Ministry of Education of the Russian Federation

POMORSK STATE UNIVERSITY named after M.V. LOMONOSOV

MANAGEMENT DEPARTMENT

DEPARTMENT OF MANAGEMENT

THESIS PROJECT

Theme: “Marketing research of the consumer market (for example, the company“ CD-land ")”

Arkhangelsk

Introduction

1. Information support of marketing decisions

1.1 Marketing Information

1.2 the essence of marketing research

1.3 Goals and objectives of marketing research

1.4 Classification of marketing research

2. The process of conducting market research

2.1 Preparation of the plan

2.2 Stages of development of marketing research

3. Methods of obtaining and processing marketing information

3.1 Primary data

3.2 Secondary data

3.3 the processing of data obtained in the process of marketing research

4. Marketing research of the consumer market of the company "CD-Land"

4.1 Development of a research project

4.2 Survey Results

4.3 Competitive analysis

Conclusion

List of references

application

Introduction

Theoretical, methodological and practical aspects of marketing research, as well as the process and methods of their implementation are in the focus of attention of leading domestic and foreign economists.

The importance of marketing research can hardly be overestimated, since they allow you to choose the right market, more efficiently develop a product and promote (position) it on the market, plan sales, determine consumer behavior, predict the reaction of competitors.

Unfortunately, the experience of Russian enterprises in conducting marketing research is insignificant. The fact is that the vast majority of enterprises either have not yet understood the need for marketing research, or do not have sufficient funds to conduct them. That is why this topic is very relevant.

Purpose   the present diploma project is conducting marketing research and evaluating its significance for the enterprise.

Tasks:

1. to characterize the information support of marketing research;

2. give the concept of marketing information;

3. disclose the concept of marketing research;

4. analyze the goals and objectives of marketing research;

5. describe the classification of forms of marketing research;

6. consider the process of marketing research;

7. to study the preparation and development of a marketing research plan;

8. disclose the stages of development of marketing research;

9. explore the methods of obtaining and processing marketing information;

10. study primary research;

11. describe secondary research;

12. consider the processing of data obtained in the process of marketing research;

13. Conduct a marketing study of customers of the company "CD-Land";

14. analyze competitors;

Object of study   - activities of the studied enterprise.

Subject of study   - visitors to the CD-Land store., Presenting different requirements for the presented assortment, prices, and service.

Main literature  on this topic used in the work: Golubkov EP Fundamentals of Marketing, Kotler F. Fundamentals of Marketing, Bagiev GL Marketing. Also used were the works of Churchill G.A. Marketing research, N. Malhotra “Marketing research”, as well as magazines: “Marketing”, “Marketing in Russia and abroad”, “Marketing research” and others.

This graduation project consists of introduction, 4 chapters, conclusion, list of used literature and applications.

1. Information support of marketing solutions

Marketing research structurally includes two main areas: the study of market characteristics and the study of the internal actual and potential capabilities of the production or intermediary activities of the company. However, all the results of marketing research are intended to guide the purpose of making entrepreneurial decisions in general and marketing decisions in particular, which are associated with the uncertain behavior of subjects of the marketing system, and their adoption is usually accompanied by risk.

Marketing research is directly related to the need to reduce the risk of ongoing business activities.

The entrepreneur’s task is to solve the problems that arise with the consumer with minimal risk and maximum utility, both for the consumer and for himself. In this case, the task of the marketer, marketing service is to provide the head or the appropriate hierarchical authorities responsible for decision-making with high-quality marketing information.

1.1 Marketing information

In the process of analysis, planning, implementation and monitoring the effectiveness of marketing activities, marketing managers need information. They need information about customers, competitors, dealers and other forces operating in the market.

In the nineteenth century, most firms were small, and their employees knew their customers personally. Managers collected marketing information, communicating with people, watching them, asking questions.

In the twentieth century, three trends intensified, making it necessary to obtain more extensive and more benign marketing information:

1. The transition from local marketing to nationwide marketing. The company is constantly expanding its market, and its managers no longer know all the customers directly. It is required to find some other ways of collecting marketing information.

2. The transition from consumer needs to consumer needs. As their income grows, buyers become more discriminating when choosing products. It is becoming increasingly difficult for sellers to predict customer reactions to various characteristics, design, and other properties of goods, and they turn to marketing research.

3. The transition from competition in prices to non-price competition. Merchants are increasingly using non-price marketing tools, such as branding products, personalizing products, advertising and sales promotion, and they need information on how the market reacts to using these tools.

Despite the fact that sellers need more and more marketing information, it is chronically lacking. Market players complain that they cannot collect enough accurate and useful information they need. In an attempt to solve this problem, many firms are developing specific marketing information systems (media).

By marketing information, we understand the information obtained in the course of cognition, research on the process of sharing the results of socially useful activities and interaction regarding such an exchange of all subjects of the market system, used in all areas (levels) of entrepreneurship, including marketing.

The use of marketing information by all parts of the production structure just ensures the introduction of a market, marketing concept into the management of entrepreneurial activity.

The need for marketing research is associated with the active process of expanding production and the emergence of new technologies in all areas of production and circulation of goods and services, informatization of production and distribution of products, the growth of social and cultural needs of consumers, and the evolution of marketing as a philosophy and tool for entrepreneurship.

During the formation of industrial production, markets were formed and developed for mass demand, what could be produced was produced, there was a shortage and the consumer depended entirely on the seller, and competition was of a secondary nature.

In the conditions of developed market relations, communication with the buyer, with all entities interested in a particular transaction, is of great importance for the entrepreneur; the role of information technologies in the development and acceleration of decision-making is growing. You must know the buyer's orientation to the purchase, its motives, needs and requirements. The competitiveness of products is of paramount importance, it is necessary to constantly update technologies, the range of products, create new markets, expand production, change organizational management structures, ensuring their adaptability to major changes in market characteristics and consumer behavior.

The foregoing shows that now it is no longer enough at the enterprise or company to have information only about the internal state of the company, its production and economic activities, the sales departments, which for a long time were responsible for communication with consumers, advertising and distribution of products, do not withstand the requirements. Constant - both strategic and operational - planning of all production, marketing and commercial activities of the company, based on reliable, representative marketing information, is required. Practice has shown the need to separate the functions of individual departments and services in order to highlight a specialized service for organizing marketing activities, which are primarily entrusted with the tasks of conducting market research and developing marketing programs.

1.2 The essence of marketing research

Marketing research and their proper organization become a tool with which the risk of entrepreneurship, supplier, intermediary is significantly reduced and the quality of solving consumer problems increases.

The importance of marketing research is also enhanced by the fact that the role of the uncertainty factor in the organization of enterprise management, which is seen as the instability, variability of the economic and social behavior of the subjects of the marketing system, is growing.

In the scientific literature, as well as in practice, a variety of concepts are used that relate to one degree or another to the content of marketing research: market research, sales research, motive research, potential research, marketing intelligence, social research, research on the best production organization practices and ways increase productivity at the enterprises of its partners and competitors.

Marketing research in Anglo-American literature is often associated with the concept of "information or awareness, intelligence systems."

The concepts of "marketing research" and "sales research" in the English-American and German marketing terminology are considered as synonyms, and the concept of "market research" has an independent meaning. At the same time, the Anglo-American concepts of "Marketing Research" - sales research, marketing research and "Market Research" - market research are taken as the basis.

The American Marketing Association defines Marketing Research, i.e. marketing research, and, accordingly, marketing research as a systematic search, collection, processing and integration of information that is related to or related to all marketing problems of goods and services.

