Marketing research is an extremely powerful application tool. Competently conducting such research can radically improve the current situation of any business by providing the full information and analytical base necessary for making effective management decisions.

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

What is marketing research? Definition

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

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

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

Marketing research- This a kind of function whose parameters are consumers, competitors, and the market as a whole . These parameters determine the behavior of our function (company activities). The more accurately the dependence on the parameters under consideration is established, the clearer the understanding management will be able to obtain for implementation. effective strategy marketing and development in general.

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

• statistics,
• psychology,
• mathematics,
• economics, etc.

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

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

Why do you need to conduct marketing research?

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

Classification of marketing research

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

• reconnaissance,
• descriptive,
• casual.

Intelligence Research . The main purpose of conducting this type of research is to search for information necessary for a more specific formulation of the problem in the event of a high level of uncertainty. The data collected from such intelligence is then used by managers to make more effective management decisions.

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

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

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

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

If the information available to researchers is not enough, there is a need to collect new information and the researchers set off "in field", in search of relevant information. Primary information obtained in this way is characterized by a high degree of compliance with the initially set tasks.

The objectives of the study are closely intertwined with common goals use of marketing information. If earlier we were talking about exploratory, descriptive and casual research, then in the case of categorization according to the purpose of the research, they are all divided into:

• search engines,
• descriptive,
• analytical.

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

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

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

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

Conducting marketing research is the most important component of the analytical function of marketing. The absence of such research is fraught with the most unfavorable consequences for the manufacturing company.

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

However, the main attention in marketing research is paid to market aspects: assessment of the state and trends (conditions) of market development, research of consumer behavior, analysis of the activities of competitors, suppliers, intermediaries, study of the marketing mix, including management product range, pricing and development of pricing strategy, formation of product sales channels and targeted use of incentives.

Foreign firms most often conduct marketing research in the following areas: identifying potential market opportunities and studying its characteristics, analyzing product sales problems and business trends, studying competitors’ products, studying market reactions to new product, studying price policy, determining the share and territory of sales of goods, forecasting market development parameters.

Conducting marketing research and making thoughtful marketing decisions based on their results presupposes the need to distinguish the macro- and microenvironment of marketing as an object of research. The macroenvironment is, as already mentioned in Chapter 1, part marketing environment a company that it is unable to control and regulate; Because of this, the company must adapt its marketing policy to the elements of the macroenvironment: demographic, economic, social, political, scientific, technical, and natural factors affecting the market and, through it, directly on the company.

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

In contrast to the external uncontrolled environment, the internal (intra-company) environment is controlled by the company, i.e. its managers and marketing staff. Decisions made by a firm's top management relate to its area of ​​activity, the overall goals of the firm, the role of marketing and other business activities, and corporate culture. Factors determined by marketing are the choice of target markets, marketing goals, marketing organization, marketing structures, and management of these activities.

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

Available foreign and Russian experience allows us to assert that the most expensive marketing research is not comparable to the amount of losses and unproductive costs that arise as a result of ill-conceived entry into the market with products that only partially satisfy its requirements or do not meet them at all, entering the wrong markets and at the wrong time.

The accumulating experience of the market activities of Russian commodity producers shows that without conducting marketing research, it is currently impossible to correctly solve the problem of sales not only in the foreign but also in the domestic market. Such research allows us to find the most promising target markets, optimize the range of products sold and adapt them in a timely manner to the changing requirements of the market (consumer), increase the efficiency of production and sales activities, improve forms and methods of sales, etc.

3.1. Principles and conceptual approaches to conducting marketing research

In Fig. Table 3.1 shows the basic principles that should be followed when conducting marketing research - consistency, complexity, objectivity, efficiency, regularity, efficiency, accuracy, thoroughness. Each of these principles is important in itself, but taken together and in interaction, they make it possible to prepare marketing research that can become a reliable basis for making well-founded, thoughtful management decisions.

The management of any commodity-producing enterprise, based on the market position, the nature of the goals and tasks to be solved, the given strategy of action, is forced to decide what marketing research and in what sequence to conduct, what human and financial resources to use, what can be done on its own, what research is more profitable to order external contractors, etc. In order to save human and financial resources and at the same time get the best results from marketing research, a conceptual vision of this problem for the future is necessary.

The development of such a concept will not only make it possible to clarify the entire problem of a company’s marketing research in all its complexity and multifaceted nature, which is important, but also, what is even more significant, to outline ways to solve it in the most rational way. A diagram of the development of such a concept is shown in Fig. 3.2.

