IMPROVEMENT OF MARKETING RESEARCH PLANNING AT AN ENTERPRISE
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2013, Vol 1, Issue 5
Abstract
The improvement process of marketing research system formation at an enterprise has been considered, and the procedure of marketing research conduction at modern enterprises with due account for customers’ feedback and advantages has been determined. The structure of the research design of enterprise brands of the definite branch has been provided. In compliance therewith it has been proposed to present the process of marketing research conduction at an enterprise of the definite branch as a research design of modern enterprise brands from the point of view of a customer. It has been proposed to split this design implementation process into five stages: study of category and brands perception, promotional campaigns testing, expert judgement of enterprises’ communications, ideal enterprise model reconstruction. The content of each stage of marketing research conduction design has been considered. The recommendations concerning the principal directions to be considered within each stage has been provided. An approach to optimization of marketing research conduction in order to form the ideal enterprise model on the grounds of customers’ view and ideas has been proposed. Principal approaches to the formation of factors’ groups that are to be presented as reference answers of respondents during the research conduction has been considered in the model. Each consumer as a respondent can choose these factors by his own preference or supplement them. Approaches concerning the improvement of the marketing research systems at an enterprise are the scope of the research. The improvement of methodological fundamentals of the development of means for formation of marketing research system at an enterprise and optimization of its work is the objective of this article. Reviewing and study of scientific literature on the research topic, questioning of respondents, economic and financial analysis of the results of the enterprise activity research9 in the defined markets were the principal means of this research. The process of marketing research system improvement that would fit any enterprise of the specific branch has been presented as the result of the work. The model of ideal enterprise formation from the point of view of the users of its goods and services has been presented as well.
Authors and Affiliations
Valentyna Tsukanova, Olha Lohvinenko
Keywords
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- EP ID EP157754
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