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Liburkina L. M.

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Efficient Methods of Marketing Research in the Process of Forming Innovative Marketing of Enterprises
Zviagintseva O. B., Pidbereznykh I. V., Verlanov O. Y., Sydorenko A. I.

Zviagintseva, Olga B. et al. (2025) “Efficient Methods of Marketing Research in the Process of Forming Innovative Marketing of Enterprises.” Business Inform 12:64–64.
https://doi.org/10.32983/2222-4459-2025-12-64-64

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 0

UDC 658.8:339.138.657.424

Abstract:
The article highlights efficient methods of marketing research in the process of forming and implementing innovative marketing at enterprises. The results of innovative marketing depend on the results of marketing research that precede the development of each stage of the process of forming and implementing innovative marketing. Most authors-scientists demonstrate their own methods for implementing the stages of innovative marketing, but do not emphasize the importance of using marketing research in the process of innovative marketing. Also, the selection of efficient methods of marketing research for specific situations and the substantiation of specific marketing activities, in particular the stages of the mechanism for developing innovative marketing, is rarely considered. The aim of the article is to highlight efficient methods of marketing research that are appropriate to use in the process of developing each stage of the process of forming and implementing innovative marketing. The methods of scientific research used were methods of collecting and analyzing secondary information – scientific and methodological, educational and methodological, reference, syndicated and internal marketing information (traditional and formalized analysis of documents – scientific, popular articles, monographs, manuals, testimonies of leading specialists in the field of innovations and entrepreneurs involved in the commercialization of innovative goods and services); as well as methods of collecting and analyzing primary information, in particular, in-depth interviews with leading marketers, expert assessments of specialists in the field of innovation activity. The results of the research allowed us to identify marketing research methods that are efficient in substantiating each element of the mechanism for forming and implementing innovative marketing at an enterprise. The recommendations we have proposed contribute to reducing unreasonable costs when conducting marketing research, the results of which determine the development of innovative marketing measures, and contribute to increasing the efficiency of innovative marketing at enterprises. In the future, it is advisable to develop a more in-depth and thorough mechanism for using each specific method of marketing research in the process of forming and implementing innovative marketing of enterprises.

Keywords: innovative marketing, marketing research methods, identifying the need for innovation, forming ideas for innovations, monitoring options for innovation ideas, monitoring possible options for innovation marketing strategies, determining the capabilities of an enterprise to produce an innovation, evaluating a new product by a target group of consumers of trial marketing.

Tabl.: 1. Bibl.: 32.

Zviagintseva Olga B. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Management and Finance, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]
Pidbereznykh Inna V. – Doctor of Sciences (Law), Professor, Professor, Department of Law, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]
Verlanov Oleksandr Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Finance, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]
Sydorenko Alla I. – Candidate of Sciences (Pedagogy), Associate Professor, Associate Professor, Department of Psychology and Pedagogical Education, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]

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