Market Research Methods Research Articles

New Roles of a Librarian: The Experience of Grinchenko University

Objective. The article considers the transformation of the roles of librarians in the modern information society: from information providers to educators, which is a sign of the successful process of internationalization of higher education. The object of the research is the new forms of work of librarians on the example of the experience of Borys Grinchenko Kyiv Metropolitan University and the First Summer School for Beginners and Experienced Scientists “Scientific Career at the International Level: Tools for Researchers and the English Language” held in June 2024. Methods. The methods of marketing and monitoring research are described to determine the most popular topics and emotionally attractive names among the target audience. Results. The results and their discussion focus on the fact that the experience of the Grinchenko University Summer School showed the possibility of high-quality training and advanced training of scientists of different levels and fields of knowledge on the basis of the library of the higher education institution. Conclusions. The change in the role of librarians from information providers to educators in the context of internationalization of higher education is inevitable. Moreover, librarians are forced to be one step ahead of the rest of the university's scientists.

Research on the Development Trends of Open-World Anime Games in the Chinese Market

With the continuous development of digital entertainment, open-world anime-style games have shown a significant growth trend in the Chinese market. This study focuses on analyzing the driving factors behind this phenomenon and its impact on the gaming industry, particularly how anime culture plays a role in game design and meeting player demands. Utilizing methods of literature review and market research, this paper delves into the characteristics of anime culture, the development of open-world games, and how their integration innovates the gaming experience, attracting a large number of players. The research questions concentrate on how this cultural and technological integration can promote innovative game design and explore its specific impact on the Chinese market. The study finds that anime culture not only enhances the narrative and visual presentation of games but also drives market expansion by meeting the needs of young players for gameplay, narrative, and emotional engagement with characters. Ultimately, this research points out that a deep understanding of the interaction between cultural elements and market demands is crucial for developing commercially successful games.

TRENDS IN THE DEVELOPMENT OF THE RESTAURANT SERVICES MARKET: METHODS OF DETERMINATION AND CHARACTERISTICS

Methodical approaches to determining the current state and development trends of the restaurant services market which serve as a toolkit for forecasting future dynamic changes in the industry and planning measures for the adaptation of enterprises to the new conditions of the organization of their activities are considered in the article. The purpose of this article is the study of modern trends in the development of the restaurant services market and the formation of methodical approaches to their determination. In this study, based on the analysis of the external environment of restaurant establishments, the main methods for determining the current state of the catering services market are established, which include the methods of analyzing market stability, consumer preferences, competitive environment, and segmentation. With the help of the formed methodological toolkit, the following is carried out: survey of consumers; study of new popular dishes, recipes, technologies and trends in the industry; analysis of menus, concepts, price policy; forecasting future directions of industry development. The use of these methods allows: to determine the features of demand, supply and market equilibrium; evaluate and characterize changes in consumer needs; establish competitive advantages and disadvantages in the operation of the enterprise; determine the target audience according to established criteria. Based on the mentioned approaches and methods, the main trends affecting the development of the restaurant services market were identified and characterized. Thus, it was proven that the key directions of the development of the restaurant services market are the growing popularity of healthy food, the development of social media and information technologies, technological progress, and the development of gastronomic tourism. Certain methods are used as a tool for determining trends in the development of the industry, which provide the ability to adapt restaurant enterprises to dynamic changes in the service market. They include: marketing research methods, analysis of trends in the gastronomic industry, observation of competitors, cooperation with specialists and experts, analysis of changes in consumer demand. With the help of these methods, the main trends in the development of the restaurant business were determined, namely: economic, gastronomic, technological innovations, macroeconomic and demographic factors. These trends characterize the demand for restaurant services, the development of the restaurant business, digital development, changing consumption habits and the state of the consumer market.

