MARKETING RESEARCH ON CONSUMERS’ ''PREFERENCES AT THE MARKET OF QUESTS
This article is devoted to marketing research as one of the most effective tools for market analysis. In the article the authors consider the essence of the concept of marketing and distinguish its main roles (marketing as sales support, marketing-locomotive business, marketing-business philosophy). The authors reveal the essence of the concept of marketing research and its main goals. The article describes the distinction between the concepts of "marketing research" and "the research of the market". The authors point out that marketing research is conducted to find new opportunities for the organization. The article presents the results of a survey conducted by Mix Reaserch based on the experience of marketing research among Russian companies. Currently, there is a popularization of quests in reality. The authors list the main genres of quests. The purpose of the marketing research presented in the article was to identify the preferences of consumers in the market of quests in reality (interactive games with a fascinating storyline). The authors point out that the audience of quests becomes more sophisticated, therefore only those companies that offer non-standard solutions will succeed.