ETHICAL PROBLEMS OF USING PUSH-POLLS IN MARKETING RESEARCH IN THE POLITICAL MARKET

Thepurpose of political marketing research is to measure the electoral sentiments of voters, which are formed in the process of using various tools of influence. Critical from the ethical point of view of conducting marketing research in the political marketis their use as a tool to influence the consciousness and electoral mood of voters. Under the current conditions of marketing development, researching the needs of consumers, competitors, and macroenvironmental factors is extremely important for further planning of the company's activities. Marketing research, in addition to the fact that it should help in making effective management decisions, can be used by unscrupulous customers for various manipulations. For example, in the conditions of the industrialgoods market, such manipulations are practically unreal, because each of the participants systematically makes purchasing decisions and is very well acquainted with both the market participants and the technical and functional characteristics of the goodsthat are the subject of procurement. In the political market, the "purchase of goods" is carried out regularly, but with large time intervals (once every 4 or 5 years), which, given the unformed political culture, creates extremely favorable conditions for the use of various manipulations and technologies to influence the voter (consumer of political goods).The main methods of the conducted research are the analysis, generalization and processing of information obtained as a result of sociological research conducted by the Batkivshchyna party, the sociological company Rating, the Kyiv International Institute of Sociology, and the Razumkov Center. The method of correlation analysis was also used to identify the relationship between the poll results and the actual voting results. As a result of the analysis, it was found that the use of manipulative technologies in the process of conducting marketing political research in the conditions of the pre-election process is ineffective and difficult to predict from the point of view of the final result. Thus, it can be argued that the Ukrainian voter is influenced by a complex of marketing and technological means and techniques, and individual efforts do not bring the desired result