Not included in marketing research. Encyclopedia of Marketing. Marketing research methods

Various companies organize the performance of the function of conducting marketing research in different ways. Some have a dedicated marketing research department, others have only one specialist responsible for marketing research. There are firms whose structure does not formally reflect the function of marketing research.

The marketing research process includes the following steps:

definition of the problem and objectives of the study;

development of a research plan;

implementation of the research plan;

data collection;

data analysis.

The first step is to determine the need for marketing research. To do this, all organizations must continuously monitor their external environments. Information coming from external environment, allows management to assess whether the results are consistent with their current activities planned goals; whether the adopted laws had an impact on the purchasing power of consumers, on the activities of enterprises in the industry; whether there have been changes in the value system of consumers and their lifestyle; whether new strategies were used by competitors.

Identifying the problem is the next step in marketing research. A clear, concise statement of the problem is the key to successful marketing research. Often, the clients of marketing firms themselves do not know their problems. They state that sales are falling, market share is decreasing, but these are only symptoms, and it is important to identify the causes of their manifestation.

To define the problem, a working hypothesis must be formulated. A working hypothesis is a probabilistic assumption about the nature of the phenomena under consideration and ways to solve the problem. In other words, a problem to be solved is transformed into a problem to be investigated.

The following methods are used to generate a working hypothesis:

Logical methods for generating a working hypothesis - finding out the totality of the elements of a problem situation, that is, dividing the original problem into sub-problems and a separate analysis of each part. The general solution is found by combining the quotients. Logical methods include: method control questions(the formulation of all possible questions related to the problem being solved, and the search for answers to them); morphological method (construction of various combinations of the main structural elements of the problem under consideration); decision tree method (building a logical chain of sequential actions according to the principle "each action is a consequence of the previous one"); the method of logical-semantic modeling of the problem (a comprehensive method that allows you to conduct a comprehensive analysis of the problem situation, form the main hypotheses, goals and objectives of marketing research to select the most important methods for collecting primary information)

Intuitive and creative methods of forming a working hypothesis do not divide the analyzed problem into separate elements with a combination of partial solutions, but consider the problem as a whole: the method of analogies (the formation of a WG on the problem raised is carried out on the basis of an analysis of a certain situation that has already taken place to be similar in the past. which has arisen at the moment); brainstorming method.

The objectives of marketing research are derived from the identified problems, the achievement of these objectives allows you to obtain the information necessary to solve these problems. Based on this, the goals of marketing research can be of the following nature:

• 1. Intelligence - aimed at collecting preliminary information, designed to more accurately identify problems and test hypotheses.
• 2. Descriptive (descriptive) - consists in a simple description of certain aspects of a real marketing situation.
• 3. Casual - aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.

The choice of marketing research methods is the initial stage in developing a marketing research plan. First, you need to familiarize yourself with the individual methods that can be used in collecting and analyzing marketing information. Then, taking into account the resource possibilities, the most appropriate set of these methods is selected.

E.P. Golubkov distinguishes the following classes of marketing research methods:

methods of document analysis;

consumer survey methods;

methods of expert assessments;

experimental methods;

economic and mathematical methods.

In the work of J.J. Lamben's "Strategic Marketing" research methods are divided according to the type of project used (search, descriptive or casual), but this division does not give an unambiguous classification of marketing research methods. Research methods are also classified into qualitative and quantitative [Aaker].

Summarizing the methods of marketing research used, there are three ways to study the object of research:

• · Empirical methods;
• · Expert methods;
• · Methods of modeling.

Empirical methods are based on the study of real objects. To collect information directly from the object of research, there is a group of field methods using a variety of procedures for conducting observations, interviews and experiments. You can also use a documentary description of the object of research, using desk methods for collecting primary information.

Expert research methods - collecting opinions about the object of research from experts in a particular field.

Modeling methods are based on mathematical modeling of the studied objects in order to predict the future state, optimize decisions, establish cause-and-effect relationships. [Bozhuk]

The most important stage in developing a marketing research plan is planning and sampling. A sample is a group of research objects that is a carrier of the characteristics of all units of the general population, for example, a group of consumers representing the interest and tastes of the entire market. The sampling procedure includes the following steps:

• · Selection of objects of the general population;
• · Choice of survey method;
• · Determination of the sampling procedure;
• · Establishment of the sample size.

When forming the sample, probabilistic (random) and improbable (non-random) methods are used.

If all units of the sample have a known chance (probability) of being included in the sample, then the sample is called probabilistic. If this probability is unknown, then the sample is called improbable.

Probabilistic methods include: simple random sampling, systematic sampling, cluster sampling and stratified sampling.

The most commonly used methods for determining the sample size are:

• · An arbitrary method (5-10% of the general population);
• · Statistical method (calculated version, tabular and graphical);
• · Empirical (the sample is considered sufficient when all new information makes only minor changes);
• · Costly methodology.

