Main stages of marketing research. Main stages of marketing research

Each research problem requires a special approach to its solution. Each problem is unique in its own way, and the research procedure, as a rule, is developed taking into account its characteristics and significance. However, there are a number of steps, called the research process, that need to be taken into account when designing a research project.

This process helps define the research problem and data collection method, analyze and interpret the data obtained, and prepare a report on the research results.

When planning to conduct marketing research (the process of obtaining information), the company must clearly understand the purpose for which it is being conducted (to decide on what problem the research should be conducted).

This work is very relevant, because the use of marketing research in the modern market is not only useful, but simply necessary for successful business and the competitiveness of the company. Depending on the goals and volumes. With the funds allocated for this, the company can choose any of the options for conducting this area of ​​work: have its own marketing division in the company, constantly use the services of analytical firms to conduct research and market monitoring in certain areas, order separate one-time studies, etc.

The purpose of this work is a step-by-step examination and study of the stages of marketing research.

The object of study is the process of marketing research. The subject is the stages of marketing research.

Stages of marketing research:

When starting marketing research, an enterprise must answer a number of questions:

• 1) About whom? or About what? (object of study)
• 2) What? (we want to know)
• 3) For what? (use of results)
• 4) When? (get results)
• 5) How much does it cost? (expenses)
• 6) How profitable? (efficiency)
• 7) How? (technology of obtaining and form of presentation of results).

Marketing research can be divided into two large groups: targeted and current, due to the regularity of their conduct.

They are usually focused on solving specific problems. To implement them, a special group is created, which, along with the company’s employees, can include invited specialists. The composition of the groups depends on the nature and scale of the problem being solved.

Ongoing research - carried out with varying degrees of regularity. Their results are used in operational work, and the main purpose is to determine the current situation and develop the necessary management decisions.

Since marketing research must be effective from an economic point of view, it must be well planned and organized. Despite the variety of types of marketing research conducted, they are all based on a common methodology that determines the order of implementation.

The following actions (research stages) can contribute to this:

1. Identifying problems and formulating research goals

A correctly identified problem and a precisely formulated goal are the key to its successful implementation. Mistakes made at this stage can lead not only to unjustified costs, but also to the aggravation of real problems associated with wasted time when following a “false trail.”

Regardless of whether the company conducts the research in-house or engages a third-party organization, the company’s specialists must be involved in identifying problems and formulating goals.

2. Selection of sources, collection and analysis of secondary information

Secondary information is information that already exists, having been previously collected for other purposes.

Depending on the resources available to the enterprise, time and work force allocated to carry out the activities of the second stage, work with internal and external sources of secondary information and the information itself can be carried out both sequentially (internal and then external information is studied first) and in parallel.

The collection of secondary information is based on “desk” research. They are carried out on the basis of official printed sources of information and provide general ideas on the state of general economic conditions and development trends. In this case, methods are used economic analysis combined with elements of econometrics and mathematical statistics.

Internal sources of secondary information are: statistical reporting; financial statements; customer accounts; materials from previous studies; written records kept by the organization.

External sources of secondary information can be governmental or non-governmental.

Federal and local authorities of many countries collect and distribute a large volume of statistical and descriptive material on pricing, credit policy, regulatory and instructional materials. Such materials published government agencies, including (for example, bulletins of the property fund, bulletins of the state tax office etc.) are usually distributed free of charge or sold for nominal amounts.

Secondary non-governmental information can be obtained from three sources: periodicals; books, monographs and other non-periodical publications; commercial research organizations.

Periodicals (newspapers - economic sections, specialized magazines, economic bulletins, market reviews, publications of chambers of commerce and entrepreneurs' unions, bank publications, advertising agencies) are published both by publishing firms and by professional or industry associations.

For example, publications of trade and industrial associations, publications of non-profit research organizations (departments of academies of sciences, universities, institutes, materials of conferences, seminars, etc.). Some publications are available by subscription or can be obtained from libraries. In addition, financial reports of enterprises are published in the media; interviews with managers and specialists; advertising. They, as well as specialized exhibitions and fairs, can become important sources of necessary information in the course of ongoing research.

Commercial research organizations conduct research and provide their results for a fee. Economic information distributed by specialized companies in the form of printed materials or magnetic media, depending on the volume and value of the information, can cost from several hundred rubles to millions of rubles.

External sources of secondary information include:

Modern information technologies and the development of the Internet also involve representatives of agribusiness in their sphere. Manufacturers of machinery and equipment for agriculture and processing industry, food enterprises, and manufacturers of agricultural products may well use, and some are already using, the global network to promote their products, find customers and suppliers.

There are a lot of external sources of information and therefore the desire to collect all the data related to the problem under study may either be simply unrealizable or lead to huge expenditures of time and resources. We must remember the Pareto effect, according to which 80% of information is contained in 20% of sources.

Consequently, it is necessary to select the most valuable ones from the entire volume of sources. And even in this case, with all the value of the information received, it should be remembered that this information is available to almost everyone and therefore does not give anyone a significant competitive advantage.

Below are the advantages and disadvantages of secondary information:

The selection of external sources requires the workers participating in it to have a broad outlook, a deep understanding of the problem under study, and skills in information retrieval work. Systematization of secondary information is carried out, as a rule, after completion of its collection from internal and external sources.

You should start collecting information by searching for secondary information, since the process of its analysis can lead to clarification and sometimes to significant adjustments to the previously formulated problem and research objectives, saving time and money when searching for primary information.

3. Planning and organizing the collection of primary information

Primary information is information that is collected for the first time for a specific purpose. Primary information becomes necessary in cases where the analysis of secondary sources does not provide the necessary information. To assess the overall significance of primary data, it is necessary to weigh their advantages and disadvantages:

Depending on the completeness of the information obtained in the first two stages, sometimes the third stage of the study begins with defining or clarifying the object of research, especially if such an object is end consumers, sales channels, or it is carried out for the first time. Collecting primary information is a labor-intensive process.

