Methods of marketing investigations in the system of environmental marketing

Abstract

Introduction. The effective use and analysis of market information about the market, its market conditions, consumer behavior becomes of special importance in the process of development of ecological marketing as a fundamental and applied discipline. And it is precisely on the quality of the results of marketing research that will depend on further strategy and competitiveness of the enterprise. That is why the question of marketing research and the methods of their conduct is relevant. Methods. Such methods as analysis and synthesis, comparison, formalization are used when writing the article. Results. Taking into account the definition of various scientists, as well as the fact that in our opinion, ecological marketing and marketing as a whole is part of the management process, marketing research should be regarded as “the process of systematic collection and analysis of data necessary to make managerial decisions to achieve the goals and objectives of the enterprise”. Discussion. Further research will focus on identifying the most effective and optimal market research methods, collecting primary data, assessing consumer behavior and optimizing business development strategies. Keywords: methodology, marketing research, ecological marketing, agrarian sector.