ANALYSIS OF DEVELOPMENT TRENDS OF REGIONAL SOCIO-ECONOMIC SYSTEMS ON THE BASIS OF MARKETING

Analyzing regional socio-economic systems in the current economic development context is crucial for understanding the trends that impact their functioning and competitiveness. Applying marketing principles has become essential for ensuring the comprehensive development of regions and meeting the population's needs. In the face of globalization and rapid changes in the socio-economic environment, regional systems encounter new challenges. Among these are the necessity to adapt to changing conditions, implement innovations, and attract investments. This requires the development and implementation of new marketing strategies. The article aims to analyze the trends in the development of regional socio-economic systems based on marketing approaches, identify key factors affecting their development, and formulate recommendations for practical implementation. Research Tasks: analyze scientific approaches and existing methodologies regarding the application of marketing principles in regional management of socio-economic processes, evaluate key trends in the development of regional socio-economic systems, considering the influence of global and national factors, identify marketing tools and methods aimed at maximizing the processes of meeting regional-level needs. The study's object is Ukraine's regional socio-economic systems, while the subject is the marketing tools and methods that facilitate their development. The study employed methods of analysis and synthesis, comparison, statistical analysis, as well as marketing research methods to identify trends and characteristics of regional development. The results of the research can be used for the development of regional development strategies, the implementation of marketing tools in regional management practices, and the improvement of processes aimed at meeting the population's needs. The article presents the results of analyzing contemporary trends in the development of regional socio-economic systems, identifying key factors affecting their effectiveness, and analyzing the potential application of marketing tools for their advancement. The article emphasizes the importance of integrating marketing principles into the management processes of regional systems. Further research could focus on a detailed examination of the impact of specific marketing strategies on the socio-economic development of individual regions, as well as an assessment of their effectiveness in the context of current challenges.

Women’s exposure to commercial milk formula marketing: a WHO multi-country market research study

BackgroundMarketing of commercial milk formula (CMF) is well resourced and has influenced societal beliefs and practices that have undermined breastfeeding. This has occurred despite legislation in many countries largely reflecting the provisions of the International Code of Marketing of Breast-milk Substitutes.MethodsA cross-sectional survey was conducted in seven countries: Bangladesh, Mexico, Morocco, Nigeria, South Africa, United Kingdom and Viet Nam to explore the scope and nature of CMF marketing among pregnant women and mothers. A marketing-research methodology was adopted using convenience sampling of women stratified according to infant feeding practices and the infant’s age.Participants were identified in hospitals and clinics, as well as in the street, markets and shopping malls. In each country the sample size comprised 300 pregnant women, 150 mothers of children aged > 18 months who were breastfeeding without giving CMF and 600 women feeding their children with CMF. Data were collected using a questionnaire administered on tablets by trained field workers.ResultsInterviews were conducted with 8528 women between October 2019 and March 2021. Overall, 3095/7480 (41.3%) of women reported exposure to CMF marketing ranging from 3% in Morocco to 92% in Viet Nam. The commonest marketing site in all countries was television, but advertising in-store and in magazines and newspapers was also common. In most countries, CMF advertising on social media, websites and YouTube was less compared to traditional media. Reports of receiving free CMF samples varied from 3.1% in Nigeria to 34.6% in Viet Nam. Health professionals were the most common source of advice to mothers about starting CMF and which CMF brand to use.ConclusionsThe study provides quantitative data about CMF marketing and insights on how marketing companies develop effective messages, helping to explain how individual vulnerabilities or aspirations are integrated into marketing strategies. The findings reaffirm the need for action across political and health domains to counter actions of CMF companies. This will require effective national legislation fully reflecting the Code and action by professional bodies to protect health professionals from targeting by CMF marketing. Marketing-research methods could be employed to develop messaging in support of breastfeeding and breastfeeding-friendly policies.

The methodology for developing modified release granules based on phytoextracts for the treatment of mastopathy

Aim. To substantiate the scientific and methodological approach to the development of the composition and technology of granules based on phytoextracts with modified release of active substances for the complex treatment of mastopathy. Materials and methods. The research was conducted by processing electronic and paper sources of information on the etiopathogenetic factors of mastopathy, the concept of developing medicinal products with modified release of active pharmaceutical ingredients (APIs), the market analysis of medicines and dietary supplements (DS) for the treatment of mastopathy. Results. An information search has been conducted to study the etiology, pathogenesis, clinical manifestations and pharmacotherapy of breast diseases. The article presents and substantiates the stages of experimental research on the development of a medicinal product in the form of granules based on phytoextracts with a modified release of active substances, including marketing and statistical research methods of electronic and paper sources of information on the prevalence and consequences of mastopathy, development of granules based on phytoextracts with a modified release of APIs, standardization, preclinical studies of the medicinal product developed. Conclusions. The scientific and methodical approach to the development of the composition and technology of granules based on phytoextracts with a modified API release for the complex pharmacocorrection of mastopathy and prevention of the appearance of malignant neoplasms in breast tissues has been substantiated.

