Name of discipline: Marketing

Topic: The meaning and types of marketing information

Introduction

Probably the most important and responsible stage of conducting marketing research is the search, selection and processing of various marketing information, which directly affects the effectiveness of these studies. And in general, one of the central aspects of the activity of any commercial organization is obtaining reliable, complete, timely information about the state of the marketing environment. The marketing activities of an enterprise are based on an analysis of the situation that develops in specific product markets, therefore it is information that is of the greatest value in the modern economy, and doing business is impossible for those who do not own this information.

The topic of the work is “The meaning and types of marketing information.” Its relevance today is due to the fact that the vast majority of marketing research and activities are purely informational in nature. In particular, these are issues such as market research, analysis of competitive demand for goods, study of consumer opinions and requests regarding the properties, quality and range of goods. The information factor plays an increasingly important role not only in marketing analysis, but also in the overall success of the organization. Moreover, with the constant and rapid development of new technologies and increased competition, timely receipt of timely and important information for the development of modern business is becoming increasingly important. At the same time, there are many reasons why marketing information must be collected when developing, implementing and revising a company’s marketing plan or some of its components, which also determines the practical significance of this problem.

Purpose of the study: theoretical analysis of various types of marketing information, the specifics of its collection and processing, as well as its significance for modern business.

Based on the range of questions on this issue and the intended purpose of the study, the author of the work is given the following tasks:

> determine the essence and content of the category “marketing information”;

> classify marketing information according to various criteria;

> give a comprehensive description of individual types and sources of information;

> identify the requirements for marketing information;

> study the principles of marketing information systems;

> analyze the current state of the marketing information market;

> show the need and importance of marketing information for modern business;

> during the study, identify the main problems in this area and outline ways to solve them.

Methodology. The information base when writing a work includes the study and analysis of textbooks, scientific publications, dissertations and articles by domestic and foreign authors, materials from Internet sites, seminars and conferences. The research methods were general scientific and special methods, comparison and generalization of domestic and foreign practice in the field of marketing research, analysis and synthesis.

Work structure. The work consists of two chapters with applications. The first chapter will be devoted to a theoretical overview of the category “marketing information”, its individual elements and characteristics. The second chapter will examine practical principles of collecting and processing information, optimization issues, marketing information systems and the current state of the marketing information market.

1. Theoretical overview of the concept of “marketing information”

1 The concept of marketing information

In a general understanding, information is a specific semantic resource that consists of previously unknown information and has the ability to be transmitted. Everyone knows the old wisdom that the one who owns information, if not owns the world, then certainly provides himself with complete control over the situation, reduces the level of risk and optimizes the processes of planning and organizing his own activities. Obtaining information is subordinated to management tasks and aims to provide assessment and analysis of market processes for making the right marketing decisions. Therefore, in the process of planning, analytics, ensuring and monitoring the effectiveness of marketing activities, managers need various information.

Marketing information is an ordered set of quantitative and qualitative indicators, facts and characteristics in relation to a specific market parameter or group of parameters that reflect the market situation. In other words, this is all kinds of data: numbers, facts, characteristics, information, parameters and other information that is required for analysis and forecasting in marketing activities.

Marketing information allows the organization to:

Coordinate strategy;

Evaluate work performance;

Feed the intuition of the organization’s management;

Gain competitive advantages;

Observe the marketing environment;

Reduce financial risk and threat to the organization's image.

Information can be obtained from its carriers, who are individuals and legal entities who have certain information and are engaged in certain active or passive market activities. Such information carriers can be:

Ordinary consumers (civilian population), through various surveys and observations, various information is collected regarding their preferences, demand, market behavior, membership in social and demographic groups and other data needed for marketing research;

Trade distributors who have various data regarding consumer demand, trade competitors, consumer market conditions, advertising effectiveness and others;

Manufacturers of goods and services who have various information regarding the qualitative and quantitative characteristics of various products, production capabilities and scientific and technological progress, possibilities for further modernization of goods and the release of qualitatively new types of products, cost of other things.

In most cases, participants in trade, primarily conventional ones, are happy to exchange information of mutual interest. They often carry out marketing research jointly. The marketing research information system is characterized by the fact that it is quite complex and diverse, therefore collecting and analyzing marketing data requires special qualifications and a high level of information culture from managers and marketers.

1.2 Types of marketing information and its sources

marketing information source requirement

Marketing information can be classified according to various criteria. For example, according to the cost of time and means of use, marketing information is divided into primary and secondary.

The marketer obtains primary information independently to solve a specific problem encountered during marketing research. Obtaining primary information relates to all main stages of marketing research and usually entails a large investment of time and money. Among the advantages of this type of information are its reliability, isolation from competitors, as well as control over the methodology for its collection. The main disadvantage can be noted, of course, - a significant amount of time and money for its collection and processing; and it is not always possible to collect all the necessary information only on the organization’s own.

Secondary information is information that was collected previously for some other purpose, and not for a specific problem, unlike primary information. This information is typically obtained more easily and quickly, with relatively little time and cost involved, and can be cross-referenced with multiple data sources.

As another classifying feature, we can take the division of types of information according to the marketing planning perspective into strategic and operational.

Strategic information is used in strategic planning and is characterized by a medium- and long-term forecast and a long period of coverage.

Operational information is characterized by urgency and is used in operational short-term planning for immediate use. Operational information is divided into signal, warning, and tactical.

The division of information, where its purpose is taken as a classifying feature, is also of considerable importance (Table 1):

Table 1

Information type	Purpose of information	Where is the information presented?
Analytical	Identification and modeling of patterns, trends, relationships	Time series, distribution series, groupings, etc.
Regulatory	Various norms and regulations, management	Regulatory reference books, collections of laws and regulations
Adjustment	Controlling	Information about deviations from plans
	Consulting purposes
Signal	Monitoring	Calculations and facts, short-term forecasts and extrapolation
Information	Auxiliary, service purposes	Directories, registers, bulletins, educational literature

Depending on the place where information is collected, it differs into external and internal (Appendix A):

External information is information that is collected outside the organization and used for marketing purposes.

Internal information is any information collected by the organization itself or on request.

The marketing information system is a kind of database, which is divided into the following marketing information subsystems depending on the sources of information (Appendix B):

The internal information subsystem contains a complex of information resources that reflect the situation within the organization in the form of various reports and plans, financial and accounting documents, internal documentation, warehouse accounting and sales documents, and others.

The commercial information subsystem is a system of data used in practical marketing activities - data on the results of marketing and sociological research, producers of goods and services, media reviews, advertising, information about competing organizations, etc.

The subsystem of scientific and methodological information is used to provide marketing methodology and techniques to scientific and practical personnel, scientific analysis of the current situation and directions of development, concepts, information about schools, directions available in scientific and practical activities. This also includes various scientific research in related fields, the results of which are used in marketing activities.

The general economic information subsystem provides marketers and managers with information about the external environment of the organization: the state of the national and global economy, the situation in individual industries, development prospects, the attitude of the government and civil society to business, economic policy, etc. This includes all kinds of characteristics of economic sectors, enterprises, federal and local programs, analytics, economic forecasts, and speeches by various influential people.

The service information subsystem contains up-to-date factual and reference information about various lines of support and support for marketing activities.

The reference information subsystem is used to quickly support marketers and managers with the information they need in their work, and to optimize research, trading and production activities. This includes various databases, reference books, encyclopedias, and electronic information systems.

The statistical information subsystem supplies marketers and managers with the digital data they need in their work about the state of its industries, economic development, population wealth, demographic information, and so on. This includes sociological and demographic studies of research institutes, organizations, government statistics and similar foreign institutions.

The subsystem of educational and methodological information provides specialists with all kinds of training documentation, literature, teaching aids, course programs, notes, and methodological materials for organizing training.

The financial information subsystem contains information about the financial condition in general, lending, the foreign exchange and stock markets, and the bond market. This information is most useful for specialists who conduct marketing research, forecasting and financial planning.

The price information subsystem provides information on price dynamics in commodity and service markets.

In real activities, when developing a marketing plan, outlining goals and objectives for the near future, marketers need to have the maximum possible amount of information from various information flows, among which three main blocks can be distinguished:

Information about the state of the company. In particular, the current sales volume, prices, assortment, promotion costs, partners, financial condition and other indicators, sales channels and consumers, information about suppliers that characterize the current situation in the organization.

Information about the market environment. First of all, about competitors, since competitors are also fighting for the end consumer. In order to establish its position in the market, an organization must compare itself with the position of its competitors. First of all, the comparison is carried out according to the factors of the organization's competitiveness. It is quite natural that every organization analyzes its set of characteristics that make it more attractive to the consumer. However, if there are difficulties in choosing any characteristics for analysis, then you should start with the well-known 4Ps (product, price, place, promotion) - product, price, methods of sales and promotion of products. This set of information will allow you to compare yourself with competitors, identifying your strengths and weaknesses.

Information about the external environment of the organization. This set of information contains information about the external environment of the organization, including those factors on which it either has little influence or does not have it at all. Changes in living standards and general demand trends, for example, are beyond the control of the enterprise. However, these factors often have a very strong impact on business. Therefore, it is simply necessary to have an idea of ​​the trends that are observed in the external environment of the company.

Information about other market participants is of considerable importance. Often, the marketing department or service excludes from its sphere of interests suppliers who provide the organization with the necessary raw materials for production. Despite the fact that, as a rule, only product manufacturing organizations are interested in such information, it may also be of interest to trade organizations. A manufacturing enterprise requires a full range of supplier data. However, if the organization is not a consumer of raw materials, it is also useful to have general information about suppliers, their prices and assortment. First of all, this can increase the level of awareness of sellers (sales managers) about the properties of goods, which will increase the competitiveness of the organization. Typically, overview information about suppliers and the products used in production will be sufficient.

