The methods of collecting information depend on. The process of selecting, searching, collecting and analyzing the necessary marketing information. Exploratory research is considered as

Information collection methods

marketing information collection purchasing

Marketing research is the process of collecting data that characterizes any market process or phenomenon and is intended to meet the information and analytical needs of marketing. The search and collection of information on the problem under study is one of the most time-consuming and costly stages of any marketing research. Depending on the sources of information used, studies are divided into:

office;

field.

Desk research - search, collection and analysis of already existing secondary information ("desk research"). Secondary information is data collected previously for purposes other than those currently being addressed.

The study of inside information should be the starting point in the search and collection of secondary data. Most companies have a significant amount of accumulated internal information, some of which is readily available and ready for immediate use, such as sales and pricing data that is regularly recorded in accounting records. Information of another type is not systematized and needs to be improved, but it can be quickly and easily collected and prepared for use.

Sources for obtaining current external information can be of a very different nature; formal and informal procedures are used to collect it. Similar information is obtained by studying books, newspapers, trade publications; as a result of conversations with customers, suppliers, distributors and other persons external to the organization, who should be effectively motivated to collect the necessary information; based on conversations with other managers and employees, such as employees of the sales services of this organization; by conducting industrial and commercial espionage (although foreign books write a lot about the ethical problems of marketing research).

In the case of secondary marketing, methods of searching the Internet for the necessary information are also used. The main tools for its search today are search engines and directories. In some cases, when their use does not give a sufficient effect, a "manual" search is used on thematic sites, "yellow pages" and a number of other resources. One of the main aspects of conducting secondary market research using the Internet is the search for sources of information. Hundreds of millions of sites on the Web today make the task quite difficult. .

The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information collection; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Field research - search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

· quantitative;

· quality .

Quantitative research consists of conducting various surveys using closed-type questions, which are answered by a large number of respondents. Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and inferences are qualitative and non-standard.

Qualitative research involves collecting, analyzing, and interpreting data by observing what people do and say. Qualitative data is collected to learn more about things that cannot be directly measured or observed. Feelings, thoughts, intentions, past actions are just a few examples of information that can be obtained through qualitative information gathering methods. These methods are also used to identify possible methodological shortcomings of the research project, to clarify those points that remained unclear when formulating the problem. In some cases, obtaining information from respondents using fully structured or formal methods may not be desirable or possible. In such situations, qualitative data collection methods come into play. Often, the practical implementation of marketing research requires an integrated approach - the joint use of quantitative and qualitative methods.

In order to collect qualitative data, exploratory marketing research is used, which involves the use of qualitative research methods. Qualitative research methods are divided into direct and indirect, depending on whether the respondent knows the true purpose of the research. The direct approach is not masked by the researcher. Respondents are told about the purpose of the study or it becomes obvious from the questions asked. This method finds its application in focus groups and in-depth interviews. In contrast, the indirect approach hides the true purpose of the study from the respondents. .

A focus group is an unstructured interview that a specially trained facilitator takes casually from a small group of respondents. The facilitator directs the discussion. The main purpose of conducting focus groups is to get an idea of ​​what a group of people representing a specific target market thinks about the problems of interest to the researcher. The value of this method lies in the fact that the free nature of the conversation often allows you to get unexpected information. Usually the number of its participants ranges from 8 to 12 people. The focus group should be homogeneous in terms of the demographic and socio-economic characteristics of its participants, which reduces the conflict between them. In addition, it is necessary that all participants meet certain criteria. People who took part in such focus groups, the so-called "professional respondents", are not involved in the discussion. The course of the interview is recorded throughout the discussion, often on videotape for later review, re-recording and analysis.

Focus groups are used in almost all cases when it is necessary to obtain a preliminary conclusion about a situation. Focus groups allow you to address the following questions:

Determination of customer preferences and their attitudes towards this product.

Obtaining opinions on new product ideas.

Presentation of new ideas for existing products.

opinions about the price.

Obtaining a preliminary consumer reaction to certain marketing programs.

Depth interview - An unstructured, direct, personal interview in which a single respondent is interviewed by a highly qualified interviewer to determine their underlying motivations, emotions, attitudes, and beliefs about a particular topic. An in-depth interview can last from 30 minutes to over an hour.

The following three methods of conducting in-depth interviews are popular with researchers: the ladder method, the method of clarifying hidden problems, and symbolic analysis.

Laddering method is characterized by consistent questioning. First, they ask about the characteristics of the product, and then move on to the characteristics of the user himself. This method allows the researcher to determine the meanings that consumers associate with any item or issue.

When clarifying hidden issues (hidden issue questioning), the main thing is not social values, but rather personal "sore spots"; not a way of life in general, but deep personal experiences and anxiety of a person.

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. In order to understand what is actually hidden behind this or that phenomenon, the researcher tries to determine what is not characteristic of this phenomenon. The logical opposites of the researched product are the non-use of this product, the signs of an imaginary "anti-product" and the types of products that are opposite in properties.

Benefits of in-depth interviews:

1) allow you to better understand the inner experiences of people. In addition, with their help, the author of the answer is clearly visible.

2) involves the free exchange of information.

Disadvantages of in-depth interviews

1) Qualified facilitators and interviewers are expensive and hard to find.

2) Due to the lack of a specific structure for conducting a survey, the interviewer can influence the results of the survey, and the quality and reliability of the data obtained depend entirely on the skills of the interviewer. It is difficult to analyze these data and draw appropriate conclusions from them without using the services of qualified psychologists.

3) Taking into account the duration of the interview and the costs associated with it, it can be said that the number of in-depth interviews in the project will be small. Despite these inconveniences, in-depth interviews somehow find their use.

Basically, in-depth interviews are used to conduct exploratory research, seeking to gain understanding of the problem. However, in-depth interviews in marketing research are not used as often. However, this method can be effectively applied in special problematic situations.

The projective technique is an unstructured, indirect form of questioning that encourages respondents to express (to the interviewer) their ulterior motives, beliefs, attitudes, or feelings about the issue being discussed, i.e. how to extract them from the depths of consciousness, demonstrating (projecting) to the researcher. Projection methods are divided into:

· Associative methods. When using them, a person is shown an object, and then he is asked to say about it what first comes to mind. The most famous of them is the method of word associations, when the respondent is shown one word from the list, and he must choose the word that comes to mind first.

· Ways to complete the situation. In the methods of completing the situation, the respondent is asked to come up with an end to the invented situation. Usually in marketing research methods are used where the respondent is required to complete sentences or come up with an ending to a story.

