Marketing tadqiqotlari

Глава 13 .	ПРИЧИННО-СЛЕДСТВЕННЫЕ МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ: ЭКСПЕРИМЕНТ
273
13.1.	Содержание причинно-следственных связей	273
13.2.	Надежность эксперимента (эксперимента) и влияющие на него факторы	279
13.3.	Контроль внешних факторов	281
13.4.	Классификация экспериментальных моделей	283
13.5.	Первоначальные и реальные экспериментальные модели	286
	Вопросы для контроля и обратной связи....................................	287
Глава 14.	КОРРЕЛЯЦИЯ И РЕГРЕССИЯ АНАЛИЗА	289
14.1.	Общие понятия корреляционного и регрессивного анализа	289
14.2.	Двойная корреляция	294
14.3.	Понятие регрессионного анализа	300
14.4.	Анализ двойной регрессии	307
14.5.	Статистика по множественной регрессии	315
	Вопросы для контроля и обратной связи...................................	318
Глава 15.	ПОДГОТОВКА И ПРЕДСТАВЛЕНИЕ ОТЧЕТОВ О РЕЗУЛЬТАТАХ МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ	319
15.1.	Представление результатов	319
15.2.	Важность отчетности и презентации	321
15.3.	Форма отчетности	323
15.4.	Устная презентация	329
	Вопросы для контроля и обратной связи....................................	333
	ГЛОССАРИЙ	334
	ТЕСТЫ	352
	СПИСОК ИСПОЛЬЗОВАННОЙ ЛИТЕРАТУРЫ	372

CONTENT

	INTRODUCTION ...........................................						15
Chapter 1 .	SUBJECT, PURPOSES AND TASKS OF THE DISCIPLINE "MARKETING RESEARCH"						17
1.1.	Basic concepts and essence of the discipline "marketing research"						17
1.2.	Goals and objectives of marketing research						22
1.3.	The role and importance of marketing research in the context of the modernization of the economy of the republic						33
1.4.	Basic rules for conducting marketing research						34
1.5.	Methodological foundations of marketing research						38
	Questions for control and feedback						41
Chapter 2.	ORGANIZATION OF MARKET RESEARCH						42
2.1.	Two areas of marketing research						42
2.2.	Comprehensive marketing research model						45
2.3	Different principles of marketing research						48
2.4.	Organizational structure of marketing research						56
	Questions for control and feedback ..........................................						60
Chapter 3.	PROCESSES AND PLANNING OF MARKETING RESEARCH						61
3.1.	Description of the general stages of marketing research						61
3.2.	General marketing research processes						64
3.3.	Identification of needs and motivation for marketing research						67
3.4.	Technology Development Marketing Plan						81
	Questions for control and feedback ..........................................						87
Chapter 4.	DETERMINATION OF THE PROBLEM IN MARKET RESEARCH						88
4.1.	The importance of identifying marketing research problems						88
4.2.	Market research to solve the problem						89
4.3.	Problems and their classification in marketing research						90
4.4.	The process problems	of	developing	approaches	and	identifying	96

4.5.	Problems associated problems	with	the	identification	of research		99
	Questions for control and feedback ...........................................					103
Chapter 5 .	CLASSIFICATION AND TYPES OF MARKETING RESEARCH					105
5.1.	Types of marketing research					105
5.2.	Directions of marketing research					108
5. 3.	Marketing-mix-4P model					111
5. 4.	The Importance of Statistical Analysis in Marketing Research					112
5.5.	Statistical support of marketing research					118
	Questions for control and feedback ..........................................					121
Chapter 6.	METHODS OF INFORMATION COLLECTION IN MARKETING RESEARCH					122
6.1.	Information system in marketing and the role of information system in enterprise development					122
6.2.	Values collection of information in conducting marketing research					128
6.3.	Directions of data collection for marketing research					130
6.4.	Formation of information collection					133
6.5.	Primary and secondary information					136
6.6.	Information Collection Methods					143
	Questions for control and feedback ..........................................					148
Chapter 7.	ANALYSIS METHODOLOGY IN MARKETING RESEARCH: PRINCIPLES AND METHODS					149
7.1.	The importance of economic analysis in marketing research					149
7.2.	Objectives of marketing research analysis					151
7.3.	Methods of marketing analysis					155
7.4.	Micro and macro environment in marketing research					158
7.5.	Analysis of market potential and scope					172
7.6.	Step / PEST macrolevel analysis styles					176
7.7.	ETHOM macrolevel analysis methodology	risk		and	opportunity		180
7.8.	Macrolevel quest factor analysis methodology					183
	Questions for control and feedback ..................................					184
Chapter 8.	METHODS OF QUESTIONATION AND CONDUCTING

