GLOBAL COMPANIES INVESTING HEAVILY IN MARKETING RESEARCH: THEIR MOTIVES AND RESULTS

Аннотация

This article analyzes investments in marketing research by large companies operating on a global scale, their main motives, and the results achieved. In today's rapidly changing and competitive market, companies are investing heavily in research to deeply understand consumer needs, strengthen brand image, effectively introduce innovative products to the market, and improve marketing strategies. Using the example of companies such as Google, Amazon, Unilever, Procter & Gamble, and Coca-Cola, the volume of budget allocated for marketing research, the modern technologies used - in particular, artificial intelligence, Big Data, userbehavior analysis, andother advanced methodologies -are analyzed. Based onthese studies, companies are not only strengthening their market position but also gaining significant advantages in strategic decision-making. The article also thoroughly examines the effectiveness of marketing research and return on investment (ROI). In conclusion, a conscious and systematic approach to marketing research is an important factor in ensuring a long-term competitive advantage forlarge companies. Keywords: Marketing research, global companies, investment, artificial intelligence, Big Data, competitiveness, strategic decisions, consumer behavior, marketing technologies, return on investment(ROI)