PrinciplesofMarketingResearchTextbook PDF
PrinciplesofMarketingResearchTextbook PDF
PrinciplesofMarketingResearchTextbook PDF
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marketingis kaTedra
marketinguli kvlevis
principebi
(saxelmZRvanelo)
Tbilisi
2013
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Sinaarsi
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amocanebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
2.4. garemos faqtorebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
2.5. mmarTvelobiTi da marketinguli problemebi . . . . . . . . . . . 91
2.6. marketinguli kvlevis problemis gansazRvrisas
daSvebuli Secdomebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
2.7. marketinguli kvlevis problemis gadawyvetisadmi
midgomis SemuSaveba . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95
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gareTa informacia
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Sinagani marketin-
marketinguli angariS- guli marketinguli
garemo gebis dazvervis gadawyveti-
qvesistema qvesistema lebebi
miznobrivi
bazrebi strategiuli
marketinguli taqtikuri
Suamavlebi operatiuli
konkurentebi
makrogaremos marketin- marketin-
elementebi guli guli
kvlevebis analizis
qvesistema qvesistema
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Aaucilebeli Mmarketinguli
informaciis amocanis dasma da
gansazRvra gadawyveta
Mmonacemebis Segroveba
Mmonacemebis analizi
Sedegebis
gavrceleba
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M
marketinguli kvlevebi
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saqonlis kvleva
saqonlis koncefciis testireba
saqonlis dizainis gansazRvra
SefuTvis testireba
saqonlis modifikaciis gansazRvra
savaWro markis pozicionireba da depozicionireba
sasinji marketingi
SekveTis marTvis sistemis testireba
fasebis kvleva
fasebis mniSvneloba savaWro markis SerCevisas
fasebis politika
sasaqonlo saxeebisaTvis fasebis dadgena
moTxovnis safaso elastikuroba
fasebis cvlileba da maTze reaqciebi
promouSenis kvleva
promouSenis optimaluri biujeti
promouSenis optimaluri kompleqsi
promouSenis elementebis urTierTkavSiri
masobrivi informaciis saSualebebis gamoyeneba
SemoqmedebiTi reklamis testireba
reklamis efeqtianobis Sefaseba
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Kklientebi
- momxmareblebi
- aqcionerebi
- momwodeblebi
- Suamavlebi
Ggaremos
Aarakontrolire kontrolirebadi
badi faqtorebi marketinguli
- ekonomika; faqtorebi
- teqnologia; - saqoneli;
- konkurencia; - fasi;
- kanonmdebloba; - promouSeni;
- politika; - distribucia
- socialur-
kulturuli
cvlilebebi
M
marketinguli
kvlevebi
Mmarketingis menejerebi
- bazris segmentacia;
- miznobrivi bazris SerCeva;
- marketinguli programis SemuSaveba;
- marketinguli saqmianobis efeqtianobis Sefaseba da
kontroli
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Mmarketinguli
kvlevis
subieqtebi
gareTa
SigniTa
Uuniversaluri SezRuduli
profilis momsaxurebis
kompaniebi kompaniebi
specializebuli Mmonacemebis
saagentoebi kodirebisa da
Setanis saagentoebi
internet-saagentoebi
monacemTa analizis
saagentoebi
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wyaro: Naresh K. Malhotra. Marketing Research. Pearson Education International, New Jersey, 2004.