When analyzing the indicators characterizing the organization, including comparing them with the indicators of competitors, it becomes possible to identify those factors that increase its competitiveness, and therefore are strengths; and, on the contrary, those factors that make the company less competitive are its weaknesses. Various changes that occur in the market and external environments of an organization can provide both opportunities for its development and threats to its successful activities.

Taking into account the huge variety of types of marketing information, the list of its suppliers is almost unlimited. This may include government bodies, information services, ministries and departments, research institutions, firms, media, libraries, information centers, advertising, the Internet, individuals, etc.

1.3 Requirements for marketing information

Thus, for a comprehensive understanding of the current situation of the organization and for carrying out the control function, that is, comparing it with the planned result, it is necessary to have information about the current state of the organization and its environment. When setting goals, it is also important to imagine the market situation in which the company will find itself when these goals are achieved. At times, all that is required from a marketing specialist is to provide management with the processed and summarized information needed to make a decision. The task of the marketing department or specialists in this field is to provide the decision-making manager with accurate, relevant, reliable, relevant, timely information. In another case, the marketing department is also tasked with presenting an analysis of information and proposing a solution. One way or another, the manager is provided with the information necessary to make a management decision. However, if in one case he, relying on it, makes a decision independently, then in the other, he gives an assessment of the correctness of the expected decision, based on the data that was taken into account during its development. This means that the requirements for information will be the same in each case. These requirements will be discussed in more detail below.

The main fundamental requirements that marketing information must meet are:

Purposefulness, i.e. its compliance with specific goals of marketing activities;

Relevance, i.e. its receipt must exactly correspond to the objectives of the study;

Comprehensiveness, i.e. the information should reflect the most complete application of the characteristics and data about the object;

Reliability, i.e. must adequately correspond to reality;

Relevance, i.e. must be characterized by importance, reality and urgency at the right moment in time.

It is very important that the marketing information that is provided to the managers of the organization should be significant and important, since the load of unnecessary information complicates the decision-making process, and no one wants to understand unnecessary details, so the marketer should provide only the most important information. If important information is provided along with other data, the most important and significant points should be specifically highlighted for ease of perception. In addition, for regular and timely information, eliminating unnecessary data will reduce the costs required to obtain it. In particular, when providing information necessary to monitor the organization’s position in the market, then for a general understanding of the situation, indicators of changes in the volume of sales of the organization’s products, compared with the dynamics of general demand in the market, are sufficient. Typically, more complete information is required when planning, as well as when targets are not achieved, and it is necessary to understand the reason for this lag. In other cases, you can most likely do without such detailed detail.

At the same time, marketing information, as far as possible, should fully correspond to reality, i.e. be objective. Since the available data cannot 100% guarantee the complete absence of risk, its goal should nevertheless be to reduce uncertainty, and not to increase it. A marketer or manager responsible for a certain area of ​​work should not doubt the information provided to him. If it is not possible to establish the reliability and objectivity of the available information, then the marketer must independently assess the level of reliability of the available data and determine possible ranges of deviations. This can be observed, for example, in the case of a strong discrepancy in different expert assessments. Thus, in particular, for the most important data, the most likely value can be selected by defining a possible range of values, and there is no need to calculate any statistical error.

Undoubtedly, the information must be up-to-date, i.e. relevant and useful for work and decision making. What often happens is that to develop a marketing plan, quite a lot of different information about the market is collected, but as soon as this plan is adopted and its implementation begins, the available information is forgotten until the development of the next plan begins. Subsequently, it turns out that as soon as management urgently needs operational information on the same market, the process of searching for the necessary information or collecting new information begins. Well, since it is not always possible to quickly collect the necessary information, there are losses in its efficiency and accuracy. In order to exclude such situations, you should decide in advance what information and with what frequency will be needed. It is most convenient to have a list of reports that the marketing department or marketer provides to the head of the company, and, if necessary, to the heads of departments. It should be remembered that any information requires resources and time, and the greater the required accuracy of information, the more expensive it costs the company.

4 Distortion of marketing information. Information filters

In the conditions of competition, which has intensified as a result of the economic recession caused by sanctions, the importance of decisions made at the enterprise in the field of marketing and, first of all, decisions of senior management is sharply increasing. Sufficiently large uncertainty when making decisions in the current conditions leads to the problem of the need to reduce the level of this uncertainty, and actualizes the creation of developed marketing information systems.

Any marketing technology involves the collection and analysis of various marketing information, procedures for its processing and generalization as the basis for the development of marketing strategy and tactics. The forward movement of marketing information from its primary sources to the place of its transformation into the basis for making and supporting decisions faces certain obstacles along this entire path. These obstacles are characterized by different reasons, have different natures and have different impacts, and as a result, they cause distortion of the final marketing information. The significance of such distortions may predetermine the concentration of efforts to implement the company’s marketing activities not in key areas, which does not allow taking full advantage of the consumption of the marketing information market product. Marketers are responsible for providing management with the information necessary for making management decisions regarding the behavior of the enterprise in the market, since to a large extent the quality of management decisions depends on the completeness and reliability of marketing information provided by marketers. Understanding the nature of information flow restrictions in an enterprise allows, to a certain extent, to compensate for their negative impact on the decision-making process.

At the same time, the errors that may arise when conducting marketing research may hinder the acquisition of knowledge about new market processes and phenomena, the emergence of which is possible in the context of overcoming the consequences of the economic recession, which will not allow the development of theoretical provisions that reveal the essence of the changes taking place in the market . If the circumstances are unsuccessful, a summation of all possible errors for all possible reasons may occur, then the research results will be unreliable and cannot serve as a basis for analysis and decision-making.

Considering the fact that the management decision of top management, both in its positive and negative consequences, significantly exceeds the significance of decisions made at the middle level of management, the research technology itself should be supplemented with identification procedures that allow identifying new knowledge, and control procedures that reduce the level of erroneous errors. data (Appendix B).

Probably, ideally, it would be necessary to provide all management levels in the organization with the most complete marketing information, but domestic marketing at our enterprises still clearly does not have enough strength to do this. Given this, it is necessary to consider various factors (information filters) that limit and distort marketing information reaching the top management of the organization.

Every company almost always has a certain number of information filters that limit the flow of marketing information to top management, which negatively affects the quality of decisions it makes, especially in a very changeable external environment. The most typical information filters for our companies are the following:

The “INFORMATION PROCESSING METHOD” filter is found in the implementation of limiting conditions inherent to a particular mathematical method used in processing marketing information. If the processing method is chosen incorrectly, important data may be lost.

The “LOW QUALIFICATION” filter is found in the absence of good specialists in the company in the field of searching and presenting marketing information, as well as in the lack of management ability to work with marketing information.

The “ORGANIZATIONAL IMPERFECTION” filter is found in the absence in the organization of a single center for processing and analyzing marketing information coming to the head of the enterprise from various commercial and economic services, presented in different formats.

The “REAL POWER” filter is found in the rejection of information by individual leaders who have real power in the organization if this information threatens their position.

The filter “RESISTANCE OF MIDDLE MANAGEMENT” is found in the resistance of middle management to management influences from top management, since middle management sometimes does not realize the full essence of what is happening and perceives it as a threat to its position.

The “SUCCESSFUL INSTALLATIONS” filter is found in management’s desire to apply standard methods for solving emerging problems that have already been tested in similar situations.

The most important task of developing effective marketing in Russian companies is to create a comfortable information environment for the process of making management decisions regarding the company’s behavior in the market. Part of this process may include identifying information filters in the organization and working to reduce their harmful impact on the quality of marketing information.

2. Marketing information systems

1 Concept and functions of MIS

Often, situations arise in companies when, under time pressure, it is necessary to make an important decision, but there is not enough necessary information for this. If you approach the collection of marketing information as a random, rare event that is needed only when you need to obtain data on a specific issue, you can run into a number of problems. Marketing research must be viewed as part of an ongoing, integrated information process. Decision-makers rely on their own experience and intuition, risking making mistakes in making decisions, or begin to collect missing information, but waste time in the process. It is necessary for the company to develop and operate a system for continuously monitoring the environment and storing data so that it can be analyzed in the future. The most “advanced” companies have a marketing information system that provides employees and management with all the necessary information to make timely and informed decisions.

A marketing information system (MIS) is a system of constantly functioning techniques and resources for collecting, classifying, analyzing, evaluating and disseminating relevant information for the purpose of using it in making effective marketing decisions. F. Kotler introduces the following definition of a marketing information system (MIS) - “this is a constantly operating system of interconnection of people, equipment and methodological techniques, designed to collect, classify, analyze, evaluate and disseminate relevant, timely and accurate information for use by marketing managers with with the aim of improving the planning, implementation and control over the execution of marketing activities.”

MIS is a conceptual system that helps solve both marketing and strategic planning problems. MIS is designed to perform marketing tasks and allows you to work flexibly and quickly with consumers, as well as for the premature detection of possible difficulties and problems, search for favorable opportunities, assessment based on statistical analysis and modeling the level of implementation of plans and implementation of marketing strategies. The work of MIS, like any modern information system, is based on modern information technologies and computer technology. The main functions of MIS are data collection, analysis, storage and transmission to interested parties. With the help of a marketing information system, the necessary information is collected from various sources (external and internal), processed and transmitted to decision makers (Figure 1). MIS transforms data obtained from internal and external sources into information necessary for managers and marketing specialists.

Figure 1 Marketing information system

MIS is the most important component of an enterprise management information system. A distinctive feature of MIS is the fact that, using external and internal sources of information, it ensures the development of the enterprise’s relations with the market.

The main prerequisites for the formation of a marketing information system in an organization are:

The amount of incoming information is excessive and causes difficulties in processing;

The company's management lacks information to make decisions;

Information flows within the company are disrupted.

As a set of procedures, a marketing information system represents behavior patterns, instructions for employees that describe their actions (or inaction) in certain situations. This allows each employee to have a clear idea of ​​what information he should pay attention to and collect, with what frequency and to whom to transmit it, what needs to be done when a specific event occurs, who to report changes in indicators, from whom to obtain data on the issue of interest topic.