Market Research is considered as a systematic production research of markets (a meeting place of supply and demand), especially an analysis of the ability of these markets to reproduce the circulation of goods or services.

X. Meffert believes that marketing research or marketing research, on the one hand, is broader, and on the other hand, the concept of "market research". He established a distinction between these concepts. Marketing research includes both obtaining external information and data using sales research tools, as well as collecting and processing production information. The concept of "sales research" or "marketing research" is broader than the concept of "market research", as it examines the sales system of an enterprise’s products, and also takes into account the results of marketing research (for example, research on advertising, prices, distribution systems) and internal production (for example , marketing costs, warehousing, production capacity) activities. On the other hand, the concept of "sales research" or "marketing research" is narrower than market research, because when they are carried out, they only worry about the sales markets of the company's products. Whereas market research also concerns the market of productive forces, i.e. labor markets, raw materials and energy, materials, plants and assemblies, money and capital.

However, introducing a distinction in the concepts of "marketing research", "marketing research" and "market research", Meffert considers them to be identical. And for the significance of marketing research, it interprets their content as a type of information (intelligence) amplifier that supports enterprise management, especially marketing management, marketing management, in solving various problems.

This point of view on the identity, the identity of these concepts is held by many scientists and specialists. However, there are other approaches to the definition of the concept and content of marketing research. So, a Swiss scientist, marketing specialist N.R. Wehrli introduced the concept of social research, which includes marketing research (market research), market research and environmental research. He uses social research as a synonym for marketing research and market research.

I.S. Weis introduced the concept of "study of motives." He proceeded from the fact that market research, depending on the purpose of the study, can be quantitative and qualitative. The purpose of quantitative research is to establish numerical values, market estimates, its main characteristics. The purpose of a qualitative market research is to identify certain motives for a certain behavior in the market. In this regard, methods of researching opinions and motives that are borrowed from psychology and sociology are provided as methods for market research. The idea of \u200b\u200bhighlighting in the structure of market research the research of motives that precede decision making in the market develops the content of marketing research, since methodologically this view strengthens the inextricable link between market problems, enterprise problems, the environment and marketing. Moreover, the motives are directly related to the behavior of the social individual and / or of one or another social structure, to which each subject of the marketing system can rightly be attributed.

As you can see, classic marketing research includes regular research of markets for own products and the process of developing a package of documents on the potential of the enterprise, its relationship with the external environment, the nature of competition, market competitors, the characteristics of their production, the state of marketing, commerce and work with consumers . Modern marketing research is the process of searching, collecting, processing data and preparing information for making operational and strategic decisions in the enterprise system. The classic definition of marketing research is now complemented by the need to use external factors that influence or may influence the behavior of the company and its products on the market, its interaction with partners and competitors.

In this regard, not only the need arose for conducting classical marketing research, but it also required a philosophy and function related to the identification, recognition, search for practical results in partner firms, competitors and related industries, with the aim of using them in our own firms to increase productivity.

Marketing research - the systematic determination of the range of data required in connection with the marketing situation facing the company, their collection, analysis and reporting on the results.

Market research refers to the systematic collection, display and analysis of data on various aspects of marketing activities.

Thus, marketing research is a broader concept, which includes research on the sales market, research on the internal environment of the company, research on marketing tools, its development and use efficiency, research on the productive forces market (labor, raw materials, money market and capital market) , study of the external environment. This concept focuses the attention of the marketer and entrepreneur on the most important elements of the sphere of marketing research and deliberately facilitates the formulation of the tasks of marketing research, the search for bottlenecks, hot spots that can accompany the process of functioning of the enterprise in the market conditions, as well as assist in monitoring the organization of collection and preparation marketing information.

1.3 Goals and objectives of marketing research

The main purpose (result) of marketing research is the generation of marketing information for decision-making in the field of interaction (communications) of the subjects of the marketing system, which would ensure the quantity and quality of product and service transactions required by the market, subject to the requirements of the main environmental factors and the consumer.

The main goal of marketing research is to develop a concept of a general idea of \u200b\u200bthe structure and patterns of market dynamics and justification of the need and capabilities of a particular company for more efficient adaptation of its production, technologies and structure, as well as products or services introduced to the market to demand and requirements of the end user. Analysis of the structure of goals and their ordering, if necessary, allows to identify the necessary resources and tools that are needed to achieve the goals and subgoals of all hierarchical levels, and then on this basis to compose a tree of resources for conducting marketing research. The use of computer technology extends and simplifies calculations in the target planning system, as well as improves the quality of research.

The tasks of marketing research arise from the functions of marketing research, which are directly related to the decision-making process. The general function of marketing research is to exclude inaccurate assessments, risk and unproductive labor and time costs in all marketing activities.

The main objectives of marketing research are formed in accordance with the general function. These include the following:

1) to ensure the work of the enterprise management;

2) to assess in advance chances and risks;

3) to promote at each phase of the search for solutions to the objectivity and representativeness of the business situation;

4) to promote understanding of the goals and the learning process in the enterprise.

When highlighting particular tasks, one should focus on the main goals and structural elements of the marketing decision-making process, the main of which are:

1) the phase of motivation and research initiative, where marketing problems are identified and analyzed;

2) the search phase, in the framework of which alternative marketing activities are determined, the goals are justified and formed, and the necessary list of market data is established;

3) the optimization phase, where on the basis of the accepted alternative marketing opportunities and their analysis, within the framework of the expected results, the most favorable marketing measures are selected;

4) the implementation phase, which involves the transfer of selected marketing activities for use;

5) the control phase, where the implementation of marketing activities and their effectiveness is monitored. If there are deviations between the planned and control values \u200b\u200bof the effective indicators of marketing activities, the information obtained as a result of the audit is transferred back to the decision maker. Then, measures are taken to eliminate the detected deviations, and if necessary, new solutions are developed taking into account adaptation to environmental requirements. After the control phase, the decision-making process closes and moves to a new beginning - to the phase of motivation and initiative.

1.4 Classification of forms of marketing research

In practice, various forms of marketing research are used, the classification of which is carried out according to the following criteria.

1) By the type of object of study - for example, in market research it is a study of sales markets, productive forces markets, capital markets, etc .; study of the internal environment of the company; environmental research.

2) On a territorial basis - for example, in market research, this is a regional, national, international study.

3) On a temporary basis - for example, for market research, this is a retrospective, operational (current), diagnostic, forecast study.

4) On a productive (clothing) basis - for example, for the study of means of production, means of consumption, services.

5) By the type of indicators characterizing the object of study, which are divided into objective research - for example, for sales research it is price, sales volume, demand structure, and for subjective research - for example, for sales research it is age, gender, profession.

6) By the method of obtaining data and information - primary, field, and secondary, desk marketing research.

The above classification of forms of marketing research is advisory. In practice, other forms of marketing research are possible, which can be mediated by a specific information system that takes place in the organization of marketing activities.

2. Marketing research process

As noted earlier, various concepts are used: "market research", "marketing research", "marketing research". In a number of cases, they are understood as synonyms, however most marketing specialists consider marketing research more broadly as marketing research, i.e. its methodology, tools and marketing decisions. Thus, it is believed that if market research is a systematic and methodical, current or random search for a market or effective behavior on it, then marketing research is all the activity of collecting and summarizing information for making marketing decisions that are determined by the process and functions of any business and marketing activities as its main element.