A neglected consumer neuroscience technique: Pupillometry and its practical application to consumer research

Pupil responses have been investigated for over half a century and can capture insights into consumer behaviour beyond what can be obtained by traditional marketing and consumer research methods alone. Variations in pupil size can reveal underlying psychological processes, including cognitive load, arousal, and emotional reappraisal, that occur in response to marketing stimuli. However, this review highlights that there has been limited application of pupillometry in the existing marketing and consumer research literature. Furthermore, many marketing and consumer research studies employing pupillometry suffer from methodological limitations and a lack of consensus on the psychological parameters that can be measured through changes in pupil size. To demonstrate the appropriate application of pupillometry and to enhance the successful adoption of pupillometry in marketing and consumer research, this review provides an overview of: (1) methodological considerations and potential confounding factors for pupillometric responses; (2) the psychological mechanisms and parameters underlying pupillometric responses; (3) the potential avenues through which pupillometry can be leveraged in marketing and consumer research; and (4) the benefits of applying pupillometry rather than, or jointly with, other psychophysiological and neuromarketing techniques.

Beyond traditional consumer research - current adoption and next steps for neuromarketing

<b>Purpose</b>. Neuroscience used for conducting market research is called Neuromarketing. Though the effectiveness of Neuromarketing over traditional research has been proven, its adoption is very limited. The automotive sector is one of the biggest industries worldwide and due to lack of detailed research on the adoption of Neuromarketing in the Automotive space, authors have tried to bridge this gap. They have identified the current adoption of Neuromarketing and have suggested solutions to overcome barriers. This research will help Automotive brands, market research companies and Neuro experts to come up with relevant solutions to increase the usage of Neuromarketing <b>Design.</b> The authors first reviewed any available literature related to the Automotive landscape. Then, in-depth discussions with Automotive players were conducted in order to clarify the Neuromarketing adoption in the current scenario. Finally, Neuro experts, viz. neuroscientists and research companies, were consulted for possible future solutions <b>Findings</b>. Literature reviews and discussions with Automotive companies revealed that Neuromarketing adoption is limited as compared to traditional market research methods. Though the majority are aware of Neuromarketing, limited companies have used it. It is mostly undertaken in advertisement and product testing, primarily using EEG and Eye tracking. Neuromarketing is perceived as being expensive and difficult to understand and having ethical concerns. It is also believed that Neuromarketing does not answer the ‘why’ behind the participants’ responses. The paper also validated Simon’s Bounded Rationality Theory where automotive organizations used conformity instead of maximum value in adoption of neuromarketing. Expert discussions clarified that most of the Neuromarketing limitations like ethics, cost, lower sample, lab setup, etc. mentioned by Automotive players can be overcome. Hence the next step is to take this science to maximum automotive players and make them aware of the development, conduct pilot studies, remove their inhibitions about Neuromarketing and complement it with traditional research methods.

Сравнение схожести интеллект-карт в задачах маркетингового анализа

High competition requires new methods, tools, and technologies for implementing marketing efforts. Mind maps represent marketing information in a compact way, which facilitates classification and visualization of the marketing phenomenon under analysis. The method of text analysis can be applied to marketing research because mind maps that represent marketing information are a structured text; such an approach makes it possible to subject mind maps to linguistic processing. This research combined the conventional semantic analysis with comparing mind maps as a method of semantic-graph analysis. Initial marketing data were converted into a structured graph of lexical units, which were them compared pairwise to calculate similarity, taking into account the structural-multiple approach. The methods of semantic text analysis proved applicable to marketing data and effective in extracting additional information from a set of heterogeneous sources or different experts. Text analysis tools demonstrated a good potential for broadening the rage of marketing research methods.

