Under the polls refers to the method of collecting primary information, which is asking questions to a specific group of people. With the help of surveys, both event (or factual) information is obtained, as well as information about the opinions, assessments and preferences of the respondents. Unlike letters received by government bodies, newspaper editors and public organizations surveys provide more systematic and accurate information. In addition, * they expand the multitude of sources of information, involving in the research process those people who, according to own initiative will not speak up.

At present, the survey method is the most common way of obtaining primary information, which is why it is sometimes identified with all sociological research in general, and sometimes with sociology itself as a science (i.e., science is identified with one of its methods). He is very effective way obtaining universal information, both objective (about the facts and products of people's life) and subjective (about the motives of activity, opinions, assessments or value orientations). The main advantages of the survey method are mass character and representativeness, as well as the possibility of using it in conducting operational sociological research. Although this method is not universal, its role and significance is the greater, the weaker the provision of the studied phenomenon with statistical and documentary information and the less it is accessible to direct observation. At the same time, it should be borne in mind that the researcher receives information about social phenomena only in the form in which it is reflected in the minds of people and expressed by the respondent in a survey situation.

The quality of information obtained by the method of surveys is influenced by factors related, on the one hand, to the personality of the respondent (level of education, culture, memory properties, protective mechanisms of the psyche, attitude to the problem under study and to the person or organization conducting the study), and on the other hand, with the activities of the researcher himself, starting with the professionalism in compiling the questionnaire and ending with the skill of the questionnaire or interviewer with the respondent in obtaining the required information. The results of surveys are negatively affected by the presence of unauthorized persons, an unsuccessfully chosen time and place for conducting them, non-observance of the principle of anonymity, as well as poor organization of the survey procedure itself. To neutralize the factors that negatively affect the results of surveys, one should strictly comply with the regulatory requirements for their conduct.

These requirements include:

Clear fixation of research tasks with the provision of an adequate questionnaire;

Availability to respondents of the proposed wording of questions;

Ensuring the principles of socio-psychological communication between interviewers and respondents, which involves the use of technical and organizational techniques aimed at creating optimal conditions for conducting surveys;

Accuracy of recording respondents' answers;

Standardization of the conditions for conducting surveys;

Encouraging the interests of respondents and interviewers to the results of surveys.

According to the degree of coverage of the general population, surveys are divided into solid And selective. In the first case, the surveys cover the entire population, and in the second, only a part of it.

According to the procedure for conducting surveys, they are divided into individual that take place in a confidential way of communication between the sociologist and the respondent, and group, in which the sociologist works not with one, but with several respondents at once.

However, first of all, the basis for their classification is the form of conduct, according to which they are divided into written and oral. Written surveys are usually called questionnaires, and oral surveys are called interviews.

Questioning.

Questionnaire is a type of survey based on the use of questionnaires. As can be seen from its definition, the central position in it is occupied by a questionnaire. Under questionnaire This refers to a questionnaire that is independently filled in by the interviewee according to the rules specified in it.

Questionnaires are widely used to obtain information about the actual state of affairs in the field under study and their assessment, as well as about the opinions, interests and motives of the respondents. Depending on the content of the question, various techniques are used to increase the reliability of the information obtained from the answers.

The structure of the questionnaire includes three parts: introductory, main and passport (demographic block).

Introduction contains an appeal to the respondent, which indicates the purpose, customer and performer of the study, as well as instructions for filling out the questionnaire.

Concerning main part, then it includes meaningful questions that correspond to the goals and hypotheses of the study. At the same time, one of the rules for the composition of the main part of the questionnaire states that complex questions should not be asked at the beginning and end of the questionnaire.

Finally, passport contains the necessary objective data about the respondent, which include his gender, age, education, etc.

The questionnaire is a structurally organized set of questions, each of which is related to the program and procedural objectives of the study. According to the form, the questions included in it are divided into open ones, which require a free answer (for example, “What do you think to do after serving in the army?”), And closed ones, the answer to which consists in choosing from several statements proposed in the questionnaire. Open-ended questions provide deeper information, but with a large number of questionnaires they lead to significant difficulties in processing due to non-standard answers. According to the content, the questions of the questionnaire are divided into objective questions related to education, age or wages the respondent, and subjective, which reveal his psychological attitude, as well as his attitude to the conditions of his life and certain events. Questions are usually answered anonymously.

The survey can be conducted in the following ways:

The questionnaire is filled out individually in the presence of the collector;

Group filling in the presence of the picker;

Respondents independently fill out and, to maintain anonymity, submit questionnaires at the same time;

The questionnaire is distributed or sent to the house, and then returned to the respondents by mail ("mail" questionnaire).

In order to increase its effectiveness, before mass surveys, trials are usually carried out, the purpose of which is to reject unsuccessful (“non-working”) questions.

The basic rules for constructing a questionnaire can be formulated as follows:

the topics covered by the questions should be in a logical sequence;

the interest of the respondent should grow from question to question;

questionnaires should not contain too complex or intimate questions;

the wording of the questions should correspond to the educational level of the surveyed group;

in closed questions, all possible answers should be provided;

the total number of questions should not be too large - the survey should not tire or annoy the respondent.

Questioning is used to obtain information about such phenomena and processes that are inaccessible to direct observation and are not reflected in various documents. An example is information about the motives, interests and preferences of people, as well as their life plans.

The advantages of the survey are: 1) the breadth of research topics, which can relate to almost any sphere of people's life; 2) the possibility of obtaining information both about objective processes and about the attitude of people towards them; 3) relatively small time and cost-effectiveness; 4) obtaining the most formalized information suitable for machine processing; 5) the possibility of repeating surveys with a certain frequency.

At the same time, the survey method is not free from shortcomings, which include the following:

the wording of questions during its implementation always gives an incomplete, and sometimes even a simplified, reflection of reality. From them you can learn only what and how they ask;

in the course of its implementation, it is possible to receive false and low-quality information if the questionnaire is incompetent or due to the intervention of random circumstances (for example, incomplete filling out of the questionnaire);

it is not applicable for interviewing visually impaired and semi-literate people, as well as for obtaining information on very sensitive issues and in conditions of high social tension.

Interviewing.

Interviewing is a type of survey based on an interview.

Under interview this refers to a purposeful conversation, the purpose of which is to get answers to the questions provided for by the research program. Interviewing as a type of survey is preferable to questionnaires in the following respects:

there are practically no questions without answers;

vague or conflicting answers can be clarified;

it is possible to observe the respondent and fix not only his verbal answers, but also non-verbal reactions;

the information received is more complete, deeper and more reliable than the questionnaire;

with it, it is possible to take into account the level of culture of the respondent, his attitude to the topic of the conversation or individual problems, to flexibly change the wording of questions, taking into account the personality of the respondent and the content of previous answers, and also to pose additional questions.

Despite the flexibility of the interview, it is carried out according to the plan provided for by the research program, in which all the main questions and various options for additional and clarifying questions are recorded.

The main disadvantages of the interview method include its low efficiency, significant time costs, the need for a large number of interviewers, and the impossibility of using it in situations of short-term mass surveys. For novice researchers, it presents considerable difficulties, since it requires special training and solid training. Besides, different types interviews suggest that the researcher has ambiguous sets of knowledge and skills.

The most widespread in social cognition received standardized interview, the distinctive features of which are a rigid sequence, pre-prepared clear wording of questions and well-thought-out models of answers to them. It can be carried out according to the questionnaire questionnaire, which is often done to control and supplement the questionnaire data.

Somewhat less commonly used semi-standardized interview, which is carried out on the basis of not a formalized questionnaire, but a memo ("guide") with a list of mandatory questions that do not exclude discussion with the respondent of other problems related to the research topic.