However, in the decision-making process, including marketing, information is the main input parameter. Therefore, it is not terminological correctness that is important for the marketer in this case, which, of course, is very important, but the general one, which combines the above concepts. Identical here is that in each concept, it is assumed that there is a research process, which is a diagram, the logic of generating the necessary information for making a decision regarding the marketing sphere, market or only sales. Such a process includes activities for the collection, preparation and development of research design, data collection, transformation, its processing into useful information, assessment of the quality of information, transfer of this information to the decision maker.

2.1 Preparation of a marketing research plan

The start of data collection is preceded by a series of steps that fall within the scope of design preparation and development. Prior to the research process, the potential causes, symptoms of the problem, and the general need for information to solve the problem must be clearly identified. Thus, the necessary need for information must first be translated into the language of the research problem. It is required to establish in what form the information is needed, what it will be used for - for example, to solve problems with the state of things, a product, or to identify cause-effect relationships between variables, various factors that have or can affect the state of the product from the point of view marketing.

Once the research problems are identified, the possibility of the formation of specific hypotheses. At the same time, the value of research is the higher, the more clearly thought out the structure and hypotheses are, the variables are correctly defined and the creative approach to the research process is applied.

Failure to follow this sequence may reduce the research process to mechanical data collection that is not covered by the main goal of the research - to eliminate the difference between desired and existing states of things or the relationships between variable factors in the control system. Thus, design is the design and construction of the research process, the development of its model. This phase of marketing research should precede the beginning of data retrieval, analysis and preparation of information. The American Marketing Association, for example, defines design as a master plan for research.

The design in its content and form should rather reflect the structure of the project for solving the marketing problem, rather than be just a sketch, script or plan.

Since marketing research is the main element, the main function of marketing activity, it is legitimate to require the development of an appropriate project, design to conduct work to find the necessary information, using computer technology. Such a design is necessary, since the study is associated with costs, a large amount of data and information. Moreover, the design of the research process should not be considered as a methodology for working with data, data papers, information, but should be associated with creative thinking, which is primary. A marketer must be able to describe the research procedure before he uses the methods and tools of marketing information generation.

The design and development of the research project lay the foundation for changes in the world surrounding entrepreneurship even before the search for data, its analysis and generation of information, long before the marketing decision was formed and implemented. In this regard, the design is less focused on the research process and more and more on the changes that the subjects of the marketing system or the whole system must undergo.

Design requires a careful, careful consideration of the problem and those goals that should be integrated with the time and resources that are available or should be available in the research process.

Design development usually requires:

· The existence of an approved general objective and operational objectives;

· The relationship of general and operational goals with the problem;

· Substantiation of the form, the results obtained and the directions of their use;

· Selection and description of methods to achieve the objectives of the study;

· Development of a calendar or network schedule for the entire process;

· Planning and placement of personnel involved in the development of the research project, as well as the organization of administrative control over the design process;

· Determination of the budget with a breakdown by cost items, if necessary, with a breakdown in time;

· Preparation of the form and content of the final document in the form of a report or an explanatory note.

The design determines the needs that must be realized, and also fixes how and when the research process is carried out. In this regard, one of the main design requirements is to ensure scientific and economical search for the required data.

Before you begin to design the process of marketing research, the design must be designed. In the design process, you should adhere to a certain technique and technology. This often requires the preparation of answers to such questions:

· What data is needed to create the required information?

· Where is it better to get secondary information - from internal or external sources?

· Is it necessary, in addition to secondary information, to obtain data from primary information?

· What statistical methods and models will be required to process secondary information?

· What research should be done to get the primary information?

· What variable factors will be measured in the study and with what techniques? What survey questionnaires will be used (structured, unstructured)? What questions to ask and how to contact respondents?

· What are sample studies, panel size?

· What methods of analysis of the received data will be used?

· Is the form, type and structure of the research report defined?

· How much time and cost will it take to complete the study?

2.2 Stages of development of marketing research

The design of marketing research can be considered as a project of organizing and conducting marketing research. In the process of organizing marketing research usually distinguish three main stages of building design.

The first stage is to familiarize yourself with the problem of the situation and the tasks that are set by the manager in front of the marketer-researcher. Here the first idea is formed about the research capabilities, about the availability of similar studies, their costs, about possible difficulties that may be associated with the type, volume and quality of marketing research. Based on the main premises, the following questions are clarified:

· How much research should be done, will a deep or wide research be required?

· Will the results of the study (their effect) be commensurate with the estimated costs of their implementation?

· Are there ready-made solutions, suggestions and conclusions for the problem being investigated or a similar problem?

· What level of significance should information be obtained from the study?

· What are the rationale and formation of the formulation of research objectives?

· What are the time limits for reporting research results?

The second stage is the preliminary planning of the study, namely, verification of the ideas about the methodological and temporary research processes obtained at the first stage. Here you should give answers to such questions:

· What, in what quantity and what quality information will be required?

· What sources of information are available?

· Will the organization of primary research be required along with the secondary research, and if necessary, will specialized research institutes or other marketing research organizations be involved in the research or not?

· What techniques will be used for analysis and forecasting? Is it possible to use computers to receive and process research data?

· What are the maximum and time costs for a given volume of research?

After familiarizing yourself with the initial situation, you should find out whether it is possible to achieve information goals on your own; Is it necessary to connect specialized organizations to partial marketing research. This is advisable when additional primary marketing research is needed, there is a danger of subjective influence on research results, and the research should remain anonymous.

When substantiating the involvement of specialized research organizations, it is advisable: to once again find out and coordinate with the management the conjuncture of the planned research; establish or select a specialized institute for research; discuss the problem statement; to develop problems that the institute will solve; make a detailed list of the order; make a decision on the execution of work.

Practice shows that in most cases connecting external organizations to study marketing processes is effective not only for small and medium enterprises, but also for large companies and associations.

The third stage is the development of a working concept for conducting research. It is carried out regardless of whether the study is conducted on its own or with the involvement of a specialized organization. The working hypothesis of the study may structurally include such sections as:

· Product, product range, installation systems. It draws attention to whether there are similar products on the market or whether new products of a similar purpose are being introduced to the market;

· Determination of the main purpose of the goods: investment or industrial purposes, long-term (cars, televisions, washing machines, etc.) and short-term consumption (food, services, etc.);

· Quality assurance system: prior art, performance indicators, design, prices, price-performance ratio and other properties;

· Potential buyers (consumers): industry, trade, public customers and others, including end-users of goods, consumer groups, individual buyers;

· Characteristics of market supply: the time of entry into the market and withdrawal from the market of goods, taking into account the dynamics of the process of their production;

· Product sales system (distribution routes, sales organizations): independent delivery to the final consumer, retail trade, wholesale. Characteristics of specialists or sales enterprises, industry-oriented sales, distribution system, regional difficulties and sales problems;

· Competition: the general situation of the competitive environment, the market position of the main competitors.

The above structure of the working hypothesis can be recommended when developing a research project, for example, a market. However, there may be other schemes for developing a working concept. The task is to facilitate the formation of effective relations with the market or the environment, with all entities of the marketing system, by their own company.

After positive coordination of the working concept and approval of the research design, the management (customer) proceeds to the fourth stage of marketing research - the formation of information.

At the fourth stage, preliminary substantiation and selection of ways and methods of collecting marketing information are carried out. Attention is drawn to the cost-effectiveness of ways of obtaining information, the representativeness of information sources, the importance and necessity of conducting primary and secondary studies in the information collection system.

Data collection is usually divided into two areas: data and information on the internal environment of the company; data and information on the external (environment) environment.

As a rule, information about the internal environment is based on reporting data and available information about the prospects of the company, especially in the marketing system of products, their market behavior, taking into account the life cycle.