When drawing up a sampling plan, the following tasks are solved:

• 1. Definition of the object of study.
• 2. Determination of the sampling structure.
• 3. Determination of sample size.

As a rule, the object of research is a set of objects of observation, consumers, company employees, intermediaries, etc. If the population is small, and the research group has the necessary capabilities and resources (labor, financial and time) to establish contact with each of its elements, then it is realistic and preferable to conduct a continuous study of the entire population. In this case, you can begin to choose a method of data collection, research tools and a method of communication with the audience. Otherwise, we have to limit ourselves to a sample survey.

A sample is a part of a population intended to represent the population as a whole. The accuracy with which a sample reflects the population as a whole depends on the design and size of the sample.

There are two approaches to sampling structure - probabilistic and deterministic.

The probabilistic approach assumes that any element of the population can be selected with a certain (non-zero) probability. The simplest and most common in practice is simple random sample, in which each element of the population has an equal probability of being selected for study. Probability sampling is more accurate because it allows you to assess the degree of reliability of the information collected, although it is more complex and more expensive than deterministic sampling.

The deterministic approach assumes that the selection of elements of the population is made by methods based either on considerations of convenience, or on the decision of the researcher, or on contingent groups.

After determining the sampling structure, the sample size is established, which determines the reliability of the information.

Sample size is the number of elements in the sample population. The larger the sample size, the higher its accuracy and the higher the cost of conducting the survey.

With a probabilistic approach to the sample structure, its volume can be determined using known statistical formulas and specified requirements for its accuracy. To reduce the sampling error by half, its volume should be increased fourfold; to reduce it by 3 times, the volume should increase by 9 times, etc.

With a deterministic approach to the sample structure, in the general case, it is not possible to mathematically accurately determine its volume in accordance with a given criterion for the reliability of the information received. In this case it can be determined empirically. For example, when surveying buyers, high sampling accuracy is ensured, even if its volume does not exceed 1% of the entire population, and when conducting surveys of buyers of medium and large retail enterprises, the number of respondents is 500 - 1000 people.

Methods for collecting primary information

In practice, the following main methods of collecting primary information are used:

• 1. observation;
• 2. experiment;
• 3. imitation;
• 4. survey.

Observation is a method of collecting information by recording the functioning of the objects under study without the researchers establishing contact with them and lacking control over the factors influencing their behavior.

The advantages of this method: simplicity and relative cheapness, elimination of distortions caused by contacts of objects with the researcher.

Disadvantages of this method: it does not allow one to unambiguously establish the internal motives of the behavior of objects and their decision-making processes; they can be incorrectly interpreted by observers.

An experiment is a method of collecting information about the behavior of the objects under study, which involves establishing control over all factors influencing the functioning of these objects.

The purpose of the experiment is to establish cause-and-effect relationships between marketing factors and the behavior of the objects under study. To ensure the reliability of the experimental results, the values ​​of all factors except the one under study must remain unchanged.

Advantages of the experiment: objective nature, the ability to establish cause-and-effect relationships between factors.

Disadvantages of the experiment: difficulties in organizing control over all factors in natural conditions, difficulties in reproducing the normal behavior of an object in laboratory conditions, high costs.

Imitation (simulation) is a mathematical, graphical or other model of controlled and uncontrollable factors that determine the strategy and tactics of an enterprise.

Simulation modeling allows for a comprehensive study of many factors that determine marketing strategy. Preparatory activities for carrying out the simulation consist of developing a model of the functioning of the object and checking its adequacy.

The advantage of imitation lies in the ability to quickly analyze many options for marketing actions and select the best one on this basis.

The disadvantage of imitation is the complexity and labor-intensiveness of creating a model that requires in-depth study and formalization of cause-and-effect relationships between marketing factors, its external environment and the factors that determine purchasing behavior.

A survey is a method of collecting information by contacting the subjects of the study. This is the most common data collection method in marketing. It is used in about 90% of studies.

The source of information when conducting mass surveys is the population that is not related by the nature of its activity to the subject of analysis.

In specialized surveys, it is specialists (experts) - persons whose professional activity closely related to the subject of research, they are the main sources of information.

The advantage of a questionnaire is the almost unlimited scope of its possible application, which allows one to obtain information about the current behavior of an object, its behavior in the past and intentions in the future.

The disadvantages of questionnaires are the high labor intensity, significant costs of conducting surveys, and a possible decrease in the accuracy of the information obtained due to incorrect or distorted answers.

Preparatory work for the survey includes:

• · choosing a method of communication with the audience (by phone, by mail, personal interviews);
• · preparation of a questionnaire;
• · testing and finalizing the questionnaire.
• 4. Systematization and analysis of collected information

Systematization of primary information usually consists of classifying answer options, coding them and presenting them in a form convenient for analysis (most often, in a table).

Analysis of information consists of its evaluation, usually using statistical methods. The final results of the analysis often come in the form of recommendations for the enterprise's future actions.

5. Presentation of the research results obtained.

The report on the research results is prepared in expanded and abbreviated versions. The first is a fully documented technical report and is intended for marketing department specialists. The second is intended for managers and contains a detailed presentation of the main results, conclusions and recommendations.

General requirements for the content of a marketing research report provide for the mandatory inclusion of the following questions:

• 1. Purpose of the survey.
• 2. For whom and by whom it was carried out.
• 3. General description population, covered by the survey.
• 4. Size and nature of the sample, as well as a description of the weighted sampling methods used.
• 5. Time of examination.
• 6. Survey method used.
• 7. Adequate description of the persons conducting the survey and all control methods used.
• 8. A copy of the questionnaire.
• 9. Actual results.
• 10. Basic indicators used to calculate interest.
• 11. Geographical distribution of surveys conducted.