Even less common focused interviews, in which only the initial question is standardized, and the main task is seen in focusing the attention of respondents on the discussion of the variant of the problem that seems to them the most important.

Only experienced researchers use free and exploratory interviewing, which are considered quite difficult.

free call it interview, in which the interviewer faces the problem of collecting information relevant to research tasks without the availability of a pre-designed tool. In it, the researcher is free to choose questions, determine their order, number and ways of expression, as well as methods of fixing information. An open interview is a long, relaxed conversation in which the interviewer's questions are determined by the ultimate goal of the study.

Target intelligence(or deep) interview, used in determining or refining the formulation of working hypotheses at the stage of developing a research program, is not so much in obtaining information about the object, but in finding out what information is to be produced in the upcoming study. At the same time, both the interviewer and the respondent are free to choose how to conduct the conversation.

Observation is a method scientific research, which consists in an active, systematic, purposeful, planned and deliberate perception of an object, during which knowledge is obtained about the external aspects, properties and relationships of the object under study. Its structure includes the following elements: the subject of observation (observer), the object of observation and the means of observation. As a means of observation, various devices can be used, acting as a continuation and strengthening of the human senses, as well as serving as tools for influencing an object. Observation has the following methodological requirements, which are consequences of its definition:

activity(not the contemplation of an object, but the search and fixation of such a vision of it, which interests the researcher);

systematic(bringing the acquired knowledge into a certain system);

purposefulness(fixing attention only on such phenomena that interest the researcher);

regularity And forethought(following a predetermined plan or scenario).

Most often, observation is used when the information needed by the researcher cannot be obtained in any other way, for example, when studying the behavior of people at rallies or during mass spectacles - a football match, a rock band performance, or an extreme situation ( traffic accident, fire, etc.). In addition, it is advisable to use it when studying the behavior of people in habitual, often recurring situations (moving to and from work, shopping in grocery stores, etc.), when the actions of individuals and their groups become "automated" in nature, and the person it becomes difficult to explain why he carried out this particular action in the corresponding situation. On the other hand, getting into an extreme situation and experiencing excessive emotional stress in connection with this, a person most often acts on the first impulse, and therefore subsequently is unable to explain why he committed this or that act. In this case, observation makes it possible to identify typical reactions of people to emergencies, as well as in states of shock. Observation should also be used in research of an intelligence nature, when a clear idea of the problem and the object of research has not yet been developed, and preliminary hypotheses have not been formulated. Thus, observation can serve various purposes. First, it can be used as a source of information about the object under study. Secondly, it can be used to obtain additional information about the object under study. Thirdly, observation can serve as a means of verifying data obtained by other methods.

In order for monitoring to achieve its intended goals, it is necessary to develop a program and plan for its implementation. The observation plan defines its main stages, establishes the means of collecting information, the necessary documentation (cards, instructions, forms, protocols, Technical equipment- voice recorders, video equipment, etc.), as well as the types of reporting and the timing of its submission to interested organizations. As for the program, it reveals the problematic situation to be observed, defines the goals and objectives, the object and subject of observation, as well as ways to implement and record the information received. It defines the following main stages of scientific observation:

Identification of the purpose and objectives of observation. Depending on the purpose, the tasks of observation may be preliminary orientation in its object, obtaining information of interest to the observer, clarifying and verifying the results obtained using other methods, as well as putting forward preliminary hypotheses and testing them;

Identification of the object and subject of observation. The object of observation can be individual individuals, their various communities and groups, as well as the ways of their activities. The objects of observation can be verbal and non-verbal acts of behavior of individuals or their groups (family, professional, etc.), as well as certain situations in which the studied individuals and social communities;

Choosing the method of observation that most effectively provides the collection of the necessary information;

Determination of ways to register the observed object, its actions and changes. Registration of the results of observation can be carried out in specially designed cards and protocols of observations, in notebooks, sound and video recordings, as well as in film and photographic documents;

Implementation of surveillance control. It can be implemented by referring to documents related to the events and situations under study, comparing the results of one's own observations with observations made by other qualified observers, etc.;

The processing and interpretation of the received information can be carried out both by traditional methods - logical generalization of the obtained empirical data, drawing conclusions, etc., and by methods of processing arrays of the received information using computers;

Drawing up a report on the results of observation and the findings. Such a report should contain documentation about the object, subject, time, place and circumstances of the observation, information about its method and role of the observer, characteristics of the observed individuals, social groups, ways of their communication and activities in certain situations, as well as recommendations for practical implementation received information.

Depending on the goals and objectives of the ongoing observation, the position and role of the observer in the situation under study, the degree of formalization of the research procedure, as well as the conditions for its organization, several types of it are distinguished.

The main ones are the following:

- non-standardized(unstructured) observation - way of learning social phenomena and processes, in which only the object of observation is defined, but the researcher does not determine in advance which elements of the process under study, events, situations, etc., he will observe. This type of observation is most often used at the initial stage of the study in order to determine the problem situation;

- standardized(structured) observation - a method of collecting empirical information, in which not only the object and subject of research are predetermined, but also the composition of the elements of the process under study, which are of the most significant importance for achieving the intended goals and solving the problems facing the researcher or research team. It can be used as the main method of collecting information to accurately describe the subject of research and as a way to check the results obtained by other methods, as well as to correct them. The use of standardized observation requires a good knowledge of the subject of the study and preliminary standardization of the categories used in the process of its implementation, as well as determining the factors to be observed and reflecting them in the form of tables, protocols, cards and others. technical means;

unincluded(external) observation- a method of social cognition, in which the researcher is outside the object under study, studying it from the outside. In this case, the observer is not included in the course of events, does not participate in them and does not ask questions to the observed individuals, but simply registers what is happening from the point of view of the goals and objectives of the study. Non-participant observation is used to describe the social situation in which events of interest to the observer occur;

included observation- a method of social cognition, in which the observer, to one degree or another, is directly involved in the process being studied, is in direct contact with the individuals and groups being studied, participating with them in a certain field of activity;

field observation - a research method that is used in a real life situation involving direct contact of the researcher with the object under study. Most standardized, non-standardized and included observations are made in this form;

laboratory observation - method of collecting empirical information, which is carried out in conditions artificially created for the observed group and controlled by researchers. During its implementation, various technical means are used to fix the behavior of the group in changed conditions and situations in which the actions of participants specially selected for it are carried out;

systematic observation- a research method that is carried out according to a clearly defined schedule, with regular fixation of predetermined signs, situations, processes and actions. It allows you to identify the dynamics of the studied processes and events, for example, studying the behavior of people during a month or a year when they move to work in order to establish the desired rhythm of traffic;

episodic observation - fixation of the studied phenomena and events in the absence of a clear regulation of their registration in certain time intervals or at various stages of their course;

accidental observation- a study in which the units and terms of observation are not provided in advance, and the researcher observes and records noteworthy facts and events of social life. It can also arise when the researcher, in carrying out systematic observation, is faced with interesting fact or an event that is directly related to the object under study, but not foreseen in advance research project;

one-time observation- an observation in which one phenomenon or event is recorded, occurring in a certain place and in certain time;

panel surveillance - the process of repeated, extended in time, carried out at certain intervals, systematic and organized observation of the same object, with the aim of identifying the changes taking place in it;

controlled surveillance- observation carried out purposefully according to a pre-prepared program, using standardized plans and documentation to obtain reliable information about the object under study and test hypotheses. At the same time, control is organized by increasing the number of observers and comparing the results of their observations, as well as through the intensification of its process;

uncontrolled surveillance- observation carried out by the observer in the study of real life situations without a strict plan and the use of pre-prepared documentation.

