Marketing research work plan. Marketing research plan

Having found a compromise or full agreement of both parties on the issue of the goals and scope of the study, one can focus on the technique of conducting the study. At the same time, a formal study plan is drawn up and the manager (manager) is informed of all steps taken. Brief formal plan marketing research roughly includes:
1. Name of the project.
2. Description of the marketing problem.
3. Purpose and scope of the project.
4. Structure.
5. Sources of information and methodology.
6. Terms of the study and requirements for personnel.
7. Research costs. Marketing research often leads to a situation

when the conclusions play a positive role, in which case the situation can be indicated by the following range of additional questions and problems:
- there is not enough information to make a marketing decision;
- after evaluating alternatives, it is not known which side to take;
- there is a conflict situation within the organization, for example, in relation to production policy, strategy or goals;

- something new is being done, for example in relation to production policy, strategy or goals;
- the symptoms of the problem are clarified;
- something new is undertaken, for example, the price changes, new distribution channels are found, new packaging is invented, a new market segment is conquered.
The general view of the marketing research planning flowchart is shown in fig. 3.3.

So far on Russian market most companies turn to the services of market research specialists mainly at the stage of market penetration, that is, at the stage of establishment of the company. In this case, as a rule, the following goals are set:
- identify a promising and profitable sales market;
- get comparative analysis competitor prices. This can probably be explained by insufficient saturation
Russian market of goods, thanks to which almost any product finds its buyer here.

However, this cannot go on for long. Buyers will become more choosy, companies will have to focus not on the faceless mass of the consumer, but on certain groups of the population. First of all, this will affect those areas of the market where companies face real competition. Under such conditions, any firm sooner or later finds itself in one of the listed situations, which, of course, do not exhaust the entire range of issues. Therefore, in a timely manner decision about conducting marketing research allows the company to avoid unnecessary costs for an independent search for an effective strategy.

Added: 10/25/2016

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Marketing research is a whole complex of actions aimed at studying the market and the mechanisms operating on it. Marketing research includes the following activities:

• Studying market trends.
• Overview of options for marketing strategies.
• Analysis of sales results and its dynamics.
• The study of goods or services offered by competitors.
• Forecasting the level of sales and activity in the market for the short and long term.
• The study of consumer reaction to new types of products.

The Essence of a Marketing Research Plan

A marketing research plan is necessary for the research to be carried out taking into account all important nuances and was the most reliable. The plan contains the details of the methods that will be used to obtain the necessary information, helps to structure all the data and bring the marketing research to a successful result. The plan underlies the conduct of marketing research and includes the details of the general approach to solving this issue, which is formed in the first place. How better plan, the better will be the work of a marketer and the more effective his research.

The marketing research plan example includes a number of main components:

• Determining the required data.
• Development of research phases - search, cause-and-effect, descriptive, etc.
• Definition of procedures to be carried out to measure the required parameters.
• Creation of a questionnaire or interview form to be used for data collection; pre-check this form.
• Determination of the sample, its process and size.
• Development of an analysis plan.

Some of the components of this sequence may change, depending on the type of plan and the nature of the study.

Classification of study plans

Most often, marketing research plans are divided into final and search. The final one is deeper, while the search one is designed primarily to collect information.

Exploratory research, as well as a search plan, have as their main task to understand the essence of the problem that the marketer faces. The search plan is used in cases where it is necessary to more accurately determine the question that the study should solve. The search plan allows you to determine the direction of work and further study the circumstances.

In exploratory research, the marketer, as a rule, has an inaccurate idea of ​​the situation, does not know exactly what information he needs, and the research process itself does not have such a clear structure and may undergo certain changes as the work progresses. The plan may include face-to-face interviews with experts in the industry under study, the samples used are not the largest, often not representative. Primary data obtained in the course of the study are of a qualitative nature and are subjected to detailed analysis. The results of the study conducted according to the search plan are considered preliminary. Most often, after such a study, more accurate work is carried out,

The final study allows you to understand the problem in more depth and get more accurate results. When the study is carried out according to the final plan, various hypotheses are tested, relationships are explored. In this research, it is important for the marketer to use only accurate and reliable information.

