The use of marketing research in the selection of potential suppliers

Abstract

Purpose: the purpose of the study was to study the main stages of marketing research, the consistent conduct of which contributes to minimizing material and labor costs. Working in conditions of uncertainty, enterprises face the need to minimize the risks from interacting with unscrupulous suppliers. Marketing research is designed to give management the opportunity to make informed decisions about changing suppliers. Before starting a marketing research, each enterprise should determine the range of issues that will be considered during this research and should be reflected in the corresponding report. Discussion: the article discusses the main stages of marketing research, the consistent conduct of which contributes to the minimization of material and labor costs. These stages are advisory in nature, since it is always necessary to take into account the specifics of the activity and the complex hierarchical nature of the study. In the process of collecting information, it is necessary to avoid information leakage, since in addition to employees, experts can also be involved in marketing research. Results: based on the results of the marketing research, a report is compiled in which its main results are described in detail. When changing the direction of activity, there is a need to conduct marketing research and analysis of suppliers of raw materials and materials.