Marketing tadqiqotlari



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1503-Текст статьи-4092-1-10-20200627 (1)

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.


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