The evolution and current trends in the development of marketing research
Abstract. Currently, the issue of the boundaries of combiningtraditional and modern methods of marketing research is debatable. The answer to this question is impossible without understanding how marketing research has evolved. A significant number of scientific papers are devoted to the review and study of new marketing research tools, but only a few authors focus on the need for a competent combination of traditional and innovative tools. The purpose of this work is to study the history of the development of marketing research, determine their place in the activities of a modern enterprise, identify the most significant trends and predict the results of the integration of classical and innovative methods of marketing research. The research methods include methods of collectingand processingsecondary information: the method of traditional (classical) analysis and formalized methods - content analysis, information and target analysis. The basics of the concept of "marketing research" are considered. The author`s definition of the term is formulated taking into account its compliance with modern market realities. The evolution of the development of marketing research in the context of decades since the late 1950s to the present is described. The stages of the evolution of marketing research and the development of the marketing concept are compared. The specifics of the formation and development of marketing research in Russia are reflected. The article highlights the issue of the current state of the industry and the legislative aspects of the functioning of foreign research companies in the Russian market. This issue is relevant for the government of the country in relation to the current political and economic situation. The trends of marketing research, which will be actively developed in the coming years, are analyzed. Considerable attention has been paid to the development of research in the online environment, and its prospects and scope have been assessed. The issue of the development of neurotechnolo-gies and neuromarketing research is considered, the possibilities of these techniques are outlined and the emerging limitations are noted. The issue of cognitive safety and the need for the formation of cognitive immunity of society is raised. The dynamics of the development of the synthetic information sector has been studied. In conclusion, the author comes to the conclusion that modern challenges lead to a serious transformation of the market of marketing research, an increase in the level of interdisciplinarity and the need to combine traditional and modern tools in order to achieve maximum effect for business.
Keywords: marketing research, evolution, neuromarketing research, synthetic data, research companies.
Highlights:
- the main theses reflectingthe interpretation of the concept of "marketing research" have been supplemented, taking into account the challenges posed by the market and modern technologies. In the author`s interpretation, marketing research is a continuous and optimally formalized process of collecting, processing and analyzing data necessary for making managerial decisions within the area of marketing responsibility, within the optimal time frame for achieving goals and in compliance with all legal norms;
- the main stages of the development of marketing research are highlighted and characterized, the main limitations that arise in each individual period are identified, and further development prospects are formulated;
- the stages of marketing research development and the evolution of the marketing concept are compared;
- the main trends in the development of marketing research are identified, and the difficulties that arise in the way of their development are outlined.
Anastasia L. Beloborodova - Institute of Management, Economics and Finance of Kazan (Volga Region) Federal University, Kazan, Russia