The final study has a clearer structure, it is more detailed and formal. The final plan provides for representative samples with large quantity participants, as well as a quantitative analysis of the data obtained as a result of the study.

Composition of a marketing research plan

In order to properly carry out all the necessary operations, marketing research must be carried out according to plan. A marketing research plan invariably includes several steps.

The development of a marketing research plan begins with the formulation of the problem. For this, potential consumers of goods, services, objects, etc. are determined. The main competitors are identified, the geography of the company's work is determined, prospects are determined, the price level in the market segment, the production processes used by competing organizations, the range of their products, etc. are studied.

Then secondary information is collected. At the same time, the reports business correspondence, databases and all other sources of information that provide the marketing research organization. At the same time, the circle of interested organizations is determined, requests and proposals on topics of interest are determined.

At the same stage, the analysis of financial information is carried out, the cost of the main stages, conditions, results and other details are determined. A review of prices for materials and components necessary for the company to production activities. Informal conversations and surveys of company employees are conducted, information from which is systematized and formalized.

After that, information is collected from external sources. These include a variety of commercial databases, special periodicals, information collections, advertising materials, price lists, catalogs, materials from events - symposiums and exhibitions. At the same time, it is extremely important to check the reliability of all the information provided there and take into account only the one whose authenticity is not in doubt. To do this, it is necessary to establish contacts with data sources, to make commercial inquiries. It also analyzes the limits pricing policy.

Based on the results of all the data received, a detailed report is compiled, including not only a description of the situation on the market, but also a forecast of its development in the near future and the prospects for the development of the company in these conditions.

Getting an example of marketing research is extremely important for beginners who are taking their first steps in this area. At the same time, it should be understood that marketing is necessary today in all areas of business, without conducting in-depth research, not a single self-respecting entrepreneur will open a new outlet, will not begin to engage in a new direction. entrepreneurial activity. Therefore, a marketer is one of the most sought-after professions today.

Why do marketing research?

An example of market research will help you visually understand how to successfully implement such projects. By and large, this is a special business study that helps to determine the existing this moment desires and preferences of consumers, to predict their behavior in relation to a particular product. Marketing itself is one of the areas of applied sociology. This is a young branch of science that appeared only at the beginning of the 20th century.

First of all, such research is necessary for companies that seek to enter the market with their product or service. Some leaders today neglect it. Because for all its effectiveness, this is a rather expensive method. But it is better to pay in the beginning than to suffer much greater losses over time due to the fact that the strategy you have defined for promoting your product turns out to be losing.

An example of marketing research allows you to get a complete and, most importantly, real market situation. This information is especially important for companies that are trying to start selling some new product or offer a service that no one else had before. This research will help you determine if your business plan will be successful.

Marketing research on the example of an enterprise allows the owners to clearly define the goals and objectives that need to be implemented. The study will give an answer to the question of how effectively the product or service is being promoted, otherwise you can always make adjustments and correct the situation if it develops in an undesirable direction.

If, for unknown reasons, your sales volume drops sharply, then it is necessary to conduct market research. An example of how to get out of this situation, you will receive when you get acquainted with the results. Also, you can not do without this method if you are new to the market. And also if you are going to offer the consumer a new, unique product.

Problem Definition

Marketing research consists of six main stages. All sociological companies and services that are engaged in such activities have ready-made examples.

The first step is to identify the problem to be solved. After all, it depends on the right question to a large extent how true the answer you get in the end will be.

So, in order to accurately define the problem, you need to pay attention to the purpose of your research, the background information available, and how you will apply it.

Further, in order to determine the problem and the tasks set, it is necessary to discuss it with specific leaders, on whom the adoption of decisions based on the results of the study will depend. Discuss this issue with experts in this field, conduct a secondary analysis of the data provided by them. Qualitative research of focus groups familiar with this topic also does not interfere.

Only after the final formulation of the problem can one begin to work out a detailed work plan.

Plan development

The marketing research example assumes a detailed and step by step plan your actions throughout the work. First you need to formulate the theoretical framework of the study, each participant must clearly understand his role, and what result they want to get specifically from him.

