. The objects of study are the costs of development, production and marketing of goods, the impact of competition from other enterprises and analogue goods, the behavior and reaction of consumers regarding the price of goods.

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

8. Study 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, increase the credibility of the commodity producer, and 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 Market 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 goods and firms.

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

Segment- This 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 that has distinctive characteristics.

market niche- This is the segment of consumers to whom the product produced by this enterprise is best suited to meet the needs.

market window- this is a segment of consumers unoccupied 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 the purposes of segmentation, methods of sequential groupings or multidimensional classification are used.

The grouping method consists in the 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. Via this method the task of typification is solved with the simultaneous use of demographic, socio-economic and psychophysical indicators.

3.2.2. Marketing mix development . Marketing activities in the process of demand formation involves the impact on 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 involves the joint efforts of product policy.

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

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

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

Marketing policy is the activity of physical and commercial distribution of goods, determining the strategy for reaching 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 of the enterprise among consumers, i.e. creating his image.

3.2.3. Competitiveness of goods and firms. When developing competitive products, commodity producers should be guided by an assessment of all market factors based on a study of customer needs and market requirements. The manufacturer must characterize the forecasted need as accurately as possible in order to make his product 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 costs of the consumer for the purchase and use of the product.

Competitiveness includes three main components.

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

An example of a marketing research conducted by AKEU by Markon for the largest car manufacturing 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 for assessing the competitiveness of the tractor, 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 not competitive, which saved the plant's funds for continued development and implementation. Recommendations were given on changing the technical and economic parameters of the model in order to ensure its competitiveness, data on the expected demand for various models of this type of product were presented.

Conclusion

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

A clear focus on their comparative advantages in the market of goods and services, their relentless search both within 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, and approaches to developing an economic strategy. One of the important points is marketing research. The results of the study 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 not in the current information array. Marketing research process management involves: setting marketing research objectives, research program planning, its implementation, monitoring and analysis of results, preparation of an analytical report.

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

List of used literature:

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

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

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

4. Glushenko VV Management. System fundamentals. - M .: NPTs Wings, 1996.

5. Zavyalov L., Demidov D. The 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. Basic course: Textbook for universities. - M.: INFRA-M, 1997. - 608 pages.

8. Fatkhutdinov R.A. Strategic Marketing. M.: CJSC "Business School INTEL-SINTEZ", 2000. - 640 pages.

9. Dixon P.R. Marketing management. Per. from English. M.: CJSC "Publishing house BINOM", 1998. - 560 pages.


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

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

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

There is no unified classification system for marketing research, since there are many features that determine the presence of at least several ways to carry it out.

Depending on what sign 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 in the market, explaining the reasons for the failure of a strategic or tactical plan, reducing the uncertainty of the management decision-making process.

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

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

Exploratory research - is a marketing research conducted to collect preliminary information necessary for a more complete definition of problems and put forward proposals (hypotheses). Precedes all other types of research.

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

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

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

casual research- marketing research conducted to test hypotheses regarding the cause-and-effect relationships of marketing with factors in 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 such as factor analysis.

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

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

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

Depending on the study plan allocate exploratory 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 a marketing research necessary to determine, evaluate and select the best option actions that can be used in this situation. When conducting the final study, methods of surveys, observations, experiments, etc. are used.

Depending on the data collection method 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 study the inclinations, moods, and motivations of consumers. Qualitative research seeks a deeper understanding of the individual consumer and uses words rather than numbers to interpret the data.

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

Quantitative research is a marketing research based on the collection of information and its provision in a quantitative form, using statistical analysis procedures.

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

Depending on how information is obtained Marketing research is divided into desk and field research.

desk research (desk study) 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 study of the latter is carried out on the basis of official printed sources of information.

Field study- this is a marketing research designed to collect primary data and requires 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 Study is a marketing research, repeated after a certain period of time. Periodic studies include panel studies that are conducted with a group of the same respondents, and tracking studies that cover a new group of respondents each time.

Continuous research- This is a marketing research conducted on an ongoing basis. In continuous research, panel and tracking research methods are also used.

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

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

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

Custom research- This is a marketing research, usually paid for by one customer.

Omnibus study is a marketing research that is paid for by a group of customers. The initiator of such a study may be an industry association or a research company offering its regular customers team up for mutually beneficial cost savings.

In recent years, new methods of marketing research have appeared, which are actively used by market participants. According to 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 surveys, analysis social networks, text analytics, and big data analytics (Figure 3.2) .

Rice. 3.2.

- use; - consider using

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, both in the field of market research and in other areas. 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 may be useful to the company if we are talking about a specific entity, the population and market of which needs to be studied.
  • Universities and Colleges - Some university research on market processes, sociology, and so on can provide a lot of useful information to an enterprise.
  • The Internet - it is the most widely used source for secondary research, but has one significant drawback - contains many untrustworthy sources with incomplete or inaccurate information.
  • Competitor data - often companies use information about competing enterprises, collected both independently and through other firms.

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

Such as the:

  • Conducting secondary research only

    Many companies limit themselves 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 a lot of time. Secondary research can provide, 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 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 must be strictly dosed, and the sources checked for reliability.

  • limited perception

    People see what they want to see. But when it comes to marketing research, the company that runs the business shouldn't allow itself "tunnel vision." Often, business leaders, having some idea in their head, literally "close" themselves in it, not wanting to see what is beyond it.

 

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