It should be noted that to formulate the research problem, it is necessary to clarify the main priorities of the organization in the field of marketing. To do this, it is necessary to answer a number of questions that help to identify the main guidelines for production and economic activity: what changes have occurred in market conditions? In what direction should the organization develop? how to make the transition to a new state?

A precise formulation of the research objectives is required to draw up the analysis task.

To develop a task, it is fundamentally important to take into account limitations that will avoid incorrect comparisons and increase the specific focus of analytical work.

The methodological basis for the analysis of marketing information is the formed bank of methods and models, which makes it possible to most fully reveal the interrelationships of the phenomena being studied.

The results and conclusions of marketing research are presented in the form analytical report, which includes the following information:

• - the name of the group (agency, company) conducting the research and the client for whom the research was carried out;
• - the essence of the problem and the goals of the study, formed in the task for conducting the analysis;
• - the main results of the study, presented in the form of reasoned conclusions and recommendations for solving the problem;
• - groups of analyzed physical and (or) legal entities, criteria for their selection, sampling methods and its type, reliability of the information received;
• - technology for conducting observations, experiments and surveys;
• - the period of time during which the study was conducted;
• - geographical boundaries analyzed market;
• - calculations and applications.

In addition, the report must contain all the necessary information to develop a marketing mix aimed at solving the problem.

Since marketing research must be effective from an economic point of view, it must be well planned and organized. Despite the variety of types of marketing research conducted, they are all based on a common methodology that determines the order of implementation.
Marketing research consists of five stages, shown in Fig. 28.

