FEATURES OF CONDUCTING MARKETING RESEARCH

This article examines the specific features and methodological aspects of conducting marketing research in modern economic conditions. Marketing research plays a crucial role in identifying consumer needs, analyzing market trends, and supporting managerial decision-making. However, the effectiveness of such research depends on various internal and external factors, including market dynamics, consumer behavior, technological development, and data collection methods. The study highlights key characteristics of marketing research, such as its systematic nature, customer orientation, adaptability, and reliance on both qualitative and quantitative methods. Particular attention is given to challenges such as data accuracy, sampling issues, respondent bias, and the impact of digital technologies on research processes. The article also analyzes modern tools, including online surveys, big data analytics, and artificial intelligence, which significantly transform traditional approaches to marketing research. The findings emphasize the importance of integrating innovative methodologies and ensuring methodological rigor to enhance the reliability and practical value of marketing research outcomes.