Volume ǀ issue ǀ

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ISSUE 4 
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2022
Scientific Journal Impact Factor (SJIF 2022=4.63) 
Passport: 
http://sjifactor.com/passport.php?id=22230
  
 
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UZBEKISTAN |
www.caajsr.uz
 
 
each of the components of the marketing research process (problem and goal 
identification, plan development, implementation, processing and presentation of 
results). Using these KPI criteria, you can determine how each stage affects the overall 
impact of marketing research. Table 1 shows the dedicated KPIs corresponding to each 
stage of the marketing research process. 
Table 1 
KPI performance indicators - for each stage of the marketing research process 
1. Marketing Research Process 
Phase
KPI CriteriaI 
2. Problem identification, goal 
definition and task setting.
A clear definition of the problem and the objectives 
of the study, excluding any other interpretation. 
3. Develop a study plan and 
select methods to use.
Correctness of selected methodology and research 
plan 
4. Implementation of research 
plan, 
data 
collection 
and 
analysis.
Validity, reliability and representativeness of the 
collected 
data, 
which 
depends 
on 
the 
professionalism of the researcher. 
5. Processing and presentation 
of the results.
Structured data and convincing to bring marketing 
research results to management. Personal qualities 
of the researcher 
Using the interval scaling method, you can enter a scale of expert assessments for 
each of the selected KPIs (from 1 to 3), where 1 is the least developed criterion, 2 is 
the average degree of study and 3 means that the criterion is the most developed. The 
criteria set by the expert survey is summed up. Depending on Rp's comprehensive 
marketing research performance, you can determine the impact of the company's 
entire marketing research process.
In connection with the fact that market research is carried out to solve a certain 
problem and within the framework of the original goal, compliance with the latter is a 
prerequisite for the use of the information obtained. Compliance of the collected 
information with the designated purpose will help to determine the range of tasks for 
which it is expedient to use this data.
Using the method of interval scaling, it is possible to determine the score and weight 
of each criterion with the help of expert assessments. The effectiveness of the 
conducted marketing research will be calculated according to the following formula: 

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