Глава 13 .
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ПРИЧИННО-СЛЕДСТВЕННЫЕ МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ: ЭКСПЕРИМЕНТ
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273
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13.1.
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Содержание причинно-следственных связей
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273
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13.2.
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Надежность эксперимента (эксперимента) и влияющие на него факторы
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279
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13.3.
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Контроль внешних факторов
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281
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13.4.
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Классификация экспериментальных моделей
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283
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13.5.
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Первоначальные и реальные экспериментальные модели
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286
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Вопросы для контроля и обратной связи....................................
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287
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Глава 14.
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КОРРЕЛЯЦИЯ И РЕГРЕССИЯ АНАЛИЗА
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289
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14.1.
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Общие понятия корреляционного и регрессивного анализа
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289
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14.2.
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Двойная корреляция
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294
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14.3.
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Понятие регрессионного анализа
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300
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14.4.
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Анализ двойной регрессии
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307
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14.5.
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Статистика по множественной регрессии
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315
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Вопросы для контроля и обратной связи...................................
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318
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Глава 15.
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ПОДГОТОВКА И ПРЕДСТАВЛЕНИЕ ОТЧЕТОВ О РЕЗУЛЬТАТАХ МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ
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319
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15.1.
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Представление результатов
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319
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15.2.
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Важность отчетности и презентации
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321
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15.3.
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Форма отчетности
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323
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15.4.
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Устная презентация
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329
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Вопросы для контроля и обратной связи....................................
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333
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ГЛОССАРИЙ
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334
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ТЕСТЫ
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352
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СПИСОК ИСПОЛЬЗОВАННОЙ ЛИТЕРАТУРЫ
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372
| CONTENT
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INTRODUCTION ...........................................
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15
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Chapter 1 .
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SUBJECT, PURPOSES AND TASKS OF THE DISCIPLINE "MARKETING RESEARCH"
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17
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1.1.
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Basic concepts and essence of the discipline "marketing research"
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17
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1.2.
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Goals and objectives of marketing research
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22
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1.3.
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The role and importance of marketing research in the context of the modernization of the economy of the republic
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33
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1.4.
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Basic rules for conducting marketing research
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34
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1.5.
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Methodological foundations of marketing research
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38
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Questions for control and feedback
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41
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Chapter 2.
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ORGANIZATION OF MARKET RESEARCH
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42
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2.1.
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Two areas of marketing research
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42
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2.2.
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Comprehensive marketing research model
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45
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2.3
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Different principles of marketing research
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48
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2.4.
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Organizational structure of marketing research
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56
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Questions for control and feedback ..........................................
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60
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Chapter 3.
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PROCESSES AND PLANNING OF MARKETING RESEARCH
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61
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3.1.
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Description of the general stages of marketing research
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61
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3.2.
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General marketing research processes
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64
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3.3.
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Identification of needs and motivation for marketing research
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67
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3.4.
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Technology Development Marketing Plan
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81
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Questions for control and feedback ..........................................
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87
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Chapter 4.
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DETERMINATION OF THE PROBLEM IN MARKET RESEARCH
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88
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4.1.
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The importance of identifying marketing research problems
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88
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4.2.
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Market research to solve the problem
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89
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4.3.
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Problems and their classification in marketing research
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90
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4.4.
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The process problems
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of
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developing
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approaches
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and
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identifying
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96
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4.5.
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Problems associated
problems
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with
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the
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identification
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of research
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99
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Questions for control and feedback ...........................................
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103
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Chapter 5 .
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CLASSIFICATION AND TYPES OF MARKETING
RESEARCH
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105
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5.1.
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Types of marketing research
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105
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5.2.
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Directions of marketing research
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108
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5. 3.
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Marketing-mix-4P model
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111
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5. 4.
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The Importance of Statistical Analysis in Marketing Research
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112
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5.5.
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Statistical support of marketing research
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118
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Questions for control and feedback ..........................................
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121
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Chapter 6.
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METHODS OF INFORMATION COLLECTION IN MARKETING RESEARCH
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122
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6.1.
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Information system in marketing and the role of information system in enterprise development
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122
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6.2.
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Values collection of information in conducting marketing
research
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128
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6.3.
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Directions of data collection for marketing research
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130
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6.4.
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Formation of information collection
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133
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6.5.
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Primary and secondary information
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136
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6.6.
