METHODS OF STUDYING THE STATE OF COMPETITION IN THE EDUCATIONAL SERVICES MARKET

Аннотация

In the modern economy, the critical role of innovative technologies in achieving competitiveness and successfully operating in the market is highlighted. Innovations, which encompass advancements and new technologies, enhance enterprise operations and strengthen competitive positioning. This paper analyzes the interdependence of innovative technologies and business competitiveness, emphasizing the significance of technological research and personnel training foreconomic and social development. Keywords: Innovative technologies, business competitiveness, technological research, personnel training, cooperation. The market of educational services plays an important role in the modern economy and is becoming the main component of not only economic but also social development. Educational services are important for studying the competitive situation, assessing competition between universities and educational organizations, improving the quality of services, and developing educational strategies. This article discusses the methods, historical foundations, current trends, andfuture prospects forstudying thecompetitive situationin theeducational services market. The competitive nature of the educational services market has been formed since the end of the 19th century, in connection with economic changes. In particular, the development of education in the private sector and the increased attention of the state to education have intensified competition (Hemsley-Brown & Oplatka, 2015). For example, the formation of a higher education culture in the United States and travel destinations have played an important rolein increasing competitionintheeducational services market. Today, the intensification of competition in the educational services market is associated with several factors. Initially, the development of online education leads to competition with traditional educational services. Pearson (2020) states that online platforms are creating new opportunities for receiving educational services, accelerating the formation of new educational models. In addition, globalization increases the focus on access to education. Students have the opportunity to make choices in the global education system, which further intensifies competition (Marginson, 2016). On the other hand, the process of joint-stock and educational organizations is forcing them to improve the quality of the services they offer and adapt to customerneeds (Lepak, Smith &Taylor, 2007). There are various methods for studying the competitive situation in the educational services market. They are as follows: http://www.internationaljournal.co.in/index.php/jasass 66 Volume15 Issue02, February2025 Impact factor: 2019: 4.679 2020: 5.015 2021: 5.436, 2022: 5.242, 2023: 6.995, 2024 7.75 1. Qualitative and Quantitative Research: When studying the competitive situation, it is necessary to combine qualitative and quantitative research. Qualitative research (e.g. interviews and focus groups) helps to understand the image of educational services, while quantitative research provides comprehensive results through statistical data and analysis (Creswell, 2014). Qualitative and quantitative research are widely used to study the competitive landscape in the education services market. Both research methods complement each other, helping to deeply analyze the problems in the education sector and provide the desired results. Qualitative research focuses on studying people’s experiences, opinions, and feelings. They collect data through more open-ended questions, which allows researchers to analyze the deep thoughts, values, and behaviors of participants. Qualitative research in the education services market is often conducted using interviews, focus groups, and contextual research. Through interviews, faculty, students, and other members of the education community provide information about theirexperiences, evaluations of service quality, their opinions on the competitivelandscape, and their expectations of professional services. For example, in a study by Gilbort (2019), students conducted extensive interviews to develop their needs for educational methods that would satisfy them. Focus groups allow several participants to gather together and have a free discussion on a specific topic. This method is useful in assessing the state of competition and determining the quality of educational services. Through focus groups, existing problems and needs in the education system are discussed among students and teachers, which serves to collect more information. Also, contextual studies are conducted in accordance with a specific environment or situation and study the processes, services and competition in a specific educational institution. As an example, retrospective context studies can be cited, which allow analyzing changes in the education system and the development of educational services. Quantitative studies, on the other hand, provide numerical analyses that help determine t