Once you've developed your marketing plan, you can start collecting data. There are at least three alternative approaches to data collection: do it yourself, do it by creating a dedicated team, or by hiring commercial companies specializing in data collection.

In the first case, employees of the marketing department of the organization collect data on their own, say, through interviews. Obviously, in this case, it is necessary to have a sufficiently deployed staff. Conducting data collection on a large scale, for example, on a national scale, is very problematic.

The ad hoc team is usually staffed with less qualified specialists, such as students, to conduct telephone or face-to-face interviews. In this case, it is necessary to conduct several training sessions with the interviewers. It is necessary to control the quality of the information collected (are the questionnaires filled out by the interviewer himself?), Motivation of the interviewers' work.

In recent years, in our country and abroad, both small and large firms are increasingly resorting to the services of specialized companies that carry out marketing research on commercial basis.

The advantages of engaging such companies in marketing research include the following:

Extensive experience in conducting such research. For example, at a certain supermarket, over the years, the company has conducted a customer survey or it regularly conducts a public opinion poll. Such companies usually have highly qualified personnel. Data collection is usually carried out by trained interviewers who are employed by the company.

Availability of classes, equipped with modern technical and electronic means, for training interviewers practically in real conditions.

The speed of research, even if the marketing company is thousands of kilometers away from the respondents.

Quality control as a standard procedure in the data collection process. There are various techniques for checking the integrity of interviewers and the quality of the information they collect. For example, by establishing secondary contacts with previously attracted respondents.

However, the cost of marketing campaigns is three to five times the cost of the other two data collection approaches. Therefore, it must be compared with the quality and reliability of the information received.

Data analysis begins with the translation of data into meaningful information and includes their introduction into a computer, error checking, coding, and presentation in matrix form (tabulation). Usually, the coded raw data are presented in the form of a matrix, the columns of which contain the answers to various questions of the questionnaire, and the rows - the respondents or the studied situations. All this is called transforming the original data.

There are five main types of statistical analysis used in marketing research: descriptive analysis, inference analysis, difference analysis, link analysis and predictive analysis.

Descriptive analysis is based on the use of two groups of statistical measures. The first includes measures of "central trend", or measures that describe a typical respondent or a typical response (mean, fashion, median). The second one includes measures of variation, or measures that describe the degree of similarity or dissimilarity of respondents or responses with “typical” respondents or responses (frequency distribution, range of variation and standard deviation).

There are other descriptive measures, for example, measures of asymmetry (how much the found distribution curves differ from the normal distribution curves). However, they are not used as often as the aforementioned ones and are not of particular interest to the customer.

The marketing research results are described in the final report. When preparing the final report, it is recommended to divide it into three parts: introductory, main and final.

The introductory part includes an opening page, a title page, a research agreement, a memorandum, a table of contents, a list of illustrations and an annotation.

The main purpose of the memorandum is to orientate the reader to the studied problem and to create a positive image of the report. The memo has a personal and slightly informal style. It briefly talks about the nature of the study and the performers, comments on the results of the study, and makes suggestions for further research. The volume of the memorandum is one page.

The abstract is focused primarily on managers who are not interested in the detailed results of the study. It is sometimes referred to as the "General's Report". In addition, the annotation should tune the reader to perceive the main content of the report. It should describe: the subject of the study, the range of issues considered, the research methodology, the main conclusions and recommendations. The volume of the annotation is no more than one page.

The main part of the report consists of an introduction, a description of the research methodology, a discussion of the results obtained, a statement of limitations, as well as conclusions and recommendations.

The introduction directs the reader to familiarize himself with the results of the report. It contains common goal the report and the purpose of the study, the relevance of its conduct.

The methodological section describes with the necessary degree of detail: who or what was the object of the study, the methods used. Additional Information placed in the application. References to the authors and sources of the methods used are provided. The reader should understand how the data was collected and processed, why the chosen method was used and not other methods.

The main section of the report is the section describing the results obtained. It is recommended to structure its content around the objectives of the research. Often, the logic of this section is determined by the structure of the questionnaire, since the questions are presented in a certain logical sequence.

Since problems that have arisen during the research should not be masked, a “Research Limitations” section is usually included in the final report. This section determines the degree of influence of restrictions (lack of time, money and technical means, insufficient qualification of personnel, etc.) on the results obtained. For example, these limitations may have affected the sampling of only a limited number of regions. Consequently, the results obtained should be carried across the whole country with great caution, or it should not be done at all.

The conclusions are based on the results of the study. Recommendations are suggestions about what action to take based on the findings. Implementation of the recommendations may involve the use of knowledge that goes beyond the results obtained.

The final part contains appendices containing additional information necessary for a deeper understanding of the results obtained.

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. The intensive development of the theory and practice of management led to the accumulation of a huge empirical material about business processes, consumer behavior and competition. A number of scientists were able to systematize and generalize the available facts. Progress in theory and practice in the market gave rise to a new trend in the science of management - marketing .