Let us reveal the essence of each of these stages.
The first stage of marketing research is identifying problems and formulating research goals.
This task often turns out to be the most difficult in the entire research process. A manager may understand that something is wrong in the company’s activities, but not know what exactly leads to a decrease in performance (for example, it is not always obvious what is associated with low sales volumes: ineffective advertising, a gap in advertising promises and actions of the product manufacturer, or something something else).
A correctly identified problem and a precisely formulated goal of the study are the key to its successful implementation. Mistakes made at this stage can lead not only to unjustified costs, but also to the aggravation of real problems associated with wasted time when following the wrong trail.
Whether an enterprise conducts research in-house or engages a third-party organization, its employees should be involved in identifying problems and formulating research goals (the marketing manager of the company in whose interests the research is being conducted better understands what decision information is needed to make; the researcher knows better the process of conducting marketing research and methods of obtaining information).
The second stage of marketing research is the selection of sources, collection and analysis of secondary information.
Secondary information is information collected previously for other purposes. Research, as a rule, begins with the collection of secondary data, because... analysis of secondary information can clarify and sometimes significantly adjust previously formulated problems and research goals, as well as save time and money when searching for primary information.
There are two types of sources of secondary information:
a) Internal - documentation stored in the organization (statistical and accounting reports, invoices, reports from sales representatives, warehouse records, etc.) and materials from previously conducted research.
b) External, divided into governmental and non-governmental.
Secondary government information can be obtained from the following sources:
1) statistical and descriptive materials on pricing and credit policy published by government agencies;
2) materials of a regulatory, legal and instructional nature (property fund bulletins, state tax inspectorate bulletins, etc.).
Such materials are usually distributed free of charge or sold for nominal amounts.
Secondary non-governmental information can be obtained from the following sources:
1) periodicals (newspapers, magazines, economic bulletins, market reviews, publications of chambers of commerce and business unions, publications of banks, advertising agencies and non-profit research organizations (departments of academies of sciences and universities));
2) non-periodical publications (books, monographs, etc.);
3) commercial research organizations.
The external secondary information required by the company can be presented in printed and electronic versions. The selection of external sources requires the workers participating in it to have a broad outlook, a deep understanding of the problem under study, and skills in information retrieval work. There are a lot of external sources of information, the desire to collect all the data related to the problem under study may be unrealistic or lead to huge expenditures of time and resources, therefore, it is necessary to select the most valuable ones from the entire volume of sources. However, despite the significance of the information received, we must not forget that this information is available to almost everyone and therefore does not provide anyone with significant competitive advantages.
Depending on what resources of time and labor are allocated by the enterprise to carry out the activities of the second stage of the study, work with internal and external sources of secondary information and the information itself can be carried out either sequentially (internal and then external information is studied first) or in parallel. Secondary information is systematized, as a rule, after completion of its collection from internal and external sources.
The third stage of marketing research is planning and organizing the collection of primary information.
Primary information is information that is collected for the first time for a specific purpose. It is required when the analysis of secondary sources does not provide the necessary information.
When preparing and conducting the collection of primary information, it is necessary to decide on: research methods, research tools, drawing up a sampling plan and ways of communicating with the audience.
Let's explain each of these aspects:
a) Research methods.
There are three main methods of collecting primary information:
1) Observation - a method of collecting information in which the researcher directly observes people and situations without trying to influence them. Observation allows you to obtain information that people are unwilling or unable to provide, it allows you to see the situation from the inside, and leads to useful ideas. Observation is most often used when conducting research that is preliminary in nature and aimed at specifying the problems facing researchers.
An example is the “Mystery Shopper” method, the essence of which is that an observer is sent to a store or service enterprise, under the guise of a buyer, he checks the terms of sale and the quality of service, and later fills out a detailed questionnaire based on the results of the observation. You can act in a similar way both at your own enterprise and in the territory of your competitors.
Observation has the following advantages:
- simplicity and relative cheapness;
- elimination of distortions caused by the researcher’s contacts with the objects of research.
Disadvantages of observation are:
- the impossibility of unambiguously establishing the internal motives of behavior of objects of study and their decision-making processes;
- the possibility of incorrect interpretation by observers of the data obtained.
2) Experiment - a method of collecting information that involves establishing control over factors influencing the behavior of the objects under study. It assumes that the analysis excludes the influence of all factors other than the one being studied on the object of study. Conducting an experiment requires the presence of at least two comparable study groups, one of which is experimental and the other control. Thus, airline owners interested in expanding the circle of regular customers can assume that improving the quality of food will increase the number of passengers who prefer flights of this company. To test the correctness of the hypothesis, it is necessary to conduct an experiment: on one of the flights, offer passengers the same food as competing airlines (standard lunches), and on the other, more refined food or standard lunches, but in a wider range than competitors.
There are two types of experiments:
- laboratory tests, taking place in an artificial environment (tests of goods, prices and advertising) and allowing control of extraneous factors;
- field, carried out in real conditions and not excluding the influence of extraneous factors (the most complex and expensive, but at the same time the most effective method market research).
The advantages of the experiment include:
- objective nature;
- the ability to establish cause-and-effect relationships between factors.
The disadvantages of the experiment are:
- the difficulty of reproducing the natural behavior of the research object in laboratory conditions;
- the difficulty of organizing control over all factors in natural conditions;
- high costs.
3) Survey - a method of collecting information by establishing contacts with the objects of research. This is the most common data collection method in marketing and is used in about 90% of research.
Surveys will be discussed in more detail below when discussing research instruments, sampling design, and ways to communicate with audiences.
b) Research tools.
In practice, two main research tools are used: a questionnaire and a mechanical device. Let's say more about each of them:
1) Questionnaire - a set of questions aimed at identifying the characteristics of the object under study, which the respondents are asked to answer. This is the most common research tool when collecting primary information. The questionnaire must be carefully developed, tested and cleared of identified shortcomings before it is widely used.
The structure of the questionnaire consists of four parts:
- Introductory, which expresses respect for the respondent and indicates who is conducting the survey and for what purpose, and also contains instructions for filling out the questionnaire.
- Contact, where questions are located that aim to interest the respondent and introduce him to the range of problems being studied.
- Control room, where questions are located to ensure the reliability of the data received. For example, if the contact part of the questionnaire contains the question: “Do you use our company’s products?”, then the control question could be: “What type of our company’s products do you use most often?”
- Final, which contains questions that relieve the psychological stress of the respondent and allow one to identify his socio-demographic characteristics (gender, age, place of residence, education, income level, etc.), as well as words of gratitude to those who took part in the survey.
Questions in the questionnaire should move from simple to complex, from general to special, from neutral to delicate, they must be formulated clearly, unambiguously and neutrally. Particular attention should be paid to ensuring that the main and control questions do not follow each other. The most difficult, thought-provoking questions are located in the middle of the questionnaire. The total number of questions should not be too large (usually no more than 10-15), since the longer the questionnaire, the more likely it is to be rejected by the respondent.
The questionnaire may contain two types of questions:
- Open, allowing you to formulate answers yourself. For example, “What do you think about the products of the company “Shokoladnitsa”?”, “What associations do you have when you hear the word “Shokoladnitsa”?”, “I buy pastries and cakes from “Shokoladnitsa” because...”. This makes processing the survey results more labor-intensive, but in some cases it can offer an unexpected solution to the problem being studied and thus compensate for the cost of time and effort.
- Closed, offering the respondent a set of possible answer options. For example, “Do you buy products from the company “Shokoladnitsa”? Yes/no”, “Do you think that the quality of the Shokoladnitsa company’s products is... Excellent/good/satisfactory/bad”, “You consider the main advantage of the Shokoladnitsa company’s pastries and cakes... Taste/variety of recipes/lack they contain animal fats/reasonable price.” It is easier to process survey results in this situation, but there is no such return as in the case of using open-ended questions.
2) Mechanical devices - devices used to monitor the physiological response of the respondent to the product or recording the frequency of use of the product. Thus, a galvanometer (lie detector) measures the degree of interest or emotion of a person (blood pressure, heart rate, sweating) in response to various stimuli (for example, when watching commercials). The tachistoscope is demonstrated to the subjects advertisement for a very short period of time: from 1/100th of a second to several seconds. After the screening, respondents describe what they managed to see and remember. A special device records the movements of their eyes when perceiving a particular object, which roughly characterizes the order and duration of the consumer’s attention. An audiometer attached to the TV records information about when it is turned on and the channels to which it is tuned. This data is used by television companies to determine program ratings and set the price of advertising time. Barcode scanners in retail stores record what visitors are buying. Consumer goods manufacturers and retailers use this information to evaluate and improve how they sell products and operate stores.
c) Drawing up a sampling plan. Researchers typically draw conclusions about large groups of consumers by studying the behavior of a small portion of them. A sample is a part of a population intended to represent the population as a whole.
When drawing up a sampling plan, the following tasks are solved: the object of research, the structure and size of the sample are determined. Let's take a closer look at each of these aspects:
1) Definition of the object of study. The object of research, as a rule, is some kind of aggregate: consumers, employees of the enterprise, its intermediaries, etc. If the population being studied is small, and the research group has the necessary capabilities and resources (labor, financial and time) to establish contact with each of its elements, then it is realistic and preferable to conduct a continuous study of the entire population. Otherwise, we have to limit ourselves to a sample survey.
The answer to the question “Who should be interviewed?” not always obvious. For example, whose opinion should be sought when studying the purchase decision-making process? family car or household appliances? Husband, wife, other family members or all of them? Each person's answers will vary significantly, so the researcher must first determine what information he needs and from whom he can obtain it.
2) Determination of the sampling structure. The sampling design implies that its components are selected on the basis of some principle. As shown in Fig. 29, there are two approaches to sampling design, each of which can use multiple sampling options.