E커머스 시장에서 중국 기업의 성공적 진출 요인 연구: 글로벌 공급사슬 전략 측면

This paper was conducted over a period of about three months from April to June 2024, and among Chinese C-commerce companies AliExpress, TEMU, and Shein that entered the global e-commerce market and the K-commerce market in Korea, in April 2024, a year later than April 2023, we analyzed the case of TEMU, which is rapidly encroaching on the K-commerce market by securing the highest number of users of 5.81 million. The purpose of this study is to derive the success factors of C-commerce companies in the global e-commerce market through case analysis. The research methodology used domestic and foreign reports related to the research target company, market research methods such as domestic and foreign Internet sites, and Brain Storming, Delphi Method, PESTLE Methodology, and SWOT Analysis verified in consulting and research. As a result of the study, 19 factors for C-commerce company TEMU’s successful entry into the global e-commerce market were derived, and they were simplified into 13 and grouped by ranking. The first priority grouped was the marketing sector, the second priority was the investment sector, the third priority was the minimum risk sector, and the fourth priority was the customer satisfaction sector. In addition, TEMU’s ultra-low-cost e-commerce business model, which can only be found in this paper, and the ranking model of factors for successful entry into the global e-commerce market based on the efficiency of execution based on corporate resources and capabilities and the urgency to determine the fullness of business advancement were another research achievement that added great reward.

Analytical tools for evaluating customer experience in the context of marketing management of service companies

The purpose of this study was to theoretically elaborate the model of formation of customer experience of service organisations at the conceptual level and to conduct a study using the developed tools for its evaluation on the example of the hotel business. The main results were based on the principle of holistic personalism and are obtained using the methods of field marketing research, questionnaire survey of respondents, scoring and index method. The data were processed and analysed using statistical correlation analysis, graphical and matrix approaches. The Customer development methodology was used to form a chain of positive customer reactions. The article substantiates a conceptual model of formation of customer experience in service organizations based on the principles of behavioural theory. The article allocates 2 groups of factors on the example of hotels that form the customer experience: explicit and implicit, and includes 6 factor attributes. Three types of customer experience are distinguished: before the moment of consumption of the product – the expected experience (CX ex en.), at the moment of consumption – as the perceived customer experience (CX at the time), and intentions for future consumption of the service product (CX ex post). To assess them, 4 marketing metrics were proposed to evaluate each type of customer experience. To interpret the results, the values of the indicators are scaled. The carried out testing of the proposed methodology on a sample of 14 four-star hotels confirmed the hypotheses of the study. The proposed theoretical concept and evaluation tools can be further used to develop marketing programmes for Customer Experience Management (CXM)

Using machine learning to develop customer insights from user-generated content

Uncovering customer insights (CI) is indispensable for contemporary marketing strategies. The widespread availability of user-generated content (UGC) presents a unique opportunity for firms to gain a nuanced understanding of their customers. However, the size and complexity of UGC datasets pose significant challenges for traditional market research methods, limiting their effectiveness in this context. To address this challenge, this study leverages natural language processing (NLP) and machine learning (ML) techniques to extract nuanced insights from UGC. By integrating sentiment analysis and topic modeling algorithms, we analyzed a dataset of approximately four million X posts (formerly tweets) encompassing 20 global brands across industries. The findings reveal primary brand-related emotions and identify the top 10 keywords indicative of brand-related sentiment. Using FedEx as a case study, we identify five prominent areas of customer concern: parcel tracking, small business services, the firm's comparative performance, package delivery dynamics, and customer service. Overall, this study offers a roadmap for academics to navigate the complex landscape of generating CI from UGC datasets. It thus raises pertinent practical implications, including boosting customer service, refining marketing strategies, and better understanding customer needs and preferences, thereby contributing to more effective, more responsive business strategies.