· Situation construction methods. This group of methods is closely related to the situation completion methods. Situation construction methods require the respondent to come up with a story, dialogue, or description of the situation. There are two main methods for constructing a situation: answer by drawings and animation tests. The picture response method is somewhat similar to the thematic conscious perception test, which consists of a series of pictures depicting ordinary and not-so-ordinary things. The respondent is asked to come up with stories about what is shown in the pictures. By the way the respondent perceives the material depicted in the figures, his individuality is determined. In the animation tests, the drawings depict cartoon characters who find themselves in different situations related to the problem under study. Respondents are asked to come up with a character's response to another character's comments. In the answers of the respondents, you can find out their emotions, beliefs and attitude to the situation.

· Expressive methods. Within the framework of expressive methods, a specific situation is presented to the respondent in oral or visual form. He is required to express the feelings and emotions that others experience in this situation. The two main expressive methods are the role play and the third person method.

In role playing, respondents are asked to be in the role of another person and imagine how he will behave in a given situation. third party method. For the third-person technique, it is typical that the respondent is verbally or visually presented with a situation for consideration. He, in turn, must determine what the third person is thinking about in this situation.

Projection methods have one major advantage over the unstructured direct method of qualitative research (focus groups and in-depth interviews): they provide answers that respondents would not give if they knew the purpose of the research. Projective unstructured direct research methods have a number of weaknesses. Thus, well-trained interviewers are needed to use them. The answers are analyzed by qualified analysts, whose services cost a lot. In addition, they should not be prejudiced. With the exception of the word association method, all other methods provide for an incomplete ending, which complicates the analysis and processing of the received data.

Projective methods are used less frequently than unstructured direct methods. An exception, perhaps, is the word association method, which is used to test brand names, and sometimes to ascertain consumer attitudes towards certain products, brands, service packages and advertisements. .

descriptive research. Quantitative research is usually identified with the conduct of various surveys based on the use of structured closed questions, which are answered by a large number of respondents. The characteristic features of such studies are: clearly defined format of the collected data and sources of their receipt, processing of the collected data is carried out using ordered procedures, mostly quantitative in nature.

The survey method is based on obtaining information from respondents who answer the questions they are asked. As a rule, questions are structured, i.e. some standardization of the process of collecting information is expected. In a structured data collection, a formalized questionnaire is developed and questions are asked in a predetermined order. This method of questioning is also called direct.

The survey method has a number of advantages. First, it is easy to carry out. Secondly, the answers received are reliable, since the number of given answer options is limited.

The disadvantages include that sometimes respondents are unwilling or unable to provide the required information. Respondents will not want to answer if the requested information is personal or touches their feelings. In addition, responses to standardized and multiple-choice questions may be unreliable for certain data, such as those related to emotions and beliefs.

The survey can be conducted: by phone, in person, by mail, using the Internet. Telephone interviews can be divided into traditional telephone interviews and Computer-Assisted Telephone Interviews (CATI). Personal surveys can be conducted at home, in a department store, or computer-assisted surveys.

Observation methods are the second group of methods used in descriptive research. Observation (observation) is the process of registering patterns of behavior of people and objects, options for the development of events on a systematic basis to obtain information of interest. The observer does not question or make contact with the people whose behavior he observes. Information may be recorded directly in the course of events, or it may be obtained from records of past events. Observation can be structured or unstructured, direct or indirect. In addition, it can be carried out in a natural or artificially created setting.

In structured observation, the observer predetermines in detail the object of observation and methods for evaluating the results of observation, for example, an auditor conducting an inventory of stocks in a store.

In unstructured observation, the observer records all aspects of the object that, from his point of view, may be relevant to the subject of study, for example, observing children playing with new toys. In unstructured observation, the possibility of distorting the results of observation is high. For this reason, the results of the observation are treated as a hypothesis and are subject to subsequent verification, in contrast to the results of the final study.

In covert surveillance, respondents do not know that they have become the object of surveillance. Covert surveillance allows respondents to behave naturally; people tend to change their behavior if they know they are being watched. In open observation, respondents know that they are being observed.

Observation in natural conditions (natural observation) is carried out in a familiar environment for the object of observation. In contrieved observation, the respondent may be observed in an artificial setting, such as the kitchen at a testing center. The advantage of observation in natural conditions is that the behavior of the observed object is closer to the behavior of real consumers. The disadvantage is the expectation of the situation necessary for observation and the complexity of measuring and assessing the behavior of the object of observation in natural conditions.

Causal marketing research. Under the experiment (experiment) refers to the implementation by the researcher of a controlled process of changing one or more independent variables to measure their impact on one or more dependent variables while excluding the influence of extraneous factors. The purpose of research conducted with the help of an experiment is, as a rule, to establish cause-and-effect relationships between marketing factors and the behavior of the objects under study.

When conducting an experiment, the researcher sets himself two goals: to obtain correct conclusions about the influence of the independent variable on the analyzed set of observation units and, on this basis, to draw reliable conclusions about the entire general population. The first goal is associated with the concept of internal reliability, the second - with the concept of external reliability.

1) Internal validity is determined by whether a change in the independent variable actually caused the observed change in the dependent variable. Thus, internal validity is determined by whether the observed change in the dependent factors could have been caused by factors other than the independent ones. If the observed changes are caused or distorted by extraneous factors, then it is difficult to make a reliable conclusion about the existence of a causal relationship between independent and dependent ones.

2) External validity (external validity) is associated with the possibility of generalizing the cause-and-effect relationship identified during the experiment. In other words, can the conclusions drawn from the experiment be extended to a wider range of elements, and, if so, to which population groups, populations, periods, independent and dependent variables. The danger of violating the external reliability of the experiment arises when the conditions for conducting the experiment do not cover any significant factors that take place in reality.

It is highly desirable to have an experimental design that provides for the requirements of both internal and external validity, but in practical marketing research, as a rule, one has to deviate from the requirements of one of them in order to achieve the other. To ensure control over extraneous factors, the researcher is forced to conduct an experiment in artificial (laboratory) conditions. This allows for internal validity, but limits the ability to generalize the results, thereby violating external validity. Factors that violate internal validity may also violate external validity; the most significant of them are extraneous factors.

The advantages of this method include, first of all, its objective nature and the possibility of establishing causal relationships between marketing factors and the behavior of the objects under study. The disadvantages of this method are the difficulty to control all marketing factors in natural conditions, on the one hand, and the difficulty of reproducing the normal behavior of a socio-economic object in laboratory conditions, on the other hand. In addition, the experiment is associated, as a rule, with much greater costs than observation, and especially when it is necessary to study several marketing factors. Therefore, in practice, this method is used relatively rarely and, above all, in cases where it is required to establish with a high degree of certainty the nature of the cause-and-effect relationships between marketing factors and the behavior of the object under study.