Indispensable are detailed analytical models, precise search questions and hypotheses, and factors that can have a significant impact on the final results.

An example of product marketing research at this stage involves a discussion further action with the management of the company that ordered the work from you, as well as with experts in this field. It is necessary to study the situation in detail, analyze secondary data, and prepare for qualitative research.

Getting Started

To start productive work, you need to make a plan according to which your marketing research will be carried out. Ready-made examples will help novice marketers get their bearings, and they will not be superfluous for experienced employees, as they will help save time. With their help, you will write down in detail the entire course of work that will be necessary to obtain information on the issue under study.

This plan will allow you to develop a step-by-step test of all emerging hypotheses, to find the best answers to test questions, which will need to be asked during the survey process, as well as decide what data will be needed to find right decisions for the questions asked.

Also, the plan according to which the marketing research of the market will be carried out (an example is in this article) should include an exploratory study, the definition of variables and the corresponding scales on which measurements will be taken.

Also in the plan, you should specify the ways in which you will collect information from respondents. It could be a survey or an experiment. Already at this stage, it is necessary to start compiling questions that will be included in the questionnaire, or details of the upcoming experiment.

If we summarize all of the above, then marketing research on the example of an enterprise consists of the following phases - analysis of secondary information, then the research itself, the collection of quantitative data (this includes questionnaires, experiments and third-party observations). Then follows their careful processing, determination of scaling methods, preparation of a question-by-question questionnaire. It is important to establish what representative sample. Ultimately, you need to analyze the data.

Field work

Data collection is one of critical components for successful marketing research. Using the example given in this article, you can make sure that there is nothing prohibitively complicated about this.

Work in the field is carried out by specially trained people. Their tasks include a personal interview with the interviewee. To do this, sociologists go from house to house, call potential respondents by phone, look for them in specialized places (for example, if this is a study of the book market, then in bookstores and second-hand bookshops). A variant of computer interviewing is also common, when survey participants are asked to take a test on a site that is of interest to them. Also, distribution of such tests is carried out by e-mail.

In order to avoid errors and inaccuracies in the final results, it is important to conduct thorough education and training of employees who will be involved in the most important part - the collection of information. Them main instrument- Questionnaire for marketing research. Each employee should have a sample questionnaire.

Analysis of the received information

All successful businessmen use marketing research. Examples of companies that pay great attention to the sociology of entrepreneurship are countless. If you see a successful player on the market, you can be sure that he orders more than one study per year. Especially if you want to develop.

So, after all the information has been collected from questionnaires or observations, it is necessary to proceed to editing them. As well as encoding, decryption and, of course, verification of field workers. For this, a telephone survey is most often carried out with 5-10% of the respondents who took part in the survey or experiment. Each questionnaire is checked, edited and corrected, if necessary. With no exceptions.

The test results are summarized and entered into the computer. In order to conduct an effective analysis and obtain accurate data, a statistical analysis method is used. It is especially effective if there is only one indicator for measurements, or there are several of them, but in this case each of the variables is analyzed separately.

Otherwise, multivariate data analysis techniques are needed.

Report and final presentation

In order to put all the information together, you need a market research program. An example of such a product will help you get the job done quickly and efficiently.

Ultimately, a report is prepared for the customer. As a rule, in written and electronic form. The final report outlines the answers to the questions posed at the beginning of the study, describes the work plan and the methods by which the data were collected. The results are summed up, and valuable conclusions are formed that should help businessmen in the implementation of their projects.

Your conclusions should be presented in an easy-to-understand form, it is recommended to use tables and graphs. All this contributes to the assimilation of the material.

Marketing Research Example

For clarity, consider specific marketing research. Course work on the example of the expediency of opening an original gift shop in the city. To begin with, we formulate goals and objectives.

According to the results of the study, we must inform the customer about the preferences of his potential buyers, as well as to create a base on the basis of which it will be possible to take specific management decisions, thereby minimizing the level of uncertainty and errors at the project implementation stage.

In this case, it is necessary to include the following tasks in the marketing research plan. Example: defining methods to carry out your research, collecting data in the field by all possible ways(personal interviewing, telephone survey, Internet survey), analysis of consumer motivations by typologies, generalization of the information received, its presentation in the form of text, tables and graphs.