Data and information on the external environment are obtained through intensive study of various sources, both published and obtained as a result of conversations with specialists and experts of statistical organizations, from messages and reports of the special press and publications.

When using secondary statistics, attention is drawn to the sources of information, their comparability and completeness. This requires the researcher not only good knowledge in the field of statistics (economic and national economic), but also competence in the field of properties and relationships of the object of study. In some cases, it may be necessary to convert information, bringing it to a comparable form, especially when data is compared with each other.

Initial research, as a rule, is associated with certain costs for obtaining information, which go not only to attract external research organizations, but also to use their own staff for research. In these studies, as a rule, there are no longer enough questionnaires or interviews. The preparation and application of tests, the involvement of competent and trained respondents are required. In cases where such studies are inadequate, attract external experts to obtain advice on poorly studied issues.

The fifth stage is information processing. It is carried out in close connection with the objectives of the study and the applied assessment methods. If necessary, the quantitative or qualitative aspect of the analysis of information is strengthened so that it becomes the initial basis for making forecasts. The processed information should be ready for introduction into computer systems for the purpose of detailed processing and further storage on various information media.

The sixth stage - summing up, generalization. It involves conducting a causal analysis of the information received, which allows you to assess the achievement of the main goal of the study - the sufficiency of the information received and its reliability. It also discusses the need for additional information.

The seventh stage is the design and presentation of the research results. The report on the study is usually compiled in any form.

For an effective presentation of the results of marketing research, a scenario for its implementation is already provided at the design stage. The presentation does not end with speeches, discussions, conclusions. It is mandatory to carry out additional activities, which include recording participants, preparing and sending thank-you notes to the speakers and heads of the presentation, preparing a report on the presentation, determining the actual total cost of the presentation and the sources of their coverage.

3. Methods of obtaining and processing marketing information

As noted above, secondary and primary studies are distinguished by the method of obtaining information.

3.1 Primary data

In those cases when the secondary study does not give the desired result, conduct the primary (field) study.

The main methods for obtaining primary data are polling, observation, experiment and panel. The most widely used method of interviewing and interviewing. Recently, in connection with the informatization of marketing activities, interactive methods have been applied to model marketing information. Interrogation methods, observation, experiment, panels and modeling are used to solve research problems at various levels. At the same time, each of the methods can be used in combination with others. Field research is almost always more expensive than desk research, so they are used when:

as a result of the secondary research, the required result is not achieved and it is impossible to carry out the appropriate marketing event;

high costs of field research can be offset by the importance and necessity of solving the corresponding problem.

A field study can be complete or continuous if it covers the entire group of respondents of interest to the researcher, and partial if it covers a certain percentage of respondents.

Continuous studies are usually used to study a relatively small number of respondents (for example, large consumers, large firms). On the one hand, continuous research is accurate, and on the other hand, high resource and time costs.

Partial studies are most often used to obtain information in field research. In practice, the following methods of partial research are used: random sampling, normalized (by quota) sampling, concentrated sampling.

In the general case of conducting desk or field research, it should be borne in mind that the collection and processing of data in the research process is carried out by methods that marketing theory borrowed from mathematics, statistics, psychology, sociology, social economics. The process of forming marketing research methods has its own history. F. Kotler in 1974 described the development of new methods used in marketing research. In contrast to observations and experiments, surveys allow you to explore a relatively wide area of \u200b\u200bmarketing-related issues. The main problem of the survey method is how to limit the objectives of the survey, which determine the strategy and interpretation of the information received. For the purpose of the survey, the problem of the circle of persons who participate in the survey (expert, trader, consumer, etc.) is connected.

When organizing a survey, they pay attention to the tactics of the survey (especially the wording of the questions), the forms of the survey and the methods for selecting the respondents. The following survey procedure can be recommended: preparatory measures: determining the amount of information; preliminary research; development of a survey plan; development of a draft questionnaire: development of test questions; conducting a test study; substantiation of methods for selecting respondents: continuous or selective survey; determination of the type of sample.

The effectiveness of the chosen survey method entirely depends on the presence and level of feedback intensity with the respondent, as well as on the representativeness of the sample, the accuracy of the statements, the atomization of the elements in the aggregate sample, and the sample design. These parameters determine the cost and time indicators of the costs of the selective research method.

Surveys can be one-time or repeated. Repeated polls are called a dashboard. A panel can be a group of persons, enterprises. A panel is a type of continuous fetch. It allows you to record changes in the observed values, characteristics.

Panel survey is used to study the opinions of consumers of a certain group for any period of time when their needs, habits, tastes, complaints are determined.

Methods of collecting primary data are carried out in a certain sequence. For example, the application of the interview method requires clarifying the need for its use, developing an interview plan, preparing a list of questions, examples, choosing interviewees, budget planning, conducting an interview, analyzing the results, preparing a report.

Questioning by phone is used in cases where it is necessary to collect information in a short time in the wide geographical size of the market. A telephone interview should be done simply by preparing questions in advance.

A written survey can be done in several ways. For example, questionnaires are sent to survey consumers by mail.

In this case, the company or its goods may be advertised. Using this method, the researcher must understand that not all questionnaires are returned completed. According to experts, receiving answers is from 20 to 50% of the total volume of the survey. The use of incentives for respondents is the key to obtaining a high proportion of completed questionnaires.

When conducting a written survey, one should not forget about the places of distribution of profiles among potential partners and consumers of the company, which can participate in exhibitions, fairs, presentations of the company.

Each of the survey methods has its positive and negative sides.

As noted, when using survey methods, the researcher faces the problem of compiling questions. Depending on the focus of the survey, experts identify open and closed questions. Their difference is in how specifically the goal of the study is set. However, the options for wording questions can be more diverse.

When developing a questionnaire, the following recommendations may be used:

1) the wording of the questions should be specific, clear and unambiguous;

2) the questionnaire should be concise and contain the optimal number of questions;

3) the questionnaire should not contain unnecessary questions;

4) in the text of the questionnaire, universally recognized terminology should be used;

5) all questions should be grouped into specific blocks in accordance with the logic of the study;

6) the questionnaire should not be monotonous, inspire boredom and cause fatigue;

7) in the questionnaire it is necessary to use control questions to verify the sequence of respondents in the answers;

8) difficult and personal questions are placed at the end of the questionnaire.

A survey cannot be started without proper testing of the questionnaire. It is used to evaluate the questions themselves and their sequence. During the testing, it turns out whether people really remember the data that they would like to receive from them, whether they are confused by some questions, whether they cause reluctance to answer or uncertainty in the answers.

The effectiveness of the survey largely depends on the definition of the sample. To determine the necessary and sufficient sample, the researcher must evaluate the circle of respondents that would correspond to the entire population and meet the objectives of the study. F. Kotler, when developing a sampling plan, recommends following the following scheme:

1) Who to interview?

2) How many people need to be interviewed?

3) How should members of the sample be selected?

Observation is a form of marketing research, with the help of which a systematic, systematic study of the behavior of an object or subject is carried out. Observation, in contrast to the survey, does not depend on the willingness of the observed object to report information. Observation is a process that is open or hidden from the observed collection and recording of events or special moments related to the behavior of the studied object. The subject of observation can be the properties and behavior of individuals (buyer, reader, seller, etc.), the movement of things, goods, processes (studying the flow of customers, the use of various devices, machines, etc.).

The main areas of application for observation can be:

· Buyers' behavior when purchasing goods;

· Momentary observations to analyze the characteristics of communication (attentiveness, courtesy, courtesy);

· Physiological measurements of psychological manifestations (variables);

· Reader behavior;

· Customer behavior;

· The effect of satisfaction, impression or dissatisfaction with communication.

