DIDGITAL ІНСТРУМЕНТАРІЙ СУЧАСНИХ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ

Abstract

The article considers the main aspects that determine the need for new methods and tools for researching world markets. Volume and variety of data. Consumers and companies generate large amounts of data through the Internet, social networks, e-commerce and other sources. Researchers have to work with this large amount of data and study various aspects of the market. Due to global trade and the internationalization of business, markets are becoming more connected and complex. Researchers should take into account the influence of international factors and relationships on market dynamics. Changes in consumer preferences and approaches to purchases require constant analysis and adaptation of marketing strategies. The use of advanced technologies, such as artificial intelligence, machine learning, big data analysis, etc., allows for more accurate and faster analytical operations. Traditional research methods may not be a sufficient answer to the complex questions of modern markets. Researchers must be ready to implement new techniques and tools. Growing competitive pressure requires more accurate and operational analysis of markets to ensure competitiveness. It is suggested to make the first steps of marketing research using modern digital technologies on the example of the foreign trade market of Ukraine. For high-quality visualization of a large amount of information during marketing research, it is suggested to use dynamic diagrams, in particular, when analyzing the commodity structure of Ukraine's foreign trade. It is noted that the methodology of marketing research is a system of methods and approaches aimed at studying the market and collecting the necessary information for making informed decisions in the field of marketing. The main principles of this methodology include: data relevance, project specificity, combination of methods, hypothesis testing, field and office research, feedback. The use of dynamic diagrams allows: dividing a large amount of data into smaller groups and using colors for their visualization; choosing the right type of graphics; providing the ability to filter and interact with data.