EVOLUTION OF MARKETING RESEARCH METHODS IN MODERN CONDITIONS

The given article deals with systematization and structuring of modern methods of marketing researches, that are mostly used for development, planning and realization of successful commodity and price policy of enterprise, launching innovative products to the market, and controlling risks for marketing decisions and optimization of business-management as a whole. The decision of the tasks put in the article was carried out by means of such scientific special methods of research: analysis and synthesis, systematization and generalization. In the given article it is analyzed the modern trends of change for marketing research methodology, in particular, it is specified, that in today's terms the focus of marketing research is displaced from research of product directly on his consumer. It is marked that nowadays exactly this tendency is represented in the use of (except the standard methods of marketing researches) project methods, application of complex methodologies of mix methods, informatively-digital technologies, methods of on-line researches, benchmarking, instruments of neuromarketing and others. The practical value of this article lies in the thesis, that the effective research of market trends progress is impossible without the change of methodology of marketing researches, taking into account the widespread use of informatively-digital technologies and globalization of modern economy. The substantive provisions of this article can be used in an educational process at the study of methods of marketing researches and practical work on development to their realization.