We now define the hypothesis of our study. AT modern world a wide variety of holidays. It is customary to come to each of them with a gift. Often, instead, guests simply give money, but more and more often this is considered a sign of vulgarity and bad taste. Encouraged only at weddings. If you're going to a birthday party, New Year, name day, baptism, Valentine's Day, International Women's Day or one of several dozen professional holidays then you need an original gift. Therefore, we can assume that the trend to search for useful and original things for relatives and friends will only continue.

However, in order for the goods to be quickly and efficiently sold out, it is necessary to understand which categories of people most often find it difficult to choose gifts for the holidays. And what holidays most often go with original surprises. This will require market research. Services that potential buyers would like to see in such a store (after all, you can sell not only specific things, but also surfing, visiting a sauna, etc.).

As a result of the study, we will have specific scientific data that will help us draw up a correct and effective business plan.

Work plan

The main problem of our study is that a customer who wants to open an original gift shop in the city does not know for what social groups, and, accordingly, the category of goods to him to navigate.

Now you need to decide on the target audience who will participate in surveys and come to focus groups. We will include the widest possible group of respondents in the work, limiting ourselves to only the lower age limit (16 years old), because at this age, as a rule, free pocket money appears that can be spent on gifts. After all, the store plans to specialize in surprises.

The number of respondents will be determined in the region of 100 people. And half of them must be men, the second - women.

We will conduct a survey using the field research method. This is the most effective and easy-to-use way to get what you want in a strictly limited time frame and with the least financial loss. All participants in the course of the survey will receive questionnaires consisting of 15 questions. Only one answer can be selected. This will allow you to get the most accurate and specific information about the problem under study.

Now we need to determine the financial and time costs that we will spend on the implementation of this plan. This is necessary in order to orient the customer on the time of the study and to plan their own work and the dates for which the following projects can be taken.

So, from the consumables you will need sheets of paper, pens and printer ink. Naturally, it is assumed that all the necessary office equipment (computer, printer, etc. you already have and use in the long term).

Now let's decide on time. It will take about 3 hours to develop the main documentation, and at least 20 hours to conduct a field study. Data analysis will require 2 hours. The final design of the information received in the form of graphs, tables and texts will take 4 hours. Thus, for the implementation of this project, you will need 29 hours of working time or 4 working days.

Main study parameters

In higher education institutions, one of the most sought-after jobs is marketing research. The coursework, an example of which can be compiled on the basis of the above research, will help any student or marketer figure out how to conduct the first sociological survey in his life.

So, what parameters we set in the questionnaire. First, we find out the gender and age of the interviewees. Among the respondents, 55% are women and 45% are men. By age, the most popular category is from 18 to 30 years. This means that we can expect that the vast majority of visitors will be young and sociable people who actively make new acquaintances, if only due to insurmountable circumstances - entering a university, obtaining new work, changing of the living place. Therefore, they should be interested Original gifts- they need to prove themselves, make friends and buddies, possibly a romantic relationship. The assortment of this store should help in solving precisely these issues.

Now we learn about the marital status of the respondents. By and large, this data will not greatly affect the final results, because potential buyers for our store can be found in any of these categories.

Free men and women are looking for new relationships and a non-standard gift is one of better ways surprise and amaze your partner in order to leave the most positive impression about yourself.

Married couples have additional reasons to give gifts. This is the date of the wedding, dating, first kiss, declaration of love. All these small but important events do not involve any global gifts, but small pleasant and unexpected surprises, which the owners of this business should bet on.

And finally, married couples with children also come to our attention. After all, you want to please a child with a gift, sometimes, without any reason. Again, this will not be some thing that a son or daughter dreams of all year (for this there will be a birthday or New Year), but a small but pleasant and unexpected present.

It is also important in our study to find out the occupation of the respondents, their average monthly earnings, the amount they are willing to regularly spend on gifts. And also what holidays it is customary to celebrate in their midst, on which it is customary to come with gifts.

All this will help to get a whole picture, which will allow you to choose the right store development strategy.