Rice. 3.1. Basic principles of conducting marketing research

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

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

Rice. 3.3. Concept of conducting marketing research

Rice. 3.4. Market research process

Rice. 3.5. Typical scheme for a phased marketing research

3.2. Marketing Research Methods and Procedures

Methods of conducting marketing research are inextricably linked with the methodological foundations of marketing, which, in turn, are based on general scientific, analytical and forecasting methods, as well as methodological approaches and techniques borrowed from many areas of knowledge (Fig. 3.6).

Research methods in marketing are determined by the necessity and obligation of a systematic and comprehensive analysis of any market situation, any of its components associated with the most diverse factors.

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

According to the International Code of Practice for Marketing Research (adopted by the International Chamber of Commerce and IRB MAP in 1974), marketing research must be conducted in accordance with generally accepted principles of fair competition, as well as according to standards based on generally accepted scientific principles.

Based on this provision, the researcher must:

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

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

Methods for selecting populations of research objects involve solving three main problems: identifying the population, determining the sampling method, and determining the sample size.

Population(HS) should be limited, since a complete study is usually very expensive and often simply impossible. In addition, selective analysis may be even more accurate (due to the reduction of systematic errors).

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

Data acquisition methods. Methods for obtaining data in marketing include survey, observation, and automatic data recording (Table 3.2). The choice of method depends on the purpose, the characteristic being studied and the carrier of this characteristic (person, object).

A survey is the process of finding out people's positions or obtaining information from them on a specific issue. In marketing, a survey is the most common and most important form of data collection, either verbally or in writing. Oral and telephone surveys are called “interviews.” During the written survey, participants receive questionnaires that they fill out and return to their destination.

Observation is a way of obtaining information that:

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

Advantages of observation compared to survey:

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

Possible disadvantages of observation:

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

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

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

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

The dynamics of market trends and conditions are constantly changing and developing. This fully applies to individual parameters and elements of the market. Because of this, a one-time market study, for example when selling a product, is clearly not enough. Necessary information can be obtained through repeated surveys of a group of customers of interest at specified intervals or by monitoring sales in a certain group of stores.

This method of market research is called “panel” (Fig. 3.12).

Data analysis. Statistical methods of data analysis are used to consolidate data, identify relationships, dependencies and structures. Their classification is carried out according to the following criteria:

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

Descriptive one-factor methods are:

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

Inductive single-factor methods are designed to test whether sample characteristics match those of the HS. They are divided into parametric tests, designed to test hypotheses about unknown characteristics of the GE, and nonparametric tests, designed to test hypotheses about the distribution of GE. This method is used to formulate hypotheses, select a test, establish a significance level, determine the critical level of the characteristic being tested using a table, calculate the actual test value, compare and interpret.

Two- and multifactorial methods of dependence analysis help to determine what connection there is between a price reduction and product sales, whether there is a connection between a person’s nationality and the choice of shoe style, etc.

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

Variational analysis is intended to test the degree of influence of changes in independent variables on dependent ones.

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

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

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

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

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

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

Rice. 3.7. Types of marketing research corresponding to the main activities of the company

Rice. 3.8. Collection of primary information for marketing research

- a clear drawback

- a clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Types of sampling

Explanation for Fig. 3.10.

Non-random sampling methods include the following:

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

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

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

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

The following types of sampling are random:

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

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

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

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

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

Rice. 3.12. Panel types

Explanation for Fig. 3.12.

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

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

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

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

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

3.3. Objects of marketing research

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

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

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

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

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

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

Study of intermediary structures allows for well-founded policies for physical distribution and sales, and therefore sustainable operations in selected markets.

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

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

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

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

Research of the distribution and sales system has the task of determining the most effective ways and means of promoting goods from producer to consumer. The objects of study are distribution channels, intermediaries, sellers, forms and methods of sales, distribution costs, their structure and dynamics. The function and features of the activities of wholesalers and retailers, its strengths and weak sides, the nature of relationships with suppliers and consumers. The result of the research is the ability to increase the company’s sales, optimize inventories, rationalize distribution channels, and more effectively use forms and methods of sales.

Sales promotion system research aims to identify the most effective means of stimulating the sale of goods, increasing the image of the enterprise in the market, and increasing the effectiveness of advertising. Objects of research: motivation of behavior of suppliers, intermediaries, buyers; consumer reaction; advertising effectiveness; relationships with customers. The result of the research is the possibility of developing relationships with the public, buyers, and intermediaries; formation of a positive attitude towards the company and its products; improving methods of generating consumer demand, influencing suppliers and intermediaries, making fuller use of opportunities communication system, including advertising.

Of course, the study of objects of the market environment should be closely linked with the study of the internal environment of the company in order to determine the real potential of its competitiveness by comparing the relevant factors (objects of study) of the external and internal environment. Only in this way can one determine what needs to be done to more fully adapt the enterprise to changing environmental conditions.