A developed marketing information system includes the following elements:

Data on the development of external conditions for developing strategic and operational decisions for the company’s marketing activities in the market;

Data on the company’s internal potentials for their effective use in the formation of marketing efforts;

Data on the results of special marketing research conducted at the enterprise in order to obtain additional original data;

Marketing information processing system (using modern information technologies for data collection, analysis and forecasting).

Collecting information within the framework of an information system is a constant process of accumulating information obtained from a variety of sources: articles, publications on the Internet, exhibition catalogs, etc. Some of the information is provided by data obtained through internal marketing research and other tools, including industrial espionage.

Then, through special MIS procedures, the received information is processed so that it is suitable for further work. Given the very large amount of information required to work in a modern company, even very good analytical skills of individual employees are not enough. It is for this purpose that all received information is analyzed in order to isolate from the mass of received information those that are truly important. In addition, the analysis makes it possible to determine what information, in what form and to whom it is received, and what this employee does with it. However, at the same time, collecting and analyzing data is not the final goal of creating a system, since its main task is to ensure the completeness and timeliness of information transfer.

To collect marketing information, an organization must have the appropriate resources:

Specialists with the necessary qualifications in the field of collecting, processing and analyzing information;

Equipment (computer technology, various types of communications, information recording devices, software);

Methodological support for working with information, since methods of collecting and processing data significantly affect the quality of the information received.

2 Functional subsystems of MIS

Functionally, MIS consists of four systems: internal reporting, external marketing information, marketing research and analysis of marketing information (Figure 2). All these MIS subsystems, working harmoniously, make it possible to illuminate all processes and events occurring both inside and outside the company, and serve as an indispensable basis for developing its strategy.

Figure 2 Functional structure of MIS

The internal reporting system is responsible for the collection, processing and analysis of internal data. The company always has very valuable information at its disposal about inventories, sales volumes, advertising costs, and revenue. The internal reporting system in the company’s modern information systems is part of the corporate database, which records all commercial document flow: documents of the “order-payment-shipment” cycle, consumer data, as well as: outgoing and incoming invoices and applications, payment of invoices, outgoing and incoming invoices, posting invoices at the warehouse, details of consumers, suppliers. The internal reporting system allows you to save this data and convert it into a form convenient for work, as a result of which you can analyze the profitability of specific goods / services, distribution channels, consumers, sales dynamics, etc.

The external marketing information system is designed to regularly collect external marketing information. This MIS subsystem includes tracking changes in legislation, registers indicators of the state of the marketing macro environment, changes in the production technology of the company's goods, the emergence of new technologies and new competitive products, etc. In addition, the subsystem collects data about suppliers (assortment, prices); supplements consumer data (needs, frequency of orders, market segment); contains the necessary information about competitors. All this data can have an impact on the company’s business, so it is necessary to recognize it in a timely manner and adjust activities in accordance with their changes.

The marketing research system allows you to obtain specific information, which does not need to be constantly registered. Special marketing research is an integral part of the marketing information system and differs from systematic observation of the external environment in its target orientation - marketing research, as a rule, is carried out to obtain information on a specific issue to solve a very specific problem. Marketing research is carried out to obtain additional market information, in particular necessary for carrying out new promotions: introducing a new product to the market or entering a new market segment; in case of crisis situations, for example, a sharp decrease in sales volumes, etc.

World practice says that more than 70% of companies conduct marketing research on their own. Marketing employees can number from one to several dozen people. However, a number of companies order marketing research from specialized organizations. Methods of collecting information based on secondary information are called desk-based (market research without leaving the office). This group of methods is available to all companies and does not require large financial costs.

The marketing information analysis system is the most important tool of the marketing information system, the main purpose of which is to process the available data, which allows one to draw appropriate conclusions within the framework of the problem under study and outline the main ways to resolve it. Its basis is a statistical bank of models. A statistical bank is a set of methods for modern statistical processing of information.

But at the same time, the use of mathematical models is not without some disadvantages associated with certain conventions that are allowed when developing the models themselves, and the impossibility of an absolute mathematical description of individual processes. In this regard, it is still considered the most appropriate to rationally combine the use of mathematical models and human thinking and logic.

3 Current trends in the development of MIS

A tangible impetus to the development of modern marketing information systems was given by the improvement of information technology in the 90s of the last century. It was when systems were developed and began to be widely used that could significantly reduce the cost of storing a unit of information, increase the speed of data processing and analysis, telecommunications and electronic means of information transmission were further developed, and the possibilities of working with the global information space of the Internet expanded.

The formation of marketing information systems and the increase in the capabilities of processing and analyzing information contributed to the strengthening of the role of MIS in information support for decision-making at the highest levels of the management hierarchy. In the past, high-level managers relied more on their intuition when making decisions than on the information available in the company, and information systems were used mainly to meet the information needs of lower management. In the modern world, the use of marketing information systems by senior and middle managers is constantly growing.

Thanks to the latest information technologies, the volume of data entering the information system has increased markedly, so that existing marketing information systems are unable to process all the available data and provide on time the data that the company needs most. Only the formation of a marketing knowledge system gave companies the opportunity to take advantage of all the data accumulated in the company.

Today, among the key areas in working with marketing information systems in developed countries, three main ones can be distinguished:

Developing new approaches to market analysis using database marketing and micromarketing,

Introduction of new methods of data collection and analysis,

Using innovation in the organization of existing marketing data, embodied in the concept of knowledge management.

The use of these innovations has significantly contributed to increasing the efficiency of marketing information systems and has made it possible to increase the speed of response to changes occurring in the external environment.

One of the new methods of working with information that is becoming increasingly widespread is database marketing, which has gained particular popularity due to the transition from mass marketing to targeted marketing. Database marketing is based on creating and maintaining a database that contains information about each consumer. Over time, the market in developed countries has become so finely segmented that reaching the smallest segments using traditional marketing methods has become almost impossible.

Modern databases are not just an address list of buyers, as it was before, but complete information about consumer behavior over a relatively long period. This includes information about what products and in what combinations this customer bought, at what prices, in what stores, and in what promotional activities he participated, etc. The contents of the database are updated with each subsequent purchase, the company is able to track the behavior of each individual buyer over time, maintaining a constant dialogue with the consumer.

The undeniable advantage and advantage of interactive marketing is that it makes it possible to track data on the consumption of individual buyers and link various market events and the entire marketing mix with this data, analyze the reaction of a particular buyer to these events, taking into account his socio-demographic characteristics. All this undoubtedly contributes to increasing the efficiency of marketing activities and more fully satisfies existing market needs.

It should be noted that the problem of working with marketing information in Russian companies is quite new due to the fact that for a long time companies were faced with the problem of information deficiency: they did not have information about the market or operated with scattered pieces of data. Nevertheless, the relevance of the problem of creating an effective marketing information system is now becoming obvious in the Russian market: increased competition and the gradual saturation of product markets lead to the fact that it is increasingly difficult for companies to maintain their market positions, operating in an information vacuum, although information support processes decision-making is developing in Russia at a slower pace than in countries with developed economies.

The Russian market has a number of features compared to the markets of more developed countries, which prevent the introduction of the basic principles and methods of marketing in full. Specific environmental factors impose many restrictions on the work with marketing information within the company, under the influence of which there is a significant modification of the structure of marketing information systems and the relative importance of various data sources.

Despite all the existing limitations, marketing information systems still exist in Russia, although they are mainly still the prerogative of large Western companies that have sufficient funds for their development and certain experience in working with data. If we compare MIS in companies operating in the Russian market with their foreign counterparts from the point of view of various information sources, they turn out to be largely similar, and it is possible to create a marketing information system that would become a real tool for decision-making in Russia. To realize this, it is necessary, based on the experience of existing marketing information systems and natural restrictions imposed by the market, to build a marketing information system in such a way that it provides market data that is meaningful and useful for making management decisions. Considering the fact that the limiting factor in the development of marketing information systems in Russia is the lack of information, in order to create a marketing knowledge system, it is necessary to overcome the fragmentation and incompleteness of data. All this can be overcome through competent adaptation of Western time-tested research methods to our conditions and should be carried out by organizations that provide marketing information. As a result, we must ensure that the data sources entering the system gradually become regular, reliable, comparable and consistent and provide a holistic picture of the market.

Conclusion

So, to paraphrase the well-known wisdom - the one who owns the information, if he does not own the world, then certainly provides himself with complete control over the situation, reduces the level of risk and optimizes the processes of planning and organizing his own activities. Obtaining information is subordinated to management tasks and aims to provide assessment and analysis of market processes for making the right marketing decisions. Therefore, in the process of planning, analyzing, ensuring and monitoring the effectiveness of marketing activities, managers “vitally” need various information.

In the course of the work, the essence and content of the concept of “marketing information” was determined, its classification was given according to various criteria, and the sources of information were characterized. In addition, the work revealed and outlined the requirements for marketing information, and also showed the need and importance of marketing information for modern business. Separately, the principles of marketing information systems were studied, and an analysis of the current state of the marketing information market was carried out.

Often, only a few employees or even one marketer is involved in collecting and processing information in a company, and he is physically unable to cover the entire range of information. Unsuccessful attempts to follow the recommendations of training and special manuals and compile a complete market dossier of the company's environment are usually doomed to failure precisely due to limited resources. So what information do they need first? Where should you focus your efforts to get the most out of limited resources? First of all, it is necessary to create a balance of interests. At the same time, you cannot narrow the scope of information collected too much, otherwise you may miss an important message, but at the same time, detailed information is not always necessary, and excessive attention to detail leads to wastage of such an important resource as time. One way to achieve a trade-off between information volume and detail is to create a hierarchy of information importance. In other words, determine the type and content of information that is regularly necessary for complete control over the situation, as well as the information and trends required to make certain management decisions. First of all, it is important to understand the current and desired state of the company and focus on those indicators that are considered as goals. This approach will allow collecting the entire volume of data, but at the same time, special priority attention in the process of processing will be given to information of primary importance.