In the very general view 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 that are able to satisfy them gain advantages. But the market is constantly changing, the needs of people under the influence of various factors also change, so firms, in order to make a profit, must constantly monitor the market conditions.

It is through 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 when: 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 enable firms to increase their knowledge of the marketing challenges they face, that is, to reduce the uncertainty in making marketing solutions... 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. Usually the market, competitors, consumers, goods, marketing environment, price of goods, promotion of goods are subjected to marketing research. Marketing research results in developments that are used in the selection and implementation of marketing strategies and tactics.

Chapter I ... The essence of marketing research

1.1. Concept, goals and objectives of marketing research

Marketing research Is a systematic search, collection, analysis and presentation of data and information related to the specific market situation that the company had to face. Marketing research can also be defined as the systematic collection, recording and analysis of data on marketing and marketing problems in order to improve the quality of decision-making and control procedures in the marketing environment. There 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 simulate patterns and trends in the development of the market, assess the market situation, determine the market capacity and forecast demand.

At the micro level, estimates 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:

Study of the characteristics of the market;

Measurement of potential market opportunities;

Analysis of the distribution of market shares between firms;

Sales analysis;

Studying trends business activity;

Study of competitors' products;

Short-term forecasting;

Studying the reaction to a new product and its potential;

Long-term forecasting;

Study of pricing policy.

Marketing research is advisable in the following cases:

Insufficient amount of information for making a decision;

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

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

Exploring the reasons for unexpected success;

Formation of new strategic or tactical ideas.

Marketing research is carried out either by 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 data collection.

3.2. Data collection.

4. The process of processing and presenting data.

4.1. The process of technical data processing.

4.2. Data analysis.

4.4. Design and presentation of reports.

5. Checking the adequacy of the results and conclusions.

Let's consider in more detail the process of organizing marketing research. Any research begins with a definition goals ... Objectives can be both strategic and tactical, and the depth of the proposed research depends on their type. Depending on the goals set, research can be 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 with the help of economic and mathematical constructions. Research program Is a plan that must be followed in order to answer the questions posed in the study, linking the time, material and other resources allocated to the conduct of the study. It establishes a scorecard, identifies information needs and the intended set of tools for obtaining it. Choice of tools associated with the selection of suitable research methods. The classification of marketing research tools is presented in the table ( see below in the text). Finally, the research agenda sets the rules sampling ... The choice of forms and methods of market research is associated with many factors: available sources of information, breadth of coverage, etc. Applied and fundamental research differ depending on the level of the problem statement.

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

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

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

1.3. Desk marketing research

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

Desk research is carried out in two stages:

1. Problem statement stage:

Formulation of the marketing problem to be solved;

Decomposition of the marketing problem;

Setting informational tasks related to the solution of marketing tasks;

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

Determining the budget for information retrieval.

2. Working stage:

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

Collection of information in identified secondary documents;

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

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

Collection of information in the identified primary documents;

Member formation working group private reports on informational tasks;

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

Analysis of the collected information;

Preparation of an information report on the problem under study.

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

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

Secondary document - 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 the use of information (abstracting, multidimensional search: systematic, author's, subject; special indexes).

Chapter 2. Primary marketing research tools

2.1. Collection of primary information

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

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

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

2. Experimental method... This 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 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 buyer's gaze when viewing an object (packaging, storefront, etc.).

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

Test 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 in large-scale actions in the market. The disadvantages include the high cost of research and the designation of the direction of their actions in front of competitors.

3. Poll. The most versatile, effective and widespread research method. When conducting a survey, the interviewer turns to the respondents in order to find out facts, opinions and moods through direct or telephone communication, or using questionnaires. Comparative analysis characteristics of technical varieties of survey methods are 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 stages:

Determining the purpose of the survey;

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

Development of working hypotheses;

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

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

Selection and training of personnel for the survey;

Conducting a survey;

Processing of survey results and its analysis;

Drawing up a report and submitting it to the customer.

Usually, a sufficiently high qualification is required to draw up a questionnaire. The most common mistakes encountered in questionnaires is the formulation of questions that are difficult to answer. It is very important to 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 on the market, it is necessary to outline the range of the most significant issues. This task can be dealt with by conducting an individual or group interview (focus group).

Individual interview Is a survey of experts in a particular 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 assessment 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 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 scripts should be based on branched marketing models, and a qualified interviewer should be a qualified person.

Focus group- This is 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 ​​new concepts in the field of production;

· Stimulating new ideas for new product concepts;

· Interpretation of previously obtained quantitative results.

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

3.4. Mail Poll... A simple means of reaching contact with individuals who either do not agree to a face-to-face meeting or do not want their answers 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 problem of sampling is related to the need to obtain the required marketing information in the most economical way. Accordingly, depending on the coverage of information sources, one can distinguish between continuous and sample research.