Now let us describe in detail each of the approaches to the sampling structure presented in the figure and the sampling options used within them:
- The probabilistic approach assumes that any element of the population can be selected with a certain degree of probability, and the researcher can calculate the error of the results obtained.
. Simple random sampling - each element in the population has an equal probability of being selected for the study. For example, any buyer of a sewing machine can be the subject of research. This is the simplest and most common option in practice.
. Structured (stratified) random sampling - the target group is divided into mutually exclusive subgroups, in each of which random selection is carried out. For example, according to income level per family member, buyers of sewing machines are divided into the following subgroups: 3-5 thousand rubles, 5-10 thousand rubles, 10-15 thousand rubles, over 15 thousand rubles.
. Zonal (cluster) random sampling - the target group is divided on a territorial basis into mutually exclusive subgroups, in each of which random selection is carried out (for example, buyers of sewing machines living in different areas of the city).
Probability sampling is more accurate because it makes it possible to assess the degree of reliability of the collected information, but it is also more complex and expensive than deterministic sampling.
- The deterministic approach assumes that the elements of the population are selected taking into account some criterion, and the researcher is not able to accurately determine the error of the results obtained.
IN in this case The following sampling options are possible:
. Availability sampling (confidence) - elements of the population are selected based on the ease of establishing contact with them (for example, any buyer of sewing machines in the nearest specialized store). The imperfection of this method is associated with the possible low representativeness (indicativeness, correspondence with reality) of the resulting sample. This happens because insufficiently characteristic representatives of the population may be convenient for the researcher. Nevertheless, this method, due to its simplicity, efficiency and efficiency, is widely used in practice: first of all, when conducting preliminary research aimed at clarifying the main problems.
. Discretionary sampling (conditionally random) - elements of the population are selected that, in the opinion of the researcher, are capable of providing the most accurate information (for example, buyers who are not purchasing a sewing machine for the first time). This is a more advanced method, focusing on characteristic representatives of the population, although they are determined on the basis of the subjective views of the researcher.
. Proportional (quota) sampling - a predetermined number of people classified as different categories(for example, those who buy a sewing machine to repair clothes from time to time, hem curtains, etc.; those who buy a sewing machine to sew clothes for their family; those who buy a sewing machine to sew to order ). These characteristics can be obtained as a result of preliminary research. This method is the most advanced, because... allows you to obtain sample populations no less representative than probability samples, but at significantly lower survey costs.
3) Determination of sample size. Sample size is the number of elements in the sample population. The larger the sample size, the higher its accuracy and the higher the research costs.
With a probabilistic approach to the sample structure, its volume can be determined using statistical formulas and specified requirements for its accuracy. To reduce the sampling error by half, its volume should be quadrupled, to reduce it by three times, the volume should increase nine times, etc.
With a deterministic approach to the sample structure, in the general case, it is not possible to mathematically accurately determine its volume in accordance with a given criterion for the reliability of the information received. In this case, it can be determined empirically (by observation). For example, when surveying customers, high sampling accuracy is ensured even if its size does not exceed 1% of the entire population.
d) Ways to communicate with the audience.
There are three ways to contact sample members: by telephone, by mail or the Internet, and in person.
Now let’s take a closer look at each of these ways to connect with your audience:
1) Telephone survey.
The advantages of a telephone survey include:
- high efficiency;
- cheapness;
- the opportunity to clarify the question asked.
Disadvantages of telephone interviews are:
- the ability to survey only telephone subscribers, which does not ensure the adequacy of the sample;
- relatively high probability of refusal to answer, especially to questions of a personal nature;
- forced brevity of the conversation, due to the possible busyness of the interviewee.
2) Survey using mail and the Internet (distribution of questionnaires).
The advantages of surveys using mail and the Internet include:
- eliminating the influence of the interviewer;
- creating the best prerequisites for answering personal questions;
- relative cheapness of reaching a dispersed audience (more relevant to online surveys).
The disadvantages of surveying using mail and the Internet are:
- low efficiency (more relevant to postal surveys);
- the possibility of non-return of some of the sent out questionnaires (usually more than half of them are not returned);
- lack of opportunity to clarify the question, which imposes restrictions on the composition of questions (they must be simple and clearly formulated);
- the ability to answer questions from people other than those to whom they are addressed.
3) Personal interview is the most universal of the three possible ways of communicating with research objects.
The advantages of a personal interview include:
- a relatively small proportion of refusals to answer (provided by the highly qualified interviewers);
- relatively high accuracy of the survey (provided through the use of more complex questionnaires);
- the possibility of combining personal interviewing with observation, which allows you to obtain additional information about the respondents.
The disadvantages of a personal interview are:
- relatively large organizational efforts and material costs for its implementation;
- the possibility of the interviewer exerting voluntary or involuntary influence on the opinion of the respondents.
Personal interviews can be:
- Individual, involving visiting people at home, at their place of work, meeting them on the street or in other places. An individual interview can last from a few minutes to several hours; The time spent by the person being interviewed may be compensated with a sum of money or a gift.
- Group, which involves inviting a group of people of 6-10 people to talk with the interviewer. The group interview lasts several hours; For participation in the conversation, respondents usually receive a monetary reward.
The fourth stage of marketing research is systematization and analysis of the collected information.
At this stage, the researcher must summarize the results obtained, interpret them and draw conclusions.
Systematization of information usually consists of classifying answer options, coding them and presenting them in a form convenient for analysis (most often in the form of tables). Systematized information must be ready for entry into computer systems for the purpose of detailed processing and further storage on various storage media.
Analysis of information consists of its evaluation, usually using statistical methods. The final results of the analysis often come in the form of recommendations for the enterprise's future actions.
The fifth stage of marketing research is the presentation of the research results.
At this stage, the researcher must communicate the conclusions drawn from the information collected to the employees of the company in whose interests the research was conducted.
The report on the research results is prepared in two versions:
a) detailed version - a fully documented technical report intended for marketing department specialists;
b) abridged version - a report containing a detailed presentation of the main results, conclusions and recommendations and intended for managers.

Research methods in marketing are determined by the necessity and obligation of a systematic and comprehensive analysis of any market situation, any of its components associated with the most diverse factors.