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Information Collection Methods
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143
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Questions for control and feedback ..........................................
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148
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Chapter 7.
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ANALYSIS METHODOLOGY IN MARKETING RESEARCH: PRINCIPLES AND METHODS
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149
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7.1.
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The importance of economic analysis in marketing research
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149
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7.2.
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Objectives of marketing research analysis
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151
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7.3.
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Methods of marketing analysis
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155
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7.4.
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Micro and macro environment in marketing research
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158
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7.5.
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Analysis of market potential and scope
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172
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7.6.
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Step / PEST macrolevel analysis styles
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176
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7.7.
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ETHOM macrolevel
analysis methodology
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risk
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and
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opportunity
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180
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7.8.
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Macrolevel quest factor analysis methodology
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183
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Questions for control and feedback ..................................
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184
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Chapter 8.
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METHODS OF QUESTIONATION AND CONDUCTING
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THE QUESTIONNAIRE. MAKE AN ANNOUNT AND
ASK QUESTIONS. FOCUS GROUP.
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185
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8.1.
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Survey methods and their selection
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185
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8.2.
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Preparation of the questionnaire and conducting surveys in the
questionnaire
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192
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8.3.
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Focus groups , planning and implementation
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195
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8.4.
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Panel method
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198
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Questions for control and feedback .........................................
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202
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Chapter 9.
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TRACKING METHODS IN MARKET RESEARCH
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203
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9.1.
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Tracking methods and their importance in marketing research
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203
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9.2.
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Types of observation methods
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207
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9.3.
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The tracking process in marketing research
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209
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9.4.
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Stages of the observation method
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212
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Questions for control and feedback ..........................................
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214
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Chapter 10.
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MARKET SEGMENTATION AND INVESTIGATION OF CONSUMER BEHAVIOR
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216
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10.1.
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The concept of segmentation and its principles
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216
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10.2.
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Scope and characteristics of the consumer market
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218
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10.3.
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Model of customer behavior, its characteristics and factors affecting it
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222
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10.4.
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Motivators shopping
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227
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10.5.
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Consumer rights
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233
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Questions for control and feedback ..........................................
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235
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Chapter 11.
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ORGANIZATION OF MARKETING RESEARCH IN THE INTERNET NETWORK
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236
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11.1.
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The role of the Internet in development and marketing research
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236
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11.2.
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Using information of the universal type of spider in the research of marketing decisions
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240
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11.3.
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Types of research on the Internet and their classification
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242
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11.4.
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The study of customer behavior on the Internet
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248
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11.5.
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Internet and Email Service
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254
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Questions for control and feedback ...................
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256
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Chapter 12.
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MEASUREMENT AND SCALE IN MARKET RESEARCH
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257
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12.1.
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The concept and essence of measurement and scale
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257
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12.2.
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Main types of scales
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261
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12.3.
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Comparison of scaling methods
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265
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12.4.
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Comparison of methods of economic analysis in marketing
research
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268
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Questions for control and feedback ...........................................
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272
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Chapter 13.
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CAUSE-AND-INVESTMENT MARKET RESEARCH: EXPERIMENT
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273
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13.1.
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The content of cause-effect relationships
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273
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13.2.
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The reliability of the experiment (experiment) and factors affecting it
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279
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13.3.
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Control of external factors
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281
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13.4.
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Classification of experimental models
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283
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13.5.
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Initial and real experimental models
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286
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Questions for control and feedback ...........................................
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287
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Chapter 14.
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CORRELATION AND REGRESSION OF ANALYSIS
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289
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14.1.
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General concepts of correlation and regression analysis
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289
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14.2.
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Double correlation
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294
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14.3.
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The concept of regression analysis
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300
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14.4.
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Dual regression analysis
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307
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14.5.
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Multiple regression statistics
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315
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Questions for control and feedback ...........................................
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318
|
|
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Chapter 15.
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PREPARATION AND SUBMISSION OF REPORTS ON THE RESULTS OFMARKETING RESEARCH
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319
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15.1.
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Presentation of results
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319
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15.2.
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The importance of reporting and presentation
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321
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15.3.
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Reporting form
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323
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15.4.
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Oral presentation
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329
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Questions for control and feedback ..........................................
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333
|
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GLOSSARY
|
334
|
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TESTS
|
352
|
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LIST OF USED LITERATURE
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372
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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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