Depending on the participation of the researcher, the observations are either participating (active) or simple (inactive). However, in these cases, observations can be made either openly or incognito. With a participatory observation, the researcher "intrudes" into the study environment and conducts an analysis "from the inside." For example, by studying the attitude of consumers to the product, the researcher can fulfill the role of the seller and analyze the attitude of customers to the product. In the case of simple observation, the researcher records events from the side.

In addition to these species, observations can be laboratory and field.

All types of observations that are used in sociology and psychology, to one degree or another, can be used in marketing. However, the specifics of marketing research predetermines its features.

In the process of observation, technical means were widely used: video cameras, tape recorders, special mirrors, etc.

Participating observations are used relatively rarely; they have a certain value in marketing research. Simple observations are most often used; the field of research in this way is much wider. Field observations are mainly used to study the behavior of an object in its normal environment, environment. Laboratory observations are made by creating an artificial environment for the object close to the actual conditions of its behavior.

The main features of this type of research are: the impossibility of observer participation in the selection of the observed object; in some cases, it is not possible to study all the characteristics of the observed object at the same time; the inability to register subjective factors of behavior of the studied object; when conducting a participatory observation, the behavior of the student on the observation process is possible.

The experiment is the most important analysis and testing tool in the marketing system. Depending on the condition where the experiment is conducted, field and laboratory experiments are distinguished. The main objective of the experiment is to study the behavior of the object according to the dynamics of its output parameters when the input characteristics change, which can vary both by the experimenter (laboratory) and the environment (field). For example, a change in the structure of buyers when changing media and prices, or a change in the behavior of competitors and merchants.

The greatest application in practice is a field experiment, which is carried out in normal environmental conditions. It finds application for research in the field of marketing of industrial goods and consumer goods.

A laboratory experiment is conducted in specially prepared testing conditions. Four groups of experiment are distinguished depending on the relation of the test to the conditions of the testing process:

1) open experiment, when the test person is aware of the purpose, objectives and conditions of the experiment;

2) an experiment in a situation that is not clear to the tested, when he knows only his tasks and behavior in the experiment, but the purpose of the experiment is not known;

3) an imaginary experiment, when the test person knows the goals and objectives of the experiment, but does not know the conditions of the situation in which it will be conducted;

4) an indefinite experiment, when the test person is not fully aware of the purpose, task and conditions of the experiment.

In practice, experiments take place in the form of various tests and are ordered by various criteria:

· At the place of testing (market, studio, home, etc.);

· The object of testing (product test, price test, etc.);

· The personality of the tested (current consumer, expert, potential consumer, etc.);

· The duration of the test (short, long);

· In terms of testing (full or partial product test);

· By the number of tested products.

3.2 Secondary research

Secondary studies are usually based on existing information. Therefore, they are called desk research. Secondary research in its content is an analysis of available sources about the studied, researched problem in the marketing system.

In relation to the company distinguish between external and internal sources for secondary research. As internal sources of information can be: marketing statistics (characteristics of sales, sales, sales, imports, exports, complaints), data on marketing costs (by product, advertising, promotion, sales, communications), other data (on plant performance , equipment, price lists for raw materials and supplies, characteristics of the storage system, consumer cards, etc.).

As external sources are:

publications of national and international official organizations;

publications of state bodies, ministries, municipal committees and organizations;

publications of chambers of commerce and associations;

statistical yearbooks;

reports and publications of industry firms and joint ventures;

books, reports in magazines and newspapers;

publications of educational, research, design institutes and social research organizations, symposia, congresses, conferences;

price lists, catalogs, prospectuses and other company publications.

The significance for secondary studies of internal or external information in each case is determined by the researcher. X. Meffert proposed an information matrix for selecting sources of information during secondary research, which shows the frequency of use of sources of internal and external information depending on the object of study (distribution channels, pricing, etc.).

The main advantages of secondary research are:

the cost of conducting desk research is less than the cost of conducting the same research using field research;

for the most part, it is enough to solve research only secondary information, so primary research becomes unnecessary;

the possibility of using the results of desk research, if the goal of marketing research is not achieved, to determine the objectives of the field research, its planning and use of the selective method.

3.3 the processing of data obtained in the process of marketing research

The data obtained in the process of marketing research must go through the process of processing, generalization and interpretation. At the same time, three areas are distinguished: ordering, scaling (scaling), generalization and analysis. Data streamlining consists of categorizing the data, editing and coding the results, and tabulating them.

Editing refers to viewing data, bearing in mind the possibilities of their use. Presentation of the scanned data material in the form of tables means their tabulation.

Scaling means the classification of data according to certain criteria. In practice, the following are used: nominal scale (classification), ordinal scale (rank) and quantitative (metric) scales.

Nominal scales are based on the fact that some features are assigned by the object and they are classified by the presence or absence of a specific characteristic.

The ordinal scale provides a comparison of the intensity of the determined characteristic of the studied object, i.e. places them on the basis of "more-less", but without indicating how much more or less. An ordinal scale is also called a rank scale (for example, a system of point assessments of the quality or competitiveness of a product). Ordinal scales are widely used in the analysis of preferences in the economy, for example, in the analysis of supply and demand.

Quantitative, or metric, scales are divided into interval and proportional. Metric scales are the basis of all kinds of statistical operations.

Data analysis and synthesis are carried out using manual, computer (semi-computer) methods, when a handheld computer is used, and electronic (using a personal or large computer) processing. For processing, both descriptive and analytical methods are used. Among the analytical methods in marketing are often used: trend analysis, nonlinear regression and correction methods, discriminant analysis, cluster analysis, factor analysis, etc.

4. Marketing research of the consumer market of the company “ CD - Land ».

4.1 Development of a research project

Determining the need for MI.

Conducting a marketing research is caused by the need to study the market of consumers of the CDLand store, identify regular customers, “hesitant” (those who shop at the CDLand store and elsewhere), and non-consumers (those who come to the store to see the goods and I didn’t make purchases this year) of building their portrait, as well as of analyzing customer attitudes towards this store.

Definition of an object, subject, purpose of research.

The object   marketing research is the activities of the store "CDLand" in Onega, and subject  - visitors to this store, presenting different requirements for the presented assortment, prices, service.

goal   the work consists in studying visitors to the CDLand store and identifying their consumer preferences.

Formulation of MI tasks.

Tasks:

Analysis of customer behavior (studying what product a visitor came to the CDLand store for, what he acquired or did not purchase in this store, what percentage of customers who left the store with or without a purchase);

Analysis of the product range, i.e. what computer disks (games, music, films, etc.) are bought at the CDLand store, which discs are in great demand);

The study of customer attitudes to the work of the store “CDLand” (assessment of the work of sellers, the breadth of the range, prices, calculations, location of the store, the atmosphere in the store);

Determination of the nearest competitive environment;

Studying the attitude of customers to the CDLand store (strengths);

Studying the attitude of customers to stores to competitors (their strengths);

- building a portrait of consumers by consumer groups (consumers, non-consumers, hesitant buyers) ,    providing their demographic (gender, age), socio-economic (professional affiliation) characteristics;

A study of information sources (where consumers get information from), newspaper ratings, and whether buyers watch local television.

The predicted result.

As a result of the study, the buyer’s behavior motives and their determining factors will be analyzed, and how the customer’s expectations before entering the CDLand store coincide with the real result (the customer left the store with or without a purchase; what he did not find in the store ) The study will also show which products are purchased in the CDLand store in a larger volume and which in a smaller volume. In addition, the information received will help to understand what goods are missing from customers.