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cxrili 2.3
teqnikuri unar-Cvevebi
kompiuteris codna * * *
statistikur monacemebTan * * *
muSaobis codna
SerCevis proeqtireba * * *
statistikuri analizi * * *
monacemTa bazebis marTva * *
modelis Seqmna * *
proeqtis marTva *
kvlevis sferoSi codna * *
sistemuri proeqtireba * *
marketinguli procesebi *
proeqtis koncefciis *
SemuSaveba
komunikaciebi * * *
statistikuri analizi * * *
angariSebis Sedgena * * *
proeqtebis koordinacia * * *
adamianebis koordinacia * *
motivacia * *
amocanis gansazRvra * *
personalis momzadeba * *
strategiuli dagegmva *
finansuri administrireba *
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cxrili 2.4
Mmarketinguli kvlevebis ZiriTadi mimarTulebebi
Kkvlevis K
# mimarTuleba kvlevis sakiTxebi
(obieqti)
1 2 3
koniunqtura
I. bazari struqtura, teritoria
tevadoba
konkurentuli politikis warmarTvis meTodebi
miznobrivi bazris da sabazro `niSis~ SereCeva
bazris moculobis prognozireba
asortimenti
II. saqoneli pozicionireba
momxmareblebis moTxovnebTan, sakanonmdeblo
normebTan da wesebTan Sesabamisoba
xarisxi
konkurentunarianoba
analogiuri da konkurenti saqonlis
samomxmareblo Tvisebebi
SefuTvis, markirebis, servisis Sesabamisoba
Tanamedrove sabazro moTxovnebTan
ideis generacia axali saqonlis Sesaxeb
momxmarebelTa reaqcia axal saqonelze
saqonliT uzrunvelyofa
III. momxmareblebi moxmarebis struqtura da tendenciebi
wamaqezebeli faqtorebi saqonlis SerCevisa da
yidvis procesSi
saqonelze mosalodneli moTxovnis tendenciebi
da prognozireba
bazarze momxmarebelTa qcevis modelireba
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potenciuri konkurentebis gamovlena
konkurentebis mier bazarze dakavebuli wili
IV. konkurentebi konkurentebis materialuri da finansuri
potencialis gansazRvra
konkurentebis marketingul RonisZiebebze
momxmarebelTa reaqcia
konkurentebis Zlieri da susti mxareebi
konkurentebis saqmianoba bazarze
potenciur konkurentebTan TanamSromlobisa da
kooperaciis SesaZlebloba
fasebTan mimarTebiT momxmarebelTa qceva da
V. fasebi reaqcia
moTxovnasa da saqonelze arsebul fass Soris
urTierTkavSiri
fasis sidideze moqmedi faqtorebi
fasebis politikis prognozireba saqonlis
sasicocxlo ciklis sxvadasxva stadiisaTvis
saqonelmoZraobis sxvadasxva sistemis Sedareba
VI. saqonelmoZraoba saqonelmwarmoeblebis, Suamavlebis,
konkurentebisa da potenciuri momxmareblebis
adgilmdebareoba
sabiTumo da sacalo vaWrobis ganlageba
satransporto komunikaciebis SesaZleblobebi
sasawyobo meurneobis ganlageba, mdgomareoba da
teqnologiuri potenciali
reklamis mdgomareoba, ganviTareba, efeqtianoba
VII. komunikaciuri saqonelze moTxovnis formireba
kavSirebi gasaRebis stimulirebis meTodebi da formebi
saqonlis personaluri gayidvis organizacia
sazogadoebasTan urTierTobis organizacia
savaWro sawarmoebi da organizaciebi
VIII. sasaqonlo saSuamavli organizaciebi
Bbazris momsaxurebis gamwevi organizaciebi
infrastruqtura sainformacio organizaciebi
safinanso organizaciebi
iuridiuli organizaciebi
makontrolebeli organizaciebi
SromiTi mowyobis organizaciebi
satransporto sistema
sasawyobo meurneoba
kavSirgabmulobis sistema
saTbob-energetkuli kompleqsi
marTvis sistema da organizacia
IX. Sida garemo finansuri mdgradoba da gadaxdisunarianoba
inovaciuri politika
samecniero-kvleviTi samuSaoebis done da
moculoba
iInformaciuli uzrunvelyofis done
mmarTvelobiTi da sawarmoo kadrebis
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raodenobrivi, struqturuli da profesiuli
Semadgenloba
mogeba da rentabeloba
miznobrivi bazari
X. vaWrobis bazris tevadoba
organizacia vaWrobis formebi, meTodebi da xerxebi
savaWro sawarmoebis mier gaweuli momsaxureba
sasaqonlo maragebis marTva
savaWro personalis raodenoba, struqtura da
kvalifikacia
Suamavlebisa da momxmareblebis mosazrebebi
savaWro sawarmos Sesaxeb
potenciuri momxmareblebis raodenoba da
struqtura
kreditis formebi
mimoqcevis xarjebi