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

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

Rice. 3.16. Studied parameters of the main market objects

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

Every resident of Russia can be called a consumer. And the one who does not speak Russian is also a consumer, only then he is called spozhivach (Ukrainian), consumer (“consumer”, English), or verbraucher (Austrian German), or konsument (German), or something else. Every time we consume something, we are making an impact on the socio-economic environment around us without us noticing.

By consuming, we influence sellers. Sellers, having completed the act of selling, thereby influence distributors, who in turn influence manufacturers, and those influence suppliers of raw materials. Each time such an imperceptible act of consumption leads to growing waves of influence that involve an increasing number of economic entities in a continuous process...

In conditions of totalitarian socialism or monarchy, this process is strictly regulated from above. In a liberal (or, in our case, rather “slightly more liberal”) economy, this process is “market-driven.”

Each participant in the process has an alternative – what to consume. When choosing from at least two proposals, we must be guided by some criteria. Often these are very specific criteria, for example, price. Sometimes they are more difficult to grasp (for example, preference for brands), in other cases it may be the need to satisfy some deep-seated needs (for example, an unsatisfied need to feel power over other people may result in the purchase of a sports car).

Just in order to feel good in the market, rules of behavior were invented, which were called in the American style marketing. Such rules (which, upon closer examination, turn out to be not so simple) allow any Russian company enter into competition with global giants such as Procter & Gamble. Yes, they have assembled leading specialists in the marketing department. Yes, they pay good wages. But not everything is so sad, because there is such a word as “marketing”.

Marketing– your guide in the market game. Anyone who has mastered marketing can, if not defeat international monsters, then at least grab a piece of their pie.

However, our goal is not to teach you marketing techniques, but to help you in such an important matter as market research, the results of which are information base for marketing activities. You can learn more about this service by going to the services section of our call center -.

Marketing market research

For any company striving for success, marketing research acts as the beginning and logical conclusion of any cycle of its marketing activities. Market research significantly reduces uncertainty when making important marketing decisions, which allows you to effectively allocate economic potential to achieve new heights in business!

Marketing research, study of the external and internal environment and its regular monitoring for any enterprise are an important element of the strategy for successful development in the conditions market economy. The role of research increases manifold in conditions of unformed market segment or in the uncertainty of a new business.

Whatever decision you make, offer the market absolutely New Product or enter a new market with an existing one, you will be faced with the problem of a lack of information about market conditions and other necessary components for a successful market entry. Is your product needed by the market and if so, in what volume?

Most likely, you have a certain vision of the market. But perhaps this is not enough to choose the right strategy. It is in this situation that our specialists will help you study the market in detail and develop a competitive marketing concept.

As a first step, you need a solution that will allow you to solve, both in combination and separately, the following tasks:

1. Determine the real and potential market capacity. Studying the market capacity will help you correctly assess your chances and prospects in this market and avoid unjustified risks and losses;
2. Calculate or forecast your market share. The share is already specific, and it is quite possible to build on it when forming future plans, and then increase it in the future. Market share is an important indicator of your company's success;
3. Analyze the behavior of your consumers (demand analysis). This analysis will assess the degree of consumer loyalty to the product and the company, answer the question: “Who buys and why?” And, therefore, it will help set competitive prices for products, make changes to the product itself, optimize promotion channels and advertising strategy, organize sales effectively, that is, adjust all components of the marketing mix;
4. Conduct an analysis of the main competitors (supply analysis). Knowledge of competitors' products and marketing policies is necessary for better market orientation and adjustment of your individual pricing and promotion policies, which will ensure your success in the competition;
5. Analyze sales channels. This will allow us to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.

Conducting marketing research

– this is the collection, processing and analysis of data about the market, competitors, consumers, prices, and the internal potential of the enterprise in order to reduce the uncertainty accompanying the adoption of marketing decisions. The result of marketing research is specific developments that are used in the selection and implementation of strategy, as well as the marketing activities of the enterprise.

As practice shows, without market research it is impossible to systematically collect, analyze, and compare all the information necessary to make important decisions related to activities in the market, market selection, determining sales volumes, forecasting and planning market activities.

The objects of market research are the trend and process of market development, including analysis of changes in economic, scientific, technical, legislative and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current environment, opportunities and risks .

The main results of the market research are:

• Forecasts of its development, assessment of market trends, identification of key success factors;
• Determining the most effective ways to conduct competition policy in the market and the possibility of entering new markets;
• Implementation of market segmentation.

Marketing research can be aimed at various objects and pursue different goals. Let's look at this in more detail.