It should also be noted that the integration of various processes into a single information space of the company involves the use of a systematic approach to organizing the collection, processing and subsequent analysis of information. For this purpose, special attention was paid to marketing information systems, which should be designed on the basis of the complexity and balance of all components of its subject area, which is achieved through the use of modern computer and information technology. Of course, the functionality and structure of an enterprise’s marketing information system depends on its scale and the specifics of its activities. But, nevertheless, the creation of such a system will allow the company’s management to make more effective and informed decisions and will reduce the risks of erroneous decisions by providing the necessary information to decision makers. The creation of an MIS at the enterprise will also allow you to quickly monitor and respond to changes in the market, and will improve the quality of work and discipline of the company’s management personnel.

It is clear that MIS is not a panacea and is far from the only condition for the successful economic activity of an enterprise in the market, but only one of the useful tools. It is not a goal in itself, since even a very good marketing information system will not replace the required level of professionalism of management personnel who use the information received to make key decisions.

Glossary

		Definition
	Database	an organized collection of data on market segments, intended for their storage, accumulation and processing.
	External sources	sources of marketing information located outside the organization.
	Internal sources	sources of marketing information located within the organization.
	Internal reporting	financial, accounting, warehouse documentation, sales reports, business correspondence, business plan, other commercial information reflecting business activities over a certain period of time.
	Secondary information	data that was previously collected for purposes other than the company's current research purpose.
		information recorded in a certain form, facts, information, figures, reflecting specific events and behavior of various individuals and institutions, obtained as a result of collecting information and conducting research.
		the degree to which the recipient of information believes that its source is truthful or reliable.
	Market Expert
	Studying public opinion	collection of primary information on pressing issues from the words of respondents.
	Information	information about persons, objects, facts, events, phenomena and processes transmitted by people to each other orally, in writing or in other ways.
	Marketing research	a system for searching, collecting information, analyzing and processing data necessary to solve marketing problems and ensure decision-making in a company at any level.
	A source of information	a person, group, or institution that conveys a message to an individual recipient or target audience.
	Information transmission channels	personal channels involving two or more persons directly related to each other, or any other form of mass communication that does not involve personal contact.
	Marketing communication	the process of effectively communicating information about a product or idea to the target audience.
	Consulting	activities of specialized marketing companies that advise manufacturers, sellers, and buyers on a wide range of issues.
	factors influencing the company's microenvironment. These include: demographic, economic, natural, scientific and technical, political and cultural.
	Marketing Intelligence	constant activity to collect current information about changes in the external marketing environment necessary for the development and adjustment of marketing plans.
	Micromarketing	targeted marketing efforts to develop and manufacture products, a firm's market strategies, and advertising campaigns aimed at very specific segments of the consumer market.
	Monitoring	a system of constant, regular collection and tracking of a clearly defined amount of market information: prices, requests, expectations of consumer segments, advertising, etc.
	Market segmentation	dividing consumers into similar groups according to geographic, demographic, and psychographic criteria regarding their purchase of a product, its price, distribution system, and associated purchasing incentives.
		a person who, due to his education, professional skills, official status or access to classified information, personal experience, fame, is a significantly more authoritative specialist on any problem than the “ordinary consumer.”

List of sources used

1 Belousova, S. N. Marketing: a textbook on specialties in economics and management / S. N. Belousova. - Rostov-on-Don: Phoenix, 2010. - 381 p.

Godin, A. M. Marketing: a textbook for economic universities in the direction of "Economics" and the specialty "Marketing" / A. M. Godin. - Moscow: Dashkov and Kº, 2010. - 671 p.

Information systems in economics: A textbook for university students / edited by G.A. Titorenko. - M.: UNITY-DANA, 2009. - 463c.

Information technologies in marketing: Textbook for universities in economics. specialist. / G.A. Titorenko, G.L. Makarova, D.M. Dayitbegov and others; Ed. G.A. Titorenko - M.: UNITY, 2001. - 335 p.

Isaev G.N. Information systems in economics: textbook / G.N. Isaev. - M.: Omega-L, 2009. - 462c.

6 Karminsky S. Demystification of IT. What information technology actually brings to business. M.: Alpina Business Books LLC. 2006. - 296 p.

7 Kotler F. Fundamentals of Marketing. Short course. 12th edition. - M.: Williams, 2009. - 1072 p.

Loginov, V.N. Management information technologies: textbook / V.N. Loginov. - M.: KNORUS, 2008. - 237 p.

Marketing in commerce: textbook: for students / I. M. Sinyaeva, S. V. Zemlyak, V. V. Sinyaev. - Moscow: Dashkov and Kº, 2011. - 543 p.

10 Marketing. Management: express course / F. Kotler, K. L. Keller. - St. Petersburg [and others]: Peter: World of Books, 2012. - 479 p.

Marketing communications: textbook: for higher educational institutions with a specialty in “Marketing” / I. M. Sinyaeva, S. V. Zemlyak, V. V. Sinyaev. - Moscow: Dashkov and K°, 2011. - 323 p.

Marketing Basics. Theory and practice: [textbook] / I. I. Pichurin, O. V. Obukhov, N. D. Eriashvili. - Moscow: UNITY-DANA, 2011. - 381 p.

Modern marketing technologies and their role in the development of business space: interuniversity. Sat. scientific tr. / Vladivostok. state University of Economics and Service; scientific ed. E.V. Yaskevich. - Vladivostok: Publishing house VGUES, 2009. - 372 p.

Tretyak O.A. Marketing: new guidelines for the management model: Textbook. - M.: INFRA-M, 2009.

Yasenev, V.N. Information systems and technologies in economics: textbook / V.N. Yasenev. - reworked and additional - M.: UNITY, 2008 - 560c.

Plan:

Literature:

Information

Reduce risks;

Marketing information system

A marketing management information system is a broader concept than marketing research, as it includes not only information and methods of working with it, but also the personnel involved in this work, equipment, and information technologies used. The management of the enterprise, based on the market situation, the nature of the goals and objectives, action strategies, decides what kind of research and in what sequence is needed, what resources (human and material) will be involved.

All information circulating in the marketing management information system classified:

by nature of receipt- external and internal;

according to the novelty presented- into primary and secondary.

Inside Information characterizes the indicators of the production and commercial activities of the enterprise and serves as the basis for analyzing the situation in a competitive environment. The internal information system plays a priority role, influencing the quality of interaction between business units and the marketing department. The extent to which an enterprise pays attention to the system of organizing and distributing internal information (internal document flow) largely determines its successful activities in the market.

External information contains information about the subjects of the marketing environment.

Secondary information- this is information that already exists, data collected previously for purposes other than the purposes of the current study. Obtaining secondary information is not associated with significant costs, is fast, accessible, but it is often outdated and may not meet the research goals.

Primary information more reliable, characterized by target compliance, novelty, controllability of receipt, consistency, reliability. The disadvantages include the costs of obtaining it (material and time).

When conducting marketing research, secondary information is first processed, then, if necessary, a set of measures is developed to collect and analyze primary information.

Internal and external information

All sources of information can be divided into two groups: internal and external. Accordingly, we are talking about internal and external information.

TO internal sources refers to the entire document flow of the enterprise.

The greatest importance in marketing are:

Reporting, including accounting and financial;

Production and sales plans;

Trade statistics data on product sales;

Marketing budget;

Results of previous studies;

List of enterprise clients;

Business correspondence of the enterprise;

External sources include external channels of information. Sources of external information are divided into published and unpublished. TO published materials relate:

Government information: legislative acts and regulations, information from government services (customs, control, standardization, patent, etc.), statistical information;

Information about the situation on commodity markets, trade, prices;

General economic press (governmental and non-governmental);

Industry periodicals;

Company directories (address, trade, bibliographic, etc.);

Books, monographs on specific issues of entrepreneurial activity and marketing.

To unpublished materials include: financial and other reports on the activities of companies, information obtained through personal contacts, management experience, proposals from enterprise personnel.

Questions for self-control

1. What are the features of primary and secondary information?

2. What are the sources of external and internal information?

3. What is the essence of the observation method?

4. What are the advantages and disadvantages of the experimental method when collecting primary marketing information?

5. What are the features of marketing surveys?

6. What are the principles of conducting marketing research?

7. What are the advantages and disadvantages of conducting research independently by an enterprise?

8. What are the main directions of marketing research?

9. What are the stages of conducting marketing research?

Topic 6: Marketing Research Process

Plan:

1. Importance of information for marketing 1

2. Marketing information system 1

3. Internal and external information 2

4. Methods for collecting marketing information 2

5. The concept of marketing research 5

6. Main areas of research in marketing 6

7. Main stages of marketing research 7

Literature:

1. Marketing: Textbook/I.L. Akulich. – 3rd ed. – Mn.: Higher. school, 2004. – pp. 57-68.

2. Fundamentals of Marketing: textbook. allowance /A.A. Clerk. - Minsk: Belarus, 2008. - pp. 52-68.

3. Fundamentals of Marketing: V.A. Mikhareva. – Mn.: Design PRO, 2002. – pp. 19-27.

Importance of information for marketing

In modern conditions, only those companies whose management and specialists have complete, reliable and timely information on all areas of business activity can operate successfully and develop dynamically.

The entire marketing complex is built on information about events occurring in the macro and micro environments. Information serves as a link between the company and the market environment, creating a single information field. Information is a strategic resource of the company, which makes it possible to:

Achieve clear competitive advantages based on constant analysis of market conditions;

Streamline production and commercial activities;

Reduce risks;

Make a forecast of the future development of the market situation with a certain degree of probability.

The importance of marketing research and marketing information is such that the most expensive research is not comparable to the amount of losses and unproductive costs that arise when an ill-considered entry into the market with goods that the consumer does not need.

