Volume ǀ issue ǀ

ǀ
ISSUE 4 
ǀ
2022
Scientific Journal Impact Factor (SJIF 2022=4.63) 
Passport: 
http://sjifactor.com/passport.php?id=22230
  
 
13 
UZBEKISTAN |
www.caajsr.uz
 
 
where Rp - effectiveness of the market research process; 
ki - expert assessment of each of the four criteria with an interval scale 
from 1 to 3, reflecting the quality of performance of each of the criteria (1 - lowest 
value, 2 - average, 3 - highest); wi - criterion weight. 
The criteria established by expert survey are summarized and depending on Rp-value 
the effectiveness of the marketing research is determined. The criterion Rp can take 
values from 1 to 15, which corresponds to the following indicators: 
- 1 to 5 - market research conducted with low effectiveness; 
- 6 to 10 - marketing research was conducted with an average level of effectiveness; 
- 11 to 15 - marketing research was conducted with a high level of performance. 
Using the indicator of data effectiveness it is possible to estimate the results of the 
conducted research and to determine their ability to influence making effective 
managerial decisions. 
Marketing activity as one of the main functions of company management should 
provide steady, competitive position of one or another subject of marketing system at 
the market of goods and services taking into account conditions of internal and 
external environment. Nowadays the use of systems of information and analytical 
support of marketing activity of the company becomes a necessary condition for 
increasing flexibility and efficiency of corporate management system. The results of 
the market research have indirect influence on the management process because the 
economic efficiency reflects how profitable the research is, while the effectiveness 
shows whether the objectives set by the market research have been achieved. 
The latter is based on the fact that the behavior of people and their attitude to 
something can be expressed using numerical quantities. Quantitative studies are 
usually identified with the conduct of various surveys based on the use of structured 
closed-type surveys, which are answered by a large number of the respondents. The 
peculiarities of such studies are: the clearly defined format of the collected data and 
the sources of its collection, the processing of the collected data is carried out using 
ordered procedures, mainly quantitative in nature. The purpose of quantitative studies 
is to obtain and analyze reliable data to be comprehensively statistical processed. 
Quantitative studies make it possible to verify the validity of the consumer opinions 
identified during the qualitative studies. They are conduct through surveys using 
statistical sampling methods, observations and experiments [3]. 

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CENTRAL ASIAN ACADEMIC JOURNAL 
OF SCIENTIFIC RESEARCH 
ISSN: 2181-2489 
VOLUME 2