INSTRUMENTATION OF ASSESSMENT OF THE LEVEL OF THE CONSUMER PERCEPTION OF MARKETING ASSETS OF THE ENTERPRISE
Journal Title: Інтелект ХХІ - Year 2018, Vol 3, Issue
Abstract
The article states that the methods of marketing research, depending on the method of collecting information, are divided on the desk research and the field research. Traditionally, marketing research begins with the desk research. The main methods of desk research include: traditional analysis; case-study; content analysis; economics and mathematical methods; modeling; analysis of analogies. Field research is the basis of any marketing research. The main methods of the field research include: surveys; observation; experiment; simulation modeling; panel study. One of the principles and the most important prerequisite for achieving the objectives of the study is to observe the logical sequence of its stages. Accordingly, in the work, the algorithm of the marketing research process is substantiated. It has been determined that in order to identify the existing level of satisfaction and loyalty of consumers regarding the products of the enterprise, it is necessary to perform the monitoring. At the beginning, the company should clearly identify the purpose and objectives of the monitoring of the consumer satisfaction. The monitoring of consumer satisfaction should include the following stages: planning, implementation and improvement. The algorithm of the process of monitoring of consumer satisfaction of the enterprise has been presented.
Authors and Affiliations
O. Krasovska
Keywords
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