Continuous research assumes that all representatives of the general population will be included in the number of the studied. Sample survey - it is one in which information is obtained from only a subset of the 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 set of factors that ensure the reliability of the study is presented in fig. 1 Reliability in sample studies includes, first of all, two requirements - the quantitative sufficiency of the data and their quality (representativeness), i.e. correspondence of the sample structure to the structure of the general population.

Fig. 1. Factors ensuring the credibility 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 - a set of procedures allowing to draw 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 are 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 Are flexible, iterative algorithms and procedures, which at certain stages may even include human intervention. Formalized (strongly, rigidly, fully formalized)- these are rigid algorithms, economic and mathematical, statistical and similar methods.

Combined methods are methods 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.

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

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

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

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

5) 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 standard form... There are the following types of information presentation: tabular view, graphical view, matrices, information scales.

Marketing research results 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

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 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. Objects 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 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 the marketing funds of competitors, material, financial, labor potential, and the organization of activity management are studied.

3. Consumer research allows you to identify the incentive factors that are guided by the buyer when choosing a product. The objects are individual consumers, families, households, 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 mistaken when choosing your target market. For example, in a small town, an entrepreneur decides to open a top-class dry cleaner. In a consumer survey, it turned out that this service is too expensive for local residents, and they prefer to wash at home. This study prevented business ruin. Thus, it is important to assess demand - the willingness and ability of consumers to buy a product or service at a certain time in a certain place.

4. Research of the brand structure of the market Is a study carried out in order to obtain 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 and 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 requests and requirements of buyers, an analysis of their competitiveness. It allows you to get information about what the consumer wants to have, what consumer parameters he values ​​most of all. Research objects - consumer properties of analogue goods and competing goods, consumer reaction to new goods, product range, packaging, level of service, compliance of products with legislative norms and rules, prospective consumer requirements. The research results enable the company to develop its own range of products, to determine the direction of activity depending on the various stages of the product's life cycle.

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

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

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

7. Research of commodity circulation and sales Is a study aimed at determining the most effective ways, means and means of bringing 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 characteristics of the activities of various types of wholesale and retail trade enterprises, identification of their strengths and weaknesses, the nature of the existing relationships with manufacturers. The result of the study will be to determine the possibility of increasing the turnover of the enterprise, to optimize inventory, to develop criteria for choosing effective distribution channels, 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 consumers this market into separate groups, each of which makes its own specific demand in the market. The main task in the process of segmenting is the selection of such signs of division of consumers, which reflect the expected directions of the formation of demand for goods and services.

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

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

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

MARKET SEGMENTATION METHODS

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

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

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

The multivariate classification method is based on the assumption that consumers should be similar to each other in a number of ways. By 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 involves the impact on the external environment using tools such as a product, its price, distribution and promotion system. Together, the tools make up the marketing mix. The activity of managing the properties of an object is called a policy.

Policy is a set of forms, tasks and content of activities related to the management of a specific object. The formation of the properties of a product presupposes the joint efforts of a 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 life cycle and the competitiveness of the product by creating new or updating existing products, managing the 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 pricing methods and strategies, as well as ways of varying them using a system of discounts, taking into account the terms of delivery and lending.

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 focus on the assessment of all market factors based on the study of customer needs and market requirements. The manufacturer must define the characteristics of the predicted demand as accurately as possible in order to make its products competitive.

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

Competitiveness has three main components.

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

An example of a marketing 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 for entering 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 continued development and implementation. Recommendations were given on changing the technical and economic parameters of the model in order to ensure its competitiveness, data on the expected demand for various models of this type of product were presented.

Conclusion

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

A clear focus on one's comparative advantages in the market of goods and services, tireless search for them 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, approaches to the development of economic strategy. One of the important points is marketing research. The research results are an essential guide for the firm. With their help, you can prevent the collapse of the company and develop a strategic plan.

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

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

List of used literature:

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

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

3. Nemchin A.M., Minaev D.V., Marketing. 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 .: ZAO Business School INTEL-SINTEZ, 2000. - 640 pages.

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

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

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

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

Marketing research in schemes Zavyalov P.S. Fragment of a chapter from the book "Marketing in diagrams, figures, tables" Publishing House "INFRA-M", 2007 Carrying out marketing research is the most important component of the analytical function of marketing. The absence of such studies is fraught with the most unfavorable consequences for the manufacturing company. Marketing research implies the systematic collection, processing and analysis of data on those aspects of the company's marketing activities, within the framework of which certain decisions should be made, as well as an analysis of the components of the external environment that affect marketing activities firms. However, the main attention in marketing research is paid to market aspects: assessing the state and trends (conjuncture) of market development, researching consumer behavior, analyzing the activities of competitors, suppliers, intermediaries, studying the marketing mix, including managing the product range, pricing and developing a price strategy, forming sales channels products and targeted use of incentives.

