????????????? ???????????????????? ????????????? ??????? ??????????????????? ????????????? ??????? // Comparative analysis of quantitative and qualitative methods of assessment the effectiveness of marketing solutions

Natalia Tarasova, Dmitry Klyuchko and Lubov Volkova

The Russian Academic Journal, 2013, vol. 26, issue 4

Abstract:

? ?????? ?????? ?????????? ????????????? ?????? ?????????????? ? ???????????? ??????? ?????? ?????????????? ????????????? ????????????? ???????. ???????? ???????? ????????????? ?? ???????? ???????????????? ?????????????? ? ???????????? ?????????, ???????????? ? ??????????? ??????????? ???????????. ?????? ???????? ? ?????? ????????? ????????????? ?????????? ?????? ?????? ???????, ?? ????????????? ? ???????????. ??????????? ? ?????? ????????????? ?????????????? ??????? ????????? ??????????????? ?????????? ????? ?????????? ? ??????????? ?????? ????????????? ????????????? ???????, ? ????? ?????????????? ????? ?????????? ?????????????? ? ???????????? ???????.

The article provides comparative analysis of quantitative and qualitative methods of assessment the effectiveness of predictable marketing solutions. Attention of the reader is focused on the most common quantitative and qualitative methodologies used in most modern organizations. Particular attention is given to the practical application of each group of methods, their advantages and disadvantages. The comparative characteristics of methods, given in the article, allows to structure previously obtained information about methodology of assessment the effectiveness of marketing solutions and also differentiate the field of application of quantitative and qualitative methods.

Keywords: ?????????????? ??????; ???????????? ??????; ?????? ????????????? ????????????? ???????; quantitative methods; qualitative methods; assessment the effectiveness of marketing solutions (search for similar items in EconPapers)
Date: 2013-12-01
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