We live in conditions market economy. Whether we like it or not, the strategy of any enterprise is based on a correct understanding and application in practice of the laws of the market. Whether you are just starting your business or have been in business for many years, market research is an essential part of your job. After all, products produced but not sold on the market, no matter how good they are, do not bring benefits (profits), neither to you nor to society.

The study, analysis and processing of information about the state of the market, in a certain area, is called marketing research. Such studies are carried out by specialized companies, marketing services of large organizations and holdings, or they are done by “amateur specialists”. The fate of a small boutique in mall, and the efficiency of multibillion-dollar investments. No serious company in the world makes even tactical (not to mention strategic) decisions without analyzing the market, marketing prospects for a new product or improving technology.

Goals of marketing research

Market research, depending on the tasks, can have a different focus. This includes the search for new areas of activity, expanding the range of goods and services, tracking competitors, and so on. If we talk about the global goal, then it is one - to expand sales and increase profits. But there are a lot of directions aimed at achieving this ultimate goal. There are several main areas:

• search and analysis of problems in a specific market segment;
• description of the situation on the market, which has the character of current information;
• forecast of market development trends in the future;
• testing the market in order to choose between different strategies of action;
• analysis of new scientific and technological trends that can significantly affect the market;
• analysis of related areas of activity in order to identify the possibility of new products (services) that affect the market.

Significant differences have studies of internal and external nature.

A huge role is played by marketing research in determining the directions of investment in the scientific and technical sphere. These investments are very expensive, long-term, and, if successful, can lead to a revolutionary breakthrough. As an example understandable today to everyone, we can cite the situation in the mid-80s of the last century in the image fixation market. In other words, photographs.

In the mid-80s, there were opportunities for a significant improvement in the quality of images in traditional (film) photography, while digital technologies were still “in diapers” and could not compete in the market in terms of any technical and economic indicators. As you know, the forecast errors of a number of companies in this area led to their collapse over the next 20-25 years.

What Marketers Research (Objects)

Consumers of products / services have different requirements for the proposed product. These are not only quantitative and qualitative technical and economic indicators that can be expressed in numbers. A huge role is played by tastes, traditions (religious and cultural), climate or age categories of consumers. Identification of the motives that guide buyers when choosing a product is also the most important subject of study.

So, for example, one of the well-known European manufacturers of wall tiles managed to significantly expand sales in Iran and Pakistan, focusing on a range of colors that gravitate towards green. The reason is simple - green color refers to beloved color scheme Islam.

We should not forget that the producers themselves can directly influence and shape the tastes and preferences of the target audience. This goal is served by direct and indirect advertising, PR actions, the formation of new needs. The word "imposition" has a negative connotation, but, nevertheless, it is the most important element of the struggle for the consumer, stimulating consumption.

The object of marketing research can be, for example, the logistics system of competitors, which helps to reduce costs in the supply of goods and services. And to what truly tectonic shifts in the beverage market the creation of new types of packaging has led, there is no need to speak.

The most important, if not the main, object of research are end users, that is, you and me. This is the most "difficult" object. For its study, the entire arsenal of sociology and consumer psychology is involved. Most often, essential element such a study is a survey of target (focus) groups of consumers. Here, a correctly compiled questionnaire and the conscientiousness of the persons conducting the surveys play a very important role.

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A huge (and common) mistake is to include head-on questions in a survey program. For example, “what color of the knife handle do you prefer - black, white, and so on.” The respondent must directly (or better indirectly) answer the most important questions:

• what does he want;
• when and how often he is interested in this product / service (season, vacation, trips, and so on);
• what characteristics of the product / service are important to him and which he pays attention to in the first place;
• where he prefers to buy goods (specialized store, supermarket or Internet);
• whether he buys for himself, relatives or as a gift to friends and so on.

Naturally, a marketing research plan is always focused on a specific goal, answering clearly posed questions. Let's look at some specific examples.

Market research

Work on studying the market, its structure and development trends is one of the most demanded requests from manufacturers. In a number of areas, marketing research ( ready-made examples) can be purchased from specialized consulting firms that specialize in various areas. This is the most budgetary, but not always optimal, way.

