An Innovative Technique to Define Marketing Research Objective
An Innovative Technique to Define Marketing Research Objective
Author(s): Alla Starostina, Volodymyr Kravchenko, Mykola PetrovskySubject(s): Business Economy / Management, Marketing / Advertising
Published by: UIKTEN - Association for Information Communication Technology Education and Science
Keywords: marketing technique; management problem; marketing research objective; marketing problem; marketing opportunity;
Summary/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.
Journal: TEM Journal
- Issue Year: 11/2022
- Issue No: 2
- Page Range: 955-963
- Page Count: 9
- Language: English
