Potential sources of errors in online survey

Galitskiy Efim B., Doctor of economics, Data analysis laboratory Head at the Institute of Public Opinion Foundation, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Maltceva Polina V., Research manager, RIA News Research Center, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Online surveys could serve as a reliable basis for actionable marketing decisions, but proper understanding of the limitations of this method and threats to data quality is needed. Unfortunately, the reality shows that any measurement methods have their own errors. And online survey method is not an exception in this case. The opportunities and challenges of online surveys using access-panels are discussed in this paper. Sources of errors and biases are classified, which are typical for online method. Discussing issues that related to potential sources of errors in online surveys, the authors have used the accepted in marketing research literature terminology of total error and its structure. In this case, each element of a total error is considered in terms what it could mean, if a survey is conducted using access-panel.

Keywords: online survey; online access panel; data quality; sample errors; marketing research.

Cybernetic model of adaptation of types of marketing to demand situations

Osovtsev Victor A., Doctor in economics, Chairman of advertising and marketing department of Rostov State University of Economics “RINE”, Rostov, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Rykov Mikhail V., Postgraduate student of advertising and marketing department of Rostov State University of Economics “RINE”, Rostov, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Principal causes of weak use of academic-and-research potential of marketing types classification by F.Kotler made on the basis of eight demand conditions are reviewed in the article. The model was proposed where mechanism of marketing types adaptation to demand situations is structured on the basis of cybernetics laws and principles.

Keywords: marketing types; a demand situation; marketing management; cybernetics; system technique.

Monitoring as a Management Tool for Sustainable Development of the Economy of Russia and its Regions

Galkina Galina S., Sr. Lecturer, Moscow Institute State and Corporate Management (MIGKU), Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the history of appearance and the essence of the concept «sustainable development» in conjunction with the concept of monitoring. Analyses developed by the President and the Government policy documents on the transition of the Russian Federation to sustainable development, coordinated with the main priorities in the current socio-economic policy of the state. The importance of monitoring as a tool for control and management of sustainable development of economy of Russia and its regions substantiates. The value of monitoring system of Russia and Federal districts determines in the structure of the comprehensive regional monitoring. Monitoring priorities set, such as: providing accurate and objective data, comprehensive and systematic analysis of the received information, preparation of recommendations, provision of Federal and regional regulatory agencies targeted and continuous information. The main principles of organization of monitoring of Russia and its regions presents. Stages of implementation of the monitoring mechanism, including the receipt of statistical and factual data, analysis of indicators, assessment of the condition and the forecast of further development of the economy offer. The importance of developing a mechanism for monitoring Federal districts emphasizes.

Keywords: sustainable development, environment, marketing conception, monitoring system, monitoring mechanism, federal district, regional marketing.

Infrastructural Factors Forming the Image of innovation-active Territory

Sidorenko Michael M., Sr. Lecturer of Management business Dprt. Urals State University of Economics, Ekaterinburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gutsal Anton N., Аssistant of Management business Dprt. Urals State University of Economics, Ekaterinburg, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with questions about the effects of infrastructural development in the image territory. Highlighted the basic infrastructure elements that allow to form the image of the territory of the stability and infrastructure elements who were mentioned in the communication messages allows you to create the image of an innovation-active territory. The analysis of the perception of the image of the city of Yekaterinburg as innovative and active territory.

Keywords: infrastructure; innovation; image area; the strategy of forming the image of the territory.

Analysis of the innovation potential of the Republic of Mordovia

Seyfullaeva Maisa E., Ph.D., professor of marketing Plekhanov Russian University of Economics, Moscow, Russia

Chudaykin Alexander P., graduate student of marketing Plekhanov Russian University of Economics, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article analyzes the current state of the innovation potential of the Republic of Mordovia, which is characterized by a number of indicators such as the volume of shipped innovative products and its share in the total sales of goods and services, the share of innovative products in the total volume of goods shipped , the volume of production of innovative products, the dynamics of the number of innovation active enterprises of the Republic of Mordovia, but also examine the innovation infrastructure of the Republic of Mordovia. Based on the analysis concluded that the innovation process in the Republic of Mordovia has a clear linear structure. To overcome the shortcomings of the linear model of the innovation process is necessary to create business incubators, innovation centers, consulting firms, etc.

Keywords: Innovation capacity; Technology park; Investments; Region.

On the question of quantifying the level of customer loyalty

Kirillova Kira V., Graduate student of the Business Economy Department, Nizhny Novgorod Institute of Management and Business, Nizhniy Novgorod, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the quantitative estimator of consumer loyalty as one of the possible indicators of non-financial activities of modern commercial organizations. In the article author highlights main difficulties associated with formulating a common indicator of customer loyalty. Based on the type of the index, chosen by the company, author gives recommendations for the effective development of management processes in customer relations area.
Keywords:marketing; customer loyalty; quantitative estimation of customer loyalty; the quantitative estimator of the level of consumer loyalty.

Keywords: marketing; customer loyalty; quantitative assessment of customer loyalty.

Use of the Conjoint Analysis for Studying Consumer Choice in the Industrial Markets

Tregubenko Pavel V., Postgraduate student of marketing Department of the Faculty of Economics, Lomonosov Moscow State University (MSU); market analyst, Russ Outdoor Co, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In article is considered a new method of market researches –conjoint analysis. Despite sufficient popularity of a method in Russia, it is applied only in B2C market researches. On B2B markets at present it doesn’t gain a wide circulation. On the number of researches from the western practice, the author proves success and need of using of this method in the industrial market researches.

Keywords: industrial marketing; conjoint analysis; market research; consumer behavior; consumer choice.