The indicated principles of consistency and complexity when conducting marketing research are based on the fact that when studying the external environment, primarily the market and its parameters, it is necessary to take into account not just information about the state of the internal environment of the company (enterprise), but also the strategic marketing goals and intentions of the company - Only then the research carried out is of a marketing nature.

Methods for selecting populations of research objects involve solving three main problems: identifying the population, determining the sampling method, and determining the sample size.

The population (GS) must be limited because a complete study is usually very expensive and often simply impossible. In addition, selective analysis may be even more accurate (due to the reduction of systematic errors).

The sample is selected to provide a representative illustration of the HS. This an indispensable condition, in which, based on the characteristics of the sample, it is possible to draw correct conclusions about the HS. Data collection is usually accompanied by errors - random and systematic. Random errors appear only in selective research; Because they do not bias the sample characteristics in one direction, the magnitude of such errors can be estimated. Systematic errors arise due to the influence of non-random factors (inaccurate selection of GS, sampling deficiencies, errors in the development of questionnaires, counting errors, insincerity of respondents).

Typically, the research must go through the following stages.

Problem Definition

Study planning

Analysis of secondary information

Obtaining primary information

Complex data analysis

Interpretation of results

Compilation of a report

Scheme 1.1 - Organization of marketing research

Defining the problem is the most important stage of research. Only the client can know what he wants. On the other hand, the goal should not predetermine the results of the study. Many studies have failed because the implementers tried to reconcile the results with the client's existing views.

The problem definition includes:

1) identifying symptoms;

2) clear presentation possible reasons, or underlying problems underlying symptoms;

3) identification full list alternative actions that a marketing manager can take to solve problems.

When conducting marketing research, they are faced with two types of problems: marketing management problems and marketing research problems. The first appear in two cases. Firstly, when symptoms of failure to achieve the goals of marketing activities occur. Secondly, there is a possibility of achieving goals, but the manager must choose a course of action that will enable him to take full advantage of favorable circumstances.

The problems of marketing research are determined by the requirements of providing managers and marketing specialists with relevant, accurate and unbiased information necessary to solve problems in managing marketing activities.

When ordering research, errors of two types are possible:

Order errors (questions provoke the desired answers);

Omission errors (key questions not asked).

Errors of the first type should be prevented by executing agencies; errors of the second type are more difficult, since they are difficult for the contractor to detect at the initial stage of discussing the order. At the research planning stage, the initiative passes to the implementing agency.

All marketing research is carried out in two aspects: assessment of certain marketing parameters for at this moment time and obtaining their forecast values. As a rule, forecast estimates are used in developing both the goals and development strategies of organizations as a whole, and its marketing activities.

Marketing research can be carried out independently, on the organization's own, or the organization can resort to the services of specialized consulting organizations. When choosing between the first and second options for conducting marketing research, many factors are taken into account:

1) cost of the study. Many organizations find that it is cheaper to conduct market research in-house. (For reference: the cost of conducting marketing research, according to the expert assessment of foreign specialists, on average is less than 0.2 of each percent of the cost of the product.)

2) Availability of experience in conducting research and specialists with the necessary qualifications. This is especially important to consider when using complex methods of conducting marketing research and processing the results obtained.

3) Deep knowledge technical features product. Typically, company specialists know them better, and this knowledge cannot be so easily and quickly transferred to specialists from other organizations.

4) Objectivity. Specialists from specialized organizations are usually more objective in their assessments.

5) Availability of special equipment: computers and special programs for them, testing equipment. Such equipment, as a rule, is more fully possessed by specialized organizations.

6) Confidentiality is better preserved when marketing research is carried out by company employees. Sometimes companies conduct one part of marketing research with their own employees, and the other with the help of specialized marketing organizations.

The most widely used methods of conducting marketing research are methods of document analysis, methods of surveying consumers (the whole set of which, with a certain degree of convention, can be called methods sociological research, since they were first developed and used by sociologists), expert judgment and experimental methods.

The main difference between sociological research methods and expert assessments is that the former are focused on mass respondents of very different competence and qualifications, while expert assessments are aimed at a limited number of professional specialists. What unites these two groups of methods is, first of all, that in both cases the same methods of mathematical statistics are used to process the collected data.

There are several groups of economic and mathematical methods used in marketing research:

1) statistical methods of information processing (determining average ratings, error values, degree of agreement of opinions).

2) Multivariate methods (factor and cluster analyses). They are used to inform marketing decisions that are based on numerous interrelated variables.

3) Regression and correlation methods. They are used to establish relationships between groups of variables that describe marketing activities.

4) Simulation methods. They are used when the variables influencing the marketing situation cannot be determined using analytical methods.

5) Methods of statistical decision theory (game theory, queuing theory, stochastic programming) are used to stochastically describe consumer reactions to changes in the market situation.

6) Deterministic methods of operations research (linear and nonlinear programming). These methods are used when there are many interrelated variables and it is necessary to find the optimal solution - for example, an option for delivering a product to the consumer, ensuring maximum profit, through one of the possible distribution channels.

7) Hybrid methods that combine deterministic and probabilistic (stochastic) characteristics (dynamic and heuristic programming) are used primarily to study problems of commodity distribution.

Typically, marketing research uses information obtained from primary and secondary data.

Primary data is obtained as a result of so-called field marketing research specially conducted to solve a specific marketing problem; their collection is carried out through observations, surveys, experimental studies carried out on part of the total population of those studied - a sample.

Secondary data, used in so-called desk marketing research, refers to data previously collected from internal and external sources for purposes other than marketing research. In other words, secondary data is not the result of special marketing research.

Basic research methods:

Observation;

Experiment;

1) A survey is finding out people’s positions or obtaining information from them on a specific issue.

