INTRODUCTION
Marketing is a hierarchically organized system of management activities in a market, regulation of mar-ket processes and market research. One of the basic requirements of marketing is to ensure the "transparen-cy" of a market and the "predictability" of its develop-ment. Without the collection of reliable information and its subsequent analysis marketing cannot fully perform its mission. To do this, you must conduct marketing research. All marketing research is carried out in two sections: evaluation of various marketing options for the given time and getting their predicted values. Collection of information, its interpretation, evaluation and forecast calculations are assumed to call a marketing research.
When conducting marketing research, you should pay attention to the principles which you should follow - regularity, consistency, comprehensiveness, cohe-rence and commitment, the multiplicity of information sources, versatility, and scientific character.
(1) Systematic character - studies should be carried out systematically, rather than a disposable in nature.
(2) System character - should cover the entire mar-ket and all the structural hierarchy of market processes: facts, their dynamics and interactions.
(3) Complexity – on the one hand, includes a set of actions or processes (collection, processing, analysis), on the other hand - an integrated approach to the study of objects (their relationships with other processes and objects).
(4) Coherence and commitment - the direction, magnitude, depth; the details of research should be organically linked to the goals and objectives of this market, entity reflect its real needs in specific analytical information.
(5) Plurality of sources of information – receipt of market information not from one but from several sources is advisable, allowing you to have a comprehensive "overlapping" each other's data and thereby to clarify and verify information, casting away questionable data.
(6) Versatility - research can be conducted on the basis of all the needs of obtaining any market information to make rational decisions.
(7) Scientific character - accuracy, objectivity, conditionality.
Non-objective, groundless investigations lead to wrong, distorted recommendations. Each of these prin-ciples is important in itself, but taken together they make such interaction possible and prepare such market research, which can become a reliable basis for making well-informed, thoughtful management decisions.
