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STANDARDS FOR PROVIDING MARKETING RESEARCH IN THE DIGITAL ECONOMY

The article substantiates the need for marketing research. The main aspects of regulating the relationship between participants in the research process are outlined. The main regulatory organizations of international and domestic level and their requirements for quality research procedures are considered. The main provisions of the International Code ESOMAR (European Society of Marketing Research Professionals) are summarized. The basic ethical norms of doing business in the research sphere, which are based on the principles and directives of ESOMAR, are outlined. The main requirements of ESOMAR for conducting Internet marketing research are considered. The peculiarities of the formation of the market of market research in Ukraine are revealed. The key aspects of the Ukrainian Marketing Association (UAM) that contributed to the development of the marketing research market are identified. The dynamics of the market volume of marketing research for the period 2003–2020 in hryvnia and US dollars is analyzed. The main operators of the market of market researches in Ukraine are defined. The impact of the pandemic on the market of marketing research in Ukraine is noted. Analyzed as the introduction of the digital economy and the accelerated digitalization of all areas is reflected in the activities of companies conducting marketing research. Marketing research in Ukraine has a redistribution of methods towards increasing the share of online in the context of accelerating the digitalization process during a pandemic. The main consumer preferences have definitely changed. In times of uncertainty, companies need more marketing information to make decisions. We are confident that in the context of the ongoing transformation of consumer behavior, the demand for marketing research will continue to grow. Trends include greater flexibility for both customers and agencies, who try to get not just the service itself, but sell and buy quality, not price. The main challenges for companies conducting marketing research are the innovative component of marketing research and compliance with the standards specified in the main provisions of regulatory organizations at the international and domestic levels.