It is aimed at identifying the characteristics of representatives of the target audience of a commercial offer. This type of research may have much in common with or differ from marketing analysis. This depends on whether the market research needs to address the marketing processes already applied to it or to predict the reaction of market representatives to the possible use of a particular marketing strategy.

Main tasks and methods for their solution

In the course of practical work, first of all, prices for goods that fully or partially correspond to the customer's product range are examined. Various periods are analyzed, their characteristic features are revealed. For example, the very fact that people bought something at a certain price during the year may not make any sense if a new round of the economic crisis led to the bankruptcy of a number of city-forming enterprises.

Market representatives will certainly be segmented. Groups are distinguished, united by common characteristics - gender, age, estimated income, geolocation, or attitude to some risk group.

The most difficult process is identifying market trends. It is for this reason that market analysis can use some marketing tools. They can be trial sales or sociological surveys.

Stages of the study

• whether the commercial offer will be in steady demand;
• what price range is acceptable;
• what business development strategy can be the most promising;
• what risks should be taken into account.

If the study is conducted for an existing business

Most often this is due to the fact that some obvious problems have arisen. They may be:

• demand for a product that turned out to be lower than predicted;
• lack of certainty in the competitive position of the company;
• insufficiently clear understanding of the social portrait of their consumers;
• search for a method to reduce costs.

In any case, this is a complex research work, which should be completely transparent for customers and culminate in the preparation of a package of proposals for the formation of the most effective business development strategy.

Market research is one of the key factors in business development. Most enterprises, firms and private companies draw up an action strategy based on the results of the study. Recently, the demand for forecasting modern market trends has increased significantly. In this regard, various methods and methods of data analysis began to be developed. One of them is called marketing research of the market, to which this article will be devoted.

concept

Marketing research of the market is a process of constant and continuous collection of information about behavioral factors, demand, motivation of the subjects of market relations that operate in a certain segment, as well as its analysis.

Many people often confuse the concepts of “market research” and “market research of the market”. In the first case, as a result of the experiments, it is possible to obtain generalized data that relate not only to the market for products and services, but also to other economic segments. In the second case, the research pursues more specific goals.

Goals

Market marketing research has an important target orientation. Their main task is to find new opportunities for a particular enterprise, identify a free niche, identify competitors and develop specific recommendations for the effective implementation of a product or service. The target orientation of the research is as follows:

• Search. It consists in collecting information that will help to give a reliable assessment and forecasts.
• Descriptive. The factors to be investigated are selected in advance, and their influence on the general state of the market is described.
• Causal. Checking cause-and-effect relationships.
• Test. As a result of the study, the most acceptable solutions are made and tested in real conditions.
• Predictive. Summarizing all the results obtained in the course of the study, it is possible to predict the further state of the unit under study.

Tasks

Market research is a long and multi-layered process, the main task of which is to determine the possible volume of sales of goods, services and products, as well as to assess the level of demand for a particular product or service. This information is achieved by determining:

• the entire market capacity.
• Its part in a common container.
• Demand analysis. It is necessary to determine the level of consumer loyalty.
• Offer analysis, the main purpose of which is to identify competitors.
• Sales opportunities. An important task is to analyze the distribution channels for products or services.

Theory and practice

In general, the tasks of marketing research are divided into two types: methodological support of activities and market research. Methodological support consists in determining the subject and object of the study, as well as collecting data and choosing the methods of the study itself. Market conjuncture is based on determining the dynamics, properties, opportunities, prospects and patterns of development.

Methods

Market research methods refer to special techniques, operations or campaigns that are designed to theoretically and practically study the marketing environment where a particular organization operates. Market research methods are fundamental and applied. Fundamental methods show the general picture of the studied market and some individual characteristics. While applied ones examine the position of the enterprise in the selected market segment. Each method differs in the collection and processing of information. In general, techniques can work with primary or secondary information. The latter has nothing to do with the research being done here and now. It has been collected and analyzed for a long time, but it is well suited for drawing certain conclusions and forecasts.

Primary information is collected during ongoing research. Depending on the method by which data is collected, they can be divided into three types:

• Quality. Consist in the collection of practical material. That is, the research team observes what is happening, interprets and analyzes the data obtained. Qualitative methods include focus groups, in-depth interviews and protocol analysis.
• Quantitative. Surveys are usually referred to as quantitative research. They mean the use of closed-type questions and their further processing. Surveys can be conducted in a variety of ways. Most often they use telephone surveys, street, apartment, postal.
• Mixed. Mixed studies include a variety of tests and the work of mystery shoppers. Recently, if there is a need to bring a new product to the market, locations are used.

For quality

Market research and analysis is impossible without quantitative and qualitative analyses. Qualitative methods are used to determine consumer preferences and predict behavior patterns when a new product or service is introduced to the market. For this apply:

• Focus group. This is an analytical market research that is conducted among a small group of potential consumers. The focus group leader creates a specific scenario according to which the discussion is held. The main advantage of this technique is the opportunity to study the personal opinion of each consumer. And the informal atmosphere contributes to obtaining more reliable information.

• Protocol analysis is often used for product market research. The essence of this method is that the researchers model the process of acquiring a product (most often expensive: real estate, a car, household appliances), and the consumer describes his thoughts and actions.
• An in-depth interview consists of interviewing one of the consumers. The main difference from a survey is that all questions are open, that is, a person does not choose an answer option, but talks about his attitude to a product or service. In the process of such an interview, it is easy to study the train of thought of a potential consumer, as well as determine his attitude to aspects of the material under study. Often, market research of services is carried out with the help of in-depth interviews. The only drawback of this method is the need for a highly qualified specialist who not only understands the topic, but is also a good psychologist.

For Quantity

Market research is also carried out with the help of quantitative methods, which express a certain problem with quantitative indicators. In this way, the opinion of a huge number of people is studied, which makes it possible to apply a statistical evaluation of information. Basically, quantitative methods are practiced if it becomes necessary to determine the size of the market, brand awareness, consumer attitudes, etc.

Quantitative methods are divided into:

• Mass polls. They consist in the analysis of respondents' answers to the questions of the questionnaire. Such surveys differ in the place of conducting, the method of communication (telephone, Internet, mail), the subjects (legal entities, individual entrepreneurs or experts), and the type of sample.
• Personal interviews. Unlike a mass survey, an interview provides more reliable information. The interviewer can ask the same questions as in the questionnaire, but does not offer answers.

Retail Audit

There is another effective method of market research - retail audit. This method is difficult to attribute to qualitative, quantitative or mixed, so it is often defined separately. The essence of the methodology is to evaluate the market and its products by collecting publicly available information. That is, researchers analyze pricing policy, product units, advertising campaigns. In a word, all aspects that reflect the characteristics of the market or its individual segment can be attributed to the audit of retail trade. Conducting market research in this way allows you to quickly identify an unoccupied niche and identify the main competitors.

Mixed methods

Mixed methods are based on the basic aspects of quantitative and qualitative research methods. These include the following methods:

• Locations. For research, a group of consumers who are not experts in the field of research is recruited. They are offered to test a certain product and answer the questionnaire along the way. This method is very expensive, but it allows you to adequately evaluate the product, its relevance and quality, which is important when introducing a new product to the market.

