SPECIALIZED METHODS OF CONDUCTING MARKETING RESEARCH IN THE CONTEXT OF DIGITAL MARKET TRANSFORMATION: THEORETICAL AND APPLIED ASPECTS

Abstract

The article examines the theoretical and methodological foundations of the development of specialized marketing research methods in the context of digital economic transformation. It is substantiated that modern marketing research is undergoing profound changes associated with the transition to data-driven approaches based on the use of Big Data technologies, artificial intelligence, and machine learning. It is determined that the digitalization of marketing research contributes to increasing the accuracy of analytical results, reducing information processing time, and creating conditions for predictive and prescriptive modeling of market processes. The study reveals the features of transforming traditional research methods through their integration with digital tools, which ensures the formation of a comprehensive analytical system. The feasibility of using hybrid approaches combining qualitative and quantitative methods with modern digital technologies is proven, allowing for improved validity and representativeness of research results. The impact of digital marketing research on key business performance indicators is analyzed, including conversion rates, customer loyalty, marketing efficiency, and decision-making speed. The main limitations of digital methods are identified, such as data quality issues, algorithmic bias, and the complexity of interpreting analytical results. The necessity of forming an integrated model of marketing research is substantiated, taking into account the specifics of the digital environment and ensuring the effectiveness of analytical activities in conditions of dynamic market changes. The generalization of the obtained results allowed forming the methodological foundations for choosing optimal marketing research tools depending on the goals, conditions, and resource constraints of the enterprise. It is proven that the most effective is an integrated research model based on the synergy of analytical technologies and classical approaches to data collection. Future scientific research should be directed towards deepening the methodology of integrating artificial intelligence into marketing research, particularly regarding the development of adaptive algorithms for analyzing behavioral data.