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An Innovative Technique to Define Marketing Research Objective

TEM Journal, 2022-05, Vol.11 (2), p.955-963 [Peer Reviewed Journal]

2022. This work is published under https://creativecommons.org/licenses/by-nc-nd/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2217-8309 ;EISSN: 2217-8333 ;DOI: 10.18421/TEM112-59

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  • Title:
    An Innovative Technique to Define Marketing Research Objective
  • Author: Starostina, Alla ; Kravchenko, Volodymyr ; Petrovsky, Mykola
  • Subjects: Business Economy / Management ; Decision making ; Hypotheses ; Marketing ; Marketing / Advertising ; Methods ; Postmodernism ; Qualitative research
  • Is Part Of: TEM Journal, 2022-05, Vol.11 (2), p.955-963
  • Description: 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.
  • Publisher: Novi Pazar: UIKTEN - Association for Information Communication Technology Education and Science
  • Language: English
  • Identifier: ISSN: 2217-8309
    EISSN: 2217-8333
    DOI: 10.18421/TEM112-59
  • Source: CEEOL: Open Access
    Alma/SFX Local Collection
    ProQuest Central
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