Topic 1. Methodological foundations of marketing research

1. What is the purpose of marketing research

A. finding the right market partners

B. Rationalization of strategy and tactics

B. Reducing the prices of goods and services

D. Search for commercial partners

2. The essence of marketing research

A. Product promotion

B. Gathering and analyzing information for a solution

B. Technological progress

D. Expansion of trade relations

3. The main task of marketing research

A. Visit consumers

B. Increased buyer competition

B. Marketing strategy

D. Providing accurate, unbiased information that reflects the true state of affairs

4. When did attempts to apply marketing research begin?

5. What is the way information is collected?

A. Choice of distribution channel

B. Experiment

B. Business game

D. Expertise

6. Specify the principle of marketing research

A. Versatility

B. Staged

B. Psychology

D. Tact

7. Choose Solutions Based on Market Research

A. Contacting the data bank of employment services

B. Developments used in commercial and economic activities

B. Strategic reporting

D. Defining a Market Niche

8. Highlight the sign corresponding to the stage of marketing research

A. Statement of the problem

B. Problem Ranking

B. Preparation of the report

D. Linking with the goals and objectives of the market entity

9. Specify the methods of marketing research

A. Identification of the necessary elements of the market infrastructure

B. Business games

B. Systems analysis

D. Linear programming

10. Which of the listed principles of marketing research belongs to the "complexity" group?

A. Focus and scope

B. Connectedness and purposefulness

B. Set of activities (or processes)

D. Versatility

11. What reflects the principles of marketing research?

A. Privacy

B. Difficulty

B. Clarification

D. Consistency

12. Which of the indicators belongs to the general scientific methods of marketing research?

B. Communication theory

B. Network planning

D. Game theory

13. Indicate the activities related to the stage of marketing research "summarizing the results and preparing a report"

A. Definition of positive and negative aspects activities of a market entity

B. Sampling, ranking information

B. Determination of the required input data

D. Application of appropriate research methods

14. What are the main areas of research?

B. Problem Solving

D. Consumers

15. What types of quantitative research are marketing research?

A. Observation

B. Experiment

D. Problem

16. Basic research belongs to the main areas

17. What blocks does the questionnaire consist of?

A. Passport

B. "Rooster"

B. "Fish"

G. Detector

18. The main areas include applied research

19. Which of the following principles refers to marketing research m

A. Systematic

B. Scientific

B. Consistency

D. Solution

20. What are the stages of marketing research?

Answers to tests on the topic 1.

	B, C, D
	A, B, G
	A, B, G
	A B C

Topic 2. Information support in marketing

1. What is information support?

A. The process of learning

B. The process of meeting the needs of specific users for information

B. The process of information consumption

D. Planning process

2. Select the types of marketing information

A. Coverage

B. Method of obtaining

B. Scale of action

G. Purpose

3. Which of the following types of information is included in the "coverage" group?

A. Habitat

B. External environment

B. Environment

D. Indoor environment

4. Highlight the action characteristic of "observation"

A. Collection of inventory data

B. Measuring and fixing the results of the daily work of the store

D. Adjustment of the product range

5. Do accounting reports refer to primary information?

6. Note the method of collecting secondary information

A. Observation of the behavior of customers in the store

B. Review of collections of government organizations

B. Interviews with visitors to the fair

D. Standardization of the behavior of certain categories of buyers

7. Field research is:

A. Research conducted by the marketing department of a firm in a rural area

B. Collection of primary data from information carriers

B. Processing data obtained commercially from official sources

D. conducting a special survey using observation methods, questionnaires

8. Highlight the sign included in the segmentation of consumers - legal entities.

A. Geographic

B. Psychographic

B. Behavioral

G. Demographic

9. Is marketing information written in forms?

10. According to the method of obtaining information can be:

A. Secondary

B. Necessary

B. Tertiary

G. Primary

11. According to the frequency of occurrence of information, it can be:

A. One-time

B. Constant

B. Variable

G. episodic

12. Can the reference information refer to the types “as intended”?

13. Questioning is:

A. Survey in the form of written answers to the questions given in the form of a table

B. Studying the biographical data of the respondent

B. Compiling a list of questions

D. Questionnaire procedure

14. Does the experiment relate to the types of information?

15. Panel is:

A. Wooden paneling of the manager's office

B. Part of the street

B. Permanent sample of individuals/businesses

D. Systematic collection of data from the same group of market participants

16. Panel views are:

A. trading

B. Market

B. Consumer

G. Service

17. Is it necessary to interact with the legislative and executive authorities in marketing research?

18. What corresponds to the type of marketing information?

A. Reference

B. Graphic

B. Mobile

D. Exclusive

19. Marketing information system is:

A. Question development process

B. Formalized procedure for obtaining, analyzing, storing information

B. Description of the actions of any market processes and phenomena

D. System for selling goods

20. The marketing information system allows:

A. Classify information

B. Substantiate information

B. Filter and condense information

D. Identify sources of information

Answers to tests on the topic 2.

	A, B, D
	B, C, D
	A, B, G
	A, B, G

Topic 3. Development of a marketing research

1. The most important elements of marketing information system are:

A. Marketing Database

B. Method Bank

B. Bank of models

D. Bank of processes

2. What planning stages does the marketing research process include?

A. Market research

B. Determining the problem to be solved

B. Purpose of the study

D. Implementation of the collection of information, first secondary, and then primary

3. A marketing research plan helps you get information.

4. Exploratory research refers to marketing research plans

5. What types of marketing research plans do you know?

A. Market Plan

B. Outline of the final study

B. Re-study plan

D. Market Research Plan

6. What types of research plans are included in descriptive research

A. Profile

B. Repeat

B. Primary

G. Secondary

7. Is a survey of experts a method of exploratory research?

8. Check the action related to consumer research

A. sales forecast

B. Relationship between the price of a product and demand

B. Compliance of the quality of goods with stocks and requirements of buyers

D. Forecast of expected demand

9. The research plan is only an opportunity to study consumers

10. What is the object of descriptive research?

A. Consumers

B. Sales staff

B. Store

D. Market area

11. Is profile research a type of research plan?

12. Cohort analysis consists of:

A. Observations

B. A series of surveys conducted after a certain time

B. Market research

D. Samples

13. Is a panel study a method for obtaining primary information?

14. Profile research can be:

A. Aggregate study

B. Single study

B. Constant research

D. Multiple study

15. Cohort is the basic unit of analysis:

16. Exploratory research is considered as:

A. Primary

B. Preliminary

B. Baseline for further research

D. Ongoing research

17. Cohort - this group of respondents with whom the same events occur within the same time interval?

18. What is the object of segmentation?

A. Exhibitions - sales

B. Competitors

B. Transport communications

G. Consulting

19. Highlight activities related to marketing research methods

A. Program and target planning

B. Analysis of the product range

B. Assembly, processing of secondary information

D. Consumer ranking

20. Design the sequence of market research

A. Selection and collection of information

B. Development of the task and order of the study

B. Marketing decision making

D. Information processing and analysis

21. Indicate a methodological technique borrowed from the relevant field of knowledge

A. Program and target planning

B. System Analysis

B. Linear programming

D. Analysis of motivation, various spheres of human life

22. What refers to a behavioral attribute in consumer segmentation

A. Consumer ambition

B. Emotional attitude to the product

B. The goods are purchased only in the light of any person

23. Marketing analysis

A. Evaluation

B. Explanation

B. Modeling and Forecasting Market Phenomena

D. Conjuncture

24. Is marketing analysis just a search for information?

25. A decision support system (DSS) is an element of a marketing research plan

Answers to tests on the topic 3.

