Specific directions of marketing research in the activities of non-profit enterprises

QUEST analysis.³ This method makes it possible to get rid of the shortcomings inherent in the ETAO and STEP methods, which consist in the impossibility of taking into account the interaction and interdependence of various events and environmental factors. QUEST analysis (Quick Environment Scanning Technique) is a method of online scanning of the external environment. In doing so, it will be possible to apply a balanced approach to the development of programs for quick action in response to the impact of the macro environment on the company's activities.
SWOT analysis.⁴ This method is the most popular and widespread. This is, in fact, a method of joint analysis of the internal environment and the microenvironment of the enterprise. SWOT is an analysis of a company's strengths and weaknesses, as well as market opportunities and threats.
With the help of SWOT analysis, companies turn to the study of: their development trends, the possibilities of using resources, their advantages and disadvantages. It helps companies define their goals and objectives, as well as examine the macro environment to identify opportunities and threats. Businesses can rely on this analysis to identify and explore their strengths, weaknesses, and threats and opportunities in the market. And as a result, they can build defenses and reduce losses from threats.
SWOT analysis can be carried out on the basis of both qualitative and quantitative methods. Qualitative methods are guided by the procedure for selecting experts according to SWOT indicators. Experts must justify their metrics by taking them very seriously in order for them to be truly useful to the enterprise. On the basis of quantitative methods, the importance and strength of the influence of indicators (factors) on the activity of the enterprise is assessed. As a result, the enterprise can hope that the resulting calculations will help achieve business goals in the market, taking into account the correct and economical allocation of resources.