In addition, it will be possible to get an objective assessment of the work of the CDLand store from buyers. In this case, not only store ratings will be given, but also comments on them (each evaluation will be explained by buyers, which will be calculated as a percentage). Evaluation of the work of the CDLand store will be carried out according to the following criteria: location, service, breadth of assortment, layout, prices, atmosphere. Thus, the "pros" and "cons" in the work of the store "CDLand" will be revealed. In addition, information will be received on why customers made a purchase in the CDLand store. And also, why shoppers shop at competitor stores.

The information obtained during the study will help to gain a clearer understanding of the groups of CDLand store customers (consumers, non-consumers and hesitant customers), their percentage ratio. This will make it possible to more correctly build all the advertising and marketing activities of the company and focus on work, primarily on hesitating customers (those who visit CDLand and other stores).

According to the results of the study, information will also be obtained on the media market (newspaper ratings, sources of information, attitude to the local television channel). This will make it possible to plan an advertising campaign clearly, targetedly, aimed at individual market segments of greatest interest to the CDLand store (hesitant customers).

Determination of the type of information required and sources of its receipt.

For marketing research was used primary information  collected through field studies using standardized questionnaires.

Defining methods for collecting the necessary data.

During the study, a quantitative data collection method was used: point-of-sale survey  . The survey was conducted according to the method exit po ll   (customer survey at the exit from the CDLand store).

Development of a sample plan and determination of sample size.

Sample size.

According to the administration of the CDLand store, an average of 12 people shop at the store every day. For 1 year, customers made a purchase at this outlet 4291 (as of December 31, 2008). However, many store customers make several purchases per year. As a result of the survey, the average number of purchases per customer was determined. For this, the respondents were asked the question: “How many times during the year did you make purchases in the CDLand store?

The average number of purchases per store visitor per year is 4,12.

The number of people who visited the store CD L a nd "During the year \u003d number of purchases in the store" CD L a nd " in a year / The average number of purchases per store visitor per year \u003d 4291 / 4.12 \u003d 1041 people.

We determine the sample size by the formula:

n

Δ - marginal sampling error, accept - 5%;

N - total population, N \u003d 1041 people;

n is the sample size, people.

N = 281 people

The sample size was 281 people.

Selective plan.

The type of sample used is simple random sampling.

Development of forms for data collection.

The study used specially designed questionnaires with a standardized set of questions to identify respondents' opinions. (Annex 1).

Methods for processing the information received.

The survey data were processed using the SPSS computer program (version 11).

4.2 Survey Results

The ratio of those who bought and did not buy goods in the CDLand store.

When interviewing customers at the exit from the CDLand store, 42.6% of respondents left the store with purchases.

Reasons for not completing purchases.

At the same time, those customers who left stores without purchases did not make them, because they did not find what they needed there (71.9%), or simply came to look at the presented assortment (25%).

When asked what kind of goods you came to the CDLand store for today and what you didn’t find, the respondents mainly answered: for movie discs (33.3%), for computer games (31.9%) and for music disks (26.1%).

Product range.

Most buyers left the CDLand store with computer games (26.3%).

Computer games.

Most of the respondents who bought computer games preferred to buy action games (shooters) (38.1%), as well as simulators (28.6%).

Domestic music.

37.5% of the respondents who bought music disks with domestic music in the CDLand store purchased MP3 collections, 25% bought chanson and 25% bought pop music.

Those respondents who bought collections in MP3 format preferred pop music and chanson (50% each).

Foreign music.

Foreign music was purchased mainly on disks in MP3 format (75%). Due to the small number of answers, the patterns of priorities in foreign music could not be identified.

Domestic films.

Among domestic films, respondents preferred to buy cartoons (53.8%). Other answers: melodramas, action, comedy, collection of films, clips, miscellaneous - 7.7% each answer.

Foreign films.

Among foreign films, respondents also preferred cartoons (54.5%).

Storage media and other goods.

46.7% of respondents in this category of goods bought blank discs for recording (CD-R, -RW, DVD-R, -RW).

Competitive environment of the CDLand store.

Most purchases by visitors to the CDLand store are made at this point of sale (39.9%). 29% of acquisitions are also made in Cosmos and 8.3% in Delta. 9.3% - in other settlements.

Assessment of the work of the CDLand store according to a number of parameters.

Visitors to the CDLand store gave the following ratings for its performance.

by consumers.

Average ratings for the CDLand store, data hesitant.

Average ratings for the CDLand store, data non-consumers.

The work of sellers.

The work of sellers in this store is estimated by respondents at 4.62 points.

The breadth of the assortment.

The average rating for the breadth of the assortment is 4.27 points.

Prices.

The average evaluation of the store by the criterion of "Prices" is 4.71 points.

The calculation.

The calculation was rated by respondents at 4.82 points.

The location of the store.

The average store location is 4.37 points.

The atmosphere in the store.

The atmosphere of the store was rated by the respondents at 4.63 points.

The attitude of customers to the store "CDLand" (Fig. 1).

Most visitors make purchases in the CDLand store because it is located close to home, work (on the way) (21%), there is a wide assortment (19.4%) and buyers found there what they needed (19, 4%).

Reasons for buying goods from competitors.

"Space".

When asked about why you are shopping at the Cosmos store, residents of Onega said: since the store is located close to home, work (38.7%), there is a wide range of disks (21.3%) and since found there what was needed (18.7%).

"Delta".

Respondents make CD purchases at the Delta store mainly because it is located close to home (38.9%) and there is what was needed (33.3%).

In other cities and towns.

Respondents who purchased CDs in other settlements did this for the reason that they found what they needed there (30.4%), there is a wide range of products (26.1%) and shops are located close to home (21.7% )

Sources of information about the latest movies, music, computer games.

The vast majority (87%) view local newspapers.

The most popular local newspaper among visitors to the CDLand store is Onega (41.5%).

The popularity of local television.

54.3% of respondents do not watch local television on the Onega TV cable channel, 45.7% do it.

Portraits of consumers.

The ratio of market segments.

27.8% of buyers surveyed are regular customers of the CDLand store, 55.6% are “hesitant” customers who visit CDLand and other stores, 16.7% are non-consumers who bought CDs in other stores, and in "CDLand" went only to see the goods.

By demographic grounds.

Relative to the total number of respondents among consumers of the CDLand store, the proportion of women (from 29% to 31.1%), as well as people under the age of 27 years (from 48.8% to 60%) slightly increased and the number of people aged significantly decreased from 38 to 47 years (from 16% to 4.4%).

Among the consumers of the CDLand store, the proportion of pupils and students increased from the total number of visitors surveyed (from 27.8% to 31.8%).

Cross tab

Dependence of consumers on sources of information about the latest in cinema, music, computer games.

Consumers of the CDLand store receive information about the latest movies, music and computer games mainly through television (28.4%) and in the process of communicating with friends and acquaintances (25.4%).

Dependence of consumers on the newspapers they read.

11.1% of consumers of the CDLand store do not look at local newspapers, 88.9% on the contrary read the press.

The most popular local newspaper among consumers of the CDLand store is Onega (47.7%).

Dependence of consumers on watching local television.

Most consumers of the CDLand store watch local television (53.3%).

Portraits of hesitant.

By demographic grounds.

With regard to gender, no significant differences were found regarding the total number of respondents among the fluctuating. The share of young people decreased slightly compared to the total number of respondents (from 48.8% to 44.4%).

