STATISTICAL METHODS IN MARKETING AUDIT AND CONTROL OF AGRICULTURAL ENTERPRISES
Abstract
The collection and processing of marketing information is an important stage of the marketing audit. It allows the agricultural enterprise to gain advantages in the market, reduce the degree of risk, and determine changes in the marketing environment in a timely manner. So, the criterion for evaluating the marketing situation is using of statistical methods. The purpose of the study is to investigate statistical methods and highlight the characteristic ones for use in marketing audit and control of an agrarian enterprise at the current stage of market economy development. To achieve the goal, such research methods as the study of literature and best practices, analysis and synthesis, comparative method and system analysis were used. One of the conditions for the development of marketing research in agricultural enterprises is application of statistical methodology. Marketing uses various tools of statistics general theory and econometrics, for example: absolute, average and relative values; variation series analysis; classification and grouping; index method; dispersion analysis; component analysis; factor analysis; discriminant analysis; expert evaluations method; correlation analysis; regression analysis; methods of graphic analysis; trendy models; multivariate statistical models; prognostication; structure analysis; elasticity analysis; dynamic series analysis; methods of casual analysis; balance method. Acceptance or rejection of default parameter values is based on statistical hypothesis testing, that is, assumptions about parameters based on data from the sample population. Different hypothesis testing criteria can be used: Fisher, Student, McNemar, Friedman criteria. Therefore, in order to increase the effectiveness of the marketing provision audit services and control of an agricultural enterprise, it is advisable to use statistical methods and models for the analysis of situations arising on the agricultural products market, the determination and selection of the economic development options of the enterprise and the industry for the future.
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