Rirsebebi, naklovanebebi
XI. Suamavlebi mimdinare da warsuli reputacia, imiji
samoqmedo sasaqonlo bazris ganfeniloba
saqonelmwarmoeblebTan damokidebuleba
bazris samoqmedo segmentebi
savaWro personalis kompetencia
cxrili 2.5
marketinguli kvlevis ZiriTadi mimarTulebebi aSS kompaniebSi
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faswarmoqmna
II. 1. danaxarjebis analizi 57
2. mogebis analizi 55
3. fasebis elastikuroba 56
4. moTxovnis analizi:
- bazris potenciali 78
- gasaRebis Sesazlebloba 75
- gasaRebis prognozzireba 71
produqti
III. 1. koncefciis SemuSaveba da misi Semowmeba 78
2. markis dasaxelebis Seqmna ga misi testireba 55
3. bazris testireba 55
4. arsebuli produqciis Semowmeba 63
5. SefuTvis dizainis testireba 48
6. konkurentebis produqciis Seswavla 54
gavrceleba
IV. 1. sawarmos (sawyobis) adgilmdebareoba 25
2. ganawilebis arxebis muSaobis analizi 39
3. svadasxva arxis mocvis donis Seswavla 31
4. eqsportis Sesazleblobis seswavla 32
winsvla
V. 1. kvlevebi momxmarebelTa motivaciis sferoSi 56
1. kvlevebi masobrivi informaciis saSualebebis 70
sferoSi
3. sareklamo mimarTvebis teqstebis testiteba 68
4. reklamis efeqtianobis analizi
- sareklamo kampaniis dawyebamde 67
- sareklamo kampaniis dros 66
5. konkurentebis reklamis analizi 43
6. saqonlis imijis analizi 65
1. savaWro personalis stimulirebis SesaZleblobis 54
analizi
2. savaWro personalisaTvis dadgenili gayidvis 28
kvotebis analizi
3. savaWro personalis teritoriuli struqturis 32
analizi
10. premiebis, kuponebis da specialuri garigebis 46
SesaZleblobis analizi
momxmarebelTa qceva
VI. 1. markisadmi loialuroba 78
2. markisadmi damokidebuleba 76
3. saqonliT dakmayofilebis done 87
4. myidvelobiTi qcevis analizi 80
5. myidvelobiTi ganzraxva 79
6. markis Secnoba 80
7. segmentaciis SesaZleblobis dadgena 84
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1. SesaZleblobebis an
problemebis gamovlena
2. SesaZleblobebis realizaciis
mizniT alternatiuli
strategiis SemuSaveba
3. alternatiuli
strategiis
Semowmeba
4. strategiis SerCeva
da realizacia
5. marketingis Sedegebis
Sefaseba
6. strategiis adaptacia
momxmarebelTa reaqciis
gaTvaliswinebiT
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monacemTa Segrovebis
formis SemuSaveba
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kvlevis proeqtis
(gegmis) tipis SerCeva monacemebis analizi
da interpretacia
monacemTa Segrovebis
kvlevis Sedegebis
meTodis gansazRvra
Sesaxeb angariSis
momzadeba
monacemTa Segrovebis
formebis SemuSaveba
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firmis vice-prezidenti
marketingis dargSi
distribuciis
inovaciuri da
saasortimento da logistikis
politikis SemuSavebis
momwodeblebTan
reklamis da PR-is
kavSiris
marketinguli
kvlevebis
informaciis monacemebis
operaciuli da
Segrovebis da Sefasebis da strategiuli
damuSavebis analizis prognozirebis
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kvlevis amocanebi
mmarTvelobiTi
problema
marketinguli
kvlevis
problema
analitikuri kvlevis
kvlevis modelebi: saZiebo hipoTezebi gegmaze
meTo- aRwerilobiTi, kiTxvebi moqmedi
dologia maTematikuri maxasiaTeb-
lebi
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Pproblemis istoria
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fokusi fokusi
top-menejerze marketologze
Ffaruli mizezebi:
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d) Tvisebrivi kvleva
informacia, romelic miRebulia top-menejerebisagan, dargobrivi
eqspertebisgan da meoradi wyaroebidan, marketinguli kvlevis problemis
gansazRvrisTvis SeiZleba arasakmarisi iyos. zogjer, problemis ufro
srulad gaazrebisa da mis safuZvelSi arsebuli faqtorebis
amocnobisaTvis, saWiroa ganxorcieldes Tvisebrivi kvleva. Tvisebrivi
kvleva arastruqturizebulia im TvalsazrisiT, rom kiTxvebis
formulireba xdeba uSualod kvlevis procesSi. Tavisi bunebiT igi
aRwerilobiTi xasiaTisaa da dafuZnebulia mcire raodenobis SerCevaze.