Objectives of marketing research

Qualitative research is conducted to solve the following problems:

• Market analysis;
• Consumer analysis;
• Competitor analysis;
• Promotion analysis;
• Testing advertising concepts;
• Testing advertising materials (layouts);
• Testing the brand's marketing mix (packaging, name, price, quality).

Marketing consumer research

Consumer research allows us to identify and study the entire complex of motivating factors that guide consumers when choosing goods (income, education, social status, etc.). The subject of the study is the motivation of consumer behavior and the factors that determine it; the structure of consumption, the supply of goods, and trends in consumer demand are studied.

The purpose of consumer research is consumer segmentation, selection of target segments.

Competitor research

The main task of competitor research is to obtain the necessary data to provide a specific advantage in the market, as well as to find ways of cooperation and collaboration between possible competitors.

This goal analyzes the strengths and weaknesses of competitors, studies the market share they occupy, the reaction of consumers to the marketing means of competitors, and the organization of activity management.

Exploring Potential Mediators

In order to obtain information about possible intermediaries with the help of which the company will be able to be present in the selected markets, a study of the corporate structure of the market is carried out.

In addition to intermediaries, the enterprise must have an understanding of freight forwarding, advertising, insurance, financial and other organizations, creating a set of marketing infrastructure for the market.

Research of the product and its values

The main goal of product research is to determine the compliance of technical and economic indicators and quality of goods with the needs and requirements of consumers, as well as to analyze their competitiveness.

Product research allows us to obtain the most complete and valuable information from the consumer’s point of view about the consumer parameters of the product, as well as data for forming the most successful arguments for an advertising campaign and selecting the most suitable intermediaries.

Objects of product research: properties of analogue and competitor products, consumer reaction to new products, product range, level of service, future consumer requirements

The research results enable the enterprise to develop its own range of products in accordance with customer requirements, increase their competitiveness, develop new products, develop form style, determine the ability of patent protection.

Marketing price analysis

Price research is aimed at determining the level and price ratio that allows you to get the greatest profit at the lowest cost.

The objects of research are the costs of development, production and sales of goods, the degree of influence of competition, consumer behavior and reaction to prices. As a result of product research, the most effective cost-price and price-profit ratios are selected.

Product distribution and sales research

The study of product distribution and sales aims to determine the most effective ways, means and means of quickly bringing the product to the consumer and its sale. Objects of study - trade channels, intermediaries, sellers, forms and methods of sale, distribution costs.

The forms and features of the activities of various types of wholesale and retail trade enterprises are also analyzed, and strengths and weaknesses are identified. This allows you to determine the possibilities of increasing the turnover of the enterprise, optimize inventory, and develop criteria for selecting effective distribution channels.

Research of sales promotion systems

The study of sales promotion systems is one of the important areas of marketing research. The objects of research are: the behavior of suppliers, intermediaries, buyers, the effectiveness of advertising, the attitude of the consumer community, contacts with buyers. The results of the study make it possible to develop a “public relations” policy, determine methods for generating public demand, and increase the efficiency of commutative communications, including advertising.

Advertising activity research

Stimulating the promotion of goods to the market concerns not only advertising, but also other aspects of the enterprise's sales policy, in particular, research into the effectiveness of competitions, discounts, bonuses and other benefits that can be used by the enterprise in their interaction with buyers, suppliers, and intermediaries.

Research of the internal environment of enterprises

Research into the internal environment of an enterprise aims to determine the real level of competitiveness of an enterprise as a result of comparing the relevant factors of the external and internal environment.

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.

Objectives of marketing research

The objectives of marketing research can be divided as follows:

1. Search goals- collection of information for preliminary assessment problem and its structuring;
2. Descriptive Objectives- description of the selected phenomena, objects of study and factors influencing their condition;
3. Causal goals- testing the hypothesis about the presence of some cause-and-effect relationship;
4. Test targets- selection of promising options or assessment of the correctness of decisions made;
5. Forecast goals- prediction of the state of an object in the future.

The fundamental feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or set of marketing problems.

Each company independently determines the topic and scope of marketing research based on its existing capabilities and needs for marketing information, therefore the types of marketing research conducted by different companies may be different.

Basic concepts and directions, experience in conducting marketing research

It was previously emphasized that marketing research is a scientific analysis of all factors influencing the marketing of goods and services. It follows that the scope of application of this function is practically unlimited, and therefore we will consider only those types of studies that are most often encountered in practice.

Essentially, the purpose of marketing research is to answer five basic questions: Who? What? When? Where? And How? Related question: Why?- expands the research into contact with the field of social psychology and is sometimes separated into an independent field known as motivational analysis, i.e. the study of the motives of buyer behavior.