• Home testing. Consumers are provided with a product that they use in the natural environment for this product, that is, at home, in nature, at sea. Using the product for its intended purpose, consumers must record responses in special questionnaires.
• Mystery shopper. Marketing research of the service market has long mastered this method. It is used to determine the level of service quality. This technique allows you to assess the level of sales decline due to the subjective factors of implementers, which include rudeness and unprofessionalism.

Research stages

Distortions of the final results directly depend on the violation of the stages of the study. This may lead to the adoption of an incorrect management strategy and development line, so it is worth considering the sequence of research:

• Problems and goals. It is necessary to identify the main research problems, and on their basis to formulate the goals pursued. Goals are exploratory, descriptive, and experimental. The former help to find the reason for the decline in sales and bring the company to a new stage of development. The latter provide the main indicators of the market or its segment. Still others show a causal relationship between the actions of the company's management and the level of sales.
• Information sources. Based on the goals, you need to choose research methods.

• Collection of information. According to the selected research methods, the necessary information is collected.
• Analysis. Having received the necessary information, the researcher must analyze it, translate it into numbers and make certain forecasts or draw conclusions.
• Solution. Based on the data obtained, the company's management makes an appropriate management decision, which will lead to the development and expansion of the company.

Data analysis

All data obtained as a result of marketing research of the market must be analyzed accordingly. The essence of the analysis is to convert the information received into meaningful facts. This procedure consists of two steps:

• At the first stage, all received data is entered into a computer, checked for errors, encoded and displayed in the form of a matrix.
• The second stage consists in the statistical analysis of the obtained values. After receiving the statistical data, the researchers give their comments and recommendations. Based on all the materials, conclusions and forecasts are made

As you can see, market research is a time-consuming and costly process, but only thanks to it can companies choose the right course of development and delight consumers with the right products and services.

Market Research- one of the varieties of marketing research, studies all aspects of the company's business environment.

Purpose of market research- create an information and analytical base for making marketing decisions and thereby reduce the level of uncertainty associated with them.

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 promotion of the market, economic trends in the market, the study of technological 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.

Market Research Tasks:

1. determine the size of the market. Studying the market capacity will help you correctly assess your chances in this market and avoid unnecessary risks and losses.
2. determine your market share. The share is already a reality, and it is quite possible to build on it, forming future plans, and then increase it in the future. Market share is an indicator of your company's success.
3. analyze consumer behavior (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 to set competitive prices for products, make changes to the product itself, optimize promotion channels and advertising strategy, that is, adjust all components of the marketing mix.
4. conduct competitor analysis (offer analysis) Knowledge of competitors' products and marketing policies is essential to better targeting the market and adjusting your individual pricing and promotion policies to ensure you win the competition.
5. analyze distribution channels, which will allow you to determine the most effective of them and form a ready-made chain for the optimal movement of the product to the end consumer.

Knowing the capacity of the market and the trends of its change, the company gets the opportunity to assess the prospects of a particular market for itself. It makes no sense to work in a market whose capacity is insignificant compared to the capabilities of the enterprise: the costs of entering the market and working on it may not pay off.

Marketing research of the market is carried out in two sections:

• assessment of a given point in time in order to adjust certain market parameters;
• obtaining values ​​for building a forecast.

Quantitative market research usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. The characteristic features of such studies are: a well-defined format of the collected data and sources of their receipt, the processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.

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

Data collection for market research. The main methods of collecting primary marketing data are field research:

• survey;
• observation;
• experiment;
• simulation modeling

From a process organization point of view, there are at least three alternative approaches to data collection:

• by marketing staff
• by a specially created group or with the involvement of companies,
• specialized in data collection.

Market research data analysis begins with the transformation of the original data (introduction to the computer, checking for errors, coding, representation in matrix form). This allows you to translate a lot of raw data into meaningful information. Next, a statistical analysis is carried out (averages, frequencies, regression and correlation coefficients are calculated, trends are analyzed, etc.).

The field of market research as a statistical science was initiated by Arthur Nielsen with the founding of the ACNielsen Company in 1923.

While market research is a MAJOR DRIVING FORCE in large companies, small businesses still refuse to use this tool. However, market research can be the KEY to - for MOST small businesses - if the user of the research results UNDERSTAND its PARAMETERS, STRENGTHS, and LIMITATIONS. Neglecting to use market research can lead to devastating results.

WHAT IS MARKETING RESEARCH?

Entrepreneurs are constantly looking for information regarding their CUSTOMERS, COMPETITORS, and the market ENVIRONMENT in which they operate. Market research is basically the COLLECTION of such data.

However, ANY collection of information can NOT be called market research. Market research is a SYSTEMATIC and OBJECTIVE approach to collecting marketing information - which, when processed, analyzed and interpreted, helps to identify CHALLENGES and OPPORTUNITIES that will help to make a more OBJECTIVE, LESS RISK, decision.

The key to this definition is that information is collected, processed, and analyzed in a SYSTEMATIC and OBJECTIVE way. Marketing research determines HOW information is obtained and evaluated, and WHAT information is actually collected.

At first glance, marketing information is very difficult to obtain.

For example, a video store owner might ask customers if they would rent more cassettes if the price dropped by seven rubles. Using this feedback, the owner may decide to lower prices, increase the number of tapes they rent, and generally make more money.

Unfortunately, the people interviewed may not reflect the views of the TYPICAL client. Even if the owner is lucky and has spoken to TYPICAL representatives, he cannot be sure that the customer is telling the TRUTH and that he WILL ACTUALLY rent more cassettes. This type of information gathering lacks the objectivity and typicality to qualify as true MARKET RESEARCH. As a result, the owner may actually lose money.

HOW MARKET RESEARCH IS USED

Market research can be used to meet almost all small business information needs. Every stage of a business, from developing a business plan to designing an effective advertising program, can benefit from the use of carefully executed research. Here is an example of how market research can guide and help small businesses.

DEVELOPMENT OF A BUSINESS PLAN

When you sit down at your desk with a blank sheet of paper and consider starting your own business, you should ask yourself the following questions:

What am I going to sell?
- Will people buy what I sell?
- What price to charge?
- Where should I stay?
- What are the competitors and how many are there?

These questions should be at the heart of ANY effective business plan, and market research will help answer them.

For example, you decide to turn your passion for fishing into a means of earning money. You open your fishing equipment store. You know there is a NEED for such a business and you want to take advantage of the opportunity.

One of your first steps is to find out HOW MANY these stores already exist in your area - in order to evaluate the level. A quick glance at the Yellow Pages will provide you with the information you need. Congratulations! You have just completed your first market research project. As the questions GET MORE DIFFICULT, market research will become more complex. For example, although you can partially determine the demand for fishing tackle by talking to your neighbors and fishing friends, such a survey will not give you information about WHAT THE AVERAGE buyer thinks about it.

The best way is to conduct a scientific review of a REPRESENTATIVE SAMPLE of all local consumers. Much of the basic information needed to develop a business plan can be gathered using MARKET RESEARCH.