Foreign firms most often conduct marketing research in the following areas: determining the potential of the market and studying its characteristics, analyzing the problems of selling products and business trends, studying competitors' products, studying the market reaction to a new product, studying price policies, determining the share and territory of sale of goods , forecasting the parameters of the market development. Carrying out marketing research and making thoughtful marketing decisions based on their results suggests the need to highlight the macro- and micro-environment of marketing as an object of research. The macro environment is, as mentioned in Chapter 1, that part of a firm's marketing environment that it cannot control and regulate; because of this, the firm must adapt its marketing policy to the elements of the macroenvironment: demographic, economic, social, political, scientific and technical, natural factors affecting the market and through it - directly to the firm.

The marketing microenvironment is part of the marketing environment that includes physical and legal entities(consumers, suppliers, intermediaries, competitors), as well as market factors that directly affect the marketing activities of the company. A firm can influence the elements of the microenvironment based on its goals and objectives, and under certain conditions, exercise limited control over them. In contrast to the external uncontrolled environment, the internal (intrafirm) environment is controlled by the firm, i.e. its managers and marketing staff. The decisions made by the top management of the firm relate to the area of ​​its activities, the overall goals of the firm, the role of marketing and other entrepreneurial activities, and corporate culture. The factors determined by marketing are the choice of target markets, marketing objectives, marketing organization, marketing structures, management of this activity. Purposefulness in conducting marketing research, and most importantly, the degree of practical use of their results, mainly depends on the availability of a well-thought-out marketing strategy firms, marketing programs - this allows you to outline not only clear goals, but also the necessary funds for a specified period and methods of achieving them.

Under such conditions, there is not only a constant need to study the most acute and pressing problems, but also the sequence, depth and scale of their study are predetermined, and, consequently, the need for the appropriate personnel of researchers and analysts, material and financial resources. Available overseas and Russian experience suggests that the most expensive marketing research is incomparable with the size of the waste and overhead that occurs as a result of ill-considered entry to the market with products that only partially meet its requirements or not at all, entering the wrong markets and at the wrong time. Accumulating experience market activities Russian producers shows that without marketing research, it is currently impossible to correctly solve the problem of sales not only in the external, but also in the domestic market.

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

The management of any manufacturing enterprise, based on the market situation, the nature of the goals and tasks to be solved, the given strategy of action, is forced to decide which marketing research and in what sequence to conduct, which human and financial resources to use, what can be done on its own, which research is more profitable to order external performers, etc. To save human and financial resources and at the same time get the best results from marketing research, you need a conceptual vision of this problem for the future. The development of such a concept will make it possible not only to clarify the entire problem of the marketing research of a company in all its complexity and multidimensionality, which is important, but also, more importantly, to outline ways to solve it in the most rational way. The development scheme of such a concept is shown in Fig. 3.2. Rice. 3.1. Basic principles of marketing research When conducting complex and large-scale marketing research, it is advisable to develop a research concept, giving in it a detailed definition of the problem, ways and means of solving it most effective way... On the basis of such a concept, it is possible to develop a research project, a method for its implementation, formulate tasks, collect, process and analyze information, prepare proposals and recommendations. In fig. 3.3, 3.4 and 3.5 show the process of conducting marketing research in its various manifestations. Rice. 3.2. The structure and sequence of the marketing research process (See: E.I. Golubkov "Marketing: strategies, plans, structures." - M., 1995.)
Rice. 3.3. Marketing research concept
Rice. 3.4. Marketing research process Rice. 3.5. Typical scheme of a phased marketing research 3.2. Marketing research methods and procedures Marketing research methods are inextricably linked with the methodological foundations of marketing, which, in turn, are based on general scientific, analytical and predictive methods, as well as methodological approaches and techniques borrowed from many areas of knowledge (Fig. 3.6). Research methods in marketing are conditioned by the necessity and obligation of systematic and complex analysis of any market situation, any of its constituent components associated with the most diverse factors.

The specified principles of consistency and complexity when conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, not only information about the state of the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company are taken into account - only then the conducted research is of a marketing nature; otherwise, it is just research of the market, competitors, innovation factors, etc. According to the International Code of Practice for Marketing Research (adopted by the International Chamber of Commerce and the ESP MAP in 1974), marketing research should be carried out in accordance with generally accepted principles of fair competition, as well as in accordance with standards based on generally accepted scientific foundations.

Based on this provision, the researcher should:

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

As for the actual methods, rules and procedures of marketing research, taking into account the above schemes and tables (Fig. 3.6-3.13 and Tables 3.1-3.4), the following should be noted. Methods for selecting populations of research objects provide for the solution of three main problems: the selection of the general population, the determination of the sampling method and the determination of the sample size. General population(HS) should be limited because full research is usually very expensive and often impossible. In addition, sample analysis can be even more accurate (due to a decrease in systematic errors). Sample(Figure 3.10) is done in such a way as to represent a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS.

