STATISTICAL PROVISION OF MARKETING RESEARCH OF THE CAR SERVICE MARKET

ABSTRACT

Khobta M.O., Porfirenko V.I., Sukmanyuk V.M. Statistical provision of marketing research of the car service market. Visnyk National Transport University. Series «Economic sciences». Scientific and Technical Collection. - Kyiv: National Transport University, 2021. - Issue 2 (49).

The article offers methodological approaches and recommendations for creating an information database from various information sources for the organization of statistical provision in the implementation of marketing research of the car service market, in conditions of changing consumer behavior.

The object of study is the relationship process between the subjects of marketing activities of the car service market.

The purpose of study is a theoretical justification of methodological approaches and the development of practical recommendations for the creation and operation of statistical provision for marketing research of the car service market.

Research methods - generalization, systematization, comparison, observation, analysis, synthesis, scientific abstraction.

The collection of primary data involves organization and conduction of statistical observation, the selection of information sources and methods for marketing research is determined by the characteristics of the studied segment of the car service market. Creating an information base is the accumulation of information from various sources in several stages. The article provides the classification of information in marketing research from various sources. Formation of information about companies and customers, enough general economic information, computer databases that contain a list of service stations, their details, information about the types of services they provide to their customers, etc. From internal sources of information, namely the number of concluded agreements for the maintenance of corporate cars, information on the number of customers, the volume of services provided, the number of invoices, the structure of orders. Analyzing the classification of service stations in the car service market, we conclude that they differ significantly from each other, so it is necessary to organize a selective stratified statistical survey covering all groups of enterprises and customers depending on the share of each group, which will form a complete and reliable information base of marketing research data.

Methodical approaches and practical recommendations will allow marketers to better organize statistical observation, to form an information base of marketing research of the car service market.

KEY WORDS: STATISTICAL OBSERVATION, MARKETING RESEARCH, MARKETING INFORMATION, SELECTIVE OBSERVATION, CLASSIFICATION OF CAR SERVICE STATIONS, INFORMATION SOURCES.

REFERENCES

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AUTHOR

KHobta Mykhailo O., Ph.D, associate professor, National Transport University, associate professor department of management, e-mail: mohobta1957@gmail.com, tel. +380672593000, Ukraine, 01010, Kyiv, ul. Omelyanovich-Pavlenko, 1, of. 242, orcid.org/0000-0002-6505-9092

Porfirenko Volodymyr I., Ph.D, associate professor, National Transport University, associate professor department of management, e-mail: porfirenko@gmail.com, tel. +380675034433 Ukraine, 01010, Kyiv, ul. Omelyanovich-Pavlenko, 1, of. 242, orcid.org/0000-000-3-0329-6217

Sukmaniuk Victoriia M., National Transport University, Assistant of the Department of Management, e-mail: ruslan050371@ukr.net, tel. +380669783065, Ukraine, 01010, Kyiv, ul. Omelyanovich-Pavlenko, 1, of. 242, orcid.org/0000-0003-4202-8960.

REVIEWER

Roskladka N. O., Doctor of Economic Sciences, professor, National University of Trade and Economics, Professor of Tourism and Recreation Department, Kyiv, Ukraine.

Bondar N.M., Doctor of Economic Sciences, professor, National Transport University, professor department of economics, Kyiv, Ukraine.

Article language: Ukrainian

Open Access: http://publications.ntu.edu.ua/visnyk/49/179-187.pdf

Print date: 15.03.2021

Online publication date: 05.04.2021

 

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