Запропоновано методику проведення кабінетного маркетингового дослідження. Розглянуто особливості розрахунку показників обсягу реалізації продукції, що містяться у фінансовій та податковій звітності підприємств, і запропоновано форму обліку незавершених операцій з реалізації продукції. На прикладі аналізу показника обсягу реалізації продукції промислового підприємства Одеси показано особливості здійснення кабінетного маркетингового дослідження шляхом застосування системи статистичних методів. Обґрунтовано доцільність використання в маркетингових дослідженнях методів аналізу взаємозв’язків – індексного та регресійно-кореляційного; показано можливості та особливості комплексного використання розглянутих методів; запропоновано способи вирішення проблемних питань, що виникають під час розподілу приросту результативного показника за факторами методом виявлення ізольованого впливу факторів
The aim of the article. The aim of the article is to develop a methodology for conducting a cabinet marketing research, the practical use of which can be a significant basis for the development of effective management decisions.
The results of the analyses. The paper proposes a methodology for conducting cabinet marketing research. The peculiarities of calculation of indicators of sales’ volumes contained in the financial and tax reports of enterprises are viewed. Forms of accounting of incomplete sales operations are proposed in order to reduce the implementation risks of the enterprise. On the example of indicators of sales’ volume of products, and profits of the industrial enterprise of Odessa, features of the implementation of the cabinet marketing research through the application of the system of statistical methods are shown; the expediency of using the methods of analysis of interrelations – index, regression and correlation methods – which reveal the factors that have the greatest influence on the results of the enterprise activity, is substantiated; the distribution of the growth of the effective indicator by factors in the multiplicative models by the methods of chain substitutions and the identification of the isolated influence of factors is conducted. Paradoxes that arise while using the method of identifying the isolated influence of factors are shown, the ways of their solution are proposed. The patterns of the change in the magnitude of the increment of the effective indicator due to the joint action of the factors are proved.
Conclusions and perspectives for further research. The conducted research made it possible to conclude that for the purpose of conducting a cabinet marketing research on the basis of the analysis of indicators that characterize the results of the enterprise as a whole and the marketing department in particular, it is advisable to use the information contained in the enterprise’s reporting documents, since the use of such information increases the reliability of the analysis’ results. In the absence of the necessary information in the reporting documents, data can be obtained from the registers of current accounting and through the subsequent data accumulation. It is important in marketing research to use the methods of analysis of interconnections, since they allow quantitatively to determine the degree of influence of one (factor) indicator on other (effective) indicator, as well as to assess the expediency of money investments, time expenditures, etc. to achieve the expected results. It is proved that under conditions of unstable development of the Ukrainian economy as a whole and individual enterprises, the use of index models becomes increasingly important for the analysis of problems, since the construction and analysis of multi-factor multiplicative models does not require information for a long period of time – data for two years is enough (or for any two other periods of time). In multiplicative models, the distribution of growth by factors can be carried out by various methods, among which the most common one is the method of detecting the isolated influence of factors, and the method of chain substitutions. However, in each case, the choice of method depends on the object of research and the tasks of the analysis. It is expedient to use the complex economic and mathematical methods to conduct thorough marketing research, since it becomes possible to determine how the influence of each factor in the regression model varies over time with the result (is it increasing or decreasing) which allows obtaining more information for making effective decisions. However, this issue is underdeveloped and requires further research.
