СтаттяЗовнішня публікація🌐 українська30 квітня 2026 р.

MARKET RESEARCH AS A COMPONENT OF MARKETING ACTIVITY ANALYSIS IN THE CONTEXT OF DIGITALIZATION

Daria KravetsORCID

Анотація

The article explores the transformation of market research under digitalization and highlights its role as a key element of marketing activity analysis. Modern approaches to data collection, processing, and interpretation based on Big Data, behavioral analytics, and artificial intelligence are examined. The study emphasizes the shift from periodic data collection to continuous real-time analysis, improving the understanding of consumer behavior. The specifics of analytical tools application in e-commerce, SaaS, and B2B models are analyzed. Key challenges such as data fragmentation, algorithmic bias, and privacy constraints are identified. A comprehensive analytical approach is proposed, integrating diverse data sources and combining traditional and digital methods. It is proven that effective use of high-quality data enhances marketing decision-making, adaptability, and competitiveness of enterprises in a digital environment.

Класифікація

Домен

Social SciencesPhysical Sciences

Галузь

Economics, Econometrics and FinanceEnvironmental Science

Підгалузь

General Economics, Econometrics and FinanceManagement, Monitoring, Policy and LawGlobal and Planetary Change

Тема

★Digital Transformation in Financial ServicesBusiness and Economic DevelopmentDiverse Scientific Research in Ukraine

Ідентифікатори

DOI: 10.32839/2304-5809/2026-2-139-6

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