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• Introduction
• 3. Practical part
• 3.4 Product cost
• 3.6 Enterprise profit
• 3.7 Profitability indicators
• 3.8 Technical and economic indicators of the enterprise’s operation
• Conclusion
• Bibliography

Introduction

Information plays an important role in society; it connects various material and intellectual activities of people and acts as the most important resource for life. At the same time, a characteristic feature of this type of resource, unlike, for example, natural resources, is that it not only does not decrease over time, but also constantly increases, thereby creating conditions for the accumulation of experience, facilitating the development and adoption of effective management decisions.

Modern conditions for the development of information technology are characterized by the increasingly widespread use of highly efficient automated information systems, which make it possible to significantly increase the level of management of economic objects. Modern information systems provide the opportunity to collect and store information, quickly and accurately transmit it to its destination, process it, identify deviations from planned indicators, and analyze data. On this basis, it becomes possible to gradually carry out systematic control over all areas of the bank’s activities, coordinate and timely make appropriate adjustments, monitoring changes in environmental conditions. The use of developed information systems creates the prerequisites for strengthening the centralization and efficiency of control, transferring control functions to the highest level of management.

Commercial organizations, due to their activities, may have the opportunity to accumulate information regarding their activities, as well as the functioning of many other objects and subjects of the economic and social life of society. At the same time, the needs of enterprises for information continue to grow steadily, and they are clearly not being fully satisfied. The faster this problem finds its solution, the faster conditions will be created for the formation of a stable and reliable business environment. When organizing an enterprise information system, it is important to determine the basic requirements for the information necessary for effective management. The information must be reliable or reliable. Information can be considered reliable if it does not distort the true state of affairs.

In modern conditions of global socio-economic development, information support for the management process has become a particularly important area, which consists of collecting and processing information necessary for making informed management decisions. The governing body is usually tasked with obtaining information, processing it, as well as generating and transmitting new derived information in the form of control actions. Such influences are carried out in operational and strategic aspects and are based on previously obtained data, the reliability and completeness of which largely determines the successful solution of many management problems.

It should be noted that any decisions made require processing large amounts of information; The competence of a manager depends not so much on past experience as on the possession of a sufficient amount of information about a rapidly changing situation and the ability to use it. Future leaders and economists need to know and understand this. Not only the fate of a specific individual, but also the enterprise depends on this. Because our days dictate an urgent need to feel confident on our feet in a society where the importance of information for all spheres of public life is constantly increasing. There is no doubt that the key to success in such a society will be the ability to clearly navigate the vast ocean of information and the ability to effectively use this information. That is why this topic seems to me very modern, relevant and interesting for consideration in course work.

The purpose of this work is to study the role of information in the activities of an organization.

Coursework objectives:

1. Reveal the role and significance of information in the activities of the organization.

2. Study the influence of information on the activities of the organization.

information system selling price

1. The role and importance of information in the activities of the organization

1.1 Essence, concept and types of information

In economic activity, information as a means of reducing uncertainty and risk is of greater or lesser value to the consumer, based on the level and usefulness of the decision made, as well as the degree of uncertainty reduction. Knowledge as a product for further commercialization, for example, materialization in means of labor, goods, technologies, has a value determined by the size of probable future profits from commercialization.

Thus, we can say that information, regardless of the forms of its existence and use in economic activity, is fundamentally different from resources such as capital, natural resources, labor, which has a significant impact on the specifics of information circulation in the economic system. Therefore, the study of the essence and characteristics of information and knowledge is of particular interest.

It is obvious that in the conditions of the information economy, the speed and quality of processing new information signals and emerging knowledge come to the fore. The rapidity of economic reality affects the uncertainty and stability of companies, markets, and national economies.

This allows us to conclude that information acts as an economic resource not only in certain forms and with certain content, but also at a specific time.

During the production process, material resources transfer their value to goods and services, as a result of which they cease to exist after the end of the production cycle. Information does not disappear, but ceases to have economic value due to loss of relevance or impossibility of its use. We can say that information has the property of being limited at a certain time, therefore the benefits obtained from its use in economic activity depend on the speed of its receipt and use.

In recent decades, information has become an important resource in economic activity. The use of microprocessor technology, electronic computers and personal computers has led to a radical transformation of relations and technological foundations of activity in the economic sphere. The process of informatization is unfolding as a unity of three interrelated processes - computerization, improvement of technologies for collecting, accumulating and using information and intellectualization. The introduction of computer technology, the improvement of information and communication technologies, and the development of human capital on this basis are becoming one of the most important management tasks.

Information in the modern economy is in demand both as a resource and as a product that satisfies information needs. At all stages of the circulation of information as an economic good, its unique properties are manifested, contributing to the improvement of business organization.

The concept of information is very capacious; it belongs to a group of general scientific categories and occupies an important place in various sciences, for example, physics, biology, psychology, economics, sociology and others. From the point of view of studying the participation of information in economic activity and its influence on economic processes and phenomena, the following definition of information seems most appropriate: information is a means of reducing uncertainty and risk, contributing to the realization of certain goals of the subject. This definition takes into account the ability of information to bring certain benefits by reducing uncertainty regarding the current situation and its changes in the future. It should be noted that information can reduce uncertainty, but may not be of value to an economic agent due to the lack of needs that this information could satisfy. Therefore, it is necessary to supplement the definition of information as a means of reducing uncertainty with its ability to ensure the achievement of goals or the realization of the needs of the subject. The forms of existence of information in the economy are diverse - it materializes in various objects, including means of labor, and exists in non-materialized form, including in the form of information products and services, and people's knowledge. The concepts of knowledge and information should be separated from each other. Knowledge is processed information; it reflects the connection between phenomena, identified patterns and answers the questions “how?”, “why?” etc., while information provides answers to the questions “what?”, “who?”, “when?”, “where?”.

Information, like knowledge, undoubtedly represent a type of economic goods; they satisfy the needs of individuals, and are also used as economic resources, since with all the abundance of information, there are factors that limit both the possibilities of obtaining it and creating new knowledge, and the possibilities of its use . The question of classifying information as public or private goods seems more difficult. Depending on the forms of existence and content, information can act in both capacities. At the same time, the boundaries between specific information and knowledge for public and private benefit are very blurred, which significantly complicates the regulation of relations in the field of specification and protection of property thereon.

Information as an economic good circulates in the economy as a commodity (information products, services), as well as a resource used in the process of economic activity. Information products and services are exchanged on the information market and have a large number of features, both at the stages of development, production, and at the circulation stage. Information goods and services include software, databases, educational services, consulting and others.

In the process of creating information goods, the main means of production is intelligence, which represents a person’s ability to create new knowledge. This gives rise to the special subjectivity of the information production process, a characteristic manifestation of which is the absence of a more or less strict relationship between the costs and the result of the production of new information and knowledge. In general, as a result of intellectual activity, a unique product is created that brings income to its creator in the process of replication (distribution of material media with created information) or materialization in goods, means of production, and technologies.

To carry out information production, raw materials are required - information and previously created knowledge. As an economic resource, information has a number of features that distinguish it from traditional factors of production - land (natural resources), labor, capital. The most significant properties of information are non-consumability in the process of use, self-expansion in the process of consumption, particular uncertainty of its usefulness, lack of dependence between the initial volume of knowledge and the volume of newly created knowledge, high mobility, both in space and in terms of flow from one science to another without loss of relevance. Economic information belongs to the field of economic knowledge. It characterizes the processes of supply, production, distribution and consumption of material goods.

Management of economic objects is always associated with the transformation of economic information. From a cybernetic point of view, any management process comes down to the interaction of a controlled object (it can be a machine, a workshop, an industry) and the control system for this object.

The latter receives information about the state of the controlled object, correlates it with certain criteria (production plan, for example), on the basis of which it generates control information. It is obvious that control actions (direct connection) and the current state of the controlled object (feedback) are nothing more than information.

The implementation of these processes constitutes the main content of the work of management services, including economic ones. In the modern information society, information is its strategic resource. Therefore, its consumer properties such as completeness, reliability, relevance and timeliness are important.

Features of economic information:

volume,

cyclicality,

predominant representation in the form of numbers and letters,

relatively simple calculation algorithms.

When working with information, there is its source and recipient. The paths and processes that ensure the transmission of messages from source to consumer are called information communications.

Economic information reflects the state of an economic object in space and time, so the concept of adequacy of information or the level of correspondence of the created information image to the real object is important for the user.

1.2 Types of information systems in an organization

In the functioning of information as an economic resource, the technical and technological aspects of its use and circulation in the economy are of particular importance. It was the development of information and communication technologies (ICT) and computer technology that opened up new opportunities for the targeted use of information and knowledge in the economy and revealed reserves for progressive development.

Information as an economic resource is used in various directions, resulting in a variety of forms of implementation and ways of creating value. Commercialization of information in goods, services, technologies (creation of high-tech products, intellectual goods, information services, etc.). The study of information as an economic resource, identifying its role and possibilities of use in the economy are among the most pressing, complex problems facing economic theory.

The ongoing process of informatization, the accumulation of experience in the production of information products, and the expansion of the boundaries of the use of information in the economy determine the constant updating of the theoretical and practical foundations of the functioning of information.

The rapid growth of the pace of the scientific and technological revolution and the computerization of all spheres of society have led to the identification of some concepts that seemed ordinary and trivial just a few years ago. Such phenomena, which occupy an increasingly significant place in our everyday life, are information and the derivative concepts generated by it. The normal functioning of the market mechanism today cannot be imagined without an adequate information support system, which should support subjects of market relations at all stages of the production cycle, as well as in all areas of their activities. At the same time, the role of information cannot be reduced only to the production process, since the economy is not only the movement of products and resources, it is, first of all, the circulation of information, without which reproduction becomes impossible. It is obvious that a rational attitude towards information and information technologies has become one of the most important conditions for the rapid development of the economy in the leading countries of the world.

A control system is understood as that part of the production system for which an information system is designed using information technology. The characteristics of the control object include organizational, functional and information structures.

