Організація маркетингових досліджень із використанням сучасних інформаційних технологій

Abstract

Доведено важливість використання сучасних інформаційних технологій під час проведення маркетингових досліджень. Наголошено на необхідності створення такої маркетингової інформаційної системи, яка б забезпечувала безперервне збирання, аналіз та оцінювання інформації. Організації у своїй діяльності запропоновано орієнтуватися на побудову ефективної маркетингової інформаційної системи, оскільки це сприятиме досягненню оптимальних економічних результатів діяльності суб’єкта господарювання та гарантуватиме уникнення кризових ситуацій у невизначених ринкових умовах.

The construction of a single marketing information system with a module of decision support system and the use of Internet technologies as a cheaper method of data collection is a modern and relevant component of marketing development. Successful business is impossible without constant monitoring of the market environment. In today's world, marketing information is of great value. Furthermore, this value is constantly growing. On the one hand, such growth is due to the transition from local marketing, limited by state borders, to global one. On the other hand, with the development of markets and improvement of technologies, consumers are given more and more opportunities to choose the products that meet their needs best. At the same time, due to access to a large amount of diverse information, they are becoming more demanding. In such a situation, in order to predict the reaction of consumers to certain goods and services, one should have a maximum of marketing information. In this case, modern information technologies are the best assistant in solving such problems. The organization of marketing research is currently not possible without the use of marketing information system. Only by using the capabilities of information systems such tasks as market research, analysis of consumer preferences, sales forecast, evaluation of advertising effectiveness and many others can be solved. The Internet contains a large amount of information on almost all spheres of life, namely it reflects the information of most of the world's leading organizations and a wide range of consumers, and can be effectively used for marketing research. The value of marketing information is growing immeasurably. This is due to the trends of economic globalization and the rapid development of information technologies. The marketing information system, which will be formed using modern technologies, will allow to significantly increase the level of analysis, planning, implementation of plans and control. The importance of using modern information technology in marketing research has been studied in the article. Emphasis has been placed on the need to create such a marketing information system that would provide a process of continuous collection, analysis and evaluation of information. It has been proposed in organizing one's activity to focus on building an effective marketing information system, as this would help to achieve the optimal economic results of the business entity and ensure the avoidance of crisis situations under conditions of an uncertain market situation.