UkrainianProfessional Education

Abstract

The article discusses the role of marketing research methods in the management of enterprises in the service sector. A classifier of areas of the service sphere is provided, which makes it possible to identify priority areas for their further development. The influence of each sector of the service sphere in the economy of Ukraine was studied. It has been established that the determining factor is service sector enterprises providing educational, transport and hotel and restaurant services. Currently, the last two sectors of the service sector play a significant role in the modern conditions of the state of war. They currently provide the population of Ukraine and the Armed Forces of Ukraine with everything necessary for the survival of society. The main part of the company's activity is the effort to achieve more and better results of activity, which highlight themselves through the increase of profitability, the search for new opportunities, and others. In order to determine the further possibilities of management efficiency of enterprises in the service sector in modern conditions, it is necessary to apply marketing methods to determine the strategic vector of development. Marketing research methods are defined, which are used to analyze and evaluate a number of criteria that will show the most general idea about the role of the enterprise in the market, as well as how effectively the potential of the enterprise is used. The existing methods of marketing research were investigated. Their classifier was built and two groups were separated: General scientific methods of marketing research and Analytical and prognostic marketing research methods. The proposed classifier will help managers of enterprises in the service sector to quickly determine the type of research that is suitable for them to implement and satisfy the purpose of marketing research. With the help of the formed classifier, three methods of system analysis were chosen. With their help, a marketing study of the current state of the service sector in Ukraine was conducted. The main factors of threats and opportunities are identified. The use of these methods is currently inherent in the application in the management of enterprises of the service sector in wartime conditions. It is this approach to conducting marketing research that will enable company managers to choose the right direction for the strategic development of their enterprises in wartime conditions

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