Ways to organize marketing research

Marketing research can be organized and carried out either with the help of a specialized research agency, or with the help of the company's own research department.

Organization of research with the help of our own research department

The company's own research department carries out marketing research in accordance with the information needs of the company.

Organization of research with the help of a specialized research agency

Specialized research agencies carry out a variety of studies, the results of which can help the company solve existing problems.

Marketing Research Department

Judging by how often one hears the statement that competition in business is increasingly intensifying, one would assume that most companies probably have marketing research departments. In reality, very few companies have such departments. The most recent data is difficult to come by, but it is known that a survey conducted by the British Institute of Management received only a 40% response rate from the 265 companies surveyed (most likely because most firms did not have research departments).

However, it would be a mistake to believe that this fact means the same low level of use of research results, since a significant part of the work on studying marketing is carried out by specialized organizations. In addition, in many companies, marketing research departments often go by other names, such as “Economic Information Department,” etc.

The decision to create your own marketing research department depends on an assessment of the role that it can further play in the activities of the company as a whole. This assessment is mainly qualitative in nature and varies between firms, which prevents the establishment of precise criteria. For our purposes, it is enough to assume that the decision to create such a structural unit has been made and attention is focused on those issues that in this case should be taken into account.

They can be grouped as follows:

• Role and functions of the marketing research department;
• Position in the organizational structure of the company;
• Role and functions of the department manager.

Role and functions of the marketing research department

When considering the above list of types of research related to marketing, it is obvious that in order to cover all the areas named, a very large department would be required.

If a company is undertaking such work for the first time, it is strongly recommended that it create a list of tasks, ranking them in order of importance, and limit itself to trying to solve the most important ones first. This does not mean that other research should not be carried out at all, since establishing too rigid lines of demarcation between tasks can only lead to an inflexible approach and to the fact that auxiliary research that complements the main one will be abandoned.

Too often, firms make the mistake of assigning the newly created marketing research department responsibility for maintaining the firm's accounting records. Transferring this function to him inevitably creates friction and reduces the efficiency of the company, since, on the one hand, it slows down the work of departments that need reporting data for their current activities, For example, sales department, and on the other hand, it distracts the marketing research department from its main function - research.

In cases where the creation of a specialized research department is preceded by a lot of data collection and reporting work, it is better if other departments retain this function, providing information available to them as needed. To avoid both duplication and dispersion of effort, the responsibilities of each department should be clearly defined, and only those reports that are essential to internal research efforts should be required from the marketing research department.

Place for research of marketing in the organizational structure of a company

The location of the marketing research department within a firm depends largely on its organizational structure. As a rule, it should have a direct connection with the managing director, since this department performs an advisory function and in many cases supplies the chief administrator with the initial data on the basis of which the general policy of the company is based (as opposed to operational decisions).

In large organizations in which executive directors head functional divisions, the marketing director may be given responsibility for setting the direction of the research department and deciding what reports should be presented to the head of the company.

Even in this case, it is advisable to provide a direct connection between the managing director and, research department, in order, on the one hand, to ensure that reports that criticize one or another aspect of the company's activities will be heard by the head of the company, in order to avoid deterioration of the relationship between the marketing director and the directors responsible for other departments.

In addition, it is the managing director who deals with the efficiency of the company as a whole and. therefore, can better than other managers assess the significance of research results for a particular department.

Some authors believe that the manager of a marketing research department should have the same status as the heads of the main operational structural units, but this is incorrect due to the usual existing differences in the size of departments and level of responsibility. Provided that the manager has access to the board of directors, his status should be directly determined by the importance that the department has within the organization as a whole.

Role and functions of the marketing research manager

The nature of the job of a marketing research department manager depends on the size and function of the department and the degree of control and direction from above. In this case, in any case, the manager must be a person competent in his field and have personal integrity and honesty.

Competence presupposes not only the presence of experience and knowledge in the field of marketing and methods of its analysis, but also the ability to turn management problems into real ones research projects carried out taking into account time and financial constraints.

The requirement of personal integrity and honesty means that the manager of the marketing research department must interpret the results of the analyzes carried out objectively, in accordance with generally accepted principles scientific research. “Statistics in the service of lies” - this situation can only exist when unscrupulous people use facts fabricated through subjective selection, manipulation and deliberate presentation to prove unfounded conclusions, i.e., as researchers say, “looking for data” .

The manager must meet not only the basic requirements mentioned above, but, in addition, have the qualities that are necessary in all managerial positions, namely: have the ability to perform administrative work, be able to understand people's behavior and be able to effectively influence them.