As a rule, conducting a survey consists of several stages, namely:

1) development, verification and replication of the questionnaire;

2) sampling;

3) briefing of interviewers;

4) conducting a survey and monitoring data quality;

5) processing and analysis of the information received;

6) drawing up a final report.

Surveys can be conducted in person, by telephone, by mail (including email), and via the Internet.

Table 1 - Advantages and disadvantages of the three main methods

Any questionnaire requires careful development, testing and testing. The form of the question may influence the answers. Therefore, two types of questions are used:

Open - the answer is formulated independently;

Closed - the question contains all possible answers.

A relatively new and developing method of collecting primary information is research via the Internet. Research using the Internet is a relatively cheap method of collecting primary information. In practice, online research has two significant advantages over conventional research and surveys: speed and cost-effectiveness. Organizing research online requires careful planning in advance, but the results are obtained almost instantly. There are also no differences in the speed and cost of conducting research within and outside the country.

2) Observation is a way of obtaining information that:

1) corresponds to the specific purpose of the study;

2) characterized by planning and systematicity;

3) is the basis for generalizing judgments;

4) is subject to constant monitoring for reliability and accuracy. Advantages of observation compared to survey:

5) independence from the object’s desire to cooperate, from its ability to verbally express the essence of the matter;

6) greater objectivity;

7) perception of an object’s unconscious behavior (for example, when choosing a product on the shelves in a store);

8) the ability to take into account the surrounding situation, including when observing using instruments.

Observations are carried out, for example, of temporary fluctuations in the flow of visitors to supermarkets using visual control or video cameras with subsequent computer processing.

Possible disadvantages of observation:

1) the difficulty of ensuring representativeness;

2) subjectivity of perception, selectivity of observation;

3) observation effect (the behavior of the object may be unnatural during open observation).

3) Experimental research can be used when testing new products, changing trading methods, and promotion. Based on the results of the experiment, the optimal course of action is selected.

An experiment is a study that determines the effect of a change in one (or more) independent variable on one (or more) dependent variable. Essential features of the experiment:

1) isolable changes (individual values ​​are varied by the researcher, others are constant);

2) active intervention of the researcher in the process of changing data;

3) checking cause-and-effect relationships (for example, the impact of a brand on product sales).

Experiments are divided into laboratory (conducted in an artificial environment) and field (conducted in real conditions).

Stages of marketing research

Market Research Process is a complex task, and the approach to solving it should be as responsible and organized as possible. To do this, you need to clearly know all the stages of this process and be sure to act in accordance with them.

To clearly demonstrate everything stages of marketing research, let's present them in the form of a graphical diagram:

marketing information consumer competitive

As can be seen in the diagram, all stages of the marketing research process are divided into three main groups: problem definition and goal setting, plan development and directly implementation of the study. Now let's take a closer look at each stage of the process individually.

Step 1: Identifying the Symptoms of the Problem

Symptom- this is some condition or incident that demonstrates that the enterprise has a problem. As a rule, symptoms manifest themselves in the work of the enterprise itself, the market situation, sales volume, etc. Only by identifying the symptom can one understand whether the company has a problem or not, so there is a need for constant monitoring of the external and internal environment, for example, using the enterprise’s marketing information system MIS.

Stage 2. Identifying a marketing problem

This stage is probably the most important in everything. marketing research process, because a problem can only be solved if it is clearly defined and formulated properly. As they say in folk wisdom, a correctly posed question is already half the answer. You should be very careful when performing this step, since an error here will make the entire further process unsuccessful.

Stage 3. Setting the goal of marketing research

In most cases the goal is determined already in the process of formulating the problem, so setting the problem should not be difficult. The goal will almost always be this: to find out the causes of the problem and investigate possible options solving it and preventing similar situations in the future. It is also important to understand that it is in accordance with the purpose that conclusions will be drawn, so one should not be frivolous at this step either.

Step 4: Determine the type of marketing information required

In this step, marketers and other stakeholders determine what data is needed to solve the problem. Do you need primary information, or can you get by with secondary information? Need to research consumer behavior or competitor strategies? All these and many other questions of similar type and form are resolved at this stage. In addition to types and types, this stage also involves identifying possible sources for obtaining marketing information.

Stage 5. Selecting research methods

Once experts understand what specific information they need and from what sources it can be obtained, they select the most appropriate method for collecting such information. What research will be conducted? Focus group or survey? In-depth interview or hall-test? The choice is made based on the type of data required.

Stage 6. Compilation of materials for research

At this step, questionnaires are formed, scaling methods are determined, questions are drawn up for respondents, and so on. This stage is one of the most time-consuming and difficult to perform, but it is impossible to do without it.

Step 7. Determining the study sample

The sample is determined based on the capabilities of the company conducting the marketing research, taking into account certain circumstances: the sample must certainly be of high quality and guaranteed to give an idea of ​​the general population. An illiterate sample can ruin the entire research process.

Stage 8. Process of collecting marketing information

At this stage, marketers collect information certain type and views from available sources using pre-selected methods. Data collection can take place both in the office and in the field, depending on the requirements and goals of the task set to solve a specific problem.

Stage 9. Analysis of the received data

At this stage, the process of calculating information, its systematization and the formation of patterns that appear during the study takes place.

In order to correctly analyze the collected marketing information, you can use both computer and manual methods, which will be discussed in subsequent articles.

Stage 10. Formation of conclusions and results

The last, final stage of the market research process is what all previous steps were completed for. It is at this stage that it is decided how the company can get rid of the problem. After providing conclusions about the research process, all documents are transferred to decision makers.

Marketing research is a system for searching, collecting, and processing data necessary to solve marketing problems and support marketing activities at any level. Classic marketing research includes regular research of markets for own products, development of packages of documents about the potential of the enterprise, its relationships with the external environment, including partners, consumers and competitors.

There are several stages in the marketing research process:

1) Planning and preparation of the study.