	THE QUESTIONNAIRE. MAKE AN ANNOUNT AND ASK QUESTIONS. FOCUS GROUP.	185
8.1.	Survey methods and their selection	185
8.2.	Preparation of the questionnaire and conducting surveys in the questionnaire	192
8.3.	Focus groups , planning and implementation	195
8.4.	Panel method	198
	Questions for control and feedback .........................................	202
Chapter 9.	TRACKING METHODS IN MARKET RESEARCH	203
9.1.	Tracking methods and their importance in marketing research	203
9.2.	Types of observation methods	207
9.3.	The tracking process in marketing research	209
9.4.	Stages of the observation method	212
	Questions for control and feedback ..........................................	214
Chapter 10.	MARKET SEGMENTATION AND INVESTIGATION OF CONSUMER BEHAVIOR	216
10.1.	The concept of segmentation and its principles	216
10.2.	Scope and characteristics of the consumer market	218
10.3.	Model of customer behavior, its characteristics and factors affecting it	222
10.4.	Motivators shopping	227
10.5.	Consumer rights	233
	Questions for control and feedback ..........................................	235
Chapter 11.	ORGANIZATION OF MARKETING RESEARCH IN THE INTERNET NETWORK	236
11.1.	The role of the Internet in development and marketing research	236
11.2.	Using information of the universal type of spider in the research of marketing decisions	240
11.3.	Types of research on the Internet and their classification	242
11.4.	The study of customer behavior on the Internet	248
11.5.	Internet and Email Service	254
	Questions for control and feedback ...................	256
Chapter 12.	MEASUREMENT AND SCALE IN MARKET RESEARCH	257

12.1.	The concept and essence of measurement and scale	257
12.2.	Main types of scales	261
12.3.	Comparison of scaling methods	265
12.4.	Comparison of methods of economic analysis in marketing research	268
	Questions for control and feedback ...........................................	272
Chapter 13.	CAUSE-AND-INVESTMENT MARKET RESEARCH: EXPERIMENT	273
13.1.	The content of cause-effect relationships	273
13.2.	The reliability of the experiment (experiment) and factors affecting it	279
13.3.	Control of external factors	281
13.4.	Classification of experimental models	283
13.5.	Initial and real experimental models	286
	Questions for control and feedback ...........................................	287
Chapter 14.	CORRELATION AND REGRESSION OF ANALYSIS	289
14.1.	General concepts of correlation and regression analysis	289
14.2.	Double correlation	294
14.3.	The concept of regression analysis	300
14.4.	Dual regression analysis	307
14.5.	Multiple regression statistics	315
	Questions for control and feedback ...........................................	318
Chapter 15.	PREPARATION AND SUBMISSION OF REPORTS ON THE RESULTS OFMARKETING RESEARCH	319
15.1.	Presentation of results	319
15.2.	The importance of reporting and presentation	321
15.3.	Reporting form	323
15.4.	Oral presentation	329
	Questions for control and feedback ..........................................	333
	GLOSSARY	334
	TESTS	352
	LIST OF USED LITERATURE	372

KIRISH
O‘zbekistonda bozor iqtisodiyotining yangi sharoitlarida marketingni ijtimoiy- iqtisodiy roli yanada oshdi. Bu esa, barchadan marketing tizimini har tomonlama, chuqur o‘rganishni taqozo etmoqda. Marketing bu ishlab chiqarilgan mahsulotni yengil sotish san’ati emas, balki u iste’molchiga qimmatli bo‘lgan narsani berib, uni hayotini yaxshilashga yordam berishdir.

Mahalliy tadbirkorlar marketing tizimi sohasi bo‘yicha yetarli bilim va tajribaga ega bo‘lmaganligi sababli, ular xo‘jalik, tijorat hamda boshqaruv vazifalarini yechishda tor doiradagi yondashuvlardan foydalanmoqdalar. Bu esa korxonalar faoliyati samaradorligi pasayishiga olib kelmoqda.

Hozirgi vaqtda zamonaviy marketing ko‘p xarajatli tizimga aylandi, shu tufayli korxonalar bozorni segmentlash masalalariga katta e’tibor qaratishlari lozim, chunki bozorni segmentlash marketing tadqiqotlarining muhim yo‘nalishlaridan biri hisoblanadi. Raqobatda yutib chiqishning asosiy sharti ham segmentlashdir. Avvalgi davrlarda marketing asosiy e’tiborni mahsulotga qaratib, marketing strategiyasining maqsadi iloji boricha katta miqdordagi iste’molchilarni jalb etish bo‘lgan bo‘lsa bugungi kunda esa, asosiy faoliyat differensiatsiyalashgan ehtiyojlarni qondirishga jalb etilishi lozim.

Bugungi kunda bozorni segmentlash vositasi orqali aniq iste’molchilar guruhi bo‘lgan korxona va tashkilotlar barqaror rivojlanmoqda. Ularni bozorda yetakchi pozitsiyani egallashga, bozorni maqsadli segmentlarga ajratib, har bir mijozning ehtiyojini har tomonlama tadqiq etib, uni maksimal darajada qondirish yo‘llarini izlab topishlari sabab bo‘lmoqda.