NEW PRODUCT OR OFFER

Many special offers, such as a 10% discount, are the result of CAREFUL RESEARCH of the market. Research will help you decide what the client needs and will give you the opportunity to offer EXACTLY the product or service that will be immediately purchased. Market research can be used to determine the results of a sales program, discount programs, or even the introduction of a new product to the market - BEFORE incurring the costs of running such a program.

PRICE

Price is a CRITICAL marketing element for any business, large or small, and market research can provide accurate data for pricing decisions. Careful research can determine the true relationship between price and sales - BEFORE starting the actual sales program.

Many small business owners are very worried about advertising their business. Given the current cost of advertising, their concern is well founded.

The most frequently asked question is how EFFICIENT is my advertising. The answer can be determined using many types of formal and informal.

For example, a dedicated phone number that is only published in Yellow Pages ads may partially solve the problem. By placing a caller ID on this line, you can count the number of incoming calls. By the end of the month, you will know exactly how many requests were generated by the Yellow Pages ad, after which you can determine the effectiveness of THIS ad.

This is just one of the many market research options available to small businesses.

WHAT TYPES OF MARKET RESEARCH ARE THERE?

All market research is divided into TWO main categories: SECONDARY and PRIMARY.

SECONDARY research involves literature research, article reviews, and analysis of all available data. While secondary research is LIMITED to the information at hand, it is much cheaper than primary research and can be done by any small business. There are two general types of primary research.

QUALITATIVE research is used to develop new ideas and to explore a given subject or problem more fully. QUANTITATIVE research primarily involves surveys based on representative samples, with data collected using mail, telephone, or face-to-face interviews. Qualitative research results are projected onto the entire population and used for business forecasts.

QUALITATIVE RESEARCH

Almost any QUALITATIVE research is conducted using GROUPS of interviewees. Such groups consist of 8-10 carefully selected people who participate in a directed discussion of a particular problem. The requirements for recruiting such participants are determined by the objectives of the study. For example, a landscaping service owner interested in covering a new geographic area may want to research the demand for such services in advance by surveying groups of homeowners living in the area being expanded.

The discussion is led by a professional researcher - LEADER of the group. The manager works according to a specially designed program, which is developed with the help of the client, and presents in the form of a summary of all the problems that should be covered.

It is important that the team leader be an INDEPENDENT professional in order to guarantee OBJECTIVITY and full coverage of all necessary issues. Groups of interviewees often work in special rooms equipped with one-way mirrors and observation windows so that the client can observe the discussion without disturbing the participants.

Discussions are recorded on tape or video so that the manager is not forced to take notes. After conducting the survey, the team leader reviews the recording, summarizes the important points, and presents the results of the survey to the client.

In most cases, three groups of respondents are used for one job. It is too dangerous to draw conclusions based on the results of one group, since it is unlikely that this group is the best representative of the entire population.

While interview groups are a good form of market research, this form is often completely MISUSED. They should only be used to SEARCH and GENERATE new ideas, and should never be used to reflect the opinions of the entire population. Conclusions cannot be projected onto any problem. On the other hand, interview groups are a great way to work out key questions about a new idea or POTENTIAL product or service. Such a method can serve as the FIRST step in the research process, identifying important points to be addressed subsequently in QUANTITATIVE reviews.

QUANTITATIVE RESEARCH

When people talk about marketing research, they usually mean QUANTITATIVE research. Such research involves a REVIEW of a selected sample of a particular group, using mail, telephone or face-to-face interviews.

The data is collected through a QUESTIONNAIRE that is tested before the actual survey. Completed questionnaires are edited and verbatim responses to open-ended coded questions that use pre-designed categories are analyzed. Questionnaire data are entered into a computer to tabulate the results. The resulting spreadsheets are then analyzed. It is important for survey users to understand the advantages and disadvantages of each of the following research approaches so that they can select the methodology that best suits their needs within the budget available to them.

MAIL OVERVIEW

The main advantage of POST review is their relatively low price. For the price of postage and printed materials, a small business can do very useful market research.

The main disadvantage of this method is a very LOW percentage of returns. The percentage of return is most often from five to fifteen percent. This means that you will never know the opinion of the other 90% of the people whose opinion you are interested in.

In addition, those who do NOT respond to a survey are often different from those who do. For example, retirees are HIGHLY likely to complete and return a questionnaire, compared to 30-year-olds who are LEAST likely to respond.

PERSONAL INTERVIEWS

PERSONAL interviews involve a PERSONAL meeting between the reporter and the respondent. Using the prepared questionnaire, the respondent is asked a series of questions. The reporter carefully writes down the responses. Such interviews take place either at the defendant's home, or in offices, or in populated areas like large department stores. Unlike POST reviews, PERSONAL interviews are characterized by a very HIGH return. 95% is not uncommon. In addition, PERSONAL interviews allow the respondent to directly get acquainted with the proposed product, service, TV commercial, under the supervision of a reporter. That is why face-to-face interviews are often used in researching the impact of advertising copy or packaging design.

The biggest problem with a personal interview is the extremely HIGH PRICE. Since the reporter is forced to visit people in their own homes or places of work, a lot goes away. Even with reporters' low hourly rates, such research can be very expensive.

PHONE REVIEWS

With the introduction of the computer to the interview process, reporters are now in front of a screen and enter responses directly into the computer system, which saves time in data entry and coding. The results are available at any time during the study. Such automated telephone interviews are now used very widely in research companies, and are very effective.

Phone surveys are much cheaper than face-to-face interviews, but usually somewhat more expensive than mail surveys. The performance of phone surveys is much higher, which makes them the most preferred for most marketing research.

SELECTING A FIRM OR CONSULTANT

If you decide to use the services of market research professionals, the following recommendations will save you time and money:

Think carefully about the question or problem that needs to be solved.

In many cases, clarifying the problem will solve the problem itself. Write down on paper the exact purpose of the study and what problems need to be solved. Define the TARGET market, and describe it in as much detail as possible. Make a list of questions you are interested in answering. The purpose of the study should be perfectly clear to you - before you turn to a professional.

Talk to several research companies and consultants.

Like any professional, market researchers vary in scope, area of ​​expertise, and more. Contact SEVERAL companies using the Yellow Pages. Talk to MANY companies before you find the right one. Demand references or referrals from their previous clients.

Send a request to three firms.

While it might be tempting to send a request to a dozen firms in the hope of getting a great offer at a very low price, remember that you must review and evaluate all offers yourself. Three firms will give you a clear idea of ​​prices and ideas. Ask for a WRITTEN proposal including all basic materials and a proposed PLAN of work.

Once you receive an offer, you may be inclined to choose a company based on price. This may be a mistake. Evaluate the APPROACH each firm suggested, how WELL your problem was UNDERSTOOD, and whether the service was worth the price.

Choose a research company and contact them.

Once you've made your decision, respond to the proposal in WRITING, and set up a meeting to discuss the project. Make sure that you have access to ALL stages of the project and that all COMMUNICATION CHANNELS between you and the researcher are open. There is nothing worse than receiving a report that exceeds the planned amount, or receiving incorrect data. As with anything, the better you understand the scope of market research, the more valuable the results are to you and your company.