The organizational structure is presented in the form of a diagram and its description. The diagram shows the levels of management and the relationship of departments. Those elements of the system for which the information system is being developed are described in more detail. Each element of the organizational structure must be accompanied by a set of parameters with their numerical and other characteristics.

The functional structure includes a list of functions for data processing and management, their relationship, which is displayed in close connection with the elements of the organizational system.

The information structure of the management system includes a document flow diagram, forms of input and output documents, used information storage devices, information coding systems, indicators and details.

The document flow diagram is depicted in close relationship with the elements of organizational and functional structures and is built according to the rules for constructing technological data processing schemes. Document forms are attached to the diagram. The description of documents comes down to the characteristics of the data they contain, indicating the type (numeric, alphabetical, alphanumeric) and the maximum bit depth in characters.

The EIS information base serves as an information display of the entire subject area of ​​an economic object. To describe the subject area, terms such as object, object property, interaction (connection) of objects, interaction property are necessary.

The components of the economic information system (EIS) are:

1. Database

2. Methods (algorithms) for solving problems, written in the form of programs

3. Computer as an executor of algorithms

4. Users, that is, persons who use the results of solving problems in their professional activities.

A database (DB) is a set of data that is true for the corresponding economic system (enterprise).

Database management system (DBMS) is a set of programs that provide centralized storage, accumulation, modification and distribution of data included in the database. For example DBMS: MS Access, DBase, Fox Pro, MARK, SETOR.

It is assumed that a special official - a database administrator (DBA) - takes part in database management.

An object is any element of the system.

A property of an object is a certain quantity that characterizes the state of the object at some point in time. A single instance of an object can be accurately described by specifying a sufficient number of values ​​for its properties. Objects of the same class are described by properties of the same name. Objects included in a certain type contain a number of properties characteristic of the type as a whole.

An interaction property is a property that characterizes the joint behavior of objects, but does not apply to any individual object. For example, a worker, materials, equipment interact - the property of interaction (the number of products produced at a certain point in time).

At the same time, it is necessary to note the insufficient attention paid in economic theory to the study of information aspects. Traditional concepts usually neglect a comprehensive analysis of the impact of information on the economy, considering only some individual aspects of it. At the same time, such important issues as the economic essence of information, the determination of its price and value, the influence of information costs on market equilibrium, qualitative changes in the world economy under the influence of information factors, and many others remain practically unstudied. As the main classification feature of AIS, it is advisable to consider the features of automated professional activity - the process of processing input information to obtain the required output information, in which AIS acts as a tool for an official or a group of positions of persons involved in managing the organizational system. In accordance with the proposed classification criterion, the following classes of AIS can be distinguished:

automated control systems (ACS);

decision support systems (DSS);

automated information and computing systems (AICS);

automated training systems (ATS);

automated information and reference systems (AISS).

Let us consider the features of each class of AIS and the characteristics of possible types of AIS within each class.

Automated control systems (ACS).

An automated control system is an automatic information system designed to automate all or most management tasks solved by the collective management body of a management group, etc. Depending on the control object, a distinction is made between automated control systems by personnel and automated control systems by technical means. ACS is the organizational and technical core implementation of rational technology for collective solution of management problems in various environmental conditions. In this regard, the development of rational technology for organizational management is a defining stage in the creation of any automated control system.

Decision support systems (DSS).

DSS is called AIS, designed to automate the activities of specific officials when they perform their official (functional) responsibilities in the process of managing personnel and (or) technical means.

Automated information and computing systems (AICS).

AIWS are designed to solve mathematically complex problems that require large volumes of a wide variety of information. Depending on the specifics of the field of activity in which AIWS is used, the following types of these systems are distinguished.

Information and settlement systems (IRS).

These systems are designed to provide operational calculations and automate the exchange of information between workplaces within an organization or system of organizations.

Design automation systems (CAD).

These systems are designed to automate the activities of departments of a design organization or a team of specialists in the process of developing product projects based on the use of a unified information base, mathematical and graphical models, automated design and engineering procedures.

Problem-oriented simulation systems (POIS).

These systems are designed to automate the development of simulation models in a certain subject area.

Modeling centers (MCs).

This is an AIS, which is a complex of ready-to-use models united by a single subject area, information base and language of communication with users.

Automated training systems (ATS).

One of the possible ways to overcome difficulties is the creation of ASO - AIS, designed to automate the training of specialists with or without the participation of a teacher and providing training, preparation of training courses, management of the learning process and evaluation of its results. The main types of ATS are automated programmed training systems (ASPO), business game training systems (ASODI), simulators and training classes (TTK). ASPOs are focused on training mainly in theoretical sections of courses and disciplines. Depending on the actions of the student and his answers to the questions posed, the ASPO forms the next dose of information presented. ASODI are intended for preparing and conducting business games, the essence of which is to simulate the adoption of individual and group decisions by officials in various problem situations by playing according to given rules. The technical basis of ASODI is high-performance electronic computers or local computer networks (LAN), and the methodological basis, as a rule, is simulation modeling using electronic computers.

Automated information and reference systems (AISS).

This is an AIS designed to collect, store, search and provide information in the required form to consumers. The following types of AIS are distinguished:

Automated Archives (AA);

Automated office systems (ASD);

Automated reference books and card indexes;

Automated systems for maintaining electronic terrain maps (ASVEKM), etc.

2. The influence of information on the activities of the organization

2.1 The relationship between the organizational activities of the organization and information systems

Management activities can be divided into three main categories. And it is they, in my opinion, that determine and characterize the types and categories of management information that prevail in importance and distribution. Strategic planning information allows senior management to be responsible for setting long-term goals, accumulating resources to achieve those goals, and formulating policies to achieve them. Such information may include environmental outlooks, economic forecasts and demographic trends. Control management information is used by middle managers to coordinate the various activities under their control, align resources with objectives, and develop consistent operating plans.

The information these managers need may include production reports and actions taken by other middle managers. Operational information helps lower-level managers perform routine and day-to-day operations such as payroll and financial calculations, timesheets, and inventory management. These managers would need data on interactions and problems, policies and procedures, as well as the activities of managers in related structures and divisions. Although managers at different levels of the organization have different information needs (see), they all face a common “requirement” of the ICS itself. By producing more useful information on a broader basis, the system makes it easier for the monitoring observer to identify bad or weak decisions. Therefore, MIS can be viewed as a built-in quality control mechanism that encourages learning from experience and the use of knowledge to improve skill and performance.

Since there are different interests, characteristics and levels in an organization, there are different types of information systems. No single system can fully meet an organization's information needs. The types of information systems that underpin an organization: strategic, managerial, knowledge and operational, are further divided into functional areas such as sales and marketing, production, finance, accounting and human resources. Systems are created to serve these various organizational interests.

Four main types of information systems serve different organizational levels: operational-level systems, knowledge-level systems, management-level systems, and strategic-level systems.

Operational level systems support operations managers, monitoring basic organizational activities such as sales, payments, cash deposits, payroll, credit decisions and the flow of materials in the factory. The primary purpose of systems at this level is to answer routine questions and move transaction flows through the organization. To answer these types of questions, information generally must be easily accessible, timely, and accurate.

Knowledge systems support knowledge workers and data processors in an organization. The purpose of knowledge level systems is to help a business firm integrate new knowledge into the business and help the organization manage the flow of documents.

Employee clusters of knowledge information systems, especially in the form of workstations and office systems, are the fastest growing applications in business today.

Management level systems are designed to serve the control, management, decision making and administrative activities of middle managers. They determine whether objects are performing well and report back periodically. For example, a movement control system reports the movement of total inventory, the uniformity of the sales department and the department that finances the costs of employees in all sections of the company, noting where actual costs exceed budgets.

Some management level systems support unusual decision making. They tend to focus on less structured solutions for which the information requirements are not always clear. These systems often answer “what if?” questions.

What happens to the production schedule if we have to double our sales in December? What would happen to our dividend if payment was deferred for six months? Answering these questions often requires new data from outside the organization or data from within that cannot be obtained from existing operational-level systems.

Strategic-level systems are a tool to assist top-level managers who prepare strategic studies and long-term trends in the company and in the business environment. Their main purpose is to match changes in operating conditions with existing organizational capabilities. What will the employment level be in five years? What are the long-term industrial financial trends and where are our ups and downs? What products should we produce in five years?

Information systems can also be differentiated in a functional manner. Key organizational functions such as sales and marketing, production, finance, accounting and human resources are supported by proprietary information systems. In large organizations, subfunctions of each of these main functions also have their own information systems. For example, a manufacturing function might have systems for inventory control, process control, plant maintenance, computer-aided engineering, and material requirements planning.

A typical organization has systems at various levels: operational, managerial, knowledge and strategic for each functional area. For example, a commercial function has a commercial system at the operational level to record daily commercial data and process orders. The knowledge level system creates appropriate displays to demonstrate the company's products. Management level systems monitor monthly sales data for all commercial territories and report territories where sales exceed expected levels or fall below expected levels. The forecasting system predicts business trends over a five-year period - serving the strategic level of production, finance, accounting and human resources.

Each system may have components that are used by different organizational levels or several at the same time. The secretary may find information regarding the MIS, the middle manager may need analysis data from the TPS.

A special area of ​​using information in economic activity is to ensure the effective functioning of organizations through the high-quality circulation of information and knowledge. As organizations develop, the volume of accumulated information and knowledge increases, information circulation systems and information and knowledge management technologies are formed. The efficiency and prospects of almost every company directly depend on the quality of use of information and knowledge.

Information circulates within the company in horizontal and vertical directions. Vertical information flows provide mainly management processes, horizontal information flows provide production activities. Information and knowledge become objects of management, special methods and systems are developed aimed at managing these resources. Knowledge management is aimed at creating conditions under which employees have the opportunity to obtain the necessary knowledge and information at the right time and in the required volume. At the same time, organizing effective interaction between company employees for the exchange of knowledge, transfer of experience, skills, and abilities becomes an important management task. The knowledge of individuals interacting within the company gives a disproportionately greater effect than its simple sum. (The effectiveness of information exchange, of course, depends on both technical means and corporate culture).

