THE IMPORTANCE OF INFORMATION IN CONDUCTING MARKETING RESEARCH.

• Musayeva Shoira Azimovna

  Author

• Shamsiyev Navro‘zbek Otabek o‘gli

  Author

This article provides an in-depth analysis of the theoretical and practical aspects of the observation method in the process of marketing research. The observation method, which is one of the most important stages of data collection in marketing research, is considered an effective method that allows you to study consumer behavior directly in a real environment. The article covers the content, purpose, scope, types and technological capabilities of observation in detail. In addition, this study provides a detailed explanation of the main types of natural, artificial, open, closed, technical and behavioral observations, and shows how each of them can be used in marketing practice based on examples.

Kotler, F. Marketing management: trans. from English / F. Kotler, K. L. Keller. - 15th ed. - M .: Williams, 2016 .-- 816 p.

Wayne Winston. Marketing Analytics: Data-Driven Techniques with Microsoft Excel. Published by John Wiley & Sons, Inc., Indianapolis, Indiana. Published simultaneously in Canada. 2014. ISBN: 978-1-118-37343-9.

Utkina, E. A. Financial and management analysis / E. A. Utkina, A. D. Sheremet. - 8th ed., revised and enlarged. - M.: Infra-M, 2015. - 320 p.

Golubkov, E. P. Marketing: strategy, plans, structures / E. P. Golubkov. - M.: Economica, 2017. - 352 p.

Sokolov, A. V. Analysis of the marketing activities of the enterprise / A. V. Sokolov. - St. Petersburg: Piter, 2019. - 240 p.

Musaeva Sh.A. Integrated Marketing Communications. Study Guide, Makhorat Publishing House, Samarkand, 2022.

Musaeva Sh.A. Marketing Research. Textbook, STAR-SEL LLC, publishing and creative department. Samarkand, 2024.

• PDF