Planning and conducting marketing research

Market Research Process

Marketing research can be divided into two main categories: permanent And episodic. Marketing is a continuous process that occurs in constantly changing conditions. Therefore, systematic research is essential if a firm is to remain aware of changes in the main determinants of demand and be able to modify its policies accordingly. Extensive information of this type is collected by specialized organizations and government departments, but this information is often too general and cannot meet the specific requirements of an individual company. As a result, it has to be supplemented by research conducted by the company itself.

In addition, many marketing situations are so unique (for example, the launch of a new product on the market) that they require special research.

Such studies are performed according to a specific scheme, consisting of the following stages:

1. Justification of the need to conduct the study;
2. Analysis of the factors determining this need, i.e. formulation of the problem;
3. Precise formulation of the purpose of the study;
4. Drawing up an experimental or survey plan based on the analysis provided for in paragraph 2;
5. Data collection;
6. Systematization and analysis of data;
7. Interpretation of results, formulation of conclusions, recommendations;
8. Preparation and presentation of a report containing the results of the study;
9. Evaluating the results of actions taken based on the researchers' findings, e.g.
10. Establishing feedback.

It is obvious that ongoing research is built according to the same scheme as at the beginning, but in the future the first four stages are eliminated.

Marketing research methods

The first task of choosing marketing research methods is to become familiar with the individual methods that can be used in collecting and analyzing marketing information.

Then, taking into account the resource capabilities of the organization, the most suitable set of these methods is selected. The most widely used methods of conducting marketing research are methods of document analysis, sociological, expert, experimental and economic-mathematical methods.

The objectives of marketing research may be exploratory in nature, i.e. be aimed at collecting preliminary information intended for more precise definition problems and testing hypotheses, descriptive, i.e. consist in a simple description of certain aspects of the real marketing situation and casual, i.e. be aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.

Each such area includes certain methods of collecting and analyzing marketing information.

Exploration research carried out with the aim of collecting preliminary information necessary for better definition problems and put forward assumptions (hypotheses), within the framework of which marketing activities are expected to be implemented, as well as to clarify terminology and set priorities among research tasks.

For example, it was suggested that poor sales were due to poor advertising, but an exploratory study showed that the main reason for poor sales was bad job commodity distribution system, which should be studied in more detail at subsequent stages of the marketing research process.

Among the methods of conducting exploratory research, the following can be distinguished: analysis of secondary data, study of previous experience, analysis of specific situations, focus groups, projection method.

Descriptive research aimed at describing marketing problems, situations, markets, for example, the demographic situation, consumer attitudes towards the organization's products.

When conducting this type of research, answers are usually sought to questions that begin with the words: who, what, where, when and how. As a rule, such information is contained in secondary data or collected through observations, surveys, and experiments.

For example, it examines “who” is the consumer of the organization’s products? “What” is considered to be the products supplied by the organization to the market? “Where” is seen as the places where consumers purchase these products? “When” describes the time when consumers are most active in purchasing these products. “How” describes the method of using the purchased product.

Note that these studies do not answer questions that begin with the word “why.” “Why” did sales volume increase after the advertising campaign? Answers to such questions are obtained by conducting casual research.

Casual research carried out to test hypotheses regarding cause-and-effect relationships. At the core this study lies the desire to understand some phenomenon based on the use of logic like: “If X, then Y.”

For example, a hypothesis is being tested: will a 10% reduction in the service fee of a given organization lead to an increase in the number of clients sufficient to compensate for the losses from the fee reduction?

If we consider marketing research methods from the point of view of the nature of the information obtained, they can be divided into two groups: quantitative and qualitative.

Quantitative Marketing Research aimed at studying consumer behavior, purchase motivation, consumer preferences, attractiveness and consumer qualities of the product, price/consumer qualities ratio, assessment of the capacity and characteristics of the real and potential markets (various segments) of the product or service.

Quantitative methods make it possible to obtain a description of the socio-demographic, economic, and psychological portrait of the target group.

The characteristic features of such studies are: the format of the collected data and the sources of their receipt are clearly defined, the processing of the collected data is carried out using streamlined procedures, mainly quantitative in nature.

Data collection for marketing research

Methods of collecting primary data in quantitative research include polls, survey, personal and telephone interview, based on the use of structured, closed-type questions that are answered by a large number of respondents.

The survey is conducted at points of sale or through an address/route sample at the respondent’s place of residence (place of work). The reliability of the results is ensured by the use of a representative sample of respondents (respondents), the use of qualified interviewers, control at all stages of the study, professionally compiled questionnaires and questionnaires, the use of professional psychologists, sociologists, marketing specialists in the analysis, the use of modern computer tools for statistical analysis of results, constant contact with the customer at all stages of work.