To increase certainty regarding supply and demand, the dynamics of their changes, commercial information provided by marketing research is required, and to reduce the uncertainty of knowledge about the state of the market, the directions of changes in its structure, market information. Important types of information are financial, scientific and technical, and statistical.

Ensuring intra-company processes through the organization of effective internal information exchange makes it possible to improve the quality of individual business processes and optimize the use of all resources of economic activity. Electronic networks and communication systems are elements of a company’s intangible assets that determine the quality of intra-company interactions in the field of using information and knowledge. Effective use of information and knowledge improves customer service, expands planning capabilities, and accelerates response to changes in the economy. In conditions of excessive information pressure and lack of time for decision-making, as well as taking into account the costs of searching for the necessary information, brands and business reputation of a company are important indicators that reduce uncertainty in its relations with other market entities. Naturally, information programming should be based on the real achievements of the company and its corporate culture.

Information programming can also be used to manipulate the expectations of market participants, which can also lead to ineffective allocation of resources. In many ways, the crisis in the product markets of high-tech companies is caused by an overestimation of their capabilities, which leads to inadequate assessments of investors and the adoption of suboptimal decisions. Excessive information pressure on economic agents, especially consumers, can also be attributed to the negative consequences of information support. Recently, information wars aimed at creating a negative image of a competing company and a negative perception of its products have become increasingly common.

So-called intangible assets that have an information basis and, therefore, require special systems for managing their use and development are becoming increasingly important in the activities of companies. Intangible assets include patents, licenses, know-how, trademarks, knowledge, skills and abilities of company employees, organizational structure and corporate culture, which largely determine the efficiency of using information, especially in intra-company processes. Intangible assets are increasingly becoming specific business assets, which creates the prerequisites for improving traditional forms and creating new ones.

Virtual companies, network organizations, Internet companies, virtual teams, outsourcing, interaction with counterparties via the Internet are becoming increasingly common forms of doing business, due to their ability to effectively use information and knowledge to solve certain problems of economic activity. The development of computer technology, information and communication technologies, the creation and spread of the global Internet network, indeed, open up unprecedented opportunities for the use of information. At the same time, the problems in the development of the information economy at present are the lack of adequate systems for assessing information, difficulties caused by the contradictory combination of characteristics of public and private goods in information and, of course, the lack of a holistic economic theory of information.

In recent decades, the tendency towards the spread of fundamentally new phenomena and processes in the economy has become increasingly clear, and other factors of economic development have been identified both at the macro level and at the firm level. The main reason for such changes is the beginning and development of the “information revolution”, leading to the formation of a new economic system. Machinery is being replaced as the main production resource of the industrial era by information, knowledge, and intelligence. The growing automation of material production processes makes it possible to concentrate labor efforts on the field of intellectual production, the creation of information products and services.

2.2 Ways and methods of improving information systems in an organization

When discussing issues of designing information systems, some of the requirements for increasing their efficiency were noted, for example, the requirement that the type of information produced corresponds to the needs of the manager for making decisions. Unfortunately, many potential problems prevent even a seemingly well-designed information system from working effectively.

Potential users may not understand the benefits of the system or may be afraid of it and not want to use it. It may also turn out that the system is too expensive. Therefore, it is necessary to pay attention to how to resolve these and other problems so that the new MIS is effective not only on paper, but also in practice.

Complex computerized information management systems are usually designed by a team of specialists with the help of third-party consultants. In order for the designed IMS to be effective in practice, it is very important for these specialists to involve in the design process those managers who will subsequently use it. These users know better than others what decisions are important and what information is needed to make them. In addition, if those managers who will use the information do not take some part in the development process, it may turn out that the system will not give them the information they need or will overload them with useless information. It should not be forgotten that involving the people responsible for implementation in the design usually reduces resistance to change. Resistance to change can also be reduced by properly training users to use the system. Such training should reduce the fear of the unknown that a complex MIS instills. Most importantly, pre-training will give users a deep understanding of the system's capabilities and help them avoid the pitfalls that result from existing limitations. Without such training, users may find themselves at the mercy of service technicians and feel as if the MIS is controlling them rather than the other way around. The result may be a feeling of frustration and reluctance to use the system. Cost criterion - effectiveness of an IMS cannot be considered effective if the benefits from its use do not significantly exceed the costs of its creation. The best ICS is not necessarily the one that provides the greatest amount of information and the greatest accuracy and speed. The best system is one that provides the amount of information needed for management purposes at the lowest possible cost.

The cost of operating an information system significantly exceeds the cost of remunerating specialists and the cost of data processing equipment. The costs include the time spent on designing the system, its installation, training of personnel, as well as time and expenses associated with the collection, accumulation and processing of information. However, assessing the cost-effectiveness of IMS is often neglected. One of the important problems associated with new MIS technology is the ease with which excessive amounts of information can be given out. And an excess of information also complicates the decision-making process, as does its lack. Buried under a pile of irrelevant facts, a manager may overlook important information or be unable to identify it quickly enough for contemporary decision making. Consequently, a well-designed information management system selectively supplies the manager with information of only the type that is necessary for his activities. If possible, information should be “compressed” as tightly as possible in order to speed up the process of its accumulation.

Raw information entered into a computer information system called a database must be organized so that it can be retrieved in a usable form. Different managers have different needs for information at different times. To help them make efficient use of the system hardware, a variety of software packages have been developed.

3. Practical part

3.1 Human resources of the organization

1. Average annual production in physical terms is calculated using the formula:

GV= (1)

Where VP is the volume of products produced in physical terms, pcs.;

GW

2. Average annual output in value terms, which is calculated using the formula:

(2)

Where

VP - volume of manufactured products in value terms, million rubles;

NPP - number of industrial production personnel, people.

GV = =2.47 (million rubles)

3. Average daily output, which is calculated by the formula:

(3)

Where D r is the number of working days, days.

DV = =0.09 (million rubles)

4. Average hourly output is calculated using the formula:

(4)

Where VP is the volume of products produced in value terms, thousand rubles;

t cm - duration of the work shift, hours.

ChV = =0.001 (million rubles)

Table 1. - Indicators of the use of labor productivity

Average annual production,
Average daily output
Average hourly output

3.2 Fixed assets of the enterprise

Calculationindicatorsuselaborresources

Table 2. - Average annual cost of fixed assets in millions of rubles

1. The cost of fixed assets at the end of the period is calculated using the formula:

(5), Ф=174+5-1=178 (million rubles)

2. The average annual cost of fixed assets is calculated using the formula:

Where is Fn. g. - the cost of fixed assets at the beginning of the year, million rubles;

F centuries - cost of introduced fixed assets, million rubles;

F chosen - the cost of retired fixed assets, million rubles;

T. - the number of full months until the end of the year from the moment of commissioning of fixed assets;

12 - the number of full months until the end of the year when fixed assets do not work.

F (million rubles)

The main indicators of the efficiency of use of fixed assets are the following indicators:

1. Return on assets

Where VP is the volume of manufactured products, million rubles.

FO= (RUB/RUB)

2. Capital intensity

FE= (RUB/RUB)

3. Capital-labor ratio

Where H is the number of employees, people.

FV= (million rubles)

Indicators of movement of fixed assets include:

1. Input factor

Where F k.g. is the cost of fixed assets at the end of the year.

2. Attrition rate

Where is Fn. g. - the cost of fixed assets at the beginning of the year.

Kvyb = = 0.005

3. Wear rate

Where I is depreciation of fixed assets.

K out = = 0.102

4. Growth rate

K natural = = 0.022

Table 3. Indicators of use of fixed assets

Calculationdepreciationdeductions

1. The depreciation rate is calculated using the formula:

Where SPI is the useful life, years.

2. Depreciation charges are calculated using the formula:

Where F av is the average annual cost of fixed assets, million rubles.

Table 4. - Annual depreciation charges using the straight-line method

3.3 Working capital of the enterprise

Calculationindicatorsusenegotiablefunds

The main indicators of the efficiency of using working capital are the following indicators:

1. The turnover ratio is calculated using the formula:

(16)

Where VP is output, million rubles;

C o - average balance of working capital, rub.

Kob=

2. The duration of one revolution is calculated using the formula:

(17)

Where D is the duration of the planned billing period.

Add=

3. Material consumption of products is calculated using the formula:

(18)

Where MZ is material costs, rub.;

VP - volume of manufactured products in value terms, million rubles.

Me=

Table 5. Indicators of the use of working capital

3.4 Product cost

Calculationproduction costsproductsByelements

Table 6. - Product cost in millions of rubles

Where payroll is the workers' compensation fund, million rubles;

From the Social Security Fund - the rate of contributions to the social protection fund, %.

Where C BGS is the deduction rate in Belgosstrakh, %.

Table 7. - Cost structure in percentage

Figure 1. - Cost structure

Calculationproduction costsproductsmethodcalculations

Table 8. - Cost per unit of production in thousand rubles.

Name of calculation items	Indicators, thousand rubles.
Costs of raw materials and materials
Returnable waste
Purchased products and semi-finished products
Fuel and electricity costs
Basic salary
Additional salary
Contributions to the Social Security Fund
Contributions to the BGS
General production expenses
Production cost
General running costs
Losses from marriage
Business expenses
Product unit cost
Cost of all manufactured products, million rubles.

1. Determine the amount of additional wages:

Where ZP basic is the basic salary of production workers, million rubles. ZP additional % - percentage of additional salary.

Where st FSZN is the rate of contributions to the social protection fund, %.

Where art BGS is the deduction rate in Belgosstrakh, %.

BGS = = 0.7 (t.p)

4. Determine the amount of overhead costs:

Where OPR is the percentage of distribution of overhead costs.

OPR = = 81.4 (t.p)

5. Determine the amount of general business expenses.

Where cm OHR - estimate of general business expenses, thousand rubles.