Whether you want to open a restaurant, make shoes or make cars, you need answers to a number of questions, including the following:

• total market volume today and in the near/long term;
• regional (geographical) distribution of consumers;
• the level of competition in this market segment, the main manufacturers, their specific gravity and, if possible, their plans for the future;
• the most demanded price categories of goods/services, price dynamics, the impact on them of the emergence of new players;
• the impact of advertising on the market and the strategy of activity in this area.

It is very difficult to give an example of market research that would have a universal character. The dependence of specific content on the nature of the product/service is extremely high. Besides, good work of this kind are very voluminous and occupy hundreds of pages.

We will give a characteristic structure of the report on the study of the market for household appliances. The report includes the following sections:

• a general part that specifies the subject of research, for example, only washing machines or electric heaters;
• the structure of the market in the ordered region (the world as a whole, the country or its separate part);
• market volume (in general, by price categories, quality characteristics, and so on);
• market development trends;
• information about competitors, their production capacities, technologies, development prospects;
• trends in the development of alternative technologies, such as boilers using renewable energy sources.

Product research and marketing

Such studies are most often performed jointly, as they are strongly interconnected. Very often, such work is carried out as part of an internal analysis of the market situation. As an example, take a company that manufactures detergents. At the same time, consumers of products are both households and industry.

Comparative analysis of your own products and those offered by competitors allows you to evaluate your strengths and weaknesses, find new market niches.

Here, one should not overestimate the dynamics of changes in sales within the company, but make a comparative analysis in conjunction with general market trends. If your dynamics differ from the general one, then understanding the reasons for this state of affairs allows you, sometimes, to open up new perspectives and trends.

Sample Marketing Research Plan

Marketing research is a complex structured process of collecting and analyzing data that is a source of information necessary for making decisions on the successful development, production and delivery of goods and services to the buyer. In general, marketing research differs little from other types of socio-economic research. They use the same methods of statistical analysis, opinion polls, psychological tests, etc. Market research alone cannot guarantee success; it requires judicious use of it.

Characterizing theoretical basis marketing research, it should be noted that any marketing research process includes the following steps:

1. Statement of the problem of marketing research.

Tasks for marketing research come from actual problems business and management (statement of the problem, definition of the object and subject of research, determination of the purpose and objectives of the study, conducting a preliminary study and formulating hypotheses, choosing a research method and a method of collecting information).

2. Development of the research program. (formation of the research plan, sample design, development of working documents, formation of the research budget)

3. Research implementation.

For marketing research of each task, it is necessary to determine what information should be collected. (training of personnel, collection of information and control of the work of personnel)

4. Processing and analysis of information.

Based on the analysis, a report is drawn up, conclusions are drawn, with the help of which a decision is made. (analysis is underway collected material, the necessary calculations are made)

5. Decision making.

In some cases, adjustments are made to the marketing research plan, additional studies of primary information are determined. After making decisions on the conclusions of the study, measures are taken to eliminate errors or, for example. assortment change, etc. Through certain time the evaluation of the results obtained after the measures taken is carried out.

Information collection methods and types of information

Most often, the necessary information for research is not available in the form in which it can be processed and analyzed. She should be found. According to the method of obtaining information, marketing research is divided into two main types: primary and secondary.

1. Primary (field) research is based on market information that is collected for the first time for a specific purpose. These studies are always more expensive than secondary (office) studies and are carried out in cases where high costs are compensated by the significance of the tasks being solved.

Primary research includes full (continuous) study, which is accurate and covers big number respondents. The second type of primary research is partial (selective) study, covers the target group or a certain percentage of respondents. As a rule, this sociological research based on statistical data.

There are three types of sampling: random (random selection of respondents), normalized (in accordance with the structure of the population) and concentrated (selection of respondents from a certain segment of the consumer market).

Basic methods of primary(field) studies can be divided into three groups:

1. Surveys of consumers and contractors;

2. Observation of respondents;

3. Trial marketing.

To the first group: surveys of consumers and contractors are included survey and interview

· Questioning is a written form of a survey carried out without direct contact with the respondent;

· Interviewing is a written form of a survey carried out in the process of direct contact with the respondent. It is more accurate than questionnaires due to a deeper survey and attention of respondents during the conversation.