	A B C
	B, C, D
	A B C D
	B, A, D, C
	A B C

Topic 4. Sampling process

1. What is the purpose of the sample

A. Determining the size of the market

B. Get information about the entire population for a certain number of units selected from it

B. Choice of information about the market system

D. Finding the Right Market Partners

2. Which of the following definitions is a sample

A. Choice of market niches

B. The number of objects included in the general population

C. The collection of elements of a subset of a larger group of objects

D. Selection of product groups

3. Specify the types of sampling methods

A. Direct

B. Probabilistic

B. Applied

G. Nonrandom

4. An important marketing research tool is:

B. Business game

B. Sampling

5. On what principles is the sampling procedure based?

A. Relationships and interdependencies of various qualitative characteristics of the objects under study

B. Stages of the procedure

B. Difficulties in sampling design

D. Ranking information

6. Is improbability sampling a way of selecting sample units?

7. What are the types of non-random selection?

A. Main

B. Directed

B. Common

G. Spontaneous

8. What corresponds to the type of marketing information?

A. Reference

B. Graphic

B. Mobile

D. Exclusive

9. Specify which form refers to directed selection?

A. Quotnaya

B. One-time

B. Typical representations

G. snowball

10. Is cluster sampling a form of directional sampling?

11. Specify the method of conducting the experiment

A. Laboratory

B. Virtual

B. urgent

G. Negotiable

12. Is the general population a sample?

13. Is the table of random numbers an element of an equiprobable sample?

14. Is the population part of the sampling process?

15. Name the sign corresponding to the general population

A. Information support

B. By the totality of all homogeneous elements

B. By time and scope of the study

D. According to the orientation of the study

16. Is it possible in scientific practice to collect information about all elements of the general population?

17. Mechanical method refers to sampling

18. When is stratified sampling used?

A. Provision of information data

B. Stimulating Research

B. Ensuring data homogeneity

D. Obtaining an average score

19. Representativeness is a property of the sample

20. Name the methods of directional selection of one of the sampling forms

A. Model representatives

B. Quotnaya

V. Gnezdovaya

G. snowball

21. What determines the sample size?

A. From the scope of information

B. From the elements of the general population

B. From the level of homogeneity or variety of the studied objects

D. On the scale of the sampling

22. Specify an action that reflects market segmentation

A. Breakdown of the market into sections

B. Questioning of market participants

C. Identifying the right elements of the market infrastructure

D. Rationalization of goods distribution

Answers to tests on the topic 4.

	A, B, G
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Marketing research is the process of searching, collecting, processing data and preparing information for making operational and strategic decisions in the business system.

Accordingly, this definition clearly defines the main stages of any marketing research:

• research concept development
• search and collection of information;
• data processing;
• preparation of the final analytical note (report).

Research types

One of the most time-consuming and costly stages of any marketing research is the search and collection of information on the problem under study. Depending on the sources of information used, studies are divided into:

• office;
• field.

However, in practice, field and desk research complement each other, solving their specific range of issues.

desk research- search, collection and analysis of already existing secondary information ("desk research"). Secondary information is data collected previously for purposes other than those currently being addressed. The main advantages of working with secondary information are: low cost of work, since there is no need to collect new data; speed of information collection; the presence of several sources of information; relative reliability of information from independent sources; possibility of preliminary analysis of the problem. The obvious disadvantages of working with secondary information are: frequent inconsistency of secondary data with the objectives of the study, due to the general nature of the latter; information is often outdated; the methodology and tools used to collect the data may not be appropriate for the purposes of this study. In this regard, desk research is often supplemented by several parallel expert interviews to increase the validity of information.

Field study- search, collection and processing of data specifically for a specific marketing analysis. Any field research is based on primary information, in other words, on newly obtained data to solve a specific problem under study. The main advantages of primary information: data are collected in strict accordance with the exact objectives of the research task; the data collection methodology is strictly controlled. The main disadvantage of collecting field information is the significant cost of material and labor resources.

Depending on the tools (methods) used for collecting field (primary) information, research can be divided into:

• quantitative;
• quality.

Often, the practical implementation of marketing research requires an integrated approach - the joint use of quantitative and qualitative methods.

Quantitative research is the main tool for obtaining the necessary information for planning and decision-making in the case when the necessary hypotheses regarding consumer behavior have already been formed. Quantitative research methods are always based on clear mathematical and statistical models, which makes it possible, as a result, not to have opinions and assumptions, but to have exact quantitative (numerical) values ​​of the studied indicators. Based on the results of quantitative research, you can calculate the required production volumes, profitability, set the price, product parameters, find unoccupied market niches, and much more. The main merit of quantitative research is that they reduce the risk of making wrong decisions and choosing inaccurate planning parameters. Confidence that even without research everything is known about the market, often turns into insufficiently thought out and insufficiently effective actions in the market and resembles a trial and error method. Quantitative studies are the most adequate way to quantify:

• market capacity and structure of supply and demand;
• sales volumes of market operators;
• product development prospects;
• the effectiveness of various activities of companies to support and promote the product;
• directions for the development of the product portfolio and its individual components;
• effectiveness of advertising activities;
• efficiency of the distribution network;
• consumer reactions to possible marketing actions of the manufacturer.

Qualitative research, unlike quantitative research, does not focus on statistical measurements, but is based on the understanding, explanation and interpretation of empirical data and is a source of hypothesis formation and productive ideas. Simply put, they answer not the question "how much?", but the questions "what?" "as?" and why?". Qualitative research makes extensive use of projective and stimulating techniques—unstructured, non-directive ways of asking questions that help the researcher uncover motivations, beliefs, attitudes, attitudes, preferences, values, satisfaction levels, concerns, etc., about products or brands. Projective techniques help to overcome such communication difficulties as the verbalization of feelings, relationships, etc., as well as to identify latent motives, implicit attitudes, repressed feelings, etc. Qualitative research finds the greatest use in studying:

• consumption patterns, purchasing behavior and factors that determine choice;
• attitudes towards products, brands and companies;
• degree of satisfaction with existing products;
• buying intentions.

