Маркетинговые исследования

Н. Новгород : -, 2021.

Alexandrovskiy S., Artyushina E., Korenkova M., Трундова О. С.

Under the general editorship: Е. М. Кузьмина, Д. Р. Абдрахманова

     The purpose of this textbook is to consider within the framework of the main topics studied in the course "Marketing Research", approaches, methods and tools that lead to the successful conduct of market research and analysis of the obtained data. When studying such a subject as "Marketing Research", it is necessary to familiarize yourself with the basic terms, approaches to conducting research, methods of data collection, methods of calculating and filling in the sample, tools for data collection and analysis.

     To ensure that the subject of "Marketing Research" does not remain a formal theory for the reader, the textbook provides practical examples of research activities that reflect the use of certain research tools in practice.

     At the same time, the authors take into account that the main research concepts remain almost unchanged, but there are areas of market research that are undergoing changes. In this regard, along with the consideration of traditional approaches to conducting market research with their methods and tools, the textbook is supplemented with material on the use of digital technologies in research activities, which reflects the large-scale development of the digital sector of the economy.

Keywords: маркетинговые исследования, анализ данных, data analysis, qualitative research, качественные исследования, количественные исследования, Internet research, marketing research, исследования в интернет, quantitative research, исследования рынка, exploratory research, descriptive research, предварительные исследования, описательные исследования