РОЗРОБКА МЕТОДИКИ ТА ІНСТРУМЕНТАРІЮ ДЛЯ ПРОВЕДЕННЯ ЕКСПЕРТИЗИ МАРКЕТИНГОВИХ ДОСЛІДЖЕНЬ

The article is devoted to the development of the methodology and corresponding tools for conducting the examination of the quality of marketing research as a result of intellectual activity. In the course of the study, the methods of traditional analysis of scientific literature and existing expert practice of the results of intellectual activity, comparison, generalization, description, and formalization were used. A semantic analysis of the concept of "marketing research" is presented. A list of assessment criteria for conducting the examination of the quality of marketing research has been formed. In accordance with each of the criteria, a set of questions has been defined, the answers to which specialists will have to give when conducting the examination of the quality of marketing research. An algorithm for conducting a marketing research quality assessment is presented, which includes five stages: assessment of the uniqueness and level of originality of the marketing research text; determination of the compliance of the marketing research with the technical task for its conduct; determination of the compliance of the marketing research with the requirements that are usually imposed on these types of research; assessment of the consumer value of the marketing research; overall score of the marketing research, conclusions. Methods are also defined and tools are developed for conducting a marketing research quality assessment in accordance with the presented algorithm A conclusion has been made about the need for further study of the problem of examination of the results of intellectual activity, including marketing research, improvement of methodological tools, and formation of a unified approach to solving some problems within the framework of expert practice of assessing the quality of preparation of marketing research