Marketing research: to buy or not to buy?

In some cases, such as a review of advertising literature, in order to determine the level of competition in a given geographic area, market research may be conducted by the small business owner HIMSELF. However, when research becomes more complex, the business owner may prefer to turn to an expert. Since $10,000 or so can represent a significant investment for a small business, the owner should ask himself the following questions:

Is research really necessary?

In many cases, a skilled review of advertising literature can be as effective as an expensive research paper. In some cases, research may be REALLY necessary. For example, many lending institutions require a feasibility study of the proposed idea, consumer market research - BEFORE the issue of a loan is resolved. In such cases, qualified research is absolutely REQUIRED.

Services market research

Conducting market research will help identify the set of options that satisfy the offer of these service providers, and on this basis adjust the marketing program in order to achieve a competitive advantage. In the case of a new service being offered, the study will reveal the criteria that consumers adhere to when purchasing the service in order to include the new service in the set of options under consideration.

Market research is a means of maintaining constant contact with customers, helping to understand the mechanism used by them in evaluating the service process before purchase, during service delivery and after consumption.

The following main areas of marketing research of the services market can be distinguished:

Research of consumer needs (the goal is to identify the basic needs that the consumer seeks to satisfy, as well as to identify needs that are currently not satisfied (for example, for a client, the main need that he is trying to satisfy by opening a term deposit is the need to save and preserve) );
study of consumer expectations (study of the service standards that customers expect from the purchase of a service - for example, regarding the cost of the service);
customer perception research (study of the most important service quality criteria from the customer's point of view - what he expects and what he hopes to receive by purchasing the service);
service control (service providers measure the technical aspects of the service, such as the reliability and timeliness of bank transfers);
study of operational methods and customer responses to the offer of services - for example, modeling and forecasting the demand for banking services;
study of intermediaries of services (brokers, sales agents, dealers and other intermediaries close to consumers);
study of key customers (most service providers consider some customers as more important than others, most often because of the size of assets or profits generated);
maintaining constant contacts with current and potential customers by creating a consumer panel;
obtaining valuable information regarding customer expectations for service quality through service analysis;
analysis of complaints (service providers quite often consider complaints from customers as a positive source of information, since if a complaint is reported to management, this information will help to eliminate the causes and avoid repetition of data in the future);
personnel research (as part of an internal marketing program - employee research is often conducted by service organizations - for example, a study of motivation).

The marketing research process usually begins with the formulation of the research problem and objectives.

The formulation of a research problem almost always results from gaps in market information already available to the management of the organization. For example, a service provider may have comprehensive and up-to-date data on the market for its current services, but may, as a result of conducting research, discover the existence of some unmet market needs that need to be considered as opportunities for the development of new services.

The goals of marketing research in the service sector are different - here are some of them:

Determination of market characteristics (for example, the definition of banking services required by consumers going on vacation, and the range of services identified can be quite large - from plastic cards to traveler's checks);
a description of market characteristics (for example, a description of the behavior of an investor who purchases securities from a bank);
measuring market characteristics (for example, determining the share of the deposit market occupied by the bank);
analysis of market characteristics (a more complete study of the above information - for example, an analysis of bank depositors according to criteria such as age, income, etc.).

The choice of research methods (qualitative or quantitative analysis) will depend on the purpose of the study, as well as based on the sources of available information. However, it should be noted that qualitative research is the study and interpretation of the expectations, motivations, and behaviors of a small sample of target consumers. It will help define parameters for future research and identify key criteria that guide consumers in purchasing a service and that can be measured by quantitative research. Quantitative studies are carried out to measure the attitude of the consumer to the service and determine his choice.

Data can be collected indirectly through observation or through direct contact with the respondent. Observational methods require objectivity and are widely used within the service industry for planning and control (for example, monitoring service delivery standards).

Gathering primary market information is a part of research that is best left to marketing agencies rather than carried out by the service provider itself. First of all, because respondents are more likely to give honest answers to third parties than directly to representatives of the organization conducting the study.

This element of honesty, or objectivity, is particularly important in the service industry, where consumer perception of the service cannot be measured in isolation from the image of the organization providing the service and its staff. For example, respondents cannot rate satisfaction with a financial service if they have never actually used it. In addition, respondents' responses to the offer of a new service cannot be separated from their perception of the service provider (for example, a new type of insurance cannot be identified in isolation from the reputation of the insurance company providing it).

On the one hand, the analysis of qualitative research information reveals the relationship between incentives and consumer behavior - the highly structured nature of the data obtained as a result of quantitative research; on the other hand, it provides the possibility of their exhaustive analysis. In addition, such data will help to identify significant differences between segments in their perceptions and expectations regarding services, as well as the sequence of purchase behavior.

The expectations and behavior of various segments of the service market must be studied separately, for which the answers can be divided according to the following criteria: legal, economic, geographical, demographic, behavioral, etc. Many organizations and service providers focus their attention on the division of the market along demographic and geographical characteristics when conducting segmentation.

Large regions, countries, administrative-territorial units can act as units of geographical segmentation. Obviously, an organization providing services may have several target markets, and for large ones, the number of target markets can reach several dozen. So, for example, for a large commercial bank, these may be the national markets of various states, since the modern world economy is becoming more and more international, which requires banks to operate not only in the domestic market, but also in other national markets. In addition to national markets, the bank can operate in many regional markets, ensuring the implementation of the functions of the country's financial system in all its economic regions. And finally, both in national and regional markets, there are many markets for banking products that can be perceived by the bank as a target.

However, while demographic and geographic data are useful because they are available and stored in a convenient format, they do not really explain why there are differences in consumer behavior. An analysis of different groups of customers who share common needs and behaviors in the process of purchasing a service can be of great strategic value. Using the principle of segmentation based on benefit, it is possible to identify differences in the requirements of customer groups, as well as determine the quality criteria of services that they consider important, and accordingly develop service proposals.

Product market research

Assessment of market parameters at the current moment, i.e. the current situation in the market is assessed (conjuncture situation), then the size of the market capacity is determined and its segmentation is carried out;
- receiving forecasts.

Thus, the next step in studying the commodity structure of the market is to analyze the current state of supply and demand for a given product, i.e. market situation analysis.

Market conditions are a set of conditions under which activities are currently taking place in the market.

These conditions are determined by the ratio of supply and demand for goods of a given type, as well as the level and ratio of prices.

In marketing practice, 3 levels of market research are considered:

general economic,
- industry,
- commodity.

If an enterprise investigates the current state of a particular product market, then the general economic and sectoral conditions for implementation must be taken into account.

The main goal of studying the situation in the commodity market is to establish to what extent the activity of industry and trade affects the state of the market, its development in the near future, and what measures should be taken to better meet the demand of the population for goods, more rationally use the production capabilities of the enterprise.

The results of the market research are intended for making operational decisions on the management of production and marketing of goods.

In the study of conjuncture, various types of information are used:

General information - sources - data from state and industry statistics, official forms of accounting and reporting;
- commercial information,
- data from the company's business documentation,
- applications and orders of trade organizations,
- materials of the enterprise's market research services - materials on the movement of goods in wholesale and retail organizations, market reviews, proposals for the current replacement of the assortment,
- special information,
- data from surveys of the population, buyers, trade and industry specialists,
- data from exhibitions and sales, business meetings,
- materials of research organizations.

