Master’s Degree student Iaresko I. O.
Poltava State Agrarian Academy, Ukraine
CHALLENGES OF MARKETING RESEARCH IN UKRAINE
Modern
commodity markets are characterized by intense competition. So the marketing
activities of companies in the market should start with market research.
An integral
part of marketing activities refers to providing accurate and timely
information about the market structure and dynamics of specific demand, tastes
and preferences of customers, to set products and services that more fully meet
the requirements of the market than competitors' products and services do etc.
Market
research is a chain that connects consumers, retailers, society and a marketer
through information used to identify problems or opportunities, development of activities,
the definition of market transformation, facilitating a common understanding of
marketing [1, p. 24].
Market
research allows companies to deeper their knowledge of marketing problems, that
is to reduce uncertainty in making marketing decisions. Very often, their
primary purpose is the desire to give an adequate description of market
processes and phenomena that reflect the company's position and opportunities
in the market. Of course, marketing research is used for study market of competitors,
customers, products, marketing environment, price of goods, their promotion.
The result of marketing research is the development of operation that is used in the selection and
implementation of marketing strategies and tactics.
The concept of marketing research is defined by the objective and direction of market research, ication of specific problems with the implementation of this objective is that based on the formulation of the aggregate of individual tasks, develop ment of working hypothesis or assumptions about the nature of the phenomenon.
According to the International Code of Practice of Marketing
and Social Research marketing research objective is to collect and analyze
information received regarding voluntary market consumers, producers of goods
and services [2].
The main problems associated with the theoretical and methodological aspects of market research in Ukraine and directions for further development of these aspects are:
1. The
problem of using qualitative and quantitative research methods.
2. Methods of
statistical processing.
3. Working recommendations based on marketing information.
4. Marketing
research models of consumer behavior.
There are
some problems in the area of marketing research at the
enterprise level:
1) Lack of
departments and specialists in marketing research.
2) The hidden
nature of the demand for market research.
3) A complete
lack of understanding connection between marketing information and efficient system
of planning production and sales activities.
4) Lack of
understanding of the pricing strategy in marketing research.
5) Inability
to assess the quality of research results [3].
Most managers of Ukraine not fully understand the usefulness of marketing
research. Because of their distrust of the results of research companies they
bought a field stage, retaining planning and analysis. Failure to use research
results properly leads to negative consequences. So, most customers
increasingly expect not only basic information but effective solutions. Now
adays on the market there are many agencies that provide marketing research,
but lack of sufficient information about them makes entrepreneurs turn to the closes
ones which may be incompetent.
Another problem deals with the unreliability and inaccuracy of
data. This is caused by the closeness of the customer's business which prevents
to obtain the most complete information, often respondent’s refusal to
participate in the study or inaccurate information provided by them.
The
peculiarity of marketing research as function of marketing communications is concerned
with providing companies with market players: consumers, intermediaries,
suppliers and competitors.
Market research
transforms data (a set of factors) into information (data selected and systematized according to a
specific task). The necessity of using diverse
and fairly large volume of information in the marketing
activity
of the company requires a systematic approach to the organization of
its obtainment, processing and
analysis in the process of making
decision.
In Ukraine the interest in online Internet research, conducting online focus groups, is observed the number of companies that use these methods of marketing research gradually increasing [4].
Thus, in a
changing and uncertain environment , information obtained in the course of conducting
market research will help to make the right decision. Activity of marketing
department
should assist to increase profits through
customer satisfaction. Thus, the problem of
domestic market research and customer is related not so to the effects of the global recession, but to
the internal crisis in the economy of the Ukraine.
Literature:
1. Бернс Э.С. Основы маркетинговых
исследований с использованием Microsoft Excel: Пер. с англ. / Э.С. Бернс, Р.Ф.
Буш. – М.: Издательский дом «Вильямс», 2006. – 704 с.
2. Международный кодекс по практике маркетинговых и социальных исследований. – Международная торговая палата, 1976.
3. Пилипенко В. Ринок маркетингових досліджень: становлення і проблеми розвитку/ В.
Пилипенко// Маркетинг в Україні. – 2005. –
No 5. – С. 16-20.
4. Бойко Р. В., Вознюк Ю. А. Перспективи і проблеми
проведення маркетингових досліджень в Україні за умов кризи/ Р. В. Бойко, Ю. А. Вознюк// Вісник Хмельницького національного університету. - 2010, No 4, T. 1, С. 189-192.