MARKETING RESEARCH AS A TOOL FOR SHAPING THE COMPANY'S PRODUCT POLICY

The article deals with the theoretical foundations of marketing research as a tool for shaping the product policy of the enterprise. The development and stages of marketing research from the beginning of its introduction to the present time are highlighted. The role of marketing research for both modern business and consumer is analysed. This study has shown that marketing research is an important part of the business strategy of any enterprise, whether it is a B2B or B2C business. This study answers that there is a need to empower companies to make decisions to move forward and make decisions based on the data obtained from market research. It is analysed that most companies know what marketing research is and are aware of its importance in common understanding, but may not recognise how important such research is to achieve business success. It is proved that marketing research provides an assessment of the effectiveness of marketing activities through the analysis of consumer feedback, sales volumes and other key indicators, which allows timely adjustments in business strategies.