The collection of data is usually accompanied by errors - random and systematic. Random errors appear only in sample research; since they do not bias the sample characteristics in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate selection of HS, sampling shortcomings, errors in the development of questionnaires, counting errors, insincerity of the respondents). Data acquisition methods. Methods of obtaining data in marketing include polling, observation, automatic data registration (Table 3.2). The choice of the method depends on the goal, the trait under study and the carrier of this trait (person, object). A poll is finding out the positions of people or getting help from them on a specific issue. In marketing, a survey is the most common and most important form of data collection - either orally or in writing. Oral and telephone interviews are called interviews. With a written survey, participants receive questionnaires, which they fill out and send to their destination.

Observation is a way of obtaining information that:

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

Benefits of observation versus polling:

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

Possible disadvantages of observation:

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

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

Essential signs of the experiment:

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

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

Because of this, a one-time market study, for example, when selling a product, is clearly not enough. The necessary information can be obtained by repeatedly polling a group of customers of interest at specified intervals, or by observing sales in a specific group of stores. This method of market research is called the "panel" (Fig. 3.12). Data analysis. Statistical methods of data analysis are used to compact them, identify relationships, dependencies and structures.

Their classification is carried out according to the following criteria:

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

Descriptive one-factor methods are:

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

Inductive univariate methods are designed to verify that the characteristics of the sample correspond to the characteristics of the HM. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of the HM, and nonparametric, designed to test hypotheses about the HM distribution. This method is used to formulate hypotheses, select a test, establish the level of significance, determine the critical level of the tested characteristic according to the table, calculate the real value of the test, compare and interpret. Two- and multivariate methods for analyzing dependencies help to determine what is the connection between the price reduction and the sale of the product, whether there is a connection between the nationality of a person and the choice of the style of shoes, etc.

Regression analysis- statistical method of data analysis when determining the dependence of one variable on one (simple regression) or several (multivariate regression) independent variables. Analysis of variance designed to test the degree of influence of changes in independent variables on the dependent. Discriminant Analysis allows you to separate predefined groups of objects using a combination of independent variables and thereby explain the differences between groups. The method also makes it possible to assign a new object to a specific group based on its characteristics. Factor analysis is intended to investigate the relationships between variables in order to reduce the number of influencing factors to the most significant.

Cluster Analysis allows you to divide a set of objects into separate relatively homogeneous groups. Multidimensional scaling makes it possible to obtain a spatial display of the relationships that exist between objects. The possibility of using one or another type of analysis depends on the level of scaling of the independent and dependent variables. The choice of a particular method is determined not only by the nature and direction of the relationships between the variables, the level of scaling, but mainly by the problem being solved. Table 3.4 shows what methods can be used to solve typical problems of marketing research.
Rice. 3.6. The system of research methods in marketing See: B.A. Soloviev. "Marketing". - M., 1993. Rice. 3.7. Types of marketing research corresponding to the main areas of the firm's activities
Rice. 3.8. Collection of primary information for marketing research

Table 3.1. Types of Marketing Research Conducted by American Firms (1983;%)
Research type	Share of consumer goods manufacturers spending given view research (143 surveyed)	Share of manufacturers of industrial products conducting this type of research (124 surveyed)
Short-term (up to 1 year) forecasting
Long-term (more than 1 year) forecasting
Measuring market potential
Sales analysis
Perception new products and its potential
Examining packaging: design or physical characteristics
Study of distribution channels
Examining Sales Costs
Using discounts, coupons, samples, special offers while promoting
Pricing Analysis
Analysis of the nature of the impact on the environment
Analysis of the effectiveness of advertising

Table 3.2. Methods of collecting information in marketing
Method	Definition	Forms	Economic example	Benefits and challenges
1. Primary research	Collecting data when it occurs
Observation	Systematic coverage of the circumstances perceived by the senses without affecting the object of observation	Field and laboratory, personal, with the participation of the observer and without his participation	Observing consumer behavior in a store or in front of shop windows	It is often more objective and more accurate than a survey. Many facts defy observation. Costs are high
Interview	Survey of market participants and experts	Written, oral, telephone	Collecting data on consumer habits, researching the image of brands and firms, researching motivation	Investigation of unperceivable circumstances (eg motives), reliability of the interview. Influence of the interviewer, representativeness of the sample
Panel	Repeated collection of data from the same group at regular intervals	Trade, consumer	Continuous tracking of trade stocks in a group of stores	Identifying development over time
Experiment	Study of the influence of one factor on another while simultaneously controlling extraneous factors	Field, laboratory	Market test, product research, advertising research	Possibility of separate observation of the influence of variables. Situation control, realistic conditions. Waste of time and money
2. Secondary research	Processing already existing data		Market share analysis using accounting data and external statistics	Low costs, quickness. Incomplete and outdated data

Rice. 3.9. Advantages and disadvantages of the collected raw data

Table 3.3. Advantages and disadvantages of questioning by phone, mail and in person with the interviewee
Criterion	Telephone	mail	Personal meeting
Accuracy of information
Time factor
Organizational complexity
Expenses
Possible questionnaire length
Flexibility
Adaptability to the personality of the respondent
Other requirements	· When planning your interview, consider the amount of time it takes to dial a phone number. · Consider using interviewers' home telephones.	· Simple form question. · Detailed printed instructions. · Lack of open questions. · Encouraging the respondent with some souvenir enclosed in the letter.	· As a rule, requires detailed knowledge of the discussed issue / industry specifics from the interviewer. · Convenient opportunity to use various visual aids.