There are many options for conducting surveys:

1. private conversation through a standardized survey (question-answer), a more time-consuming non-standardized survey (question-answer and an additional question), an expert survey (without questionnaires, recorded on a voice recorder).

2. telephone survey- used where the sample is not critical, less laborious.

3. Computer poll, includes three options: direct mailing, interactive survey on sites and mailing questionnaires by e-mail (the most effective).

4. Post survey- less effective and requires more time.

5. Group interviews- a very effective form of market research, often carried out at consumer conferences and product launches.

6. Focus group- 12-15 people interviewed for 1.5-2 hours in a relaxed atmosphere, recording is carried out under the dictaphone. Very effective in planning advertising campaigns.

7. Panel. In this case, groups of respondents are formed who, for example, provide data on the state of the market during a year.

Respondent Observation are studies that do not involve personal contact. Observation can be carried out with the participation of the researcher (when he is at the point of sale and captures information about the behavior of the buyer) and without the participation of the researcher (using video cameras, a computer, bar codes of purchased goods. In this case, the information obtained is compared with the questionnaires received when issuing discount maps and a sample is formed for the study). Momentary observations can also be attributed to this type, i.e. for a specific moment.

Trial Marketing involves studying how changing the parameters of a sales offer affects sales performance. This is an experiment and testing of the market.

Experiment this is a local change in the product (price, quality, design, advertising, etc.) and identifying the reaction of consumers to these changes. If the experiment is positive financial results, then this innovation applies to all outlets.

Market testing- is the sale of trial batches of new products and the study of consumer reaction. Often this method is used by manufacturers to study the demand for their products.

2. Secondary (desk) research is based on already available information from two sources: internal and external.

Internal sources located within the enterprise (these are mainly documents, reports and other marketing information collected for other purposes). They are the main type of information sources, low-cost, but may already be outdated and unrealistic at the time of the study.

External sources consist of publicly available materials from third parties that are of value to market research. This is information about suppliers, competitors, consumers. In addition, external sources include political, economic, socio-cultural factors, technologies used in the production and marketing of goods. External sources include information obtained from exhibitions and fairs, conferences and meetings

By frequency Marketing research is divided into one-time and permanent.

By degree of coverage- for continuous and selective.)

By stage of study- search, descriptive and causal.

Marketing Research Goals always depends on the actual market situation. At the same time, the marketing strategy of the enterprise is considered, and tasks are set for making managerial decisions.

As a rule, marketing research is aimed at solving specific task and a clear, concise statement of the problem is the key to conducting market research. Those. The objectives of the study must be correctly formulated and detailed. The opportunity for qualitative research should be provided to provide managers with information useful for solving managerial problems.

Marketing research is concerned with making decisions on all aspects of marketing activities. The most important directions marketing research are as follows:

Market and sales research:

Market research is the most common direction in marketing research. It is carried out in order to obtain data on market conditions to determine the activities of the enterprise. Without market research, it is not possible to systematically collect, analyze and collate all the information needed to make a decision. important decisions associated with the choice of market, determining the volume of sales,

forecasting and planning of market activity.

Market research includes:

a) assessment of market capacity, sales forecast;

b) determination of the characteristics of the market (analysis of opinions, desires of consumers) and its segments (distribution of shares between competitors);

c) analysis of market trends, influence of seasonal factors;

d) determination of the composition and structure of consumers (by age, social class, gender, family composition, obtaining information about existing and potential consumers);

e) identification of a system of consumer preferences;

f) obtaining information about competitors;

g) analysis of prices and structure of goods.

Product research (services, goods, and their range):

The objects of study will be:

a) study of the quality of goods (conformity of products legislative norms and rules), customer requirements for them;

b) researching ideas for new products;

d) research and testing various kinds packaging;

e) research of goods - competitors;

e) level of service;

Obtaining this information will help increase customer satisfaction, develop qualitatively new products, etc. change the product range

Price research:

Price research is aimed at determining the level and ratio of prices in order to be able to get the most profit at the lowest cost (minimizing costs and maximizing benefits).

a) study of the relationship between the price of a product and demand;

b) forecasting pricing policy for different stages life cycle product.

