Vol.11, No.2, May 2022.                                                                                                                                                                                   ISSN: 2217-8309

                                                                                                                                                                                                                        eISSN: 2217-8333

 

TEM Journal

 

TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS

Association for Information Communication Technology Education and Science


An Innovative Technique to Define Marketing Research Objective

 

Alla Starostina, Volodymyr Kravchenko, Mykola Petrovsky

 

© 2022 Alla Starostina, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)

 

Citation Information: TEM Journal. Volume 11, Issue 2, Pages 955-963, ISSN 2217-8309, DOI: 10.18421/TEM112-59, May 2022.

 

Received: 16 January 2022.

Revised:   15 May 2022.
Accepted: 20 May 2022.
Published: 27 May 2022.

 

Abstract:

 

The article aims to describe an innovative technique for defining the marketing research objective. The proposed approach is based on a Structured Table Analysis of Business Environment, presented in tabular form (STABE technique). The technique enables obtaining the information needed to solve a certain management problem in a particular business environment. The development of the STABE technique is based on the following provisions: the role, importance, and functions of marketing research in making managerial decisions; managerial orientation, logical sequence of stages, maximum possible formalization.

 

Keywords –marketing technique, management problem, marketing research objective, marketing problem, marketing opportunity.

 

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