Qualitative research plays an important role in the development of new products, where these studies allow:

• understand whether there is a niche for a new product in the market under study;
• identify attitudes towards new products (or product concepts).

The use of qualitative research at the stage of strategic development of the brand concept, providing the opportunity to:

• generating a set of ideas regarding the concept of brand positioning;
• brand concept evaluations;
• generating ideas for the creative implementation of strategic concepts;
• assessment of marketing communication elements (name, logo, packaging, TV advertising, etc.)

Another area of ​​application of qualitative methodology is the so-called diagnostic studies. Clearly, consumer perceptions of a product and advertising change over time. Qualitative research in such cases helps to determine the level, direction and nature of changes in brand perception and advertising over time.

In addition, a qualitative methodology can be used when conducting tactical research to select the most successful execution option (execution) of advertising, packaging, logo. For testing, alternative versions of visual, textual and other elements of a specific design of already created advertising, packaging, etc. can be offered.

Information collection methods

Despite the huge number of various research methods and techniques, the general scheme of activities implemented in the framework of market research is quite simple and understandable. The main sources of marketing information are:

• Interviews and surveys;
• Registration (observation);
• Experiment;
• Panel;
• Expert review.

Interview (poll)- finding out the position of people or obtaining information from them on any issue. A survey is the most common and essential form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

During a written survey, participants receive questionnaires (questionnaires), which they must fill out and return to the destination. Usually, in written surveys, closed questions are used, the answers to which are to choose one of the given ones. Usually, in written surveys, the questionnaire is sent to the target audience by e-mail, mailing list or facsimile. The main disadvantage that limits the use of this method is the long period and low percentage (on average 3%) of the return of completed questionnaires.

Personal (Face-to-face) and telephone surveys are called interviews.

Telephone interviews are a relatively cheap method of conducting surveys of any level of accuracy in terms of sample design (the geographic location of the respondents is not critical in terms of the cost of conducting an interview). This method applicable only in quantitative research. However, there are objective disadvantages of using this method:

• not quite complete control of the understanding and sincerity of the respondent;
• there is no possibility to present visual materials (samples, cards with answer options);
• unfeasibility of lengthy interviews (on the phone it is difficult to keep the attention of the interlocutor for more than 15 minutes);
• in cities with an insufficient level of telephony, it is impossible to obtain a representative sample.

Face-to-face interviews can be formalized and non-formalized.

With a formalized interview, there is a specific survey scheme (usually a questionnaire containing pre-prepared clear wording of questions and well-thought-out models of answers to them). A formalized interview loses much of its meaning if the respondents' answers are not analyzed in terms of their social and demographic (industry and geographical) characteristics. Therefore, it assumes that the "passport" must be filled in, where the data about each respondent is entered, the need for which is again dictated by the research program. Such interviews are conducted on the street, in shops, at public events, at the place of residence of the respondents (door-to-door surveys), etc. Formalized surveys have received the greatest use in the implementation of quantitative research. The main disadvantages of this method are: relatively high cost and insignificant geographical coverage.

Non-formalized interviews are a specific method of collecting information in which there is only a topic and purpose. There is no specific method for conducting the survey. This makes it possible to identify the underlying motives of the consumer's actions, to study both rational and irrational reasons for his purchasing behavior. In practice, informal interviews are used in qualitative research. Non-formalized interviews are individual and group.

Individual non-formalized interviews are conducted with the respondent one on one in the form of a dialogue, while the respondent has the opportunity to express detailed judgments on the problem under study. It is possible to single out such forms of conducting individual non-formalized interviews as in-depth interviews and hall tests.

In-depth interviews are a series of individual interviews on a given topic, conducted according to a discussion guide. The interview is conducted by a specially trained interviewer. highly qualified who is well versed in the topic, owns the technique and psychological methods of conducting a conversation. Each interview lasts 15-30 minutes and is accompanied by the active participation of the respondent - he lays out cards, draws, writes, etc. In-depth interviews, unlike structured ones used in quantitative surveys, allow you to penetrate deeper into the psychology of the respondent and better understand his point of view, behavior, attitudes, stereotypes, etc. In-depth interviews, although time consuming (compared to focus groups), are very useful in situations where the atmosphere of a group discussion is undesirable. This may be necessary when studying individual problems and situations that are not usually discussed in a wide circle, or when individual points of view may differ sharply from socially approved behavior - for example, when discussing issues of gender relations, sex, certain diseases, hidden political beliefs, etc. .P. In-depth interviews are used when testing and developing initial advertising developments (creative ideas) when it is required to get direct, individual associations, reactions and perceptions - without looking at the group. At the same time, the combination of the method of in-depth interviews and focus groups with the same respondents is optimal. And, finally, in-depth interviews are indispensable when conducting qualitative research, when the characteristics of the target group make it impossible to collect respondents in a focus group - i.e. at one time in one place for 2-3 hours. For example, when it comes to busy businessmen, wealthy citizens, narrow professional groups, etc.

Hall - tests- These are personal semi-formalized interviews in a special room. As a rule, premises are used in libraries, shops, halls of administrative buildings, etc. The respondent and the interviewer sit down at a table, and the interview takes place in a structured conversation mode. The need for a hall test is usually due to one of several reasons:

• testing bulky samples that are inconvenient to carry around the apartment or there is no certainty that the apartment will be able to conduct an interview under normal conditions;
• testing is limited to the number of samples;
• use of special equipment (for example, TV-video) for demonstration of the tested material;
• the interview is conducted in crowded places of potential respondents, but it is difficult and not suitable for talking "on your feet".

Hall tests formally refer to quantitative methods for obtaining information. With qualitative methods, the hall test is related by the fact that information is obtained on a relatively small directed sample (from 100 to 400 people), as well as the fact that the respondent is asked to comment (explain) his behavior. To conduct a hall test, representatives of the target group (potential consumers) are invited to a room ("hall") equipped for tasting goods and / or viewing advertising, where they are given the opportunity to demonstrate their reaction to the tested material and explain the reason for their choice. In the course of answering the questions of the questionnaire, the selection criteria, frequency and volume of consumption of brands of the studied product group are determined. The method is used to evaluate the consumer properties of a new product: taste, smell, appearance etc. The method is also used when testing brand elements, packaging, audio and video clips, advertising messages (recognizability of an advertising message, memorability, reliability, persuasiveness, understanding of the primary and secondary ideas of advertising, slogan, etc.), etc.).