VP - volume of products released in physical terms, pcs.

OHR = = 95.7 (t.p)

6. Determine the amount of business expenses.

where is the total amount of business expenses.

Production cost is determined as the sum of 11 costing items minus returnable waste.

7. Determine the unit cost of the product.

P s/s = PR s/s + KR + OHR, (27)

8. The cost of all manufactured products is determined.

S/s vp. = P s/s Ch VP, (28)

Where VP is the volume of products released in physical terms, pcs.

3.5 Formation of selling price in the organization

Calculationvacation paytsenamethoddirectaccounts

The direct counting method is used directly to determine the selling price.

1. Based on the cost of production, it is necessary to determine the expected profit.

(29)

Where N p is the rate of return.

P=

2. Based on the profit received and the cost, determine the selling price.

OTs = P + C pl (vp), (28)

Ots=113.2+323.61=436.8 (t.p)

3. Determine value added tax.

(29) VAT=

4. Determine the selling price including VAT:

OTs VAT = OTs + VAT, (30) OTs VAT = 436.8 + 87.3 = 524.1 (t.r.)

Table 9. - Selling price in millions of rubles.

3.6 Enterprise profit

Calculationarrivedenterprises. Definitioncleanarrived

1. The total total profit is calculated using the formula:

SSP = P rp + P ext. cont., (31)

Where P rp is profit from sales of products, million rubles,

P out. cont. - profit from other sales, million rubles.

...

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The essence of the term is information

The legal definition of the concept of “information” is given in the Federal Law of July 27, 2006 No. 149-FZ “On Information, Information Technologies and Information Protection” (Article 2): “information - information (messages, data) regardless of the form of their presentation” .

Term information comes from the Latin word informatio, which means “information, explanation, presentation.”

Information is such a general and deep concept that it cannot be explained in one phrase. This word has different meanings in technology, science and in everyday situations.

In everyday life, information refers to any data or information that interests someone, for example, a message about any events, about someone’s activities, etc. “Inform” in this sense means “to report something previously unknown.”

The same information message (newspaper article, advertisement, letter, telegram, certificate, story, drawing, radio broadcast, etc.) may contain different amount of information for different people depending on their accumulated knowledge, from level of understanding this message and interest to him. So, the message composed in Japanese, does not carry no new information for a person who does not know the language, but can be highly informative for a person who speaks Japanese. No new information does not contain a message expressed in a familiar language, if it content is unclear or already known.

Information is a characteristic not of a message, but of the relationship between the message and its consumer. Without the presence of a consumer, at least a potential one, talking about information is pointless.

In cases where they talk about automated work with information using any technical devices, they are usually primarily interested not in the content of the message, but in how many characters this message contains.

In relation to computer data processing under information understand some sequence of symbolic notations(letters, numbers, encoded graphic images and sounds, etc.), carrying a semantic load and presented in a form understandable to a computer. Each new character in such a sequence of characters increases the information volume of the message.

Information can exist in the form of:

• texts, drawings, drawings, photographs;
• light or sound signals;
• radio waves;
• electrical and nerve impulses;
• magnetic recordings;
• gestures and facial expressions;
• smells and taste sensations;
• chromosomes, through which the characteristics and properties of organisms are inherited, etc.

Objects, processes, phenomena of material or intangible properties, considered from the point of view of their information properties, are called information objects.

What can you do with the information?

All these processes associated with certain operations on information are called information processes.

Information properties

Information has the following properties:

• reliability
• completeness
• accuracy
• value
• timeliness
• clarity
• availability
• brevity, etc.

Information reliable, if it reflects the true state of affairs. Inaccurate information can lead to misunderstandings or poor decisions. Reliable information over time may become unreliable, since it has the property become obsolete, that is, it ceases to reflect the true state of affairs.

Information full, if it is sufficient for understanding and making decisions. Both incomplete and redundant information hinder decision making or may lead to errors.

Accuracy information is determined by the degree of its proximity to the real state of an object, process, phenomenon, etc.

Value information depends on how important it is for solving the problem, as well as on how much later it will be used in any type of human activity.

Only timely received information can bring the expected benefits. Both premature presentation of information (when it cannot yet be assimilated) and its delay are equally undesirable.

If valuable and timely information is expressed in an incomprehensible way, she might become useless. Information becomes understandable if it is expressed in the language spoken by those for whom this information is intended.

Information should be presented in accessible(according to the level of perception) form. Therefore, the same questions are presented differently in school textbooks and scientific publications.

Information on the same issue can be presented briefly(concisely, without unimportant details) or extensively(detailed, verbose). Conciseness of information is necessary in reference books, encyclopedias, and all kinds of instructions.

The entire marketing complex is built on information about events occurring in the macro and micro environments. Information serves as a link between the company and the market environment, creating a single information field.

Marketing information represents facts, estimates, information, figures and other data necessary for analyzing and forecasting marketing activities.

Marketing information must have certain properties: relevance, completeness, reliability, comparability, accessibility, cost-effectiveness.

Marketing information can be classified according to the following characteristics:

1. by the time period to which the information relates (historical, current, forecast);

2. in relation to the stages of making marketing decisions (stating, explanatory, planning, used in marketing control));

3.; if possible, numerical assessment (quantitative, qualitative

4. by the nature of receipt (external, internal).

Internal information characterizes the indicators of the enterprise's production and commercial activities and serves as the basis for analyzing the situation in a competitive environment (enterprise reporting, production and sales plans, marketing budget, list of the enterprise's clients; business correspondence of the enterprise, etc.).

External information contains information about the subjects of the marketing environment. This includes: published and unpublished information. Published materials: government information (legislative acts and regulations, information from government services, statistical information), information on market conditions, general economic press, industry periodicals, etc. Unpublished materials - financial reports of the activities of competing companies, information obtained through personal contacts, etc.

5. by sources of information (secondary, primary).

Characteristics of primary and secondary marketing information.

According to the sources, marketing information can be primary and secondary.

Advantages primary information:

The primary data is not contradictory and fresh.;

Some primary data is secret to competitors

Collected in accordance with the precise objectives of the study;

Collection methodology is determined by the researcher

Flaws primary information:

Collecting this information takes a lot of time and requires the investment of certain funds;

Advantages secondary information:

Speed ​​of receipt;

Cheapness;

Sources of information may contain data that the company itself cannot obtain;

Ease of use.

Flaws secondary information:

May be old;

It may not be consistent with the objectives of the research, because was collected for other purposes;

Inability to assess the reliability of the data;

Not all research results may be published in external sources.

Many are unable to collect primary data.

Good marketing information helps to gain competitive advantage, reduce risk, determine consumer attitudes, and evaluate performance.

Methods for collecting and processing primary information.

methods of collecting primary information:

1. Survey– oral or written appeal to consumers with questions, the content of which constitutes the research problem.

Main survey forms:

Questionnaire (carried out in writing);

Interviewing (carried out orally).

2. Observation– study of the behavior of the research object in a natural setting.

Various forms of observation are used in marketing practice. They can classify according to the following characteristics:

The nature of the environment (field, laboratory);

By method of implementation (hidden, open);

According to the degree of standardization (standardized, free).

3. Experiment– study of the influence of one factor on another while simultaneously controlling extraneous factors. Used to quantify cause-and-effect relationships.

The advantage of the experiment is that it allows you to see the cause-and-effect relationship of the phenomena being studied.

The disadvantage is that it requires significant costs and the restrictions set are not always justified.

4. Imitation - the study of real processes and phenomena based on the construction and analysis of models , describing specific situations.

The advantages and disadvantages of imitation are the same as those of experiment.

The choice of a specific method depends on the purpose of the study, the characteristic being studied, the carrier of this characteristic (consumer, employee of the enterprise, product), available resources .

12. The essence of marketing research. Basic requirements for the study.

Marketing research - This is the process of collecting, processing and analyzing data on various aspects of marketing activities; its purpose is to study current problems and make management decisions.

The main result of any marketing research is information, which is then used in the development and implementation of marketing strategies and tactics.

Marketing research can be carried out in-house by an enterprise with the help of its specialists, as well as with the help of other specialized organizations. Recently, a mixed form of organizing research has become widespread.

The effectiveness and efficiency of marketing research depends on compliance with a number of requirements:

Firstly, research must be carried out systematically, continuously, comprehensively;

Secondly, when implementing them, a scientific approach must be observed, which is based on objectivity, accuracy and thoroughness;

Third, research should be conducted in accordance with the International Code of Practice for Marketing and Social Research, which includes the following principles:

Research is based on voluntary cooperation, interviewees can interrupt the interview at any time,

Research must be conducted honestly, objectively, without unwanted interference or harm to the persons interviewed,

Personal and confidential information cannot be disclosed without the consent of the persons being interviewed;

Fourthly, research must be carried out in strict sequence.

13. Stages of conducting marketing research.

Marketing research must be carried out in strict sequence.

The sequence of work includes the following stages of marketing research:

1. Justification of the feasibility of conducting the study.

2. Determination of the specific purpose and objectives of the study.

3. Drawing up a research plan. The plan allows you to establish a framework and determine the main directions of research:

Methods of collecting, processing and analyzing information;

Clarification of the budget allocated for research;

Timing of the study;

Responsible persons and performers.

4. Collection, systematization and analysis of secondary information.

5. Clarification of sections of the research plan related to obtaining primary information. Obtaining primary information.

6. Systematization and analysis of the data obtained, formulation of conclusions.

7. Preparation and presentation of a report with the final results of the study. Report structure:

Goals and objectives of the study;

Customer and research methods;

Characteristics of the study sample, time of its conduct;

Techniques and methods for collecting, processing and analyzing information;

Structure of the questionnaire;

Sources of information with characteristics of their reliability;

The magnitude of possible errors affecting the degree of reliability of the information;

Information about the performers and consultants.

8. Making marketing decisions based on the information received;

9. Evaluation of the results of the implementation of activities.