Marketing research in a transition economy of the turbulent world

Abstract

The aim of the study is to clarify what factors and how exactly to act in market research in the transition economy of Ukraine. The hypothesis raised is the conduct of market research in a transition economy is affected by factors related to global economic trends, the state of development of marketing theory and market research in the world and in Ukraine. Their study was carried out through the use of general scientific methods of abstraction, a systematic approach to the study of socioeconomic processes and the participation of relevant theoretical concepts. Among the most relevant results is that the analysis confirms our hypothesis that the conduct of market research in the underdeveloped oligarchic transitive economy of Ukraine is influenced by three groups of factors related to the trends of the world economy, the state of development of marketing theory and market research, as well as characteristics of the transitive economy. The market research market size calculation is based on certain expert assumptions and may not fully reflect the actual situation. On the other hand, the practice of market research is influenced not only by theoretical developments but also by the state of its market. The result of the investigation makes it possible to take into account the particularities of the type of economy in transition in Ukraine.