Group non-formalized interview (focused interview, focus - group) - is a group discussion of issues of interest to representatives of the target audience. The "focus" in such a group is on the subjective experience of people who give their understanding and explanation of a given topic, including all its nuances. The course of the conversation is controlled by the moderator according to a pre-developed plan and is recorded on videotape. As a rule, during the discussion, various projective methods are used to find out the "real" attitude of consumers to the subject under study, obtaining much deeper and more detailed information than at the level of "ordinary" communication. Usually people do not think specifically about the issues that are discussed in the group, or do not have the opportunity to compare their opinions with the opinions of other people. During the focus group, respondents are asked not only to rate something according to the “like or dislike” principle, but also to explain their point of view. And the subsequent qualified analysis of the results obtained allows us to understand the psychological mechanisms of the formation of one or another opinion of the group members. The main disadvantage of this method is the biased nature of the results. In other words, the results of focused interviews cannot be expressed in numerical terms, for further extrapolation to the general population of research objects. Therefore, in practice, the focus group technique is used in combination with quantitative research methods.

Observation (registration) is a form of marketing research, with the help of which a systematic, systematic study of the behavior of an object or subject is carried out. Observation, unlike polling, does not depend on the readiness of the observed object to report information. Observation is the process of collecting and recording events or special moments associated with the behavior of the object being studied, open or hidden from the observed. The subject of observations can be the properties and behavior of individuals; movement of things, goods, etc. The disadvantage of observations is the impossibility of revealing the opinions, ideas, knowledge of people. Therefore, in practice, observations are usually used in conjunction with other research methods.

Experiment- this is a study of the influence of one factor on another while controlling extraneous factors. Experiments are divided into laboratory, taking place in an artificial environment (product test), and field, taking place in real conditions (market test). The main disadvantages of this method are the significant cost and duration, which significantly limits the use of this method in practical research.

Panel- this is a repeated collection of data from one group of respondents at regular intervals. Thus, the panel is a kind of continuous sampling. It allows you to fix changes in the observed values, characteristics. A panel survey is used to study the opinions of consumers of a certain group over a certain period of time, when their needs, habits, tastes, complaints are determined. The disadvantages of using panels are: the "mortality" of the panel, which manifests itself in the gradual refusal of participants to cooperate or the transition to another consumer category, and the "panel effect", which consists in a conscious or unconscious change in the behavior of participants under long-term control.

Expert review- this is an assessment of the processes under study by qualified specialists - experts. Such an assessment is especially necessary when it is impossible to obtain unmediated information about any process or phenomenon. In practice, to conduct expert assessments, the delphi method, the brainstorming method and the synectics method are most often used.

Delphi Method- a form of survey of experts, in which their anonymous answers are collected over several rounds and, through familiarization with the intermediate results, they receive a group assessment of the process under study.

The brainstorming method consists in the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem. On this basis, chains of associations arise that can lead to an unexpected solution to the problem.

Synectics is considered a highly creative method. The idea of ​​the method lies in the gradual alienation of the original problem by building analogies with other areas of knowledge. After multistage analogies, a quick return to the original problem is made.

Analysis Tools

In the course of processing and analyzing marketing research data, the first step is frequency analysis. The following is a description of the statistical indicators of the studied traits. Among these, the following indicators can be noted:

The mean (arithmetic mean) is the quotient of dividing the sum of all attribute values ​​by their number. It is defined as the sum of the values ​​divided by their number. Describes a collection as a whole. Used only to characterize interval and ordinal scales.

Dispersion- a value equal to the average value of the square of deviations of individual values ​​of features from the average. Used only to characterize interval and ordinal scales.

Average linear deviation- a value equal to the average value of the module of deviations of individual values ​​of features from the average. Used only to characterize interval and ordinal scales.

Standard deviation- a value equal to the square root of the variance. This is a measure of the spread of the measured values. Used only to characterize interval and ordinal scales.

The coefficient of variation is the ratio of the standard deviation to the arithmetic mean. Used only to characterize metric scales.

The minimum value is the smallest value of the variable encountered in the data array.

The maximum value is the largest value of the variable encountered in the data array.

The median is the value of the variable in the population unit that is located in the middle of the ranked series of the frequency distribution. Cuts off half of the distribution row. Used only to characterize metric scales.

The upper quartile is the value of the feature that cuts off 3/4 of the distribution series. Used only to characterize metric scales.

The lower quartile is the value of the feature that cuts off 1/4 of the distribution series. Used only to characterize metric scales.

Mode is the most frequently occurring value of a variable, i.e. the value most likely to be encountered in the array.

Frequency - the numerical value of the attribute (number of respondents' answers). Used for all kinds of scales.

Valid percentage - the proportion of the numerical value of the trait from the total population. Used for all kinds of scales.

The second stage of processing and analyzing marketing research data is the description of correlations between the studied variables. Correlation is a measure of the dependence of variables. There are several correlation coefficients that indicate the closeness of the relationship between the variables under study. Correlation coefficients vary from +1 to -1. If the correlation coefficient is -1, then the variables have a strict negative dependence (the higher, the lower), if the correlation coefficient is +1, then the variables have a strict positive dependence (the higher, the higher). It should be noted that if the coefficient is zero, then there is no relationship between the variables. Among the most famous and commonly used correlation coefficients are:

• Pearson correlation coefficient
• Spearman's correlation coefficient
• Cramer's correlation coefficient
• Correlation coefficient Phi.

The verification of the put forward research hypotheses is carried out using correlation, dispersion or factor analyses. As a result of the analysis of the data, the proposed hypothesis is confirmed or rejected, which in any case indicates the result obtained.

Conjoint analysis An analysis method that evaluates and compares the attributes of products in order to identify those that have the greatest impact on purchasing decisions. The "Conjoint analysis" method is the best technique for measuring the importance of a factor because it forces the respondent to think not about what is important, but only about his preference. The advantage of the method is the ability to identify latent factors that affect consumer behavior. Using this method, you can select the optimal combination of product properties, leaving the product in an acceptable price category.

Cluster analysis is a set of methods that allow one to classify multivariate observations, each of which is described by a certain set of variables. The purpose of cluster analysis is the formation of groups of objects similar to each other, which are commonly called clusters. With the help of cluster analysis, it is possible to segment the market (for example, identifying priority consumer groups). The application of clustering methods to sharding is based on the following assumptions. First, it is believed that by the values ​​of the variables that describe the properties of consumers, it is possible to distinguish groups of similar consumers. Secondly, it is believed that the best marketing results for product promotion can be achieved in the selected segment. It is believed that more significant for the marketing result, the grouping of consumers into a group, taking into account measures of proximity to each other. To substantiate these assumptions, the method of dispersion analysis is used.

