ФОРМУВАННЯ СИСТЕМИ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ НА ПІДПРИЄМСТВІ

Abstract

The article examines the approaches to the organization and conduct of marketing research, establishes their role in the activities of modern enterprises in Ukraine, as well as notes the errors that may occur during the research. It is determined that marketing research can be conducted in various forms, but systematic research is common to all such forms. In order for the company's products and services to be accepted by consumers, management needs to know the needs and tastes of the target audience. Market research provides the company with the necessary information about competitors and its products / services in the market. Systematic marketing research requires careful planning and an orderly investigation process. The study of the market environment allows companies to reduce risk, determine the main characteristics of goods that are marketed, price levels, a set of marketing communications, sales channels. Marketing research helps the company direct resources to where they will be most effective In order for the company's products and services to be accepted by consumers, management needs to know the needs and tastes of the target audience. Market research provides the company with the necessary information about competitors and its products / services in the market. The results of such studies give an idea of what measures the company needs to take to ensure a competitive advantage in a market environment. Therefore, companies must make such business decisions and develop marketing strategies that will be based on market research. With the help of marketing research provides feedback from the company to consumers, which reveals the degree of satisfaction of their needs, characteristics of their consumer behavior when choosing and buying goods / services, motives, preferences and attitudes to goods. It is established that market research is important for any business and should not be carried out once. Successful companies need to conduct marketing research on an ongoing basis to track market trends and increase their competitiveness. Marketing research is important for businesses because it helps them understand the target market and increase sales.