НАПРЯМИ ПІДВИЩЕННЯ ОБРОБКИ ІНФОРМАЦІЇ В СИСТЕМІ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ ПІДПРИЄМСТВА

Abstract

The main methods and technologies of marketing research are studied. The information processing process at company’s RUSH and its processing methods in accordance with modern requirements are presented. It has been established that the choice of methods and technologies for conducting marketing research depends on the purpose of the enterprise and is determined by its marketing strategy, as well as the market situation, the marketing environment, the presence and number of competitors. For company’s RUSH, it is proposed to implement the SAP Marketing Cloud and TouchPoll software product coordinator, the use of which will allow company’s RUSH to automate routine processes, significantly reduce the time spent by employees, including personal mailings through several channels, as well as the final analysis of their effectiveness. The TouchPoll system is fully interactive and will allow conducting a structured interview – respondents answer different questions depending on the answers they give to previous questions. In the conditions of an unstable external environment, the enterprise faces the task of constantly monitoring activities, identifying and evaluating possible directions of development. The main problem of liquidation of the crisis situation and the development of measures is the diagnosis of the causes of the crisis situation. The role of expert evaluation methods during the solution of complex managerial and socio-economic problems, analysis and forecasting of situations with a large number of social factors, during the period of unstable development of social, economic and other processes is defined. Predictive expert assessments reflect the individual judgment of specialists regarding the object’s development prospects and are based on the mobilization of professional experience supplemented by knowledge and intuition. The qualitative and quantitative indicators obtained as a result of the questionnaire survey, after appropriate processing, can be used to substantiate management decisions.