- a clear drawback

— clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Sample types

Explanation for fig. 3.10.

The following sampling methods are non-random:

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

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

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

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

The following types of sampling are random:

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

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

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

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

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

Rice. 3.12. Panel views

Explanation for fig. 3.12.

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

The main features of the panel:

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

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

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

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

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

Table 3.4. Application areas of analysis methods
Method	Typical formulation of the question
Regression analysis	1. How will the sales volume change if advertising costs are reduced by ...%? 2. What will be the price of the product next year? 3. How does the volume of investments in the automotive industry affect the demand for steel (non-ferrous metals, etc.)?
Analysis of variance	1. Does the type of packaging affect the size of sales? 2. Does color affect advertisements on its memorability? 3. Does the choice of the form of marketing affect the amount of sales?
Discriminant Analysis	1. On what grounds can you define smokers and nonsmokers? 2. What are the most essential criteria to identify successful salespeople and unsuccessful ones? 3. Can the age, income, education of a person be considered a sufficient basis for issuing a loan?
Factor analysis	1. Is it possible to reduce the many factors that car buyers believe are important to a small number? 2. How can you characterize different brands of cars taking into account these factors?
Cluster Analysis	1. Is it possible to divide clients into groups according to their needs? 2. Are there different categories of newspaper readers? 3. Can voters be classified in terms of their interest in politics?
Multidimensional scaling	1. To what extent does the product correspond to the consumers' idea of ​​the ideal product? 2. What is the image of the consumer? 3. Has the attitude of consumers to the product changed over a certain period?

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 vast 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 to only 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 the use of secondary sources can be beneficial and significantly save time. 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 “lock themselves in” in it, not wanting to see what is outside of it.

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

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

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

This work is very relevant, because the use of marketing research in the modern market is not only useful, but simply necessary for the successful conduct of business and the competitiveness of the company. Depending on goals and volumes. The funds allocated for this the company can choose any of the options for maintaining this direction work: have your own marketing department at the firm, constantly use the services of analytical firms to conduct research and market monitoring in various areas, order separate one-time studies, etc.

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

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

Stages of marketing research:

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

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

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

They are usually task-oriented. For their implementation, a special group is created, which, along with the employees of the enterprise, may include invited specialists. The composition of the groups depends on the nature and scope of the problem being solved.

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

Since marketing research must be economically efficient, it must be well planned and organized. Despite the variety of types of conducted marketing research, all of them are based on a common methodology that determines the order of implementation.

This can be facilitated by the following actions (research stages):

1. Identification of problems and formulation of research objectives

A correctly identified problem and a precisely formulated goal are the key to its successful holding... Mistakes made at this stage can lead not only to unjustified costs, but also to aggravate the real problems associated with the loss of time when moving on the "wrong track".

Regardless of whether the company conducts research on its own or involves a third-party organization, the firm's specialists must be involved in identifying problems and formulating goals.

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

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

Depending on the time resources available to the enterprise and work force allocated for the implementation of the activities of the second stage, work with internal and external sources of secondary information and the information itself can be carried out both sequentially (first, internal, and then external information is studied), and in parallel.

The collection of secondary information is based on "desk" research. They are carried out on the basis of official printed sources of information and give general ideas about the state of the general economic situation and development trends. In this case, the methods are used economic analysis combined with elements of econometrics and mathematical statistics.

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

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

Federal and local governments in many countries collect and distribute a large amount of statistical and descriptive material on pricing, credit policy, regulatory and guidance materials. Such materials published government agencies, including (for example, bulletins of the property fund, bulletins of the state tax inspectorate, etc.), are usually distributed free of charge or sold for nominal amounts.

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

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

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

Commercial research organizations conduct research and provide research results for a fee. Information of an economic nature, disseminated by specialized firms in the form of printed materials or magnetic media, depending on the volume and value of the information, can cost from several hundred rubles to millions of rubles.

External sources of secondary information include:

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

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

Therefore, from the entire volume of sources, it is necessary to choose the most valuable. And even in this case, for all the value of the information received, it should be remembered that this information is available to almost everyone and therefore does not give anyone significant competitive advantages.