This information is especially valuable because it cannot be obtained in any other way.

Own sources of information.

To ensure monitoring of the product market or sales market, enterprises can create their own sources of information in the form of:

Stores-strongholds,
- networks of resellers,
- specialized consumer panels.

A network of shops of strong points - is created by the enterprise to monitor the development of demand of the population in the sales area (direct marketing). These are, as a rule, branded stores that sell goods, and also monitor the development of demand on a contractual basis.

Network of resellers - organized to monitor the development of demand of wholesale buyers. Resellers - wholesalers and trading companies.

Consumer panel - organized by the enterprise's market research service. This is a group of consumers (families) selected by the enterprise, which are subjected to repeated research.

The panel is formed according to the rules that allow assessing the market situation depending on a number of key features, for example, place of residence, gender, age, and level of personal income.

Contract prices reflect the actual level of prices for goods of a certain quality under the appropriate terms of delivery and payment. However, it is not easy to obtain information about contract prices, as they usually constitute a trade secret. Sometimes data on concluded contracts, including in foreign trade, are published in the press, special journals, but, as a rule, without indicating many essential details of the transaction (for example, quality indicators, etc.).

Exchange quotations - the prices of goods traded on commodity exchanges (natural rubber, raw sugar, cotton, some non-ferrous metals and a number of others). Exchange quotations are the prices of real contracts carried out on unified terms in terms of quality, volume and delivery time, currency of payment, etc. Commodity prices are sensitive to market changes and are influenced by speculation and other random factors.

Reference prices are prices published by commodity sellers and their associations. Reference prices do not reflect the real level of contract prices, from which they differ by the amount of discounts provided by sellers to buyers. The amount of discounts depends on the state of the market, the relationship with the buyer, the nature of the transaction, etc. When the market deteriorates, the discounts increase, and when the market improves, they decrease. In contrast to exchange quotations, reference prices are published less frequently, and their accuracy as an indicator of the real price level is much lower.

Price lists and price tags - price indicators of finished products for consumer and industrial purposes. List prices are essentially the same as reference prices for commodities and also do not reflect real market prices that are evolving at a moment's notice, lagging behind their dynamics. Contract prices differ from list prices in the amount of discounts, the magnitude of which can vary greatly depending on the state of supply and demand, the relationship of the seller and the buyer, etc.

Offer prices. In response to the request of the buyer interested in purchasing the goods, the sellers send an offer for sale, which contains the terms of delivery, payment and price. Offer prices are adjusted in the course of negotiations with the buyer, who usually seeks a discount. Offer prices differ from contract prices. However, for many goods, especially machinery and equipment, bid prices are essentially the only source of information about the level of prices on the market. Offer prices generally more accurately reflect the level of real prices compared to list and reference prices, since when setting them, the seller takes into account the state of demand, the characteristics of the buyer, the specifics of the terms of the transaction, etc.

Price indices are relative indicators that reflect the dynamics of prices, but do not give an idea of ​​their level. In countries, state statistical bodies publish indices of domestic and foreign trade prices for individual goods and commodity groups. Price indices are always given with the reference year in which the index value is assumed to be 100.

Price indices are an important indicator that allows you to identify the main trends in price movements; they are widely used in the analysis and forecast of the conjuncture. With their help, you can also determine the price level for individual goods, using at the same time absolute indicators - contract prices, offer prices, etc. Thus, it becomes possible to “pull up” data on the absolute value of prices that were, say, a year or two years ago back to now. The need to use indices arose in connection with the increase in inflation in the capitalist market, which leads to the rapid obsolescence of information about the real level of prices.

At the same time, price indices characterize the movement of prices not for a specific product, but for a fairly wide product group, within which price dynamics can develop in different ways. Such discrepancies are especially typical for the markets of machinery and equipment, since the product groups for which price indices are determined contain a wide range of products. Therefore, price indices can only be used for a rough estimate of changes in the price level, and the results obtained with their help should be compared with other data.

Market development forecast

Making a market forecast is a two-stage process. At the first stage, a forecast is prepared for the manifestation of the main factors affecting the conjuncture (permanent, cyclical and non-cyclical), as well as temporary ones. At the second, final stage, a comprehensive forecast of the situation is developed, the main sections of which are forecasts for the production of goods, consumption, international trade and prices.

The forecast for the production of goods takes into account the availability of reserve and commissioning of new capacities, the policy of states to curb or expand the production of goods, the emergence of a fundamentally new production technology, and other measures and factors in the field of production. When preparing a forecast, it is necessary to take into account the movement of the general economic situation. This is especially important for traditional industries. At the same time, the demand for new, science-intensive products and, accordingly, their output are sometimes developing at an increased rate even in conditions of depression or a decline in the general economic situation.

The forecast of consumption (demand) is developed taking into account the prospects for the development of industries using this product (for industrial equipment), or the likely trends in consumer demand (for consumer goods), the expected size of consumption, the expected change in import needs for this product of the main importing countries and other indicators of the sphere of consumption.

The forecast of international trade in this type of equipment takes into account the prospects for the general economic situation of the capitalist economy, probable trends in production and demand in general, expected trends in the international division of labor, trade and political measures of states and other factors. The main task is to determine the dynamics, the size of exports and imports of this product, in the distribution by major countries - exporters and importers.

The final and, perhaps, the most important stage of work is the forecast of the dynamics and price level. When compiling it, the development of production, consumption, international trade and other indicators of the state and prospects for the development of the market are taken into account. Estimates of price dynamics given in the foreign press are used, price movements in the past and their level at the time the forecast was developed are taken into account.

When making a forecast, it is very important to fully take into account the specifics of a given product and the peculiarities of the behavior of market conditions (supply and demand) caused by this circumstance. The duration of the production of the goods should also be taken into account. So, despite the onset of the crisis, the volume of production of complex, heavy industrial equipment (with a manufacturing cycle of 1-2 years) usually continues to remain at a high level for a relatively long period (six months - a year) and only then begins to decline.

To increase the practical significance of the forecast, it is useful to supplement it with specific recommendations on exports and imports, taking into account the expected changes in the market, in particular, the predicted “reversals” in price dynamics.

Types of market research

First, let's look at the types of research. There are only two of them: primary and secondary. Secondary studies are those that have already been done by someone else before you. These include, for example, data from central statistical offices, the Public Opinion Foundation, other research organizations, etc.

Primary research is research that no one else has done. And which to conduct (or organize the conduct of which) you will need.

Their goal may be to get answers to questions such as:

Assess the market capacity of a product
Learn the process of making a decision to buy something,
Know the market trends
Find out why some of your customers switched to a competitor,
Test the demand for something.

In general, primary market research is used when you need to find out something that no one else knows yet. (I will tell you how to get answers to the above questions separately - in other notes.)

What kind of research to choose?

My research experience suggests that it is most often worth using both types of market research - primary and secondary. In rare cases, only primary research can be dispensed with.

