ТЕНДЕНЦІЇ СУЧАСНОГО РОЗВИТКУ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ В УКРАЇНІ

Abstract

The article examines the key aspects of the development of marketing research in today's conditions. The opinions of scientists on the essence of the concept of marketing research are analyzed. It is established that in a market economy, marketing becomes a business philosophy and at the same time its most important tool that allows you to track changes in the business environment and adjust on this basis the strategy and tactics of the enterprise. The article examines in detail the state of the market of market research in Ukraine, and determines its volume in monetary terms. In modern economic conditions to ensure the economic development of enterprises are forced to constantly monitor and increase the economic efficiency of their activities. The most important part of the activities of enterprises interested in achieving sustainability or dynamic development is marketing research, as they require identifying an urgent problem of operational, tactical or strategic activities of the object and start the process of searching, collecting, collecting data, processing them in order to make a decision. The volume of orders for marketing research in Ukraine was also analyzed. It is proved that marketing research is gradually ceasing to be only one of the activities of enterprises, and is becoming a fundamentally new type of service. It has been proven that increasing the role of the market of marketing research has a significant impact on the economic potential of economic entities. Summing up the study, we note that marketing research is one of the main functions of marketing that connects marketers with markets, competitors, consumers, and a set of elements of the external marketing environment, is the systematization and analysis of data from various areas of marketing. Any company operating in the market operates in a marketing environment, namely the set of forces and factors that affect its management. However, the complex economic situation in the world associated with the global pandemic poses new challenges to marketing research companies and requires the use of innovative marketing research tools to maintain and improve the market for marketing research in Ukraine.