Dispersion analysis. Analysis of variance examines the influence of one or more independent variables on one dependent variable or on several dependent variables. A method of statistical analysis that allows you to determine the reliability of the hypothesis about differences in the average values ​​based on a comparison of the variances (deviations) of distributions (for example, you can test the hypothesis about the differences between two groups of consumers identified using clustering). Unlike correlation analysis, analysis of variance does not make it possible to assess the closeness of the relationship between variables.

Regression analysis. Statistical Method establishing a relationship between independent and dependent variables. Regression analysis based on the constructed regression equation determines the contribution of each independent variable to the change in the studied (predicted) dependent variable. Often used in marketing to forecast demand.

Factor analysis. A set of methods that, on the basis of real-life relationships of features (or objects), make it possible to identify latent (or hidden) generalizing characteristics of the phenomena and processes under study. The main goals of factor analysis are to reduce the number of variables and determine the structure of relationships between variables, that is, the classification of variables. When reducing the number of variables, the final variable includes the most significant features of the combined variables. Classification implies the selection of several new factors from variables related to each other. In marketing, this method is used in connection with the deepening of the analysis of consumer behavior, the development of psychographics, etc. tasks in which it is necessary to identify clearly unobservable factors.

The results of field research are significant arrays of variables that are quite difficult to process " manual method"Today, in the arsenal of researchers there are many software packages that allow you to optimize and simplify the analysis procedure. The most widely used packages are Vortex, SPSS, Statistica.

The "VORTEX" program is intended for:

• input of primary information collected in the course of applied marketing or sociological research;
• processing and analysis of this information;
• presentation of the results of the analysis in the form of tables, texts, graphs and diagrams with the possibility of transferring them to Microsoft Word and other Windows/NT applications.

Information analysis capabilities:

• The Vortex program allows you to produce descriptive statistics of the variables under study (calculation of statistical indicators: mean, mode, median, quartiles, variance, standard deviation, coefficient of variation, skew, kurtosis, etc.);
• Allows segmentation of consumers according to several characteristics, as well as a description of selected target groups (selection of contexts - sub-arrays of documents for in-depth analysis, for example, only men or only respondents aged 20-25 years).
• Using the Vortex program, you can carry out a correlation analysis that allows you to identify the dependencies of the studied factors that affect the marketing result (calculation for two-dimensional distribution tables of Pearson, Gamma, Lambda, Cramer, Yule, Fisher correlation coefficients, X-square criteria, Student, determination of statistical significance) .

SPSS for Windows is a modular, fully integrated, all-in-one software product designed for all phases of the analytical process: planning, data collection, data access and management, analysis, reporting, and dissemination of results. SPSS for Windows is the best software for solving business problems and research problems using statistical methods.

SPSS software allows for frequency analysis, descriptive statistics, correlation analysis, analysis of variance, cluster analysis, factor analysis, and regression analysis.

Using the analytical capabilities of SPSS, you can get the following data:

• The most profitable market segments;
• Strategies for positioning goods / services relative to similar goods / services of competitors;
• Evaluation of the quality of goods / services by customers;
• Prospects for development, new opportunities for growth;
• Confirmation or refutation of research hypotheses.

Statistica is a universal integrated system designed for statistical analysis and data visualization, database management and custom application development, containing a wide range of analysis procedures for use in scientific research, technology, and business.

Statistica is a modern statistical analysis package that implements all the latest computer and mathematical methods of data analysis. The experience of many people who successfully work with the package indicates that the ability to access new, unconventional methods of data analysis (and Statistica provides such opportunities to the fullest) helps to find new ways to test working hypotheses and explore data.

The Statistica software allows you to carry out the following statistical data processing procedures:

• Descriptive statistics;
• Analysis of multidimensional tables;
• Multivariate regression;
• Discriminant analysis;
• Correspondence analysis;
• cluster analysis;
• Factor analysis;
• dispersion analysis and much more.

One of the stages of monitoring is the stage of data collection. At this stage, information is collected. The collected information can be in both paper and electronic form. The amount of information collected depends on the scope and objectives of the monitoring.

When monitoring, it is necessary to use various methods of collecting and processing information. In the process of developing a monitoring system, it is necessary to know the advantages and disadvantages of one or another method of collecting information, the scope of its application in relation to the goals and objectives of monitoring.

Questionnaire method. Questionnaire is a data collection method in which a questionnaire containing a specially designed list of questions is used as a means of collecting information from respondents. Thus, a survey is a survey using a questionnaire.

A feature of the survey is the ability to most strictly follow the planned research plan, since the "Question - Answer" procedure is strictly regulated. This method allows you to achieve a high level of mass research at the lowest cost, has the property of anonymity and is used when it is necessary to find out the opinions of the majority of people on any issue for short term. The following is the classification various methods questioning.

Classification of survey methods:

By number of respondents:

• - individual - this is a survey in which only one respondent participates;
• - group - this is a survey in which more than one respondent participates;
• - mass - this is a survey in which more than a hundred respondents participate.

In terms of coverage:

• - continuous - this is a survey in which all members of the sample are interviewed.
• - selective - this is a survey in which only selective respondents are interviewed, and not all.

By type of contact with respondents:

• - full-time - this is a survey in which there is a questionnaire-researcher;
• - Correspondence - this is a survey in which there is no questionnaire-researcher.

Rules for compiling questions in questionnaires:

• - each question should be logical and separate;
• - it is undesirable to use specific terms;
• - questions should be short;
• - questions should be specific;
• - questions should not contain a hint;
• - the wording of the question should prevent template responses;
• - Questions of an inspiring nature are unacceptable.

Classification of questions (in accordance with the tasks to be solved):

• - open or closed;
• - subjective or projective.

Closed questions involve choosing an answer from a list. Closed-ended questions can be dichotomous ("yes/no") or multiple choice, that is, provide more than two answers. Answers to closed questions are easy to process; The disadvantage of this type of questions can be considered a high probability of thoughtless answers, their random choice, automatism of the respondent.

Open-ended questions do not contain any prepared answers, and the respondent answers in a free form. Data obtained from responses to such questions is more difficult to process than in the case of closed questions.

Subjective questions ask the respondent about his attitude to something or about his behavior in a particular situation. Projective questions ask about the third person without pointing to the respondent.

interview method. An interview is a method of collecting data, which consists in conducting a conversation between the respondent and the person conducting the interview according to a predetermined plan. A feature of the interview is the strict organization and unequal functions of the interlocutors: the interviewer asks questions to the respondent, while not conducting an active dialogue, without expressing a personal opinion, without openly revealing his assessment of the respondent's answers or questions asked to him.

The purpose of the interview is to obtain answers from the respondent to questions formulated in accordance with the objectives of collecting information.

