MARKETING RESEARCH: MAIN ISSUES, TRENDS AND PERSPECTIVES OF MARKET DEVELOPMENT
Abstract
Purpose. The main issue of the paper is investigation of the structure and trends of developing market of marketing research in Ukraine in the crisis condition of economy. Also we want identifying the main factors that influence on the process of making decision of chosen the marketing agency by real and potential clients. Methodology of research. With a view to deepening the understanding of the structure of marketing research in the current crisis conditions was conducted structural and functional analysis (to determine the structure of market research), the methods of deduction (at forming conclusions), system analysis and marketing surveillance (the study of the factors creating a demand for services marketing agencies). Findings. Analysis of market of marketing research was done and trends of its development in Ukraine were determined. Revealed structural changes which have occurred in the market during the crisis. Grounded structure and determined the proportion of the factors that influence the formation of demand for marketing agencies real and potential customers. Originality realized in the systematization of the factors that affect the leaders of small and medium-sized businesses in the process of forming demand agency for marketing research. Practical value. The results of research paper could be implemented in business activity as a basis for the formation of a marketing strategy to promote marketing agencies in today's market with the focus on the factors that influence on the process of forming demand on their services by domestic companies based on identified market trends.
References
Гаркавенко С. Маркетинг / С. Гаркавенко. – К. : Лібра. – 2002. – 712 с.
Голубков Е. Маркетинговые исследования: теория, методология и практика / Е. Голубков ; 2-е изд., перераб. и доп. – М. : Издательство “Финпрес”. – 2000. – 464 с.
Лилик І. Ринок маркетингових досліджень в Україні в 2014 році: експертна оцінка та аналіз УАМ / І. Лилик // Маркетингові дослідження. – 2015. – № 1. – С. 4-26.
Основы маркетинга / [Котлер Ф., Армстронг Г., Сондерс Д., Вонг В.]. – М. : Издательский дом «Вильямс», 2000. – 944 с.
Пилипенко В. Чому і як клієнт обирає маркетингову агенцію? / В. Пилипенко // Маркетингові дослідження. – 2005. – № 1. – С. 4-7.
Руделіус В. Маркетинг : підручник / В. Руделіус, О. Азарян, О. Виноградов. – К. : Навч.-метод. центр “Консорціум із удосконалення менеджмент-освіти в Україні”. – 2005. – 422 с.
Малхотра Н. Маркетинговые исследования и эффективный анализ статистических данных / Малхотра Н. – К. : ООО “ТИД «ДС”. – 2002. – 768 с.
Полторак В. Маркетингові дослідження / В. Полторак. – К. : Центр навчальної літератури. – 2009. – 373 с.
Harkavenko, S. (2002), Marketyng [Marketing], Libra, Kyiv, Ukraine, 712 p.
Golubkov, E.(2000), Marketynhovi doslidzhennia: teoria, metodologia i practika [Marketing research: theory, methodology and practical aspects], Finpress, Moscow, Russia, 464 p.
Lylyk, I. (2015), “Marketing research market in Ukraine in 2014: experts rates and analyze UMA”, Marketing Research Journal, no.1, pp. 4-26.
Kotler, P, Armstrong, G., Saunders, J., & Wong, V. (2002), Priciples of Marketing (Second European Edition ed.). Upper Sadle River: Prentice Hall Inc., 944 p.
Pylypenko, V. (2005), “Why and how client does make a choice to marketing agency service?”, Marketing Research Journal, no. 1, pp. 4-7.
Rudelius, V., Azarian, O. and Vynohradov, O. (2005), Marketynh [Marketing], Navchalno- metodychnyi tsentr «Konsortsium iz udoskonalennia menedzhment-osvity v Ukraini», Kyiv, Ukraine, 422 p.
Malkhotra, N. (2002), Marketingovyie issledovaniya i effektivnyy analiz statisticheskikh dannykh [Marketing research and effective analyze of statistic data], TID DC, Kyiv, Ukraine, 768 p.
Poltorak, V. (2003), Marketynhovi doslidzhennia [Marketing research], Tsentr navchalnoi literatury, Kyiv, Ukraine, 387 p.
