Comparative analysis of marketing research methods and their impact on product and service development

Abstract

In the article, the authors conduct a comparative analysis of marketing research methods and examine their impact on the development of products and services. As a result of this analysis, the authors identified the main trends in the field of marketing research, which in the future can serve as the basis for recommendations for optimizing strategies aimed at increasing the competitiveness of products and services in the market. The study identifies key approaches to marketing research, such as market analysis, competitiveness, consumer behavior and others. The authors of the article highlight the advantages and disadvantages of each marketing research method, highlighting their applicability in various scenarios and industries. Particular attention is paid to the influence of marketing research results on product and service development strategies, as well as on management decision-making. The study provides readers with an in-depth analysis of how effective marketing research methods can contribute to successful innovation and increased competitiveness of the entire company. Ultimately, the scientific results obtained by the authors and presented in the article help business representatives, entrepreneurs and marketers make informed decisions based on the results of qualitative and quantitative marketing research, contributing to the long-term success of companies in the market.