Types of interview:

According to the degree of formalization:

• - standardized, or formalized, interview: in such an interview, the wording of questions and the sequence in which they are asked are predetermined;
• - non-standardized, or free, interview: with such an interview, the interviewer follows only a general plan formulated in accordance with the objectives of the study, asking questions on the situation; due to its flexibility, it leads to a better contact with the respondent in comparison with a standardized interview;
• - semi-standardized, or focused, interview: when conducting this type of interview, the interviewer is guided by a list of both strictly necessary and possible questions.

By research stage:

• - preliminary interview - this type of interview is used at the stage of collecting preliminary (not basic) information;
• - main interview - this type of interview is used at the stage of collecting basic information;
• - control interview - this type of interview is used when checking controversial data, as well as to replenish the bank of collected data.

By number of participants:

• - individual interview - an interview in which only the interviewer and the respondent participate;
• - group interview - an interview in which more than one respondent participates;
• - mass interview - an interview in which more than a hundred respondents participate.

Focus group method. A focus group is a method of collecting and analyzing information, which consists in inviting a small group of people selected according to special criteria to a meeting at a time when the facilitator is discussing a problem according to a pre-created scenario.

Features of the focus group. During the discussion, the facilitator focuses the attention of the participants on issues of interest to researchers in order to obtain from them in-depth information on given topics. The optimal number of group members is 810 people, but in any case, they should not be less than 6 or more than 12 people. Otherwise, it will be difficult to obtain reliable information: in the first case, due to the lack of participants, in the second, because not all participants will have time to speak during the focus group.

The efficiency of the focus group method lies in the effect created by the group discussion situation. When conducting an individual interview, there is a clear distinction between the interviewer and the interviewee, which can greatly affect the quality and depth of the information received. In a group discussion, the interviewee finds himself in a situation of communication with his own kind. In such a group, protective psychological barriers are easier to remove, the expression of emotional reactions is facilitated, and a language of joint discussion of issues that is understandable to all participants is quickly developed.

The main effect of group discussion is the opportunity to collect different points of view on the issue under study and to evaluate the attitude of people to opinions different from their own. Before the discussion, participants can watch commercials, fragments of journalistic programs, newspaper articles, layouts of leaflets and billboards for outdoor advertising, etc., and during a group discussion, express their attitude and opinion about what they saw.

observation method. Observation is a method of collecting information, which consists in purposeful and organized perception and registration of the behavior of the object or phenomenon under study. Observation is considered the oldest method of collecting information. It is used where intervention in the object of observation is undesirable or impossible. This method is indispensable when it is necessary to obtain a complete picture of what is happening.

The main features of the observation method are:

• - direct connection of the observer and the observed object;
• - partiality (emotional coloring) of observation;
• - the complexity (sometimes - the impossibility) of repeated observation.

The object of observation can only be that which can be objectively registered.

Observation can be:

• - external and internal;
• - included and not included;
• - direct and indirect;
• - field and laboratory.

Let's consider each class of observations in more detail.

External observation - observation in which the researcher is completely separated from the object under study. Internal observation is a type of observation in which the observer is not separated from the object under study.

Participant observation - observation in which the researcher is a member of the group of people he observes. A non-participant observation is an observation in which the researcher is not a member of the observed group of people.

Direct observation - observation in which the researcher is present when observing events (objects). Indirect observation - observation in which the researcher is present "incognito" and follows the event (object) under study.

Field observation - observation that is carried out in conditions natural to the life of the observed object. Laboratory observation - observation that is carried out in laboratories.

According to the systematic observation are:

• - non-systematic - observation, which is carried out without noticeable periodicity;
• - systematic - observation, which is carried out at regular intervals.

The result of applying non-systematic observation is to obtain a generalized picture of the behavior of the object under study under certain conditions. The result of systematic observation is the registration of the behavior of the object under study, as well as the classification of environmental conditions. This type of observation is characterized by the presence of an observation plan.

According to the fixed objects of observation there are:

• - continuous - this is an observation in which all the features of the behavior of the object under study are recorded;
• - selective - this is such an observation in which only certain types or parameters of behavior are recorded.

The form of observation is:

• - conscious;
• - unconscious internal;
• - unconscious external;
• - observation of the environment.

In conscious observation, the observed person is aware that he is being observed. Such observation is carried out in contact between the researcher and the subject of observation, who is usually aware of the task or purpose of the study (observation).

With unconscious internal observation, the observed subjects do not know that they are being observed, and the researcher-observer is inside the observation system, becomes part of it. The observer is in contact with the observed subjects, but they are not aware of his role as an observer.

With unconscious external observation, the observed subjects do not know that they are being observed, and the researcher conducts his observations without entering into direct contact with the object of observation.

Surveillance of the environment. In this form of observation, the researcher studies the environmental conditions of the observed that influence his behavior. He tries to draw conclusions about how external factors determine the actions of an individual or a group of individuals.

Document analysis method. Document analysis is a method of collecting information, characterized by the use of methodological techniques and procedures necessary to extract information about the object under study from documentary or electronic sources. The traditional analysis of documents is a set of certain logical constructions aimed at disclosing information about the object under study.

In most cases, the information of interest contained in the documents is present in them in an implicit form, and this does not always coincide with the interests and objectives of the analysis. Traditional analysis allows you to convert the original form of the information contained in the document into the form of information that interests the researcher.

At the same time, it is necessary to establish who is the author of the document, for what purposes and in what social context this document was created, what is the ratio of the facts reflected in the document to the reality under study, how the views, assessments, social and political preferences of the author, his status and position. In search of answers to these questions, the researcher gets the opportunity to penetrate into the deep meaning of the document, find out its content and apply this result to this particular study.

To improve efficiency personnel planning it is necessary to constantly monitor both changes in the need for staff and the performance of employees. The main task of monitoring is to identify problematic groups of employees who, for some reason, do not meet existing or planned requirements, which allows solving personnel planning issues more “targeted”.

The issues addressed primarily in the framework of personnel monitoring include:

• - control over changing formal indicators (age, length of service, time elapsed after medical examination, training, etc.);
• - control of indicators for evaluating the effectiveness of work (volume of production, volume of contracts concluded, deadlines for project completion, number of complaints, etc.);
• - control of indicators reflecting the actual profile of the employee and the position held;
• - forecast of age-related changes in the qualitative composition of the personnel, which is now especially taken into account in solving most personnel issues.

Thus, it is important that the list of controlled parameters, and especially those for which certification is carried out, be approved in the local regulations of the enterprise. On the one hand, bringing them to the attention of employees is a powerful alternative mechanism for improving the efficiency of staff work, and on the other hand, the formalization of these provisions makes it possible to use modern software tools for monitoring that provide an automated solution to monitoring tasks.

personnel monitoring informational motivation