Marketing research should focus on display
versatility of this field of activity. As a result of the above measures, the goods must be brought to the consumer to meet the needs of the latter. Functionally, this term is represented by a hierarchically organized management system for the functioning of a business entity in the market, as well as the regulation of various market processes with their mandatory preliminary study.
Market research is based on market development requirements such as transparency and predictability. For the effective existence of marketing requires the availability of reliable and timely information, followed by its analysis. It is under the fulfillment of this condition that the considered direction of the activity of the subject is capable offully meet the needs of buyers.
Based on the foregoing, we can conclude that marketing research is based on collecting information with the possibility of its further interpretation, as well as making both estimated and predictive calculations performed for the relevant services and management of the enterprise.
Some experts, considering this concept, limit themselves to listing its main functions without specifying the essence. However, it would be more correct to accept the definition of Belyavsky I. K. So, “marketing research is the activity of specialists of a different nature, aimed at meeting the analytical and information needs of an enterprise. In other words, it is an integral part of marketing, forming a scientific and practical independent direction.”
Analysis of marketing research is aimed at choosing an object, which can be taken as the business entity itself, and the forces that are part of the microenvironment (suppliers, competitors, consumers and customers). Also, the market (federal or regional) and the population can be chosen as objects.
The purpose of marketing research is based on the creation of an information and analytical base when making appropriate decisions, with the help of which it will be possible to significantly reduce the level of uncertainty. The great variety of goals that marketers can set can be divided into four main groups:
- search engines,involving the collection of auxiliary information (they can provide significant assistance in the development of certain hypotheses for the purpose of their further study);
- descriptive, providing a thorough description of some phenomena and factors, taking into account their influence and relationships;
- experimental, which consist in testing the main hypotheses about the forms of existence of causal relationships between demand, the proposed characteristics of the product and the consumer;
- exculpatory - designed to reinforce the formed belief, opinion, point of view or position of the company's management with objective information.