Marketing research and brand management in the margarine market

Shifts in the Russian margarine market have produced changes in consumer behaviour patterns and caused a decline in sales of a number of brands. The study aims to reveal new trends in the fats and oils market and tests the hypotheses that end consumers tend to buy less margarine due to the rising popularity of a healthy lifestyle, the fast-growing demand for ready-made foods and baked goods, and customers’ high price sensitivity. The theories of brand management and marketing constitute the theoretical basis of the study. The research uses desk and field marketing research methods, survey, and statistical analysis. Calculations were carried out in statistical software SPSS and JASP. To assess brand management at the companies under review, we apply the brand loyalty index and the brand awareness indicator in Yandex Wordstat. The empirical evidence covers Nielsen panel data on retail audits in consumer goods markets for 2021–2023; data sourced from the QlickView analytical platform; OOO Profi Issledovania’s report based on the results of a field study of margarine brands in November 2023; and data from a survey conducted by the authors in November–December, 2023. The findings show that the share of margarines in total production volumes and solid fats sales is in decline. We confirmed the hypotheses that margarines consumption is decreasing due to a healthy lifestyle culture and the need to follow doctor’s recommendations. Price is found to be the key factor in choosing margarine brands.

EXPLORING A MOBILE APPLICATION FOR REPORTING NON-COMPLIANCE WITH HALAL STANDARDS: A PILOT STUDY

The purpose of this paper is to explore a mobile application for Halal Reporting Non-Compliance. The app is developed to enable users to report non-compliance with the Halal standards and encourage community involvement in promoting Halalan Tayyiban, as well as providing information and education on Halal issues. The project’s objectives include creating a user-friendly app for reporting Halal non-compliance, fostering transparency in the Halal industry, and educating consumers about Halal standards, certification, and compliance. To achieve these objectives, market research methods were chosen in order to assess the viability and value of developing a mobile application. A cross-sectional design using questionnaires was conducted as a pilot study to potential users between May and June 2023. Sixty-eight students participated in this survey. Regarding the most important factors that respondents consider in choosing a mobile application, 48 (70.6%) consider the accuracy of information and trustworthiness of the reporting system as the most important factor when choosing a mobile application that promotes Halal compliance and enables reporting of non-compliance with Halal standards. This initial research serves as a promising foundation for future development of the Halal Report app, with a clear understanding of user expectations and preferences.

Navigating the Neuromarketing Landscape: Valuable Insights for Businesses in a Post-Pandemic World

ABSTRACT Purpose: There has been a significant rise in usage of neuromarketing for conducting marketing research, but a large number of businesses are still skeptical about integrating such methods into their marketing research toolkit. The reason for such skepticism may be certain misconceptions. One such misconception is that neuromarketing is a difficult and expensive marketing research tool. Another misconception is whether neuromarketing is a mere gimmick or an insightful marketing research method. Hence, this study explores the present stance of neuromarketing and its pertinent misconceptions. Methodology: The study conducts qualitative, in-depth interviews with neuromarketing experts from eleven countries. The study then subjects interview transcripts to thematic analysis. Through this analysis, the study divulges three themes and eight subthemes related to the present stance of neuromarketing and its pertinent misconceptions. Findings: The study divulges three notable findings. First, the present stance of neuromarketing highlights the growth and importance of neuromarketing methods in the marketing research industry. It also demonstrates the application of neuromarketing in making strategic marketing decisions. Second, the study clarifies that factors such as the elongated learning curve, complexities, adaptation, and economic considerations hinder neuromarketing adoption. Third, the study clarifies that neuromarketing is not a gimmick and expounds on the value and efficacy of neuromarketing methods in conducting marketing research studies. It also outlines the importance of combating bogus neuromarketing consultants who negatively impact the perception of neuromarketing among businesses, consumers, and regulatory bodies. Research implications: This study undertook the initiative to procure primary qualitative data through in-depth interviews to provide first-hand perspectives into what experts in the marketing research industry think about the present stance of neuromarketing and its pertinent misconceptions. It builds upon existing literature on the present stance of neuromarketing, which largely relies on secondary data. The study also extends prior literature on neuromarketing by highlighting the need for specialized expertise, the necessity for considering ethical considerations, and the need for cost-effective solutions. Besides this, the contribution of this study also aligns with the prior discussions on evolving methodologies in consumer behavior research. Practical implications: This study implies that neuromarketing enables businesses to make informed strategic marketing decisions, anticipate marketing trends, and foster sustainable growth. Businesses must allocate substantial resources to hire marketing research companies or third-party neuromarketing consultants. However, before making such investments, businesses should thoroughly evaluate the reliability and validity of claims made by neuromarketing consultants and marketing research companies. Due to the complexities and stringent ethical regulations, it is essential to collaborate exclusively with reputable marketing research firms or independent neuromarketing consultants with a proven track record of success. Originality/Value: Contrary to the prior studies based on secondary data, this study leverages primary qualitative data to explore the present stance of neuromarketing and its pertinent misconceptions. The study emphasizes misconceptions hindering the adoption of neuromarketing, which was primarily left unexplored in the extant literature. In this way, the study creates unprecedented value for businesses, marketing research companies, regulatory bodies, and independent neuromarketers.