Kkvlevisas SeiZleba gamoviyenoT Tvisebrivi kvlevis gavrcelebuli
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resursebi da SezRudvebi
miznebi
momxmarebelTa qceva
sakanonmdeblo garemo
ekonomikuri garemo
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Mmarketinguli kvlevis
problemis Secdomebis
gavrceleba
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zogadi formulireba
K
konkretuli komponentebi
a) kvlevis meTodologia
marketinguli kvleva unda emyarebodes obieqtur monacemebs da
Teoriul debulebebs. Teoria (theory) aris garkveuli koncefciebis
(cnebebis) urTierTkavSiri, romelic efuZneba fundamentur
mtkicebulebebs (aqsiomebs) da miCneulia WeSmarit debulebad. obieqturi
monacemebi (objective evidence) aris miukerZoebeli da empiriulad
damtkicebuli, romelTa Segroveba xdeba meoradi wyaroebidan. kvlevis
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cxrili 4.2
Teoriis roli gamoyenebiT marketingul kvlevebSi
marketinguli kvlevis Teoriis roli
amocanebi
1. koncefciis problemis safuZvelSi arsebuli procesebis
SemuSaveba da gagebis uzrunvelyofa, romelze
ZiriTadi cvladebis dayrdnobiT ganisazRvreba ZiriTadi
gamoyofa damokidebuli da damoukidebeli cvladebi.
2. ZiriTadi cvladebis mkvlevarma SeiZleba gamoiyenos Teoriulad
operacionireba dasabuTebuli cvladebi, romlebic saqmis
realur viTarebas asaxaven.
Teoriuli mizez-Sedegobrivi
3. kvlevis mimarTulebis kanonzomierebebi gvexmareba avirCioT
arCeva marketinguli kvlevis deskriptuli an
mizez-Sedegobrivi tipi.
4. SerCeviTi dakvirvebis respondentTa SerCevisaTvis meTodologiis
tipis SerCeva safuZvelze ganisazRvreba generaluri
mTlianoba da dgndeba SerCevis kvota.
5. monacemebis analizi meTodologia ganapirobebs monacemebis
da interpretacia analizisa da Sedegebis interpretaciis
strategiebis SerCevas.
6. Sedegebis marketinguli kvleviT miRebuli Sedegebi
ganzogadeba SeiZleba aixsnas adre arsebuli kvlevebis
safuZvelze da gaerTiandes maTTan.
b) analizuri modeli
analizuri modeli (analytical model) moicavs urTierTdakavSirebuli
cvladebis nakrebs, romelic warmogvidgens realur sistemas (process)
mTlianobaSi an nawilobriv. modelebs SeiZleba gaaCndeT uamravi forma.
yvelaze ufro zogadia verbaluri, grafikuli da maTematikuri modelebi.
verbalur modelSi cvladebi da maT Soris urTierTkavSiri
warmodgenilia sityvieri formiT. aseTi modelebi xSirad gamoiyeneba
daskvnebis gakeTebisa da Teoriis mTavari punqtis dadasturebisaTvis.
grafikuli modeli vizualuria da Teorias warmogvidgens suraTebis
saxiT. mas iyeneben cvladebis gancalkevebisa da maT Soris savaraudo
kavSiris gansazRvrisTvis da ara ricxobrivi monacemebis misaRebad.
grafikuli modelebis ageba logikuri mosamzadebeli etapia
maTematikuri modelebis SemuSavebisTvis. maTematikuri modeli cvladebs
Soris kavSirebs gansazRvravs zustad, ZiriTadad, gantolebebis saxiT.
CamoTvlili modelebi gamoiyeneba, rogorc mimarTuleba kvlevis gegmis
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SerCevis kriteriumebi
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g) saZiebo kiTxvebi
saZiebo kiTxvebi (Research Questions – RQs) warmoadgens problemis
calkeuli komponentis detalur formulirebas. Pproblemis komponenti
SeiZleba daiyos ramdenime kiTxvad. saZiebo kiTxvebi muSavdeba imisaTvis,
rom ganisazRvros konkretuli informacia, romelic saWiroa problemis
TiToeuli komponentis gadasawyvetad. saZiebo kiTxvebze gacemuli
pasuxebi saukeTeso informaciaa top-menejerebisaTvis. saZiebo kiTxvebis
formulirebisas unda vixelmZRvaneloT ara mxolod problemis
gansazRvriT, aramed kvlevis meTodologiiTa da analizuri modelebiT.
