Kobielieva, Tetiana

Reichling, Peter

English

Electronic National Technical University &quot;Kharkiv Polytechnic Institute&quot; Institutional Repository (eNTUKhPIIR)

89  12. Nagy Szabolcs Current evaluation of the patent with regarding the index of its questionnaire / S.Nagy, M.Sikorska, P.Pererva // Сучасні підходи до креативного управління економічними процесами : матеріали 9-ї Всеукр. наук.-практ. конф., 19 квітня 2018 р. – Київ : НАУ, 2018. – С. 21-22.  ANALYSIS OF METHODS OF MARKET COMMUNICATION RESEARCH Peter Reichling,  Prof., Dr., Head of the Chair in Banking and Finance  at Otto-von-Guericke University Magdeburg, Federal Republic of Germany Tetiana Kobielieva,  Ph.D. in Economics, Associate Professor of the Department of Innovative Entrepreneurship Management and International Economic Relations,  NTU "KhPI"  Business conditions - an important branch of economic science. It reproduces its dynamic direction, examines business processes in a constant change and development. Market research is an integral part of the economic program. Without them it is impossible to succeed, as the state of affairs determines a set of factors and conditions that influence the development of the market process. In market research, distinguish general economic, or economic, conjuncture and market conditions of individual markets. General economic situation characterizes the state of the whole market process of the national economy for one or another period. The market conditions of commodities are studying changes and fluctuations in the spheres of production and sales of certain types of goods. Functioning of the market, its expansion or reduction, demand and supply depend on the conditions that are formed on it, that is, from the conjuncture. The research, formation, estimation and forecasting of the commodity market situation is an urgent task of every manufacturer if he is seriously adjusted to the commercial success of his business. The effectiveness of such work depends largely on the existing methodological tools and the ability to apply it in various circumstances. Based on these assumptions, we consider it expedient to conduct a detailed study of existing methods used in market research. Modern economists propose different methodological approaches to the formation and assessment of market conditions. For example, in the works it is 90  recommended to pay special attention to the following areas of research:  analysis of statistical information on the state of market conditions;  analysis of the trade and political situation;  analysis of existing restrictions on trade in the field of this product;  determining the capacity of the market and its individual segments and studying its dynamics;  studying the practice of competitors;  Establishing and analyzing consumer requirements for the product;  analysis of relations with consumers, customer behavior research;  studying the conditions of sales and forecasting its volumes;  Determine the effectiveness of marketing communications, in particular advertising activities. In our opinion, it is evident that the recommendations of these economists are extremely broad and overly generalized. Their practical use is more suitable for marketing market research, and for the purposes of forming and assessing the market situation of a particular product, there may be significant complications. The market situation study is based on a rather complicated methodological basis, which is a mixture of statistical, econometric, qualimetric and marketing methodological approaches. Research and analysis of literary sources in the field of market research allowed to form the main groups of methods of evaluation and formation of the situation and determine their qualitative characteristics (Table 1).  Table 1 - Qualitative description of existing methods of formation and estimation of market conditions The essence of the method Advantages of the methods Disadvantages of the method Empirical methods Based on the study and evaluation of the situation by collecting and processing statistical information on the status of the object of research  objectivity;  a wide range of methods for obtaining information   high complexity;  significant time spent on information collection and processing; 91   significant costs Expert methods Based on the study, analysis and generalization of the views of highly professional experts - experts in the subject of research  a combination of experience and intuition;  the possibility of obtaining a quantitative assessment;  speed of the result  direct dependence of the result from the competence of experts;  high complexity;  The need for high-level specialists Economic and mathematical methods Based on the mathematical modeling of