Iste’molchilar ehtiyojlarini maksimal ravishda tadqiq etish va avvaldan bilib olish uchun, marketing tadqiqotlariga ko‘p xarajat qilishga to‘g‘ri keladi. Ideal sharoitda iste’molchilarga aynan shu mahsulot yoki uni ishlab chiqaruvchi korxona (kompaniya) ishqiboziga aylanishi kerak, shundagina uni mahsulotga nisbatan yuqori darajadagi ishonchi, yondashuvi haqida so‘z yuritish mumkin: “bugungi kunda barchaga oz bo‘lsada yoqadigan mahsulotlar uchun bozorlar mavjud emas, faqatgina kimgadir juda yoqadigan mahsulotlar uchun bozorlar bor”.

Bu o‘rinda davlatimiz rahbarining 2017 yil 7 fevraldagi Farmoni bilan tasdiqlangan 2017-2021 yillarda O‘zbekiston Respublikasini rivojlantirishning beshta ustuvor yo‘nalishi bo‘yicha Harakatlar strategiyasida ishlab chiqarishni mahalliylashtirish bo‘yicha, “...ishlab chiqarishni mahalliylashtirishni rag‘batlantirish siyosatini davom ettirish hamda, eng avvalo, iste’mol tovarlar va butlovchi buyumlar importining o‘rnini bosish, tarmoqlararo sanoat kooperatsiyasini kengaytirish”¹ ni ifodalovchi ustuvor yo‘nalishi korxonalarda iste’mol tovarlari ishlab chiqarishda, xizmatlar ko‘rsatishda katta ahamiyatga egadir. Endilikda korxonalar faoliyatiga innovatsiyalarni kiritish, ular orqali bozorlarni xalq iste’mol tovarlari bilan to‘ldirish, aholi ehtiyojlarini to‘laroq qondirishda marketing tadqiqotlarining roli kattadir. Hozirgi raqobatda yutib chiqishlarining asosiy sharti, ushbu sub’ektlar faoliyatida marketing tadqiqotlarini olib borishdan iborat, chunki bozorda iste’molchilar turli tuman, ularning talab istaklari ham turlichadir.

Marketing tadqiqotlari - bu tahlil yordamida iste’molchini va xaridorni ishlab chiqaruvchi hamda xizmat ko‘rsatuvchi bilan bog‘lovchi faoliyat turidir. Mazkur darslikning maqsadi bozorni, raqobatchilarni, xaridorlarni o‘rganishda uslubiy yordam ko‘rsatish, ularni yangi nazariy bilimlar va amaliy ko‘nikmalar bilan boyitish, ishlab chiqarish va xizmat ko‘rsatish sohasida vujudga kelayotgan murakkab marketing tadqiqotlari vazifalarini hal qilishga tayyorlash hisoblanadi.

Mazkur darslik avvalgi chop etilgan o‘quv qo‘llanmalardan farqli ravishda ushbu darslik o‘n beshta bobdan tarkib topgan. Unda “Marketing tadqiqotlari” fanining predmeti, maqsadi va vazifalari, marketing tadqiqotlarini tashkil etish, o‘tkazish va rejalashtirish, marketing tadqiqotlarida muammoni aniqlash, ularning klassifikatsiyasi va turlari, marketing tadqiqotlarida axborot tizimi va to‘plash usullari, marketing tadqiqotida tahlil metodologiyasi: tamoyillar va usullar, so‘rov usullari va so‘rovnomalar o‘tkazish, anketa tuzish va savollarini o‘tkazish, fokus- guruh, kuzatuv usullari, bozor segmentatsiyasi va iste’molchilar xulq-atvorini o‘rganish, internet tarmog‘ida marketing tadqiqotlarini o‘tkazishni tashkil etish,

¹ Oʻzbekiston Respublikasi Prezidentining 2017-yil 7-fevraldagi “2017-2021-yillardagi Oʻzbekiston Respublikasini rivojlantirishning beshta ustuvor yoʻnalishi boʻyicha harakatlar strategiyasi” toʻgʻrisidagi PF-4947-sonli Farmoni. – Oʻzbekiston Respublikasi qonun hujjatlari toʻplami, 2017 y. www.lex.uz.

o‘lchash va shkalalashtirish, eksperiment (tajriba) va sabab-oqibat usuli, korrelyatsiyali va regressiya tahlillar, marketing tadqiqotlari natijalari to‘g‘risida hisobotlar tayyorlash kabi mavzular yoritilgan. Mazkur darslikda har bir mavzudan so‘ng nazorat va muhokama uchun savollar, test topshiriqlari hamda atamalar lug‘ati, foydalanilgan adabiyotlar ro‘yxati berilgan.

“Marketing tadqiqotlari” fanidan tayyorlangan darslik 5230400 – “Marketing (tarmoqlar va sohalar bo‘yicha)” ta’lim yo‘nalishi talabalari, magistrlar, qayta tayyorlash va malakasini oshirish kursi tinglovchilari, marketing sohasi bo‘yicha qiziquvchi keng kitobxonlar uchun mo‘ljallangan.

1.