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are qualitative in nature and are carried out in a standardized form. Qualitative data can be converted into quantitative form, but this is preceded by special procedures.

The basis of qualitative research is observational methods, which involve observation rather than communication with respondents. Most of these methods are based on approaches developed by psychologists.

Qualitative analysis methods make it possible to describe the psychographic characteristics of the target audience, behavioral patterns and reasons for preferring certain brands when purchasing, as well as obtain the most in-depth information from consumers, giving an idea of ​​the hidden motives and basic needs of consumers.

Qualitative methods are indispensable at the stages of development and evaluation of effectiveness advertising campaigns, studying the image of brands. The results do not have a numerical expression, i.e. presented exclusively in the form of opinions, judgments, assessments, statements.

Types of marketing research

An enterprise in the modern world can only succeed if it does not ignore consumer needs. Increasing efficiency requires researching and satisfying as many customer requirements as possible. Marketing research helps solve such problems.

Marketing deals with the study of consumer behavior, which includes his needs and requirements.

The fundamental feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or set of marketing problems. This focus turns the collection and analysis of information into marketing research. Thus, marketing research should be understood as a targeted solution to a marketing problem (set of problems) facing a company, the process of setting goals, obtaining marketing information, planning and organizing its collection, analysis and reporting on the results.

The basic principles of conducting marketing research include objectivity, accuracy and thoroughness. The principle of objectivity means the need to take into account all factors and the inadmissibility of adopting a certain point of view before completing the analysis of all the collected information.

The principle of accuracy means the clarity of the formulation of research objectives, the unambiguity of their understanding and interpretation, as well as the choice of research tools that ensure the necessary reliability of the research results.

The principle of thoroughness means planning each stage of the study in detail, high quality implementation of all research operations, achieved through a high level of professionalism and responsibility of the research team, as well as an effective control system for its work.

Summary

In a competitive environment and constantly changing market conditions, much attention is paid to marketing research. The results of these studies subsequently form the basis for the formation of sales estimates, and based on this, the planned levels of revenue and profit from product sales.

The most common problems arise in the process of selling goods. Therefore, the main objectives of marketing research are to study:

• market;
• buyers;
• competitors;
• offers;
• goods;
• prices;
• effectiveness of product promotion policies, etc.

Marketing research helps an enterprise solve the following problems:

• Determine the possibility of mass production of goods or services;
• Establish a hierarchy of characteristics of goods or services that can ensure their success in the market;
• Conduct an analysis of typologies and motivations of existing and potential clients;
• Determine prices and optimal conditions for the sale of goods and services.

The purpose of marketing research is to resolve the following problems of the enterprise:

• Studying and establishing the potential of a market or product about the possible volume of its sales, sales conditions, price levels, and the ability of potential clients;
• Research of competitors' behavior, directions of their actions, potential opportunities, pricing strategies;
• Sales research to determine the territory that is the best in terms of sales, the volume of sales in the market, which is the most effective.

Companies develop a general marketing research plan, which is compiled in the context of marketing individual goods or services, by type of buyer, and by region.

Thus, we can say that marketing research is a comprehensive system for studying the organization of production and sales of goods and services, which is focused on meeting the needs of specific consumers and making a profit based on market research and forecasting.

The most difficult tasks of marketing research are analysis and decision-making on pricing and sales promotion.

The result of marketing research is the development of a company's marketing strategy, the purpose of which is to select a target market and a marketing mix, the compliance of which will help ensure the maximum effect of sales of products and services.

When choosing a target market, it is necessary to justify the answer to the question: what product does the consumer need? To do this, it is necessary to establish rational segments of the concentrated, differentiated or undifferentiated market that the organization will serve.

The choice of a marketing mix is ​​associated with establishing the optimal combination of its elements: the name of the product, its price, place of distribution and sales promotion. Based on the adopted marketing strategy, basic management decisions are developed that orient the company’s activities to resolve problems that arise or may arise potential consumer goods, works and services.

This principle may be feasible if the basis for making decisions on organizational, technological, social and production issues is the result of an analysis of the needs and requests of potential buyers.

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

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

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

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

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

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

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

Based on this provision, the researcher must:

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

As for the actual methods, rules and procedures of marketing research, taking into account the given diagrams and tables (Fig. 3.6-3.13 and Table 3.1-3.4), the following should be noted. Methods for selecting populations of research objects involve solving three main problems: identifying the population, determining the sampling method, and determining the sample size. Population(HS) should be limited, since a complete study is usually very expensive and often simply impossible. In addition, selective analysis may be even more accurate (due to the reduction of systematic errors). Sample(Fig. 3.10) is made in such a way as to present a representative illustration of the HS. This is an indispensable condition under which, based on the characteristics of the sample, one can draw correct conclusions about the GS.