There were no applicants in my practice, when secondary research alone would be enough, for the last eight years. I think that primary market research is always needed.

Methods for conducting primary and secondary market research

Secondary market research is carried out according to the desktop research methodology. In Russian it is called desk research. It would be more correct to call it research at the desk - which it actually is. Since the research has already been carried out, the task of the researcher is to find this information, structure and analyze it.

A typical example of secondary research is the search for statistical data and publications in the media on a given topic. To do this, you do not even need to leave your desk - hence the name of the technique.

To obtain primary information - and conduct primary market research - other methods are used. Depending on the tasks set, these can be: in-depth interviews, surveys, focus groups, experiments and building models of choice (in one of my earlier notes I wrote how important it is to know how a product is chosen).

Market research process

It is generally wise to begin the research process with an analysis of secondary sources.

This is due to the following reasons:

It's always cheaper.
- It's always faster.
- Sometimes all the information necessary for making a decision has already been published and can be obtained.
- Even if the published information is not complete enough, researchers will only need to fill in the gaps with data from the primary study, rather than collecting all the information first hand.

Secondary research will not always tell researchers everything they need to know. For example, if a company plans to launch a new solar-powered VHF personal receiver, it is unlikely that anyone has already done a dedicated study on solar-powered VHF receivers. There will likely be research data on personal stereos, radio ownership, environmentally conscious consumers, and solar energy - so all of these sources must be analyzed first. This, at the very least, will help develop a design for the primary study.

Another major disadvantage of secondary research is that its data are usually out of date, and it is also difficult for the researcher to be sure of their accuracy, since such data are often published without a detailed description of the methods used to collect them.

Therefore, researchers need to approach them with some caution, but this, of course, does not mean that secondary sources should be ignored.

After completing the search for secondary data, you can plan the primary study.

To do this, you need to decide:

A) what gaps exist in terms of objectives and what is known from secondary sources;
b) who should be contacted for information;
c) what methods will be used.

In order to decide what we should learn from primary research, we need to compare what secondary research reveals with the goals we set at the outset. If information is missing, researchers must determine how to find it and who might have it.

Market segment research

The concept of "market segmentation" can be viewed as a marketing strategy that divides a certain market or a certain set of buyers into separate segments or groups. They have the maximum internal homogeneity in relation to the established criteria and the maximum external differences in relation to each other, which allows the use of certain marketing tools.

Segmentation of the market for goods and services is aimed at finding homogeneous groups of consumers (buyers) for the same product that have some common characteristics that can be used to conduct a specific trade policy.

The principles of segmentation are not the same for different product, industry, regional, national or global markets. There is no single method that would ensure inevitable success in finding a potential consumer.

Thus, market segmentation is the process of dividing the market into separate groups of consumers (customers), which may require separate goods and / or marketing complexes according to some criterion (attribute).

A market segment is a group of consumers (customers) who react in the same way to the same set of consumer marketing incentives.

Segmentation allows you to establish quantitative characteristics: the number of selected groups, their size, development trends; makes it possible to reveal the causal relationship of consumer behavior and allows, based on the analysis of the signs of behavior, to identify and describe their conditional types.

The greatest socio-economic effect associated with bringing goods and services to consumers is achieved through a deep study of their needs for goods and services, which are formed under the influence of many factors.

Segmentation goals

There are three purposes of segmentation. The first follows from the fact that the company is not able to master the entire market, and is forced to be content with only part of it. Having singled out this part through segmentation, she gets the opportunity to purposefully focus her efforts on those buyers who will be most attractive to her.

The second is due to the fact that the identified group of buyers (target market) may be partially inaccessible to the company due to the actions of competitors. An analysis of the capabilities of competitors in the structures of selected segments makes it possible to identify those in which competitors are either less active or buyers are skeptical about their products. These segments, if the company does not want to fight competitors, will be the most preferable for it.

The third goal of segmentation is reasonable in cases where the market does not have a complex multidimensional segment structure. Its essence lies in the fact that if there are few segments, the company should strive to ensure that it has its presence in each of them, i.e. offer each segment a special, most suitable product model for it.

Market segmentation methods

The practice of marketing activity shows that deeper segmentation is based not on any one feature (although, perhaps, very significant), but, as a rule, on a combination of various features. All currently existing procedures and methods of market segmentation are built on this.

Among the methods are the following:

Benefit segmentation method;
method for constructing a segmentation grid;
multivariate classification method;
grouping method;
method of functional maps.

The benefit segmentation method is based on building a model of consumer behavior. Three consecutive stages are envisaged.

A. Determining the benefits that consumers are interested in.

B. Identification of lifestyle differences that drive benefit segmentation.

C. Determining whether benefit segments contain different perceptions of the product and competing brands.

The consumer behavior model demonstrates how the combination of differences between consumers and consumer situations determines their behavior. In the center are the benefits the consumer seeks from the product. These sought benefits determine the perception and evaluation of alternatives. Perception, in turn, determines the choice of goods and their use.

Deep segmentation starts with benefits and works in a feed-forward manner, or starts with behavior and works in a feedback manner. Each segment is then described in terms of behavior, preferences, benefits sought, consumer situations, consumer demographics, geography, and lifestyle.

Implementing this process, you can rely on intuition and use the ability to estimate, or apply complex statistical analysis.

Method for constructing a segmentation grid. The segmentation grid method is used at the macro segmentation level to identify underlying markets. A combination of variables characterizing functions, consumers and technologies is considered. Based on the significance analysis, the main segments are identified that give the highest percentage of preferences.

For example, the function is housekeeping, the consumers are households and back offices, and the technology is a dry vacuum cleaner and a wet vacuum cleaner. Studies have shown that approximately 70% of households prefer dry vacuum cleaners to clean their apartment. At the same time, 83% of office workers preferred wet vacuum cleaners. Thus, two different segments of the base market for an enterprise specializing in the production of household appliances have been identified.

Method of multidimensional classification. The essence of the method lies in the simultaneous multidimensional (automatic) classification of signs of consumer behavior. This approach is based on the following assumptions. One type unites people who have similarities with each other in a number of ways (demographic, socio-economic, mental graphic, etc.). The degree of similarity in people belonging to the same type should be higher than the degree of similarity in people belonging to different types. Using this approach, the problem of typing consumers according to the most important component is solved.

A study of the behavioral response of domestic consumers to fashion has identified three types of consumers (including men and women). "Selective type" represents people who carefully select fashionable novelties and make high demands on them. "Independent type" characterizes individuals who react with restraint to fashion and adhere to the chosen style.

The "indifferent type" believes that fashion does not matter, and products should be inexpensive and practical.

The grouping method consists in the sequential breakdown of a set of objects into groups according to the most significant features. In this case, one of the features stands out as a backbone. Subgroups are formed in which the significance of this feature is much higher than in the entire set of potential consumers of this product.

The method of functional maps involves a "double" segmentation: by products and by consumers.

Such cards may be:

Single-factor, when double market segmentation is carried out according to any one factor and for a homogeneous group of products;
multifactorial - in the analysis of which consumer groups a particular product model is intended for and what its parameters are most important for promoting a product on the market.