Being a prerequisite for cognitive activity, in general, observation provides primary information about an object in the form of a set of empirical statements. Neo-positivism qualified the fixation of the data of experience as a problem of protocol sentences from which a scientific theory is derived and to which, in principle, a scientific theory can be reduced for its verification.

Experiment.

Experiment is a method of cognition, with the help of which, under controlled and controlled conditions, the phenomena of reality are investigated. It is carried out on the basis of a theory that determines the formulation of problems and the interpretation of its results. Often main task The experiment serves to test the hypotheses and predictions of the theory, which are of fundamental importance. In this case, one speaks of decisive experiment, considering it as one of the forms of practice, performing the functions of a criterion of the truth of scientific knowledge in general. The experiment involves the creation of artificial systems that allow one to influence them by rearranging their elements, as well as eliminating them or replacing them with others.

The experiment is carried out to solve certain cognitive problems dictated by the state of the theory. On the other hand, it itself generates new problems that require their own solution, i.e., it is also a powerful generator of new knowledge.

The experiment allows you to achieve the following:

to study the phenomenon in its "pure" form, when side (background) factors are artificially eliminated;

explore the properties of an object in artificially created extreme conditions or cause phenomena that are weakly or not manifested in natural regimes;

systematically change and change various conditions to get the desired result;

repeatedly reproduce the course of the process under strictly fixed and repetitive conditions.

modern science uses various types of experiments: qualitative and measuring, full-scale and mental, model, computational, etc.

Qualitative experiment, considered one of the simplest in the field fundamental research, aims to establish the presence or absence of the phenomenon supposed by the theory.

More complex measuring experiment, revealing the quantitative certainty of any property of the object.

Field experiment Conducted with objects and in situations of the reality under study itself, usually presupposes the intervention of the experimenter in the natural course of events.

thought experiment involves setting the conditions of a situation that exhibits the properties of interest to the researcher, as well as operating with idealized objects.

Intermediate status model experiments conducted with artificially created models. They suggest a real change in these models, which may or may not correspond to any real objects and situations.

In recent decades, it has become widespread computational experiment, based on the calculation of variants of mathematical models of the process using a computer and the choice of the most optimal of them.

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1. Collection of information

.1 Collection of information

For a long time, people have understood the need for constant collection of information. In order to somehow streamline and facilitate this collection, it was invented:

reference books;

directories;

· specialized publications;

abstract journals;

· reviews and thematic monographs;

transcripts and minutes of meetings;

summaries.

For people who lived until the second half of the 20th century, information from these sources was quite enough. The situation began to change since the 1960s. Thanks to the globalization of society and the emergence of new means of information delivery, it turned out that both traditional and new means of information delivery provide incomplete (in the worst case, biased) information or outdated information, any message will contain unnecessary (sometimes even contradictory) information, so the technique is being improved. selection, sorting, analysis and presentation of information.

1.2 Collection of information and data mining

The technology of collecting information by traditional methods developed by the beginning of the 19th century, and was closely related to education. It included a collective and an individual component.

The collective component of information collection is as follows:

· Attending lectures, master classes, symposiums and conferences;

· Work at seminars, trainings, business communication (both in the classroom and personal communication).

· Correspondence (postal and electronic, by E-mail), telephone conversations, communication in chat rooms, video conferences, etc.

· Visits (personal or via courier) to experts, specialized firms, agencies - carriers of important information.

The importance of the collective exchange of information cannot be overestimated. It is in this communication that participants improve their professional level (even from scratch), acquire the necessary work skills, create a social circle, make friends and like-minded people. But this method of information exchange has disadvantages:

· Limited circle of contacts;

· Difficulties (financial, temporary, organizational) to gather people in one place;

· Psychological features of personalities.

· As a result, much attention has been and is being paid to individual, self-collection of information.

These methods of collecting information include:

· Reading specialized literature in the library (with notes).

· Viewing traditional media, TV and radio programs for the relevance of topics and issues raised.

· Reading articles, monographs, and other primary sources.

· Search for articles on a given topic in refereed journals, in the list of primary sources, etc.

· Search for literature in catalogs (library, online, etc.).

· Collection of information on the Internet.

It is an individual approach to collecting information, as well as personal visits and correspondence, that is what is currently called data mining (from the words Data - data and Mining - ore mining in a mine). The principle of Data Mining is to collect as much information as possible on a given topic, in order to subsequently, as a result of analysis, extract useful information and prepare the necessary material.

1.3 Rules for collecting offline information

Before proceeding with the collection of information, it is necessary to determine the objectives of this collection. The rule: “go there, I don’t know where, bring it, I don’t know what” - does not work both in life and in data mining. Usually information is sought for some purpose related to either professional or personal interests of a person. Therefore, the first step for collection is to define goals.

The second, no less important stage for collecting information is the preparation of an approximate work plan. The big mistakes of all those who approach planning in an amateurish way are:

deep detailing of the plan in the early stages;

Too busy plan

Exaggerated expectations from the plan.

As follows from the above, such a plan fails. And then a person is tempted: “Come on, these plans. I will do what I can,” and as a result comes to defeat. Therefore, in case of failure of one plan, it should be replaced by another, taking into account the mistakes already made.

To write a speech, speech, work, a plan is also needed. You must always imagine what you want to say, and it is for this “what” that you will collect material.

1.4. Information collection and storage technologies

The collection of information involves obtaining the most verified initial information and is one of the most important stages in working with information, since it completely depends on the purpose of collection and methods of subsequent processing. final result operation of the entire information system.

Collection technology implies the use of certain methods of collecting information and technical means, selected depending on the type of information and the methods used to collect it. At the final stage of collection, when the information is converted into data, i.e. information presented in a formalized form suitable for computer processing is entered into the system.

When the collection of information is completed, the collected data is brought together in a system to create, store and keep up to date the information fund necessary to perform various tasks in the activities of the control object. It should be noted that the stored data must be sufficiently available for retrieval from the storage location, display, transmission or processing at the request of the user. And data collection should provide the necessary completeness and minimum redundancy of stored information, which can be achieved by selecting data, assessing their need, as well as analyzing existing data and separating them into input, intermediate and output.

Input data is data obtained from primary information that creates the initial description of the subject area and is subject to storage.

Intermediate data is formed from other data in the process of transformation and processing, and, as a rule, is not subject to long-term storage.

The output data is the result of processing the input data according to the corresponding algorithm; they serve as the basis for making management decisions and are subject to storage for a certain period.

In order to collect data, it is first necessary to identify the technical means that allow collection to be carried out quickly and with high quality, and that support data entry and data submission in electronic form. The means of collection in information systems are usually aggregates, which are a set of devices and software for them, which serve to convert information presented in electronic form, into electronic for its subsequent use in the system.

With development computer technology various technical means began to appear that allow manual or automated collection of information directly from its source or through intermediate links. It should be noted that in each individual case, technical means are selected depending on the type of information collected and its purpose.

So, for various stages of collecting text and graphic information, as well as for choosing from the options offered by the system, such tools as a keyboard, various manipulators (“mouse”, ball joystick, light pen, etc.), a scanner, a tablet, touch screen monitor. To collect sound information, a voice recorder and a microphone are most often used; in some cases, sound sensors and speech recognition equipment are used, as well as means of recording the air of radio stations.

The collection of video information is carried out with the help of video cameras and cameras; in addition, there are facilities that allow you to record television broadcast video signals.

1.5 Technical means of collecting information

Figure 1. Technical means of collecting information

In industrial systems, depending on the application, hardware for barcode scanning, image capturing, automatic sensors for volume, pressure, temperature, humidity, signal and code recognition systems, etc. are often used.