Unlocking hidden market segments: A data-driven approach exemplified by the electric vehicle market

Market segmentation is crucial for companies to recognise the distribution of products in the market and to identify ‘unexploited’ segments that hold the potential for new products not yet available in the market. However, recognising market segments that are not yet occupied by any product requires extensive research and data analysis. To address this challenge, we present a new systematic, data-driven approach to market segmentation based on product attributes data. This approach combines three data mining methods (singular value decomposition, principal component analysis, and clustering) with a newly developed inverse clustering algorithm. Inverse clustering introduces interpretable variables (i.e., principal components) and quantitatively identifies unexploited market segments distinct from existing ones. We apply this approach to a use case of battery electric vehicles to demonstrate its effectiveness in supporting product positioning and analysing market data. Leveraging the developed techniques and algorithms could bridge the gap between product development and market potential by identifying opportunities for new products. The approach offers better explainability and applicability of market segments, effectively identifying unexploited market segments that traditional market research methods may have overlooked.

The comparative analysis of the economic availability of antihypertensives from the group of beta-blockers in Ukraine

The comparative analysis of the economic availability of antihypertensives from the group of beta-blockers in Ukraine

INCREASE SERVICE SALES TURNOVER THROUGH A DIGITAL MARKETING APPROACH: EFFECTIVE?

The difference in turnover fluctuations with a tendency to decline in the last few sales periods is the basis for research in analyzing the effectiveness of the digital marketing approach. The role of digital marketing in increasing sales turnover of service products at PT Fokus Kualitas Utama places a new strategic decision when it is declared effective. The data studied in the form of observations of digital marketing platforms, and interview results from sources about the role of digital marketing to increase turnover of service companies. The results of this study are based on observations of data on the use of digital marketing and use quantitative research methods that are collaborated with data validation of findings in the field from interviews and observation of documentation. The use of the t-test or paired-sample test in this study is intended as an effort for researchers to determine the level of change in turnover from the results of comparing the use of digital marketing approaches with conventional approaches with data sources from the same subject. The results of this study conclude that the roles and benefits obtained when using digital marketing effectively make it easier to expand interactions which are an opportunity to increase service sales turnover at PT Fokus Kualitas Utama.

Driving Factors for Consumers Behaviour to Buy Slow Fashion

The fashion industry plays a significant role in the global economy but is also a major contributor to environmental and ethical issues. Fast fashion has been dominant but has brought about various sustainability challenges and ethical considerations, such as labor exploitation and environmental degradation. In response to these issues, the slow fashion movement has emerged, advocating for ethical and sustainable practices in fashion. The present paper aims to identify driving factors for consumer behavior to buy products of slow fashion, using methods of primary marketing research and evaluating results using advanced statistical methods.

Neuromarketing: a Tool to Understand Consumer Behaviour

This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational in their decision-making process, because emotions influence their behaviour. Consequently, the neuromarketing field emerged as a way to understand the subconscious motivations of consumers. The scientific problem of this paper is to analyse how neuromarketing techniques can be effectively integrated with traditional marketing research methods to provide a comprehensive understanding of consumer behaviour. It emphasises the fact that traditional marketing research tools may not reveal all essential insights into consumer behaviour research. Therefore, market research practices should employ neuromarketing tools such as eye tracking, facial expression analysis, biometrics and neuronal activity measurements. First, six principal neuromarketing research areas are identified: branding, product design and innovation, advertising effectiveness, shopper decision-making, online experiences, and entertainment effectiveness. Next, a simplified human behaviour model, consisting of three phases, unconscious, conscious and observable, is discussed. Finally, the paper focuses on criticisms of neuromarketing and ethical issues.