11
CONTENT
INTRODUCTION ...........................................
15
Chapter 1 .
SUBJECT,
PURPOSES
AND
TASKS
OF
THE
DISCIPLINE "MARKETING RESEARCH"
17
1.1.
Basic concepts and essence of the discipline "marketing
research"
17
1.2.
Goals and objectives of marketing research
22
1.3.
The role and importance of marketing
research in the context
of the modernization of the economy of the republic
33
1.4.
Basic rules for conducting marketing research
34
1.5.
Methodological foundations of marketing research
38
Questions for control and feedback
41
Chapter 2.
ORGANIZATION OF MARKET RESEARCH
42
2.1.
Two areas of marketing research
42
2.2.
Comprehensive marketing research model
45
2.3
Different principles of marketing research
48
2.4.
Organizational structure of marketing research
56
Questions for control and feedback ..........................................
60
Chapter 3.
PROCESSES AND PLANNING OF MARKETING
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