У статті розглядається значення та вплив сучасних трансформаційних процесів в економіці та суспільстві
на перетворення методології та інструментарію маркетингових досліджень; проаналізовано різні погляди вітчизняних
та зарубіжних вчених на трансформацію економіки, її теоретичні аспекти та сучасні прикладні підходи, а також на
розвиток маркетингу та його трансформацію в новітніх умовах господарювання, на сучасному етапі розвитку функціонування господарських систем; досліджено інструменти та методи маркетингових досліджень в контексті економічної
трансформації, проаналізовано вплив трансформаційних процесів на сучасний інструментарій маркетингових досліджень. В результаті дослідження зроблено висновки щодо подальшого розвитку прикладного інструментарію кількісних
та якісних маркетингових досліджень.
The article considers the importance and influence of modern transformation processes in the economy and society
on the transformation of methodology and tools of marketing research; different views of domestic and foreign scientists on the
transformation of the economy, its theoretical aspects and modern applied approaches, as well as on the development of marketing
and its transformation in the latest economic conditions, at the present stage of development of economic systems; the tools
and methods of marketing research in the context of economic transformation are investigated, the influence of transformation
processes on modern tools of marketing researches is analyzed. The development of marketing in Ukraine should be associated
with the transformation of economic processes in the world economy, especially taking into account the fact that many markets
are beginning their economic activities in cyberspace. Domestic enterprises must increase their investment attractiveness, be
competitive, take into account the current market situation in Ukraine, through the integrated application of marketing tools,
modern concepts and successful adoption of the experience of foreign companies that pursue marketing policies from the consumer’s
point of view. The formation of new marketing is still ongoing, as the transformation of society under the influence of information
transformations continues. The change in marketing technologies has taken place under the influence of the opportunities created
by the global Internet. The growing number of Internet users, its rapid spread, new communication opportunities have created the
basis for the spread of marketing efforts to the online environment. Under the influence of transformational processes, modern
tools of marketing research have also undergone significant transformation. In general, it can be concluded that the emergence
of digital technologies due to the transformation of the economy from industrial to post-industrial, have made marketing research
much more accessible to the general public, cheaper, and their results more accurate. As a result of the research, conclusions were
made regarding the further development of applied tools for quantitative and qualitative marketing research.