Product Promotion Research:

The objects of study are the following:

b) effectiveness study various means mass media;

d) a comprehensive correlation analysis of various means and methods of product promotion.

These studies are aimed at finding the most effective way to bring the product to the consumer and its successful implementation.

Research of product distribution and distribution channels.

Aimed at finding the most effective way to bring the product to the consumer and its successful implementation.

a) enterprise research wholesale trade, warehouse locations;

b) study of the location of retail outlets;

c) study of the location of services.

d) study of the relationship between producers and trade enterprises.

Such information allows you to determine the possibility of increasing the turnover of the enterprise, optimize inventory, develop criteria for choosing effective channels for promoting goods, develop methods for selling them to end consumers.

Research of consumers, their consumer demand

Consumer research allows you to identify and study the whole range of factors that encourage the buyer to choose a product (income, social status, gender and age structure, education). The objects of study are:

a) individual consumers;

c) households;

d) various organizations.

At the same time, the motives of consumer behavior, the structure of consumption, the provision of goods, and trends in consumer demand are studied. In addition, the processes and conditions for satisfying the basic rights of consumers are analyzed. The purpose of such research is consumer segmentation, selection of target market segments.

Study of the internal environment of the company and its capabilities.(to determine the real level of competitiveness)

AT this case you need to get an answer to the questions about what needs to be done so that the activity of the enterprise is fully adapted to the dynamically developing factors of the external environment.

Research of competitors and external environment(obtaining data to ensure competitive advantage in the market of goods and services) Competitor research is to obtain the necessary data to ensure an advantage in the market, as well as to find opportunities for cooperation and cooperation with possible competitors. To this end, their strengths and weaknesses are analyzed, their market share is studied, the reaction of consumers to their marketing means (product improvement, price changes, trademarks, the behavior of advertising companies, service development). Along with this, material, financial, labor potential competitors, organization of activity management. The results of such studies are the choice of ways and opportunities to achieve the most advantageous position in the market (leadership, following the leader, avoiding competition), determining active and passive strategies to ensure cost advantage or advantages due to the quality of the goods offered.

Study of the structure of market participants.(obtaining information about intermediaries, transport organizations, advertising, financial and other participants that create the entire marketing infrastructure of the market)

The objectives of marketing research may be as follows:

· Exploration, i.е. aimed at collecting preliminary information to more accurately identify problems;

Descriptive, i.e. description of the real marketing situation;

Casual, i.e. is aimed at substantiating hypotheses that determine the content of the identified cause-and-effect relationships.

Advertising is an important part of marketing, a type of communication that promotes goods and services on the market. Advertising is used to create a long-term image of an organization (prestigious advertising), to permanently highlight a specific branded product (brand advertising), to spread the word about a sale, service or event (classified advertising), to announce a sale at a discounted price (sales advertising), to defend a specific ideas (explanatory and propaganda advertising), etc. -

Therefore, it is necessary to note the main tasks and directions of marketing research in advertising:

Secondly, with the help of advertising marketing research, it is possible to develop an advertising campaign strategy, increase the creative potential of the idea, choose the most effective means for advertising, evaluate the final results of the advertising campaign.

To solve these problems, it is necessary to carry out:

situational analysis;

target audience analysis;

product positioning:

evaluation of creative development;

Marketing research of an advertising campaign helps to determine its effectiveness. And efficiency lies not only in conveying information about a product, company, services, with the help of which sales volumes increase or the value of the services offered increases, but also in the fact that strategic, long-term tasks in the production of goods are solved with the help of advertising. In this case, marketing research plays an invaluable role.

It should be noted that there is social marketing- is the design, implementation and control of programs that include the ability to influence actual social problems society. One of the types of social marketing is social advertising. Accordingly, marketing research on social advertising is also carried out.

The study of social advertising allows you to study its impact on the target audience, compare actual and expected results. Marketing research of social advertising is carried out before an advertising campaign and after, after a certain time, revealing the effectiveness of its impact on different groups of people.