In general, the use of such industrial means of collecting information is called automatic identification technology, i.e. identification and / or direct collection of data into a microprocessor device (computer or programmable controller) without using a keyboard. This technology is used to eliminate errors associated with data collection and speed up the collection process; it allows not only to identify objects, but also to keep track of them, to encode a large amount of information.

Automatic identification combines five groups of technologies that provide a solution to the problem of collecting a variety of data:

Bar coding technologies (Bar Code Technologies).

2. Radio Frequency Identification Technologies (RFID - Radio Frequency Identification Technologies).

3. Card technologies (Card Technologies).

Data collection technologies (Data Communications Technologies).

New technologies such as voice recognition, optical and magnetic text recognition, biometric technologies and some others.

During the initial development of data collection technology, after the choice of technical means, it is necessary to consider a data collection plan, which usually includes several stages, especially characteristic of research projects:

Definition of the problem situation and formulation of the purpose of data collection;

Detailed study of the subject area through a survey of experts, literature review and group discussions and clarification of data collection objectives;

Development of the concept of data collection based on the development of hypotheses, their practical verification, identification of cause-and-effect relationships;

Detailed data collection planning, identification of sources of information (secondary data already collected by someone before the project, or primary, new data);

Selection of information sources and collection of secondary data;

Evaluation of the obtained secondary data (relevance, accuracy, completeness, suitability for further processing);

Planning the collection of primary data, choosing the method of collection;

Carrying out the collection and input of primary information;

Analysis of the received data;

Presentation of the results of data collection, their transfer to storage and processing.

Depending on the goals, field of activity and available technical means, a whole range of data collection methods can be distinguished:

) in economic information systems (for example, marketing):

Survey and interview - group, individual or telephone survey, survey in the form of a questionnaire, formalized and non-formalized interviews;

Registration (observation) - a systematic, systematic study of the behavior of an object or subject;

Panel - repeated collection of data from one group of respondents at regular intervals;

Expert assessment - assessment of the processes under study by qualified experts;

) in geoinformation systems:

Collection of information from regulatory and methodological documentation;

Collection of spatial (coordinate and attribute) data;

Monitoring of data streams coming from research aircraft and sea vessels, coast stations and buoys in operational and delayed mode;

Collection of data coming through the channels remote access to the data;

) in statistical information systems:

Collection of data from primary documents;

Filling in your own forms and templates when collecting data;

Collection of data from reporting entities by completing prescribed reporting forms;

) in information systems for managing production processes, data collection methods based on automatic identification technology are widely used.

The collected information, translated into electronic form, is one of the main values of any modern organization, therefore, ensuring reliable storage and prompt access to information for its further processing are priority tasks. The information storage procedure consists in the formation and maintenance of the data storage structure in the computer memory.

Despite the high level of development of modern information technologies, at the moment there is no universal methodology for building a data storage system that would be acceptable for most organizations. In each individual case, such a problem is solved individually, but it seems possible to formulate the main requirements for modern storage structures:

Independence from programs that use stored data;

Ensuring the completeness and minimum redundancy of data;

Ability to update data (i.e. replenish or change data values recorded in the database);

The ability to extract data, as well as sort and search by specified criteria. Most often, databases or data banks act as data storage structures.

A database (DB) is a specially organized set of interrelated data that reflects the state of a selected subject area in reality and is intended for shared use in solving problems by many users.

The database is a complex of information, technical, software, linguistic and organizational tools that provide the collection, storage, retrieval and processing of data.

The data bank is a universal database that serves any requests of application programs together with the corresponding software.

Database management systems (DBMS) are used to provide access to the database, compiling generalized and detailed reports, and performing data analysis using queries. Among the most striking are: Lotus Approach, Microsoft Access, Borland dBase, Borland Paradox, Microsoft Visual FoxPro, as well as Microsoft SQL Server and Oracle databases used in applications built using client-server technology.

In addition to databases and data banks, a modern information storage structure is provided by data warehouses, which include the following functional blocks:

Tools for setting up an information model that reflects all types of information necessary to solve enterprise problems;

Metadata repository, i.e. a description of the structure of the data warehouse, available to both internal programs of the warehouse and external systems, providing the flexibility of the warehouse;

Technology for collecting data from external sources, as well as from remote departments using two methods:

use of ETL tools (Extract, Transformation, Loadin - extraction, transformation, loading), inherent in special systems, to extract data from other databases, transform in accordance with the rules described in the system, and load into the data warehouse;

the use of a standard data collection format and the development of procedures for their unloading at the source, which ensures the homogeneity of data extracted from different systems, and the decentralization of development by transferring it to specialists who know the source system;

Mechanisms for calculating aggregates and indicators based on detailed storage data, using technologies for hierarchical adjustment of the data structure or indicators, as well as a built-in programming language;

User interfaces that allow a team of employees to share functions and perform various tasks, including administration, application design, storage technology support, data analysis on demand, etc.;

Mechanisms for executing arbitrary queries, including tools for generating queries and necessary indexes;

It should be noted that an important requirement for any data storage system is to provide backup, archiving, structured storage and data recovery in the required time frame.

1.6 Operations for fast data recovery in storage systems

Figure 2. Operations for fast data recovery in storage systems.

Tools for setting up and issuing reports as end products of the data warehouse, including reports of a regulated form, analytical and user-customized.

These operations can be organized using a file-by-file analysis of the data to be stored, taking into account the dates of creation, modification and last access to files, their extension, location in file system directories, etc. Let's consider these operations in more detail.

Backup is the creation of copies of files for quick restoration of the system in the event of an emergency. Copies of files are kept on backup media for a certain amount of time and then overwritten. There are full, incremental and differential backups.

Full backup involves the creation of copies of all data to be backed up, which allows you to quickly restore information in case of an emergency; however, such copying takes quite a long time.

A differential backup only backs up files that have been created or modified since the previous full backup session. In the event of a disaster, data recovery will require the latest full and differential backups.

An incremental backup only backs up files that have been created or changed since the last full, differential, or incremental backup. Such a backup is fairly fast, but in the event of a disaster, data recovery will require the last full and all subsequent incremental backups, and the recovery procedure will be very long.

Taking into account the advantages and disadvantages of existing backup methods, in practice, full backup (for example, once a week) and incremental (for example, once a day) are used in parallel.

Archival copying is the process of copying files for indefinite or long-term storage on archival media. Backups can also be full, incremental, and differential, but they are less common than backups.

To reduce the cost of storing rarely used data, a structured storage system is used, i.e. organizing a hierarchical structure of information storage devices, when hard drives are at the top level, and removable drives are at the lower levels, which are combined into a single logical drive to store rarely used information. Moving files across levels is organized in such a way that the amount of free space on the server disks is kept within the specified limits.

1.7 Types and methods of collecting information for marketing research. Strategic marketing, marketing research

The necessary information is often missing in the right form. It should be found, processed and correctly interpreted. In marketing research, the result is a priority. The winner is not the one who got the most accurate result, but the one who was the first to find and implement the right solution, even if with a greater degree of acceptability. Finding information in marketing research comes down to answering five basic questions.

Marketing research and the development of marketing strategies based on them are inextricably linked with the collection, processing and analysis of information. The necessary information is often missing in the right form. It should be found, processed and correctly interpreted. The problem is that, in relation to each specific case, a marketer must not only determine the sources of information, but also independently develop a methodology for its analysis.

Searching for information in marketing research comes down to answering five basic questions:

What information is needed to solve the tasks?

Where and when can you get the information you need?

In what form and volume can information be obtained?

How valuable is the information obtained for solving the tasks?

What are the financial and time costs of obtaining information?

