Examining of Marketing Research: Methodology, Criteria, Tool

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The purpose of the study was to develop a methodology and appropriate tools for conducting an examination of the quality of marketing research. When carrying out the research, methods of traditional analysis of scientific literature and existing expert practice of the results of intellectual activity, comparison, generalization, description, formalization were used. The object of the study was reports on marketing research, the subject was the quality of their preparation. Based on a generalization of the definitions of the concept of “marketing research” and an analysis of the requirements for marketing information, the author formulated a definition of the concept of “quality of marketing research”. The article defines a list of evaluation criteria for conducting an examination of the quality of marketing research. In accordance with each of the criteria, a set of questions has been formed, the answers to which must be given by specialists when conducting an examination of the quality of marketing research. An algorithm for conducting an examination is presented, methods are defined and tools for its implementation are developed. The author also demonstrated the practical use of the tools he developed for conducting an examination of the quality of marketing research. In conclusion, the article formulates conclusions about the need for further study of the problem of examination of the results of intellectual activity, including marketing research, improvement of methodological tools, and the formation of a unified approach to resolving certain problems within the framework of expert practice of assessing the quality of preparation of marketing research. The results of the study may be useful to specialists acting as experts on the results of intellectual activity, including marketing research, government and non-government expert organizations, and forensic experts.