In any case, by compiling functional maps, it is possible to determine which market segment (i.e., a group of consumers defined by a number of signs) is designed for this product and which of its functional parameters correspond to certain consumer needs.

The most common methods of segmentation analysis and selection of target markets in international marketing are matrix, statistical methods and cluster analysis.

The matrix method is based on determining the most preferred marketing strategy (for example, a standardized marketing strategy) and analyzing the factors of the external environment in terms of their influence on the elements of the program and . By comparing the characteristics of different markets in terms of their relevance to the firm's chosen marketing strategy (eg, the firm's standard marketing program), it is possible to identify those markets where efforts to modify the marketing program will be minimal. These national or regional markets will be the most attractive for priority economic expansion.

The statistical method of segmentation analysis involves the determination of an external factor and the so-called active variables (i.e., signs of buyers or markets for which segments are directly formed) and passive variables (i.e., those signs that serve to more fully describe the already outlined segments ).

The purpose of cluster analysis is to generalize the set of variables that characterize different markets or groups of consumers (buyers) in order to form, based on these variables, the optimal number of their types according to the similarity criterion.

The main disadvantage of the methods of statistical and cluster analysis is that the same values ​​are given to different features, and therefore the result obtained can be a product of formal logic. Therefore, the correct selection of variables is required, taking into account their importance from the point of view and program of the firm in the world market.

Automotive Market Research

The automotive market shows stable growth. To date, the volume of the Russian market is estimated at 182 billion dollars. The Russian market is considered the most promising business in the world this year. Stable growth - 15% per year. Today, with used cars, the market capacity is no less than 4.5 million cars. There are 3 major segments in the car marketing market. They can also be divided by m into each of the segments in%.

1. Trucks (including micro trucks) - $42 billion
2. Passenger cars (including minibuses) - $100 billion.
3. Buses - $40 billion

As you can see, passenger cars enjoy a big advantage, but do not forget that mostly used cars are sold by private traders, and this money does not enter the market. And trucks and buses are mostly bought new. Imported equipment is in greater demand - this indicates its quality and reduced price in recent years.

Detailed overview of car market segments

Passenger cars The volume of the segment market for 2010 is 100 billion dollars. It is attractive to all players in the automotive market, from private companies to large automakers. The market trend turned out to be a decrease in car prices and favorable loan conditions. Let's look at the sub-segments: domestic cars - 20%, and foreign cars - 80%. Foreign cars dominate to a large extent, and in the next 5 years their percentage will grow, which will lead to a decrease in the production of domestic cars. The decline in prices for European and domestic cars was also due to the entry of Chinese car models, especially Chery, into the market.

We segment the market by car brands, here's what we get:

Opel - 3%
Kia - 3%
Daweo - 3%
Mazda - 4%
Honda - 4%
Reno - 5%
Mitsubishi - 6%
Nissan - 7%
Toyota - 10%
Hyundai - 10%
Ford - 11%
Chevrolet - 14%
Others - 20%
Chevrolet has been leading for the third year in a row - 14%, but other brands are also not in bad positions.

truck market

The amount of funds is estimated at 42 billion dollars. The truck segment can be divided into 4 sub-segments.

1. Asian trucks. Demand from companies that are associated with small everyday transportation.
2. European trucks. Large demand from medium-sized industrial companies.
3. Russian trucks. Great demand mainly from large industrial companies.
4. American trucks.

There is a great demand from those companies that work with further and heavy freight transport.

bus market

The capacity is estimated at $40 billion. This segment is subdivided into 2 sub-segments: Buses of foreign production. Buses of domestic production. There is more demand for a foreign manufacturer, this is again associated with better quality and reasonable prices. In Russia in 2010, 385,000 imported buses and 200,000 Russian-made buses were purchased.

Drawing conclusions

In the coming years, market growth will be between 15% and 17%. It can also be said that the domestic market shows a trend towards steady growth. His attractiveness to businessmen can be rated above average.

Stages of market research

1. Formulation of the problem and objectives of the study.
2. Determining the need for information and organizing its collection.
3. Information analysis.
4. Preparation of an analytical report.

The formulation of the research problem requires clarification of 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 identify the main guidelines for production and economic activity: what changes have occurred in the market situation? in what direction should the organization develop? how to make a transition to a new state?

The exact formulation of the objectives of the study is required to draw up a task for the analysis.

It includes:

General characteristics of the organization and its activities in the market (when conducting research by a third-party marketing firm);
- information on the degree of knowledge of the market;
- a description of the specifics of the problem posed and its relationship with the goals of the organization;
- specific aspects of marketing activities that need to be studied; - requirements for the accuracy and reliability of the initial data; - terms and costs of the study.

For the development of the task, it is fundamentally important to take into account the limitations that will help to avoid incorrect comparisons and increase the specific focus of the analytical work:

A) for comparability of the objects of analysis, the studied goods of competitors (product lines) must belong to the same classification group of the All-Russian classifier of products;
b) to specify the objectives of the analysis, the geographical boundary of the analyzed market should be determined, taking into account the specifics of the use of the product, the reasonable alternativeness of its offer, the cost of transportation to the place of use, the frequency of purchases. The geographical boundaries of the market are expanding with an increase in the degree of uniqueness of the product and its complexity. At the same time, they narrow down with weak and expensive communication, a short service life and a high degree of product unification;
c) to take into account the possible seasonality of sales, the time interval of the analysis should include the full cycle of product sales (measured, for example, by the financial year).

The methodological basis for the analysis of marketing information is formed by a bank of methods and models that allows you to most fully reveal the relationship of the studied phenomena and is based on:

On general scientific methods of system analysis and;
- analytical and predictive methods of linear programming, queuing theory, communication theory, probability theory, network planning, economic-mathematical and expert methods;
- methodological techniques borrowed from sociology, psychology, anthropology, ecology, aesthetics, design;
- models of statistical data processing and related application programs;
- marketing research methods.

The most commonly used methods of the latter group include measuring the market capacity, assessing the market shares of organizations, measuring the level of competition intensity, and market segmentation.

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 study and the client for whom the study was performed;
- 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;
- groups of analyzed individuals and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received;
- technology for conducting observations, experiments and surveys;
- the period of time during which the study was conducted;
- geographical boundaries of the analyzed market;
- calculations and applications.

The report may also include data necessary to illustrate the findings. For example, when analyzing multiple product markets, the findings can be systematized by product segments. For new fast-growing markets, indicators of the dynamics of supply and demand are considered. In the conditions of the formation of a new business, it is advisable to include in the report the results of the analysis of marketing methods used in similar product markets abroad, etc. In addition, the report should contain all the necessary information to develop a marketing mix aimed at solving the problem.

Comprehensive market research

Marketing research is applied research. While market research answers the question of whether there is a market, marketing research provides answers to more practical questions: is there a market for a given product, how to enter it and gain a foothold. Marketing research collects information about the dynamics of the market, and market research is more static. The British Institute of Marketing believes that marketing research is "the targeted collection, recording and analysis of all facts on issues relating to the exchange and sale of goods and services by the manufacturer to the buyer."

According to F. Kotler, marketing research is a systematic problem analysis, the creation of a model and the definition of a circle of data in order to make the most correct decisions, improve control over the marketing of goods and services.