According to the method of obtaining information marketing research is divided into two main types: secondary research (desk research) and primary research (field research).

I. Secondary (desk) research is based on already available information from two types (internal and external) sources.

Internal sources are sources of information located within the enterprise. They are the main source of information in marketing, are inexpensive, always at hand and include at least three types of marketing information:

Marketing statistics (commodity turnover characteristics, sales structure, complaints, etc.). This is information about the market, about who, what, when, where, with what regularity, under what conditions, in what quantity, etc. buys. There is no “clean data” either in accounting or in financial service or in other departments. The marketing division independently develops an internal system of indicators for its enterprise.

Marketing spend data (by product, sales and communications). Marketing activities are very costly. They should not only pay off, but also bring tangible profits. Therefore, it is better to stop in time if something “suddenly does not work” than to waste time, money and market opportunities;

Intracompany data (equipment performance, capacity utilization, storage system characteristics, etc.) This is auxiliary information already available in the enterprise. It reflects the internal potential of the enterprise, which must be taken into account when planning marketing activities. For example, it makes no sense to collect more orders than the company can fulfill.

External sources of information consist of publicly available materials from third parties that are valuable for planning marketing activities. This is not quite what is needed for work, but some useful information can be gleaned from them. For example:

Materials of state and municipal bodies of authority and management. From them, you can find out, for example, the conditions for providing support to small businesses, territorial development priorities, the provision on the formation of polling stations (to analyze the effectiveness of the distribution of outlets), etc.

This information is available in legal information systems.

Materials of commercial and industrial chambers. Chambers of Commerce and Industry (CCI) are non-profit organizations that coordinate entrepreneurial activity and existing at the expense of contributions from its members and the provision of related services (expert, analytical, etc.). In addition, regional chambers of commerce have the opportunity to contact the chambers of commerce of other regions and even countries to develop trade relations, organize business visits, support transactions, etc. Members of the Chamber of Commerce and Industry have the opportunity to receive relevant information upon request.

Collections of statistical information. Statistics are focused primarily on the needs of the state and do not always adequately reflect the real situation. However, in many cases, its data is indispensable for analyzing market trends. The main sources of information here are generalized tax reporting data, population census materials and surveys of economic entities, as well as data from other federal agencies (Customs Service, Rospotrebnadzor, etc.). In addition, all regional departments of the State Statistics Committee provide, at the request of enterprises, paid information within their competence.

Specialized literature, reports in magazines and newspapers. This is something that can be gleaned from the content analysis of printed publications. Even the world's professional intelligence agencies get most of their information from open sources. Here we can talk, for example, about finding promising areas for business development or new technologies. Most likely, you will not be able to find a solution to the problem in this way, but you can determine where to look for it.

Price lists, exhibition catalogues, brochures and other company publications. All these materials are usually available in sufficient quantities in any commercial organization. Usually, to obtain them, "spoilers" are used, appointed from among new employees, whose tasks include visiting competitors under the guise of buyers.

In addition, such sources are freely distributed at exhibitions and presentations.

Materials of consulting organizations. Typically, these materials include market and competition analysis, consulting firms conduct external audits and develop competitive strategies. It should be borne in mind that consulting firms often imitate analytical activities, presenting results for the effective use of which the customer is responsible.

Studies based on secondary information are usually preliminary and descriptive or staging. With the help of such studies, for example, market trends, competitive strategies, local infrastructural features, etc. can be determined.

The advantages of secondary (desk) research are less time and money spent than for primary research, and the possibility of using the results to determine the objectives of the primary research if the goal is not achieved. The significance of internal or external information in each case is determined by the objectives of the study. The main problem in their use is related to the interpretation of available data (they are always not adapted) and the development of the analysis methodology (it is always new).

II. Primary (field) research is based on market information collected for the first time for a specific purpose. These studies almost always cost much more than desk studies. They are carried out in cases where high costs are offset by the importance of the tasks being solved. There are two types of primary research in marketing.

A full (continuous) study covers all respondents. It is usually used to study a small number of them, for example, large consumers or counterparties. Continuous studies are distinguished by accuracy, as well as low resource and time costs for conducting.

There are three types of sampling:

Random implies a random selection of respondents, regardless of their personal characteristics. For example, polling passers-by when choosing the location of a new outlet;

Normalized (quota) implies the selection of respondents in accordance with the structure of the population. For example, in Russia, on average, 51% of women live, 49% of men, and further - by age, income, national characteristics, education, consumer preferences, etc. depending on the objectives of the study;

Concentrated involves the selection of not all respondents, but only representatives of a certain segment of the consumer market or counterparties. For example, to study the sales of baby diapers, it is not at all necessary to interview men, schoolchildren, or retirees.

The main methods of field (primary) research in marketing can be conditionally divided into three groups.

Group I. Surveys of consumers and contractors. Conducting surveys implies two possible approaches to their organization: questionnaires and interviews. There is no big difference between them. The only difference is who completes the questionnaire. When conducting a survey, this is done by the respondent, and when conducting an interview, by the interviewer.

Questioning is a written form of a survey carried out without direct contact with the respondent. Surveys are cheaper, faster and easier. However, it gives a very high percentage of marriage due to the respondents' misunderstanding of the questions, inattention when filling out, frivolous attitude to questions, etc. The best result in terms of accuracy can be obtained when using the most simplified questionnaires with a small number of short questions.

Interviewing is a written form of a survey carried out in the process of direct contact with the respondent. The interview is more accurate, time-consuming, significant costs time and the need for special training of interviewers. Sometimes it is necessary to draw up special memos for conducting interviews. At the same time, the interview allows the use of long, complex questionnaires with a large number of questions during the study.

The technology of conducting surveys provides for many options.

Personal conversation through direct contact with the respondent is divided into three types:

Standardized survey - based on the use of standard response options (for example: 1. You smoke. 2. You do not smoke). This method is often used in self-completion surveys;

non-standardized survey - based on the use in surveys, in addition to standard response options, of so-called open-ended answers to questions (for example: 1. Do you smoke. 2. Do you not smoke. 3. Quit smoking. 4. Other (please name)). This method is used both in questionnaires and in interviewing respondents. Its disadvantage is the high complexity of processing questionnaires with a large number of open answers;

expert survey - does not imply the use of questionnaires at all. Usually the conversation is being recorded on a dictaphone with subsequent transcription and analysis. For example, a representative of a supplier finds out from the sales representatives of the counterparty the regional characteristics of demand and competition in the market.

A telephone survey is cheaper, faster and less labor intensive. However, its use is limited by problems with compliance with the sample population (the one who is at home, and not the one who is needed, picks up the phone). Therefore, telephone surveys are used only in relation to the study of the market for goods and services of mass demand, where the sample is not fundamental.

A computer survey includes three options: direct mailing, interactive survey on websites and mailing questionnaires to contractors and potential partners by e-mail. In the first case, the number of responses is less than 1%. In the second case, it is not known who is responsible (a Russian or an immigrant from Canada, a competitor or just a computer hooligan). And only the third option gives a significant effect due to saving time and high information content.

Postal survey reduces the complexity of the study, especially when covering large areas. Its disadvantages are: increased time consumption, low efficiency of referrals (usually 3-5%) and problems with sample control. Email surveys are most effective when combined with gifts, discount coupons, sweepstakes, promotions, and more.

Group interviews are a very effective form of market research, limited only by the potential of the interviewees. For example, representatives of the manufacturer interview employees of sales departments, wholesalers, who, by brainstorming, formulate answers to the questions asked. A variety of group interviews are consumer conferences, where new products are presented and features of consumer demand are revealed.