the research object in order to optimize the solutions and forecast the development  scientific approach;  high statistical reliability;  formalization of information arrays  high complexity;  low flexibility;  use in models only quantitative characteristics of the object  Existing methods for the formation and assessment of market conditions, presented in Table 1, are complex in nature and determine, as it seems to us, a certain direction of research. It should be noted that each of the methods being analyzed includes a certain classification toolkit content, which includes varieties of this method, the use of which in different cases has its intended purpose. The classification of research methods, the formation and evaluation of market conditions, formed by the author on the basis of analysis of various primary sources, a detailed analysis of which is given in the report.  References: 1.Reichling Peter Estimation of commercial value of patents / Peter Reichling, P.G.Pererva // Дослідження та оптимізація економічних процесів "Оптимум–2017", Нац. техн. ун-ту "ХПІ", 2017.- С. 22-25.  2.Nagy Szabolcs Digital economy and society – a cross country comparison of Hungary and Ukraine / S.Nagy // Вісник НТУ «ХПІ»" (економічні науки). – Харків : НТУ "ХПІ", 2017. – № 46 (1267). – С. 174-179. 3.Pererva P.G. Technology transfer / P.G.Pererva, György Kocziszky, D.Szakaly, M.Somosi Veres - Kharkiv-Miskolc: NTU «KhPI», 2012. — 668 p. 4.Nagy Szabolcs Monitoring of innovation and investment potential of industrial enterprises / S. Nagy, P. Pererva // Сучасні тенденції розвитку світової економіки : зб. матеріалів 10-ї Міжнар. наук.-практ. конф., 18 травня 2018 р. – Харків : ХНАДУ, 2018. – С. 88-89. 5.Sikorska M. Compliance service at guest services enterprises / M.Sikorska, György Kocziszky, P.G.Pererva // Менеджмент розвитку соціально-економічних систем у новій економіці : матеріали Міжнар. наук.-практ. конф., 19 жовтня 2017 р. – Полтава : ПУЕТ, 2017. – С. 389-391. 6.Kocziszky György Reputational compliance / György Kocziszky, M.Veres Somosi, T.O.Kobielieva // Дослідження та оптимізація економічних процесів "Оптимум–2017" : тр. 13-ї Міжнар. наук.-практ. конф., 6-8 грудня 2017 р. / ред.: О.В. Манойленко. – Харків : НТУ "ХПІ", 2017. – C. 140-143. 7.Kocziszky György Anti-corruption compliance in the enterprise's program [Electronic resource] / G.Kocziszky, M.Veres Somosi, P.G.Pererva // Стратегічні перспективи розвитку економічних 92  суб'єктів в нестабільному економічному середовищі.– Кременчук, 2017. – С. 164-167. – Режим доступа: https://drive.google.com/file/d/1r-6uz8h9jl-bCWwpPrY7esG925mrQudP/view 8.Nagy Szabolcs Estimation of economic efficiency of power engineering / S.Nagy, M.Sikorska, P.Pererva // Європейський вектор модернізації економіки: креативність, прозорість та сталий розвиток, 18-19 квітня 2018 р. – Харків : ХНУБА, 2018.  – С. 3-6. 9.Kocziszky György Compliance risk in the enterprise / G.Kocziszky, M.Veres Somosi, T.O.Kobielieva // Стратегії інноваційного розвитку економіки України: проблеми, перспективи, ефективність "Форвард–2017" : тр. 8-ї Міжнар. наук.-практ. Internet-конф. студ. та молодих вчених, 27 грудня 2017 р.– Харків : НТУ "ХПІ", 2017. – С. 54-57. 10.Reichling Peter Anticorruption compliance / Peter Reichling, P.G.Pererva //  Труди VІІІ-ої Міжнародної науково-практичної Internet-конференції студентів та молодих вчених «Стратегії інноваційного розвитку економіки України: проблеми, перспективи, ефективність «Форвард-2017», c.201-2012. 11.Nagy Szabolcs Current evaluation of the patent with regarding the index of its questionnaire / S.Nagy, M.Sikorska, P.Pererva // Сучасні підходи до креативного управління економічними процесами : матеріали 9-ї Всеукр. наук.-практ. конф., 19 квітня 2018 р. – Київ : НАУ, 2018. – С. 21-22. 12.Перерва П.Г. Управління інноваційною діяльністю // Маркетинг: теорія, світовий досвід, українська практика: підруч. / О.А.Старостіна, Н.П.Гончарова, Є.В.Крикавський, та ін., за ред. О.А.Старостіної. – К. : Знання, 2009. – С.461-518.                       

Analysis of methods of market communication research

http://repository.kpi.kharkov.ua/bitstream/KhPI-Press/39526/1/Reichling_Analysis_of_methods_2018.pdf

Analysis of methods of market communication research

Abstract

Similar works

Full text

Available Versions

Electronic National Technical University "Kharkiv Polytechnic Institute" Institutional Repository (eNTUKhPIIR)

Analysis of methods of market communication research

Abstract

Similar works

Full text

Available Versions

Electronic National Technical University &quot;Kharkiv Polytechnic Institute&quot; Institutional Repository (eNTUKhPIIR)

Electronic National Technical University "Kharkiv Polytechnic Institute" Institutional Repository (eNTUKhPIIR)