By socio-economic grounds.

Among the fluctuating compared with the total number of visitors surveyed, the number of unemployed has decreased (from 11.7% to 6.7%).

Cross tab

Dependence of information on the latest movies, music, computer games, fluctuating from sources.

The hesitants receive information about the latest movies, music and computer games mainly in the process of communicating with friends and acquaintances (38%), as well as via television (27.9%).

Dependence fluctuating on local newspapers they read.

Most hesitant (88.9%) look at local newspapers.

The most popular local newspaper among the hesitant is Onega (38.7%).

Dependence fluctuating on watching local television.

56.7% of those who hesitate do not watch local television, while 43.3% do so.

Portraits of consumers.

By demographic grounds.

In comparison with the total number of respondents among non-consumers of the CDLand store, the number of men increased slightly (from 71% to 74.1%), and the proportion of people aged 38 to 47 years old increased sharply (from 16% to 29.6%) and reduced to 0% the number of people aged 48 years and older.

By socio-economic grounds.

Among non-consumers of the CDLand store, as compared to the total number of visitors surveyed, the proportion of unemployed has sharply increased (from 11.7% to 30.8%), and the volume of pupils and students has decreased (from 27.8% to 19.2%) and workers in the field of communications, transport and construction (from 14.2% to 3.8%).

Cross tab

Dependence of non-consumers on sources of information on the latest movies, music, computer games.

Non-consumers of the CDLand store receive information on the latest movies, music and computer games mainly from friends and acquaintances (32.4%) and via television (24.3%).

Dependence of non-consumers on the newspapers they read.

Most non-consumers of the CDLand store browse local newspapers (77.8%).

The most popular local newspaper among non-consumers of the CDLand store is Onega (44.2%).

Dependence of non-consumers on watching local television.

Most non-consumers of the CDLand store do not watch local television (59.3%).

Calculation of the marginal error of the study sample.

Due to the small number of visitors to the CDLand store, it was not possible to interview the number of respondents determined by the sample calculations. 162 people were interviewed.

Define the marginal sampling error by the formula:

Δt × ,

where t is the confidence coefficient, with a confidence probability of 0.95

σ² is the variance of the trait share in the sample. Since we do not know the variance in the sample, we take its maximum value equal to 0.25;

N - total population, N \u003d 1063 people;

n is the sample size, n \u003d 162 people.

Δ 1,96 × = 0,07 (7%).

Marginal sampling error \u003d 7.0%.

4.3 Competitive analysis

When conducting a competitive analysis, several evaluation parameters were used: location, price, layout, maintenance, the total area of \u200b\u200bthe room.

Based on the results of the marketing research, the following conclusions can be drawn:

-Demand.  When interviewing customers at the exit from the CDLand store, 42.6% of respondents left the store with purchases. Accordingly, the majority (57.4%) did not acquire anything in the store.   At the same time, those customers who left stores without purchases did not make them, since they did not find there what they needed (71.9%).  Products that were not available: film disks (33.3%), computer games (31.9%) and music disks (26.1%).

- Assortment planning.  When planning purchases, it is necessary to focus on goods that buyers have not found in the store. In addition, it is recommended to conduct an ABC analysis, highlighting the assortment groups in accordance with the contribution to ensuring the total sales of the company (A-corresponding to a large contribution to the overall result (50%)), B (to an average contribution (30%)), C - to a small (20%)). Based on the survey, the most purchased products are shown in the table below.

- Competitive environment.  Most purchases by visitors to the CDLand store are made at this point of sale (39.9%). 29% of acquisitions are also made in Cosmos and 8.3% in Delta. 9.3% - in other settlements.

- Reasons to shop at competing stores.

The main reasons that customers make purchases in different disc stores were named: a good location, a wide range and what customers found in stores what they needed.

- Evaluation of the store " CD - Land ».   The total average score is 4.57 points. Lower estimates for the parameter "breadth of assortment" (4.27 points). Higher - on the calculation (4.82 points).

Average ratings for the CDLand store are as follows.

At the same time, consumers gave higher ratings to the work of the store than non-consumers (those who did not make purchases there).

Average ratings for the CDLand store, data by consumers.

Average ratings for the CDLand store, data hesitant.

Average ratings for the CDLand store, data non-consumers.

- Sources of information about the latest movies, music, computer games.  The main sources from which buyers receive information about the latest movies, music and computer games are friends and acquaintances (32.8%), as well as television (26.9%) and the Internet (16%). Moreover, 45.7% watch local cable television. Only 5% of respondents receive information from newspapers, which is why advertising there is impractical. The most effective channel of information in this case is television.

- Segmentation. 27.8% of buyers surveyed are regular customers of the CDLand store, 55.6% are “hesitant” customers who visit CDLand and other stores, 16.7% are non-consumers who bought CDs in other stores, and in "CDLand" went only to see the goods.

- Consumers. Demographic  . Relative to the total number of respondents among consumers of the CDLand store, the proportion of women (from 29% to 31.1%), as well as people under the age of 27 years (from 48.8% to 60%) slightly increased and the number of people aged significantly decreased from 38 to 47 years (from 16% to 4.4%).    Among the consumers of the CDLand store, the proportion of pupils and students increased from the total number of visitors surveyed (from 27.8% to 31.8%).

- Consumers. By demographic grounds.  In comparison with the total number of respondents among non-consumers of the CDLand store, the number of men increased slightly (from 71% to 74.1%), and the proportion of people aged 38 to 47 years old increased sharply (from 16% to 29.6%) and reduced to 0% the number of people aged 48 years and older. By socio-economic grounds.   Among non-consumers of the CDLand store, as compared to the total number of visitors surveyed, the proportion of unemployed has sharply increased (from 11.7% to 30.8%), and the volume of pupils and students has decreased (from 27.8% to 19.2%) and workers in the field of communications, transport and construction (from 14.2% to 3.8%).

- Hesitant. By demographic grounds.  With regard to gender, no significant differences were found regarding the total number of respondents among the fluctuating. The share of young people decreased slightly compared to the total number of respondents (from 48.8% to 44.4%). By socio-economic grounds.   Among the fluctuating compared with the total number of visitors surveyed, the number of unemployed has decreased (from 11.7% to 6.7%).

Conclusion

Marketing research is a complex multi-stage process that requires in-depth knowledge of the object of study, the successful functioning of the entire enterprise largely depends on the accuracy and timeliness of the results.

Unfortunately, Russian firms use marketing research little in their activities. In addition, in Russia there are not a large number of organizations specializing in the organization of marketing research. However, the experience of foreign firms unequivocally indicates the need for such costs, which, when successfully implemented, always pay off with an increase in profits due to the better organization of their production and marketing activities, created on a comprehensive market analysis and aimed at solving problems of successful product sales.

Based on the marketing research conducted by CD-Land, the following conclusions were drawn:

When planning a product range, it is necessary to present film disks, computer games, and music disks to a greater extent. At the same time, it is important to carry out a functional cost analysis (ABC analysis).

First of all, it is necessary to solve the assortment problem, because when evaluating a store, customers gave the lowest ratings for this particular parameter;

When developing a promotion program, it is advisable to place advertisements on television, since this channel is one of the main sources of information;

The segmentation carried out indicates that, when developing an enterprise development strategy, it is advisable to focus marketing work on “fluctuating” customers, i.e. those who visit CD-Land and other stores. The above portrait by gender, age, social affiliation of this category of clients will allow you to clearly and accurately plan your advertising campaign.

