Marketing research

In the book “Sociology: Dictionary of Terms and Concepts” (Kyiv, 2006) marketing research is defined as “a kind of sociological empirical research aimed at the systematic collection, reflection and analysis of factual information on the needs, opinions, motivations, attitudes, behavior of individuals and organizations (economic entities, government agencies, etc.) related to marketing, that is, all aspects promotion of goods and services on the market” (pp. 167-168). Marketing research can be carried out using a variety of methods: surveys, observations, desk research method, etc.; the choice of research method depends on purpose and objectives of the study.

Over the years, the Educational, Scientific and Production Laboratory «Mykolaiv Center for Sociological Research» of the Petro Mohyla Black Sea National University has gained considerable experience in conducting marketing research using a variety of methods, among which the most frequently used questionnaire interviews, in-depth interviews and focus group interviews. Annually the сenter conducts a survey of students of the Petro Mohyla Black Sea National University on the topic of their satisfaction with the educational services they receive at the university.

The ESPL “Mykolaiv Center for Sociological Research” offers enterprises, organizations, and other interested persons from the city of Mykolaiv and other cities of Ukraine services for conducting marketing research on a contracting basis.