The focus group consists of 12-15 people, with whom the host (moderator) talks to a tape recorder for 1.5-2 hours in a relaxed atmosphere (over a cup of tea). Focus group is very effective in planning advertising campaigns and in resolving any issues that require a quick response with a high degree of acceptability. But there is always a possibility that the invited grandmother does not represent the interests of all such grandmothers. Therefore, to clarify the results of the study, several focus groups are usually conducted, the results of which are compared.

Panel. Panel research involves the formation of a group of respondents in accordance with the sample for a long period (a year or more), who provide data on the state of the market on an ongoing basis.

In general, two types of panel studies can be distinguished:

Trading panel - provides for the formation of a selection by the supplier of the most typical counterparties. For example, a manufacturer provides certain benefits to selected wholesalers in exchange for regular provision of marketing information about the state of demand, competitor activity, etc.;

Panel of households - provides for the formation of a sample of the most typical consumers of goods (services). In Russia, this method is actively used by the Gallup Institute, which specializes in analyzing the effectiveness of television advertising. In large settlements, there is a selective set of households with which agreements on participation in research are concluded. Then equipment is installed in the apartments, which fixes which of the family members, when, how much and what is watching on TV. The information obtained is then analyzed and the results are sold to broadcasters and large advertisers to evaluate the viewership of television programs.

Group II. Observation of respondents. It is a study that does not imply personal contacts between the marketer and the respondents.

Supervision with the participation of a researcher - when a marketer is present at the point of sale and independently captures information about the behavior of buyers. We can talk, for example, about the study of the size of purchases, the effectiveness of the display of goods, the level vocational training personnel, etc.

Researcher's indifference - when a marketer entrusts the collection of information to employees of other departments of the company or uses technical means (video cameras, computer technology, etc.). Then the received materials are summarized and used for further analysis of the marketing situation.

One of the most effective methods here is the use of barcodes when making purchases. The information received is compared with the information from the questionnaires filled out when issuing discount cards, and based on the data obtained, a sample is formed for the study. This method allows you to quickly form a sample of buyers and analyze sales without asking the consent of the respondents.

This also includes the method of momentary observations, when the object is studied not in dynamics (over a period of time), but in statics (at a specific moment). For example, in the most typical of the firm's many outlets, the size of the purchase and the number of visitors during "rush hour" and "dead time", on a weekday and on weekends, are recorded.

Group III. Trial marketing. It involves studying how changing the parameters of a sales offer affects sales performance. There are two types of this kind of research in marketing.

An experiment is a local change in product parameters (price, quality, design, advertising, etc.) before a final decision is made on them. For example, at the most typical of many retail outlets, product parameters (price, appearance, assortment, etc.) to identify consumer reaction to planned innovations.

If the experiment gives a financial result (additional profit), the innovation applies to all outlets.

Market testing involves selling test runs of a new product on the market to study consumer reaction. This method is equally suitable for both manufacturers and retailers. It is not uncommon for manufacturers to provide trial lots to wholesalers free of charge to study consumer demand in the market. If the goods are not sold, they are returned to the supplier, and if they are sold, the seller makes full or partial payment and concludes a contract with the supplier for the sale of goods.

Specific decisions on the choice of types, methods and technologies for conducting marketing research are made based on the specifics of the problems facing the enterprise. It is almost impossible to conduct an effective study on a ready-made template to order. Each time it will be a completely new, individual approach, the personal responsibility for the effectiveness of which is borne by the marketing specialist working there before the management of the enterprise.

2. Information processing technology

2.1 Ways of processing information

Modern information technologies make it possible to process information in a centralized and decentralized (i.e. distributed) ways.

The centralized method involves the concentration of data in the information and computing center, which performs all the main actions of the technological process of information processing. The main advantage of the centralized method is the comparative cheapness of processing large amounts of information by increasing the load on computing facilities.

The decentralized method is characterized by the dispersal of information and computing resources and the distribution of the technological process of information processing according to the places of origin and consumption of information. The advantage of the decentralized method is to increase the efficiency of information processing and solving tasks by automating activities at specific workplaces, using reliable means of transmitting information, organizing the collection of primary documents and entering initial data at their places of origin.

The decentralized method of information processing can be implemented by an autonomous or network method. With offline information processing, the transfer of documents and data on electronic media is carried out by mail or by courier, and with network processing, through modern communication channels.

Often, in practice, a mixed method of information processing is used, which is characterized by signs of two methods at the same time (centralized with partial decentralization or decentralized with partial centralization).

In this case, one of the methods is taken as a basis, while using the advantages of the other, due to this, high efficiency of the information and computing facilities is achieved, saving material and labor resources.

2.2 Technological process of information processing

With the advent of computers, specialists employed in a wide variety of subject areas (banking, insurance, accounting, statistics, etc.) have the opportunity to use information technology. In this regard, it became necessary to define the concept of traditional technology that existed up to this point, designed to convert the initial information in a particular subject area into the required result information. Thus, the concept of subject technology appeared.

Subject technology is a sequence of technological stages of transformation of primary information of a certain subject area into the result, independent of the use of computer technology and information technology. The concept of information technology cannot be considered separately from the technical (computer) environment, i.e. from basic information technology.

Basic information technology is a set of hardware designed to organize the process of data transformation (information, knowledge), their communication and transmission. Due to the fact that information technologies can differ significantly in various subject areas and computer environments, such concepts as providing and functional information technologies are distinguished.

Providing information technologies - information processing technologies that can be used as tools in various subject areas for solving various problems.

Since a fairly large number of computing and technological environments have been developed and are currently in use, enabling technologies can be based on different platforms, often incompatible with each other. Therefore, when they are combined on the basis of subject technology, it becomes necessary to bring various IT to a standard single interface.

Functional information technologies - such a modification of the supporting information technologies, in which any of the subject technologies is implemented. Functional information technology forms a ready-made software or part of it, designed to automate tasks in a specific subject area and a given technical environment.

The transformation of providing information technology into a functional one can be performed not only by a system developer, but also by the user himself. It depends on the skill of the user and on the complexity of the required modification. The correct implementation of subject technology depends on the rational organization of the technological process of information processing.

The technological process of information processing is a strictly defined sequence of interrelated procedures performed to transform primary information from the moment it occurs to the desired result.

The technological process is designed to automate the processing of initial information by involving technical means of basic information technology, reduce financial and labor costs, and ensure a high degree of reliability of the resulting information.

For a specific task of a particular subject area, the technological process of information processing is developed individually. The set of procedures depends on the following factors:

The nature and complexity of the problem being solved;

Information transformation algorithm;

Used technical means;

Terms of data processing;

Control systems used;

Number of users, etc.

In general, the technological process of information processing includes the procedures shown in Figure 3.

2.3 Information processing procedures

Figure 3. Information processing procedures

In any subject area in the technological process of information processing, three main stages can be distinguished.

The first stage begins with the collection of primary documents from various sources and preparing them for automated processing. At this stage, the analysis of the documents submitted for processing, the systematization of the available information, the compilation and refinement of control information, which will later be used to verify the correctness of the entered data, are carried out.

The second stage is the main one and includes the input, processing of information according to a given algorithm, as well as the output of the resulting documents. At this stage, manual or automated input of information from primary documents, control of the correctness and completeness of the input results is carried out. Information from primary documents is transferred to an information base or to an electronic form of a document and thus converted into data. This is followed by data processing based on the algorithm for solving the problem, their transformation into output data, the formation and printing of result documents.

At the final third stage of the technological process of information processing, the quality and completeness of the resulting documents are controlled, their replication and transfer interested parties through various communication channels in electronic format or on paper.

2.4 Information processing modes on a computer

Computing tools are involved in the process of information processing in two main modes: batch or dialog.

