OBSERVATIONS IN MARKETING RESEARCH

Abstract

The purpose of this article is to highlight the essence of observations as one of the effective methods of obtaining primary information during field marketing research. We tried to convince readers that monitoring is not only useful, but also quite accessible to entrepreneurs, regardless of the type of their economic activity and the size of the business. The article demonstrates the results of the systematization of the observations. The author sought to demonstrate the consistency of their practical implementation. Tools for conducting marketing observations on the Internet are given. Research methodology. Methods of analysis, synthesis, systematization and generalization of the theory and practice of organizing observations were used to solve the problems arising from the purpose of the research. The results. The reasons for management's appeal to marketing research are highlighted. At the same time, the limited nature of the business's use of observations and the reasons for it were ascertained. The review was carried out and the content and scope of the observations known to the theory and practice of marketing were determined. Their advantages and disadvantages are outlined. Recommendations are provided for the implementation of the stages of obtaining important information using observations. In particular, when it comes to commercial activity on the World Wide Web. We consider this important in view of the increasing use of it to promote brands and establish regular sales. Practical significance of research results. The research carried out, some of the results of which are covered in this survey, should be of interest to several groups of readers. The first of them is practitioners who will enrich themselves with new ideas about marketing research in the form of observations. This will give them the opportunity to use observational tools when searching for the information they need. The second group is the academic community, united around institutions of higher education. We hope that the published content will be useful to her during the development of educational and methodological materials (textbooks, study guides) needed by students and master's students of the relevant specialties.