The Role of Marketing Research in Ensuring the Growth of the National Economy

Abstract

The article is aimed at substantiating the need and expediency of marketing research in the marketing activities of enterprises as a factor in the economic growth of the national economy. In Ukraine, the topic of the market of marketing research belongs to the sphere of activities of the Ukrainian Marketing Association (UAM), whose purpose is to provide information to market participants on market trends and the real state of affairs. The UAM’s researches rely on data from research companies and expert opinions. The article contains material on the necessity and feasibility of carrying out marketing research by enterprises and organizations and the use of the received data for the implementation of their activities in the conditions of variability and instability of the external market environment. The market of marketing research in Ukraine is analyzed; the tendency of increasing demand for marketing research and the relationship between the growth of their volumes with the increase in financial results in the national economy is identified both in general and by the types of economic activity, as well as by the types of enterprises. But the current economic situation resulting from the global pandemic requires companies carrying out marketing research to use modern methods taking into account the peculiarities of the domestic market. Research companies that carry out marketing research in the Ukrainian market and customers of marketing research are defined.

Keywords

• marketing
• marketing research
• economic growth
• marketing services
• development of enterprises
• marketing companies