Below are the advantages and disadvantages of secondary information:

Dignity	disadvantages
1. Many of its types are inexpensive (trade, government publications, periodicals, etc.) 2. Usually collected quickly (in libraries, industry, government periodicals, monographs, can be obtained and analyzed very quickly) 3. Often there are several sources (allows you to identify different approaches, obtain large amounts of information and compare data) 4. Sources may contain data that cannot be obtained on your own 5. Collected from independent sources, as a rule, very reliable 6. Helps, at the stage of preliminary analysis 7. Forms a more complete picture of the problems under consideration	1. May not be suitable for the purpose of the research being conducted 2. May be old or outdated 3. Methodology of data collection (sample size, survey completion time) may be unknown and secondary information may be insufficient 4. Not all results may be published 5. Conflicting data may exist 6. Many research projects cannot

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

One should start collecting information from the search for secondary information, since the process of its analysis can lead to clarification, and sometimes to a significant adjustment of the previously formulated problem and research tasks, to save time and money when searching for primary information.

3. Planning and organization of collection of primary information

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

dignity	limitations
1. Collected in accordance with precise purposes; 2. The data collection methodology is known and controlled by the firm; 3. Often owned by a firm and not available to competitors; 4. Absence of conflicting data; 5. The degree of reliability can be determined; 6. May be the only way to get the information you need	1. Collecting data can take a long time; 2. High costs may be required; 3. Some types of information cannot be obtained; 4. The firm's approach may be limited; 5. The firm may be unable to collect raw data

Depending on the completeness of the information obtained at the first two stages, sometimes the third stage of the research begins with the definition or refinement of the research object, especially if such an object is end consumers, distribution channels, or it is held for the first time. Collecting primary information is a laborious process.

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

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

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

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

There are two approaches to the structure of the sample - probabilistic and deterministic.

The probabilistic approach assumes that any element of the population can be selected with a certain (not zero) probability. The simplest and most common in practice is simple random sampling, in which each element of the population has an equal probability of being selected for research. Probability sampling is more accurate, since it allows you to assess the degree of reliability of the information collected, although it is more complex and more expensive than deterministic sampling.

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

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

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

With a probabilistic approach to the structure of the sample, its size can be determined using well-known statistical formulas and specified requirements for its accuracy. To halve the sampling error, its size should be quadrupled, in order to reduce it by 3 times, the sample size should be increased by 9 times, etc.

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

Methods for collecting primary information

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

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

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

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

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

Experiment is a method of collecting information about the behavior of the objects under study, providing for the establishment of control over all factors that affect the functioning of these objects.

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

Advantages of the experiment: objective nature, the ability to establish causal relationships between factors.

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

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

Simulation allows you to comprehensively study the many factors that determine a marketing strategy. Preparatory measures for the simulation consists in developing a model of the functioning of the object and checking its adequacy.

The advantage of imitation lies in the possibility of operational analysis of many options for marketing actions and the choice of the best on this basis.

The disadvantage of imitation lies in the complexity and laboriousness of creating a model that requires in-depth study and formalization of causal relationships between the factors of marketing, its external environment and the factors that determine buying behavior.

A survey is a method of collecting information by establishing contacts with research subjects. This is the most common data collection method in marketing. It is used in about 90% of research.

The source of information when conducting mass polls is the population that is not connected by the nature of their activities with the subject of analysis.

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

The dignity of the questionnaire consists in the practically unlimited scope of its possible application, which makes it possible to obtain information about the current behavior of an object, its behavior in the past and intentions in the future.

The disadvantages of the questionnaire are the high labor intensity, significant costs of conducting surveys, a possible decrease in the accuracy of the information received, associated with incorrect or distorted answers.

Preparatory work for the survey includes:

• · Choice of the way of communication with the audience (by phone, by mail, personal interviews);
• · Preparation of the questionnaire;
• · Testing and completion of the questionnaire.
• 4. Systematization and analysis of the collected information

Systematization of primary information usually consists in the classification of answer options, their coding and presentation in a form convenient for analysis (most often in a tabular form).

Analysis of information consists in its assessment, as a rule, using statistical methods. The final results of the analysis often take the form of recommendations for the future actions of the enterprise.

5. Presentation of the obtained research results.

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

The general requirements for the content of the marketing research report provide for the mandatory inclusion of the following questions:

• 1. The purpose of the survey.
• 2. For whom and by whom it was carried out.
• 3. General description of the population covered by the survey.
• 4. The size and nature of the sample, and a description of the weighted sampling methods used.
• 5. Time of the survey.
• 6. The survey method used.
• 7. Adequate characterization of surveyors and all control methods used.
• 8. A copy of the questionnaire.
• 9. Actual results.
• 10. Base figures used to calculate interest.
• 11. Geographic distribution of the conducted surveys.

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

An accurate formulation of research objectives is required to draw up an assignment for an analysis.

For the development of the assignment, it is fundamentally important to take into account the limitations that will allow avoiding incorrect comparisons and increasing the specific focus of the analytical work.

The methodological basis for the analysis of marketing information is formed by a bank of methods and models, which allows the most complete disclosure of the relationship of the studied phenomena.

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

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

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

 

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