At the first stage, a problem is usually formed, preliminary hypotheses are put forward, and a plan (program) is developed. The formulation of the problem is the most complex and significant part of the study, since the choice of scope and the entire course of further research, and, consequently, depends on it. final result. In order to find out whether the problem really exists and whether it can be solved, a small trial survey is usually carried out.

The following types of trial examination exist:

Secondary research conducted for other purposes but used for the benefit of that particular study;

Expert assessments, when qualified specialists are interviewed;

Focus groups are a type of qualitative research in which a group of discussion participants (usually 8-12 people) are carefully studied to determine their attitude towards a product, enterprise, concept, or idea.

Once the problem is identified, it is developed research plan, based on already available information (usually descriptive). At the same time, the main research methods are selected, including sampling methods, demand methods, selection criteria, the exact wording of questions in interviews or surveys, the time for obtaining data are determined, and the research budget is calculated.

2) Collection and processing of information.

The next stage is the collection and processing of information, which is understood as numbers, facts, information and other data necessary to meet the analytical needs of marketing. Marketing information can be quantitative or qualitative.

Typically, there are two main features for classifying information sources:

A) According to the method of obtaining, all information is divided into:

Internal, collected and processed by employees of a given company. Internal sources include company reports, accounting and financial documents, interviews with marketing department employees, consumer complaints, production plans, etc.

External, collected outside the enterprise (data from official statistics, periodicals, results scientific research, laws, decrees, regulations of government bodies, information from industries, exchanges, stock prices).

External data in Russia can be obtained from such information sources as:

a) publications of general economic orientation (“Economy and Life”, “Financial Newspaper”, “Kommersant”, “Business”, etc.);

b) special journals (“Marketing”, “Marketing and Marketing Research in Russia and Abroad”, etc.);

c) printed publications of a trade nature (“Goods from warehouse”, “From hand to hand”, “Center Plus”, etc.);

d) publication of the Chamber of Commerce and Industry and foreign trade organizations;

e) publication of various public organizations(protection of consumer rights, green society, etc.);

e) electronic means mass media.

B) according to its intended purpose, all information is divided into:

Primary, specifically collected as marketing problems arise. Its collection is carried out through observations, surveys, experimental studies, etc.;

Specialized, regularly collected by third-party marketing organizations according to a special order (or program) of the company;

Secondary, collected for other studies, but useful in solving this problem.

Depending on who performs the functions of the researcher (the marketing services of the enterprise or third-party organizations specializing in this area), the primary information can be both internal and external. This is not the only case when the same source of information belongs to different categories.

The selection of information sources must be sufficiently justified; the effectiveness of the entire study largely depends on it. In order to avoid errors and incorrect conclusions, the marketing services of an enterprise must assess the reliability (authenticity) of the data, and if a sample is used, also ensure its representativeness and the possibility of extending the sample data to the general population. To ensure representativeness of the data, the method of selective observation is most often used.

3) Use of data, i.e. their analysis, forecast, drawing up recommendations.

After collecting data, it is necessary to transform it, i.e. lead to a form convenient for analysis. Typically, the transformation of source data includes their input into a computer, coding, and presentation in tabulated form. There are 4 data conversion functions:

1) generalization, i.e. description of source information through a limited number of understandable parameters;

2) conceptualization (definition of the concept), i.e. assessing the results of the generalization and making specific assumptions that determine the basis for the analysis of the collected data;

3) communication, i.e. interpretation of the results obtained using categories that are understandable to the customer of the study;

4) extrapolation, i.e. determining the degree of correspondence of sample observation data to the entire population.

Many mass processes that are the subject of marketing research are stochastic in nature, which makes it possible to use statistical apparatus for their accounting and analysis. The entire system of collecting marketing information is based on the theory of statistical observation. In summarizing the data, grouping theory plays an important role; Statistical methods of correlation, regression, factor and cluster analysis, etc. are used to identify and model various relationships. However, marketing studies of customer behavior and preferences are often based on informal descriptive characteristics and qualitative (attributive) assessments. And in these cases, the analysis technique is based on conditional or ordinal scales:

* ranked;

* constant amount;

* conciliation;

* semantic differential.

Combining informal characteristics with methods of quantitative analysis will make it possible to clarify the cause-and-effect relationships between the phenomena being studied and justify the choice of the most effective commercial solutions.

In general, it should be noted that the analysis methodology is subordinated to the objectives of the study and, to a certain extent, is determined by the available initial data. In all cases, one should not strive to use complex methods (in particular, econometric ones), if the necessary conclusions can be obtained based on the use of simpler methods of analysis.

The marketing research process usually ends with the development of recommendations in 2 main areas (or a combination thereof):

Development of a new functional marketing strategy for the field of activity in question or new goal- to achieve an advantageous competitive position. Since marketing strategy involves the selection of the target market and the marketing mix, recommendations are usually associated with these two components of the strategy;

Improving the operational management of marketing activities and marketing controlling. In this case, recommendations can be related both to organizational changes in the management of marketing activities at the enterprise, and to the marketing function: development and positioning of new products, pricing, influence on demand, organization of advertising, etc.

The result of the practical implementation of proposals is a quantitative assessment of their economic efficiency, at least based on indicative (predicted) values economic indicators: growth of the company’s market share, growth in sales volumes of goods, making a profit. Another approach to the problem of assessing the effectiveness of marketing research is possible: identifying possible losses that may occur as a result of lack of information, analytical and forecast errors.

At each of the considered stages of marketing research, questions arise, the answers to which will help the researcher understand the intent of the upcoming work, determine its specifics, main idea, content and nature. Table 2 highlights typical questions that arise during various stages marketing research.

table 2

Typical questions that arise during the stages of marketing research

A detailed reflection of all the questions in the table in the research plan is, in fact, a summary of its content; since it takes into account the purpose and objectives of the study, its methodology, the content of the source data and documents that must be collected, studied and analyzed.