problemis komponentis gansazRvrisaTvis SesaZlebelia arsebobdes
ramdenime saZiebo kiTxva. magaliTad, jinsebis savaWro markis Lee Riveted-
is SemTxvevaSi, Teoriuli bazis safuZvelze ganisazRvra SerCevis
kriteriumebis Semdegi faqtorebi: fasi, feri, tanze morgeba, Sekerva,
komfortuloba, moda da xarisxi. Aam faqtorebTan dakavSirebiT SeiZleba
daisvas Semdegi kiTxvebi: rogoria aRniSnuli faqtorebis gavlena
momxmareblebis mier jinsebis SerCevisas? Adasaxelebuli faqtorebidan
romelia ufro metad mniSvnelovani? icvleba Tu ara es mniSvnelobebi
sxvadasxva segmentis momxmareblebSi? saZiebo kiTxvebis dazusteba aseve
SeiZleba moxdes hipoTezebis safuZvelze.
d) hipoTezebi
hipoTeza (Hipothesis – H) aris mkvlevarisaTvis saintereso faqtorebis
an movlenebis Sesaxeb daudasturebeli varaudi an mtkiceba. es SeiZleba
iyos, magaliTad, winaswari mtkiceba or an met cvlads Soris
urTierTdamokidebulebis Sesaxeb, romelic aRwerilia kvlevis
meTodologiaSi an warmodgenilia analizuri modelis saxiT. xSirad
hipoTeza mkvlevaris kiTxvaze SesaZlebeli pasuxicaa. hipoTeza ufro
metad warmoadgens mtkicebulebas savaraudo urTierTobebis Sesaxeb,
vidre ubralod kiTxvebs, romlebsac unda gaeces pasuxi. igi asaxavs
mkvlevaris molodins, romelic SeiZleba Semowmdes empiriulad.
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marketinguli kvlevis
problemis komponentebi
meTodologia
saZiebo kiTxvebi
analizuri
modeli
hipoTezebi
e) relevanturi maxasiaTeblebi
zemoT ukve aRvniSneT, rom marketinguli kvlevis problemis
gadawyvetisadmi midgomis SemuSaveba SeiZleba ganvixiloT, rogorc
damakavSirebeli rgoli kvlevis pirvel etaps (problemis gansazRvras)
da Semdgom etaps (kvlevis gegmas) Soris. marketologis xelT arsebuli
kvlevis problemis gansazRvris, saZiebo kiTxvebisa da hipoTezebis garda,
arsebobs agreTve sxvadasxva saxis maxasiaTeblebi, faqtorebi, saqonlis
atributebi an cvladebi, romlebic gavlenas axdenen kvlevis gegmaze.
aseT maxasiaTeblebs relevantur maxasiaTeblebs (relevant characteristics)
uwodeben. Kkvlevis gegmis SemuSavebamde unda dadgindes, saWiroa Tu ara
damatebiTi maxasiaTeblebis an cvladebis gansazRvra.
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aRweriTi kvleva
saZiebo kvleva
mizez-Sedegobrivi
kvleva
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literaturuli Zieba
eqspertuli gamokiTxva
saZiebo kvlevebi
Tvisebrivi kvlevebi
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mudmivi
droiTi paneli
mwkvrivebis
meTodi
aramudmivi
paneli
aRweriTi
kvleva
erTeuli
kvleva
ganivi kveTis
meTodi
mravlobiTi
kvleva
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saerTo Secdoma
SerCevis araSerCeviTi
Secdoma Secdoma
SemTxveviTi araSemTxveviTi
Secdoma Secdoma
respondentis
mkvlevaris inerviueris Secdoma
Secdoma Secdoma
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cxrili 6.1
pirveladi da meoradi informaciis Sedareba
kriteriumi pirveladi meoradi informacia
informacia
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cxrili 6.2
meoradi monacemebis upiratesobebi da naklovanebebi
upiratesobebi naklovanebebi
dabali Rirebuleba; Segrovilia sxva miznisaTvis;
saWiroa naklebi Zalisxmeva; monacemebis Segrovebis procedura ar
saWiroa naklebi dro; kontroldeba;
zogjer pirvelad monacemebTan SeiZleba iyos arazusti;
SedarebiT sizuste maRalia; warmodgenis forma SeiZleba ar
zogierTi informacia mxolod Seesabamebodes mocemul kvlevas;
meoradi monacemebis safuZvelze SeiZleba iyos daZvelebuli;
moipoveba. saWiro xdeba rigi daSvebebis gakeTeba.