The basis of marketing, of course, is complex marketing research, including both the study of the market and its conjuncture, and the assessment of the capabilities of the enterprise (firm) itself, which builds work on the principles of marketing. Such marketing researches allow planning, i.e. to make a reasonable forecast of the development of the market situation, corresponding to the results of marketing research, and to develop appropriate measures of marketing influence on the market in order to ensure the effectiveness of the production, marketing and scientific and technical activities of the company.

Comprehensive market research involves a thorough study of the economic environment. Marketing, as a concept derived from the market, is both a scientific and practical activity for managing the production and marketing of goods, depending on long-term and short-term trends in the development of the market, the economic situation in general and the commodity market in particular. Market research related to the study of supply and demand in the market and its individual segments, the capacity and nature of the market, the price level and price elasticity of supply and demand, the degree and conditions of market competition, are necessary for making appropriate decisions at all levels of marketing activity - strategic, tactical and operational. Observation of the current market situation and its analysis allow solving operational marketing tasks, while the study of long-term trends and market forecast - tactical and strategic tasks to achieve the set medium and long-term goals.

Marketing theory uses the concepts of the marketing environment (market area) and market research (market research), which, in fact, is the study of economic conditions.

The concept of conjuncture is used in all cases when it comes to characterizing the situation in the external economic environment in relation to an economic entity at any given moment or period. The external economic environment refers to the internal and external markets in which the economic entity operates.

The study of the marketing environment and the market involves the analysis and forecast of various economic, demographic, social, natural, political and other conditions and circumstances. All of them are conjuncture-forming factors. So what is the economic environment?

The economic conjuncture is a form of manifestation on the market of a system of factors and conditions of reproduction in their constant development and interaction, in a concrete historical refraction, expressed in a certain ratio of supply, demand and price dynamics. This definition contains all the essential features of the concept of conjuncture.

Firstly, it singles out the subject of economic conjuncture - the market, since the conjuncture is linked, first of all, with the state of affairs in the sphere of exchange, on the market as such, which is an integral part of commodity-money relations.

Secondly, it is emphasized that the conjuncture is not limited to the sphere of exchange, but embraces and includes the entire process of reproduction (production, distribution, circulation, consumption), which is viewed through the prism of exchange.

Thirdly, the conjuncture is considered in time and space, in dynamic development.

Fourthly, the conjuncture is linked to the specific historical conditions of the reproduction process, because each new stage in the development of the reproduction process is characterized by a certain combination of factors and conditions for the development of the conjuncture.

Fifthly, it is pointed out that the main form of conjuncture manifestation is the ratio of demand, supply and price dynamics. Ultimately, it is these factors that determine the state and dynamics of the market that are the central link. Other factors affect the development of the market situation only indirectly, through supply and demand.

In accordance with the fact that in economics it is customary to use two objects of market research - the economy and the commodity market, in the concept of economic conjuncture, two relatively independent components are distinguished - the general economic conjuncture and the conjuncture of commodity markets.

The general economic situation can be considered as a system that is a structural unity, i.e. a certain set of conjuncture of commodity markets with many relationships between them. However, these parts exist only due to the presence of the whole, i.e. non-commodity conjunctures make up the general economic conjuncture and, conversely, the general economic conjuncture generates, during its division, elements - the conjuncture of commodity markets. Therefore, the properties of the general economic conjuncture cannot be considered an arithmetic sum of the properties of the commodity conjunctures of its constituents. Combining the conjunctures of commodity markets as elements into the general economic conjuncture as a whole gives the latter new qualities that the commodity conjunctures that compose it do not have.

The conjuncture of the commodity market as an element of the general economic conjuncture is characterized by both specific features inherent only to it, and general features inherent in the general economic conjuncture. Thus, only the interaction and interconnection of these traits and features of the general and parts determine the nature of the formation and development of the general economic and commodity conjuncture.

The general economic and commodity conjuncture has the following characteristic features:

inconstancy,
- variability and frequent fluctuations,
- moreover, some vibrations reflect the action of forces,
- short-term impact on the market,
- others - the result of factors that have a medium-term or long-term impact on the state of the market;
- unevenness, which is clearly visible when the direction of the dynamics of various indicators characterizing the conjuncture coincides, but the rates do not match;
- exceptional inconsistency, which is expressed in the fact that various indicators of the conjuncture at the same time indicate the presence of opposite tendencies of rise and fall;
- the unity of opposites that are formed in the process of reproduction of social capital, despite the exceptional inconsistency.

The study of the economic situation is not limited to the study of only the general patterns of development of the sphere of exchange and its interaction with other stages of the reproduction process. It is aimed at conducting a reasonable analysis and making a forecast of the situation that is developing in a particular commodity market.

A commodity market is a system of economic relations, firstly, between producers and consumers of a given product and, secondly, within groups of producers and consumers. The main form of relations of the first type is the purchase and sale, the second - competition.

Commodity markets, interacting through the mechanism of intersectoral competition, form the national market as a whole. In the course of historical development, market relations go beyond national borders, and international commodity markets are formed. They operate in close cooperation with the respective markets of individual countries and regions.

There is a huge variety of national economies and commodity markets with their inherent conditions for the formation and development factors of the economic situation. Each commodity market and each stage of development of its conjuncture is characterized by its own combination of factors that determine the features and parameters of long-term trends, medium-term fluctuations and short-term changes, their relative importance, ranking their interaction with each other.

Real estate market research

Market analysis for the purpose of evaluation is the ratio of the entire state of the real estate market, a specific segment with each studied object. As a result, we get a report on the interaction of supply and demand, which can affect the price of the property being valued. Indirectly, the result can be used to determine the best use case, demand dynamics, marketing strategies for existing and projected properties, design, and market share projections occupied by the property.

The market price of real estate is dictated by the competitive potential of the market. By studying the characteristics of the property being valued, the appraiser can identify objects that compete and determine all the pros and cons of the property being valued. Understanding the impact of economic conditions on the state of the market allows valuers to obtain very important information, which is necessary in order to determine the value using three approaches for .

The comparative approach requires the identification of competing real estate objects, determining the degree of their comparability with the appraised object in order to objectively adjust the sale price of the same real estate in accordance with the fluctuating market situation.

The cost approach is designed to use market information on current construction costs. Such information will allow appraisers to determine the size of entrepreneurial profits, the income of construction organizations, the identification of economic advantage, and the level of functional obsolescence of real estate after construction is completed.

The income approach requires the appraiser to have knowledge of market information on occupancy and market size, rent levels, operating costs, expected rates of return, and competitive potential in a particular real estate market.

To analyze demand or identify the needs, preferences and purchasing power of the consumer. The main task of appraisers is to identify a potential consumer of the property being valued, for example, buyers, tenants or users. To do this, the first step is to determine the demand for the final product or service provided by the property being valued. For example, with the cost of a hotel, you need to determine the number of potential guests.

The list of factors that affect the real estate market.

1. The factor of state regulation of the real estate market.
1.1. a normative act to regulate real estate purchase and sale transactions;
1.2. tax legislation, to regulate real estate transactions; Back | |