MODERN METHODS OF CONDUCTING MARKETING RESEARCH

The article examines modern methods of conducting marketing research, which play a crucial role in the process of making strategic and tactical business decisions. Given the development of digital technologies and changes in consumer behavior, traditional approaches to marketing research are being transformed, giving way to innovative methodologies based on big data analysis, artificial intelligence, social media, and neuromarketing. The article provides a detailed examination of the main approaches to marketing research: the classical approach (systematic collection and analysis of information for decision-making), the analytical approach (a scientific method for forecasting market trends), the applied approach (a practical tool for business), the systemic approach (integration of research into the company's overall strategy), and the innovative-digital approach (utilization of modern technologies). The characteristics of each approach and their relevance in various business situations are described. The key methods of conducting marketing research have been identified, including desk research (analysis of secondary data, statistical reports, and publications) and field research (surveys, observations, focus groups, and product testing). Special attention is given to innovative methods, which encompass the use of Big Data, A/B testing, user behavior analysis on the Internet, social media analytics, and the application of VR/AR technologies for modeling consumer behavior. The main tasks addressed through marketing research have been examined, including market analysis, consumer studies, competitor research, evaluation of marketing effectiveness, forecasting and planning, and product or service assessment. It has been determined that the use of modern research methods enables the acquisition of more accurate and up-to-date information for making effective managerial decisions. The marketing research process in the article is divided into several stages: problem identification and research objectives, plan development, hypothesis testing, data collection, data analysis, conclusion formulation, and recommendation development. An improved marketing research process is proposed, integrating both traditional and digital methods to enhance the effectiveness of marketing strategies and the accuracy of market trend forecasting. The research findings confirm the importance of utilizing modern marketing methods to enhance company competitiveness, personalize marketing campaigns, improve consumer engagement, and forecast market changes. The adoption of innovative approaches facilitates faster business adaptation to a dynamic environment and more effective management of marketing processes.