STUDYING THE PROBLEMS OF SYNCHRONIZATION OF STAGES IN MODERN MARKETING RESEARCH

Abstract

. Aim. To conduct a comprehensive analysis of the problems of synchronization of the stages of marketing research to optimize the assessment of potential market opportunities of innovative products. Methodology. The main problems of organization of marketing research are formalized in order to develop a system of predictive market assessments of innovative products for foresight. Results. The main stages of the process of working with various innovations are systematized, and the structural components of modern marketing research are synchronized. Research implications. The main elements of multicomponent systems of scenarios for the development of an innovative product at the stages of marketing research, as well as mechanisms for scenario planning of market development, are formed. The practical role played by modern marketing research in the development of mechanisms for scenario planning of innovations is identified.