In the case when the information processing technology on a computer is a predetermined sequence of operations that does not require human intervention, and there is no dialogue with the user, the information is processed in the so-called batch mode. Its essence lies in the fact that data processing programs are sequentially executed under the control of the operating system as a set (package) of tasks. The operating system provides data entry, calling the required programs, turning on the necessary external devices, coordination and control technological process information processing.

Fundamentals of competitiveness management Mazilkina Elena Ivanovna

7.4. Methods for collecting marketing information

Methods of collecting marketing information can be divided into two groups: quantitative and qualitative. The main difference between these methods is the information obtained during the study, as well as the methods of obtaining and processing them. It should be noted that there is no clear sequence in the use of these methods, therefore, competent marketers use various combinations of quantitative and qualitative methods in order to obtain relevant information (Table 5.).

Quantitative Methods collection of information is based on conducting various kinds of surveys. Most often, quantitative methods are used to interview a large number of respondents and obtain, in most cases, information that is quantitative in nature.

Method features– a high degree of standardization of data collection and processing forms.

Table 5

Comparative analysis of the advantages and disadvantages of quantitative and qualitative information

The main advantages of the method:

– the possibility of statistical analysis;

- the reliability of the collected information (with proper organization of control over the collection and processing of data);

– speed and ease of data analysis;

– relatively inexpensive method;

The main disadvantages of the method:

- the inferiority of the information received due to quantitative data in nature;

- the method requires special technical support(data processing and analysis programs, availability of qualified operators, etc.).

Types of surveys:

1. Personal interview (face-to-face):

- a survey carried out at the respondent's home;

- survey in stores;

- Polling in offices.

2. Survey by phone.

3. Panel survey.

4. Poll by mail.

Target qualitative research– obtaining data explaining the observed phenomenon.

Peculiarity qualitative research lies in the fact that the data obtained are not expressed in specific figures and are therefore not amenable to statistical processing. The types of qualitative research are as follows:

1) group focused interview or focus group;

2) in-depth interview;

3) method of expert assessments;

4) observation;

5) protocol analysis;

6) projection methods.

Qualitative research can help determine consumer motivations.

Depending on the conditions under which information is collected, desk and field studies are distinguished.

The purpose of desk research is to collect and summarize secondary data, that is, data that already exists and the appearance of which may not even initially be associated with research goals.

Desk research is carried out in two stages.

1. The problem statement stage includes the following elements:

– formation of a solvable marketing problem;

- setting information tasks related to solving a marketing problem;

- ranking of information tasks (priorities and their solutions);

– formation working group and distribution of powers;

– clarification of possible sources of obtaining information for each information task;

– determination of the information retrieval budget.

2. The working stage is implemented through the following actions:

– search for information about existing secondary sources;

– collection of information in identified secondary documents;

- preliminary analysis and generalization of information from secondary sources and documents on the problem under study;

- clarification of information search directions based on the results of a preliminary analysis;

- analysis of the collected information on the problem under study;

- preparation of an information report on the problem under study.

Sources of secondary information can be internal And external.

TO internal sources should include: accounting and sales statistics, collections of professional magazines, availability of booklets, flyers and price lists of competing firms. Obtaining such information is not associated with particular difficulties. The main problem in this case, even in the presence of a special collection system and procedures, is usually the creation of sufficient motivation for the relevant services and personnel to provide information in a timely manner.

An important source of data is information circulating in the public media, obtained as a result of marketing research, scientific developments.

Field research is the collection of information in real conditions. Basic Methods field research include questioning, observation and experiment.

Observation- a method of collecting primary data, when the researcher conducts direct observation of people and the situation.

Experiment- a method of collecting data, the purpose of which is to uncover causal relationships by screening out conflicting explanations for the results of observation.

Survey is one of the most widely used research methods. When conducting a survey, the interviewer contacts the respondent in order to obtain facts and opinions through face-to-face or telephone communication, or through mailing list questionnaires (Table 6.).

Table 6

Varieties of survey methods

Questionnaire. The procedure for such a survey is the same as general principles organization of any research and includes the following steps:

– determination of the purpose of the survey;

– coordination of financing issues;

– development of working hypotheses;

– development of the questionnaire form and its approbation (pilot survey);

– determination of the method of selecting respondents;

– selection and training of personnel for the survey;

- conducting a survey;

– processing of survey results and its analysis;

- compilation of a report.

Individual interview - a survey of experts in a particular field, which is mostly unstructured.

Simple interview - survey of respondents according to a pre-compiled scenario and does not provide for any analytical conclusions directly during the conversation with the respondent.

In-Depth Interview provides for more active participation of the interviewer in the conversation. As the answers appear, the interviewer can ask additional (clarifying) questions.

Group discussion provides for discussion marketing problems a group of consumers.

The survey can use open and closed questions.

Open-ended questions get their name from the absence of any form of intended answer. Respondent answers questions such as free form. However, such responses are difficult to structure (Table 7).

Table 7

Types of open questions

Closed questions have a clearly defined response structure. Their main advantage is the ability to quickly process the material (Table 8).

Table 8

Types of closed questions

The disadvantage of closed questions is the imposition of ready-made answers or misunderstanding of the proposed answers.

Control questions:

1. What is marketing research for?

2. What is the structure of the marketing research process?

3. List the types of marketing research.

4. What are the features of working with quantitative information?

5. Describe qualitative methods collection of information.

6. How is information collected during desk marketing research?

7. What types of questions are used in field marketing research?

Berezin I. The practice of market research. - M.: Berator-Press, 2003

1. Golubkov E.P.. Marketing research: theory, methodology and practice. S. 239.

2. Churchill G.A. Marketing research. - St. Petersburg: Peter. 2000 p.697

3. Golovin I. B. Map of competitiveness. // Practical marketing. 2004. No. 87. S. 26–32.

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One of the stages of monitoring is the stage of data collection. At this stage, information is collected. The collected information can be in both paper and electronic form. The amount of information collected depends on the scope and objectives of the monitoring.

When monitoring, it is necessary to use various methods of collecting and processing information. In the process of developing a monitoring system, it is necessary to know the advantages and disadvantages of one or another method of collecting information, the scope of its application in relation to the goals and objectives of monitoring.

Questionnaire method. Questionnaire is a data collection method in which a questionnaire containing a specially designed list of questions is used as a means of collecting information from respondents. Thus, a survey is a survey using a questionnaire.

A feature of the survey is the ability to most strictly follow the planned research plan, since the "Question - Answer" procedure is strictly regulated. This method allows you to achieve a high level of mass research at the lowest cost, has the property of anonymity and is used when it is necessary to find out the opinions of the majority of people on any issue for short term. The following is a classification of various survey methods.

Classification of survey methods:

By number of respondents:

- individual - this is a survey in which only one respondent participates;
- group - this is a survey in which more than one respondent participates;
- mass - this is a survey in which more than a hundred respondents participate.

In terms of coverage:

- continuous - this is a survey in which all members of the sample are interviewed.
- selective - this is a survey in which only selective respondents are interviewed, and not all.

By type of contact with respondents:

- full-time - this is a survey in which there is a questionnaire-researcher;
- Correspondence - this is a survey in which there is no questionnaire-researcher.

Rules for compiling questions in questionnaires:

- each question should be logical and separate;
- it is undesirable to use specific terms;
- questions should be short;
- questions should be specific;
- questions should not contain a hint;
- the wording of the question should prevent template responses;
- Questions of an inspiring nature are unacceptable.

Classification of questions (in accordance with the tasks to be solved):

- open or closed;
- subjective or projective.