Carrying out such marketing research gives the firm an idea of \u200b\u200bthe requirements of customers, their priorities in choosing a store and the possibility (or impossibility) of raising or lowering prices. Thus, the company dynamically monitors any changes in the needs of customers, which gives it the opportunity to retain its customers and win new ones. In turn, this gives it a fertile ground for further economic growth and prosperity.

List of references

1. Anurin V., Muromkina I., Evtushenko E. Marketing research of the consumer market. - St. Petersburg: Peter, 2004 - 265 p.

2. Afanasyev M.I. Marketing: strategy and practice of the company. - M .: Finstatinform, 1995 .-- 112 p.

3. Bagiev G.L. Marketing. - M .: CJSC "Publishing House" Economics ", 2001. - 718 p.

4. Basovsky L.E. Marketing. - M .: INFRA-M, 1999 .-- 219 p.

5. Belyaevsky I.K. Marketing research: information, analysis, forecast. - M.: Finance and Statistics, 2001. - 320 p.

6. Golubkov EP Marketing research: theory, methodology and practice. - M .: Finpress, 2000 .-- 464 p.

7. Golubkov EP The basics of marketing. - M.: Finpress Publishing House, 1999. - 656 p.

8. Degtyarenko V.G. The basics of logistics and marketing. - Rostov-on-Don, M .: Gardarika, 1996 .- 120 p.

9. Durovich A.P. The practice of marketing research. - Minsk: Publishing House Grevtsova, 2008. - 397 p.

10. Kotler F. Marketing in the third millennium: how to create, conquer and hold the market. - M .: AST, 2001 .-- 272 p.

11. Kotler F. Fundamentals of marketing. - M.: “Business book”, “IMA-Cross. Plus ”, 1995. - 702 p.

12. Kretov I.I. Marketing at the enterprise. - M .: Finstatinform, 1994 .-- 181 p.

13. Kritskaya VV Marketing: segmentation and needs research. - M .: INFRA-M, 1997 .-- 31 p.

14. Krylov I.V. Marketing: the sociology of marketing communications. - M.: CENTER, 1998 .-- 189 p.

15. Crandell, Rick. 1001 ways to successfully marketing, even if you hate to sell. - M .: FAIR-PRESS, 2000 .-- 496 p.

16. McCourry E.F. Methods of marketing research, St. Petersburg: Peter, 2005 - 176 p.

17. Marketing / Ed. Romanova A.N. - M .: Banks and exchanges, UNITI, 1996. - 560 p.

18. Marketing in industries and fields of activity / Ed. Aleksunina V.A. - M.: Dashkov and K., 2002 .-- 614 p.

19. Marketing. Evans D. - M .: Sirin, 2001 .-- 308 p.

20. Marketing: lecture notes in schemes / Ed. Vodopyanov V.P. - M .: PRIOR, 2001 .-- 208 p.

21. Management and marketing / Ed. Zhichkina A.M. - M .: European Center for Quality, 2002. - 180 p.

22. Morris R. Marketing: situations and examples. - M .: Banks and exchanges, UNITY, 1996. - 192 p.

23. Malhotra N. Marketing research. - M: Wilms, 2003, - 952 p.

24. Nozdreva R.B. Marketing: how to win in the market. - M.: Finance and Statistics, 1991. - 304 p.

25. Fundamentals of entrepreneurial activity: marketing / Ed. Vlasova V.M. - M.: Finance and Statistics, 2001. - 240 p.

26. Patrusheva E. Methodology for assessing the state of marketing in the enterprise // Marketing. - 2002. - No. 1. - p. 80-85.

27. Peshkova E.P. Marketing analysis in the activities of the company: practical recommendations, methodological foundations, procedure. - M.: Axis-89, 1998 .-- 80s.

28. Pilipenko N.N. The basics of marketing. - M .: Marketing, 2002. - 180s.

29. Popova Yu.F. Marketing at Russian enterprises: strategy, organization, development. - Syktyvkar, 1998 .-- 48 p.

30. Sekerin V. Problems of the functioning of marketing services at Russian enterprises // Marketing. - 2001. - No. 6. - p. 40-49.

31. Modern marketing / Ed. Khrutsky V.E. - M.: Finance and Statistics, 1991. - 256 p.

32. Solovyov B.A. Marketing management. - M .: INFRA-M, 1999 .-- 336s.

33. Tereshchenko V. Marketing: new technologies in Russia. - St. Petersburg: Peter, 2001 .-- 416 p.

34. Udavechenko M.S. Effective marketing is the key to the success of a company // Marketing in Russia and abroad. - 2000. - No. 3. - p. 124-129.

35. Utkin E.A. Marketing. - M.: ECMOS, 2002 .-- 320 p.

36. Khlusov V.P. The basics of marketing. - M .: PRIOR, 1999 .-- 160 p.

37. Churchill G.A. Marketing research. - St. Petersburg: Peter, 2000. - 752 p.

application

Profile

1. Have you purchased any products in the store “ CD Land » today ?

1) Yes → Interviewer! Go to Question 3

2. What goods did they come for and what they did not find?

Interviewer! After the answer, go to question 4.

3. What did you buy? (If the respondent bought computer games, fill out only the first column, if both computer and music disks, then the first 2 columns, etc. If you do not know where to take the goods, write down the name of the goods in the “other” category. Be sure to specify in what format the music CD   or MP 3 format. In the column MP3 indicate the genre: pop, rock, jazz, etc.)

4. In which stores do you usually buy CDs? (Interviewer! If discs are purchased at a store “  Cdland ”And, for example, in the Cosmos shopping center, note both stores.)

1) “CDLand” 4) Shop “Real” 7) Other (specify where) ___

2) Cosmos shopping center, IP Roskov 5) Kapriz store ________________

3) "Delta" (market) 6) Shopping center "Orbit" ___________________

5. Why do you make purchases in these stores? Interviewer! If purchases were made in several stores, then tick off   answer options for each store. If purchases were made only in one store, then mark the answer options for one store. Read all answer options.

6. How would you rate the work of the store “ CD Land »According to a 5-point system according to the following criteria (Put 1 point - if you rate “very bad”, 2 points - “bad”, 3 points - “satisfactory”, 4 points - “good”, 5 points - “excellent”). Give comments on the ratings. Be sure to include an explanation in the “comments on ratings” column why a particular rating is given.

7. How many times during the year did you make purchases in the store “ CD Land »? (Possible answer "I do not remember" don't write  . It is necessary to draw out information, at least an approximate number of times).

8. From what sources do you receive information about the latest movies, music, computer games?

2) Radio 5) Internet _____________________

3) Newspapers 6) From friends, acquaintances

9. Which newspapers from LOCAL PRESS   Are you browsing?

1) “Onega Star” 6) “Wave”

2) “About ours” 7) AMF (Arkhangelsk appendix)

3) “Onega” 8) “Province”

4) “Truth of the North” 9) Other (indicate what) _____________________

5) "Arkhangelsk"

10. Do you watch local television on the Onega T cable channel V ?

DEMOGRAPHIC SECTION.

11. Sex 1. M 2. F

12. Your age

1) up to 27 years 2) from 28-37 years 3) from 38-47 years 4) from 48-57 years 5) Older than 58 years.

13. What you are currently doing, and if you are working, then by whom.

1) Industrial workers 7) Students, students

2) Workers in the field of communications, transport, construction 8) Housewives

3) Workers in culture, science, education, healthcare 9) Retired people, disabled people

4) Military personnel, firefighters, police 10) Unemployed

5) Employees in the field of public administration 11) Other (specify) _________

6) Workers in the field of commerce, trade, services.