MANAGEMENT OF MARKETING RESEARCH AT THE ENTERPRISE: STRATEGIC ASPECT

Abstract

The place of marketing research management in the system of strategic planning is analyzed. The purpose of the article is to systematize the strategic aspects of marketing research management in an unstable business environment. A system of key indicators of the effectiveness of marketing research management at the stages of planning, organization, motivation and control is proposed. It has been determined that the key performance indicators of marketing research management at the planning stage can be: the accuracy of the formulation of the problem and the goals of marketing research, the optimal choice of the method for conducting marketing research, the accuracy of calculating the sample size, the convenience of filling out survey forms, the optimal methodology for analyzing data based on the survey results, accuracy interpretation of the results of marketing research; degree of achievement of the goal of marketing research. The key performance indicators of marketing research management at the stage of organization can be the results of SMART-assessment of marketing research goals, ensuring a representative sample of respondents, adhering to the rules for drawing up survey forms, organizing briefing for interviewers, ensuring the convenience of conducting marketing research, ensuring the variety of marketing information providers. Key indicators of the effectiveness of marketing research management at the motivation stage can be: the interest of the personnel of marketing departments in increasing the client base, the interest of staff in marketing departments in the growth of the number of new customers, the cost of attracting customers, the cost of an order. Key performance indicators of marketing research management at the control stage can be: compliance of marketing research tools with objectives, completeness of the research plan, quality of filling out questionnaires, completeness of solving problems in reports based on the results of marketing research.