Closed questions involve choosing an answer from a list. Closed-ended questions can be dichotomous ("yes/no") or multiple choice, that is, provide more than two answers. Answers to closed questions are easy to process; The disadvantage of this type of questions can be considered a high probability of thoughtless answers, their random choice, automatism of the respondent.

Open-ended questions do not contain any prepared answers, and the respondent answers in a free form. Data obtained from responses to such questions is more difficult to process than in the case of closed questions.

Subjective questions ask the respondent about his attitude to something or about his behavior in a particular situation. Projective questions ask about the third person without pointing to the respondent.

interview method. An interview is a method of collecting data, which consists in conducting a conversation between the respondent and the person conducting the interview according to a predetermined plan. A feature of the interview is the strict organization and unequal functions of the interlocutors: the interviewer asks questions to the respondent, while not conducting an active dialogue, without expressing a personal opinion, without openly revealing his assessment of the respondent's answers or questions asked to him.

The purpose of the interview is to obtain answers from the respondent to questions formulated in accordance with the objectives of collecting information.

Types of interview:

According to the degree of formalization:

- standardized, or formalized, interview: in such an interview, the wording of questions and the sequence in which they are asked are predetermined;
- non-standardized, or free, interview: with such an interview, the interviewer follows only a general plan formulated in accordance with the objectives of the study, asking questions on the situation; due to its flexibility, it leads to a better contact with the respondent in comparison with a standardized interview;
- semi-standardized, or focused, interview: when conducting this type of interview, the interviewer is guided by a list of both strictly necessary and possible questions.

By research stage:

- preliminary interview - this type of interview is used at the stage of collecting preliminary (not basic) information;
- main interview - this type of interview is used at the stage of collecting basic information;
- control interview - this type of interview is used when checking controversial data, as well as to replenish the bank of collected data.

By number of participants:

- individual interview - an interview in which only the interviewer and the respondent participate;
- group interview - an interview in which more than one respondent participates;
- mass interview - an interview in which more than a hundred respondents participate.

Focus group method. A focus group is a method of collecting and analyzing information, which consists in inviting a small group of people selected according to special criteria to a meeting at a time when the facilitator is discussing a problem according to a pre-created scenario.

Features of the focus group. During the discussion, the facilitator focuses the attention of the participants on issues of interest to researchers in order to obtain from them in-depth information on given topics. The optimal number of group members is 810 people, but in any case, they should not be less than 6 or more than 12 people. Otherwise, it will be difficult to obtain reliable information: in the first case, due to the lack of participants, in the second, because not all participants will have time to speak during the focus group.

The efficiency of the focus group method lies in the effect created by the group discussion situation. When conducting an individual interview, there is a clear distinction between the interviewer and the interviewee, which can greatly affect the quality and depth of the information received. In a group discussion, the interviewee finds himself in a situation of communication with his own kind. In such a group, it is easier to remove protective psychological barriers, the expression of emotional reactions is facilitated and the language of joint discussion of issues understandable for all participants is developed faster.

The main effect of group discussion is the opportunity to collect different points of view on the issue being studied and to evaluate the attitude of people to opinions different from their own. Before the discussion, participants can view advertising clips, fragments of journalistic programs, newspaper articles, leaflet and billboard layouts outdoor advertising etc., and in the course of a group discussion - to express their attitude and opinion about what they saw.

observation method. Observation is a method of collecting information, which consists in purposeful and organized perception and registration of the behavior of the object or phenomenon under study. Observation is considered the oldest method of collecting information. It is used where intervention in the object of observation is undesirable or impossible. This method is indispensable when it is necessary to obtain a complete picture of what is happening.

The main features of the observation method are:

- direct connection of the observer and the observed object;
- partiality (emotional coloring) of observation;
- the complexity (sometimes - the impossibility) of repeated observation.

The object of observation can only be that which can be objectively registered.

Observation can be:

- external and internal;
- included and not included;
- direct and indirect;
- field and laboratory.

Let's consider each class of observations in more detail.

External observation - observation in which the researcher is completely separated from the object under study. Internal observation is a type of observation in which the observer is not separated from the object under study.

Participant observation - observation in which the researcher is a member of the group of people he observes. A non-participant observation is an observation in which the researcher is not a member of the observed group of people.

Direct observation - observation in which the researcher is present when observing events (objects). Indirect observation - observation in which the researcher is present "incognito" and follows the event (object) under study.

Field observation - observation that is carried out in conditions natural to the life of the observed object. Laboratory observation - observation that is carried out in laboratories.

According to the systematic observation are:

- non-systematic - observation, which is carried out without noticeable periodicity;
- systematic - observation, which is carried out at regular intervals.

The result of applying non-systematic observation is to obtain a generalized picture of the behavior of the object under study under certain conditions. The result of systematic observation is the registration of the behavior of the object under study, as well as the classification of conditions external environment. This type of observation is characterized by the presence of an observation plan.

According to the fixed objects of observation there are:

- continuous - this is an observation in which all the features of the behavior of the object under study are recorded;
- selective - this is an observation in which only certain types or parameters of behavior are recorded.

The form of observation is:

- conscious;
- unconscious internal;
- unconscious external;
- observation environment.

In conscious observation, the observed person is aware that he is being observed. Such observation is carried out in contact between the researcher and the subject of observation, who is usually aware of the task or purpose of the study (observation).

With unconscious internal observation, the observed subjects do not know that they are being observed, and the researcher-observer is inside the observation system, becomes part of it. The observer is in contact with the observed subjects, but they are not aware of his role as an observer.

With unconscious external observation, the observed subjects do not know that they are being observed, and the researcher conducts his observations without entering into direct contact with the object of observation.

Surveillance of the environment. In this form of observation, the researcher studies the environmental conditions of the observed that influence his behavior. He tries to draw conclusions about how external factors determine the actions of an individual or a group of individuals.

Document analysis method. Document analysis is a method of collecting information, characterized by the use of methodological techniques and procedures necessary to extract information about the object under study from documentary or electronic sources. The traditional analysis of documents is a set of certain logical constructions aimed at disclosing information about the object under study.

In most cases, the information of interest contained in the documents is present in them in an implicit form, and this does not always coincide with the interests and objectives of the analysis. Traditional analysis allows you to convert the original form of the information contained in the document into the form of information that interests the researcher.

At the same time, it is necessary to establish who is the author of the document, for what purposes and in what social context this document was created, what is the ratio of the facts reflected in the document to the reality under study, how the views, assessments, social and political preferences of the author, his status and position. In search of answers to these questions, the researcher gets the opportunity to penetrate into the deep meaning of the document, find out its content and apply this result to this particular study.

To increase the efficiency of personnel planning, it is necessary to constantly monitor both changes in the need for personnel and the performance of employees. The main task of monitoring is to identify problematic groups of employees who, for some reason, do not meet existing or planned requirements, which allows solving personnel planning issues in a more “targeted” way.

Issues addressed primarily in the framework of personnel monitoring include:

- control over changing formal indicators (age, length of service, time elapsed after medical examination, training, etc.);
- control of indicators for assessing the effectiveness of work (volume of production, volume of contracts concluded, deadlines for project completion, number of complaints, etc.);
- control of indicators reflecting the actual profile of the employee and the position held;
- forecast of age-related changes in the qualitative composition of the personnel, which is now especially taken into account in solving most personnel issues.

Thus, it is important that the list of controlled parameters, and especially those for which certification is carried out, be approved in local regulations enterprises. On the one hand, bringing them to the attention of employees is a powerful alternative mechanism for improving the efficiency of staff work, and on the other hand, the formalization of these provisions makes it possible to use modern software providing automated solution of monitoring tasks.

personnel monitoring informational motivation

Objective ways of collecting information. Information collection methods and analysis tools. What is the object of descriptive research

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