Data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; Because they do not bias the sample characteristics in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate selection of HS, sampling deficiencies, errors in the development of questionnaires, counting errors, insincerity of respondents). Data acquisition methods. Methods for obtaining data in marketing include survey, observation, and automatic data recording (Table 3.2). The choice of method depends on the purpose, the characteristic being studied and the carrier of this characteristic (person, object). A survey is the process of finding out people's positions or obtaining information from them on a specific issue. In marketing, a survey is the most common and most important form of data collection, either verbally or in writing. Oral and telephone surveys are called “interviews.” During the written survey, participants receive questionnaires that they fill out and return to their destination.

Observation is a way of obtaining information that:

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

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

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

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

Essential features of the experiment:

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

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

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

Their classification is carried out according to the following criteria:

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

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

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

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

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

Rice. 3.9. Advantages and disadvantages of collected primary data

- a clear drawback

- a clear advantage

- advantage and disadvantage are balanced

Rice. 3.10. Types of sampling

Explanation for Fig. 3.10.

Non-random sampling methods include the following:

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

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

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

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

The following types of sampling are random:

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

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

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

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

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

Rice. 3.12. Panel types

Explanation for Fig. 3.12.

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

Main features of the panel:

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

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

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

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

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

Marketing market research– one of the types of marketing research, studies all aspects of the company’s business environment.

Purpose of marketing market research– ensuring maximum accuracy of subsequent management marketing decisions, reducing the level of uncertainty associated with making such marketing decisions.

The result of market research in marketing is an understanding of the activities of competitors, market structure, government decisions in the field of regulation and stimulation of the market, economic trends in the market, research into technical advances and many other factors that make up the business environment, which allows you to be closer to the consumer, understand and feel his needs and mood.

Objectives of marketing research:

• confirmation or refutation of hypotheses;
• checking whether the facts correspond to what was planned;
• verification of the current state of the object under study.

1. The market capacity is determined. Understanding the market capacity helps to correctly assess the chances in a given market, plan actions and avoid unjustified risks and losses.
2. Market share is determined. The share is already specific, and it is quite possible to build on it when forming future plans, and then increase it in the future. Market share is an indicator of success and an indicator of a company's capabilities.
3. Analyze consumer behavior.
4. Competitor analysis is carried out. Knowledge of competitors' products and marketing policies is necessary to better navigate the market and adjust your individual pricing and promotion policies, which will ensure you win the competition.
5. Sales channels are being studied. This will allow us to determine the most effective of them and form a ready-made chain of optimal movement of the product to the end consumer.

Knowing the market capacity and trends in its changes, the company has the opportunity to assess the prospects of a particular market for itself. There is no point in working in a market whose capacity is insignificant compared to the capabilities of the enterprise: the costs of introducing it to the market and working on it may not pay off.

Marketing market research is carried out in two aspects:

• assessment of actual data of the past time in order to adjust certain market parameters;
• obtaining values ​​and opinions to build a forecast of future events.

• Research of a market subject in connection with a marketing object;
• Research of a marketing object in a market environment;
• Research of a marketing object outside the market (desk research, experiments, simulations);
• Research of the internal market-related environment of the company;

• Desk research;
• Field studies

• Continuous marketing research;
• Selective marketing research;

• marketing research of random sampling - attracting randomly selected respondents from among the audience being studied;
• access panel - a stable base of respondents from among target audience participating in marketing surveys on a regular basis.

• by employees marketing service,
• by a specially created group or with the involvement of companies,
• specializing in data collection.

Market research methods. There are a huge variety of market research methods. All these methods are applied to a specific situation to solve specific marketing problems. Methods of data collection when conducting marketing research can be classified into two groups: quantitative and qualitative.

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

• Qualitative market research involve collecting, analyzing, and interpreting data by observing what people do and say. Observations and conclusions are qualitative in nature and are carried out in a non-standardized form.

1. The first stage: setting the problem and determining the goals of the study.
2. Stage two: development of a research plan:

• Identifying data sources.
• Determination of information collection methods
• Determining methods for systematizing, compiling and storing information
• Determination of research tools (questionnaires, psychological techniques, fixation devices)
• Sample planning and definition (sample composition, size)

There is no need to confuse marketing research and marketing analysis. Marketing research It includes the collection, processing, storage and systematization of information. Marketing analysis involves conclusions - assessment, explanation and forecast of the development of processes and phenomena.

Analysis of market research data begins with the transformation of source data (obtained as a result of marketing research). Next, an analysis is carried out (average values, frequencies, regression and correlation coefficients are calculated, trends are analyzed, etc.).