meoradi informacia
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a) gamoqveynebuli masalebi
gamoqveynebuli
meoradi
informacia
biznes samTavrobo
wyaroebi wyaroebi
arasamTavrobo
saZieblebi statistikuri monacemebi
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monacemTa monacemTa
bazebi bazebi
kompaqt- disketeb-
diskebze ze
SemmuSavebeli qselidan
Suamavlisagan
interneti daSvebis kompaniisagan daSvebis
miReba daSvebis miReba miReba
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145
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zomis erTeuli
ojaxebi
(momxmareblebi) organizaciebi
yidvis media-
panelebi panelebi
auditi
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Tvisebrivi kvlevis
meTodebi
pirdapiri iribi
(SeuniRbavi) (SeniRbuli)
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6.2.2. fokus-jgufebi
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moderatoris SerCeva
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gamokiTxvis meTodebi
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paneli
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cxrili 7.1
rekomendaciebi satelefono gamokiTxvis CatarebisaTvis
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cxrili 7.2
gamokiTxvis meTodebis Sedareba
gamokiTxvis meTodebi
maxasiaTeblebi
persona- satele- safosto eleqtro-
luri fono nuli
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fuladi arafuladi
winaswar Sepirebuli
gadaxdili
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dagegmvis
stadia
aucilebeli informaciis gansazRvra
populaciis gansazRvra
miznobrivi jgufebis gansazRvra
gamokiTxvis meTodis SerCeva
piloturi testireba
anketis saboloo variantis pilotirebis
SemuSaveba stadia
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cxrili 8.1
cudad formulirebuli kiTxvis magaliTebi
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,,Sony~ 1 2 3 4 5 6 7 8 9 10
,,Panasonic~ 1 2 3 4 5 6 7 8 9 10
,,Philips~ 1 2 3 4 5 6 7 8 9 10
,,LG 1 2 3 4 5 6 7 8 9 10
Electronics~
IVA_ Sefardebis skala
1. miuTiTeT Tqveni asaki _ weli
2. miaxloebiT miuTiTeT, gasul TveSi ramdenjer SeiZineT saqoneli
samorigeo maRaziaSi 20-dan 23 sT-mde drois intervalSi
0 1 2 3 4 5 --------------------------- sxva cifri
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B. arasaalbaTo SerCeva
SerCeva xelmisawvdomobis miznobrivi jgufebidan mkvlevari arCevs
mixedviT misTvis SedarebiT xelmisawvdom kandidatebs
SerCeva survilis mkvlevari arCevs kandidatebs, romlebsac,
mixedviT misi azriT, ukeTesi monacemebis mowodeba
SeuZliaT
proporciuli SerCeva mkvlevari arCevs da gamokiTxavs adamianebis
gansazRvrul raodenobas TiToeuli
jgufidan
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t 2 pq
n , (9.1)
2
sadac t aris normirebuli gadaxra (anu ndobis koeficienti), romlis
mniSvneloba ganisazRvreba stiudentis cxrilSi mocemuli
sando albaTobis mixedviT (ix. cxrili 9.2);
p _ SerCevisaTvis moZebnili variaciaa;
q = 100 - p.
9.1 formulaSi namravli pq gamoxatavs gamoxatavs variacias,
romelic damaxasiaTebelia mTlianobisaTvis.
228
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cxrili 9.2
normirebuli gadaxris (t) mniSvneloba sando albaTobaze (α)
damokidebulebis mixedviT
α, % 60 70 80 85 90 95 97 99 99,7 99,9
t 0,84 1,03 1,29 1,44 1,65 1,96 2,18 2,58 3,0 3,28
229
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1,96 2
n 50 50 96 .
10 2
2
S 2 t 100 2 1,96 2
n 384 . (9.2)
2 10 2
2
t
n , (9.3)
12
sadac 1 .
S
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1,96 2
n 96 .
0,2 2
zepiri gamokiTxvis Catarebisas, mizanSewonilia, araganmeorebiTi
SemTxveviTi SerCevis meTodis gamoyeneba. misi arsi mdgomareobs imaSi,
rom respondenti SeirCeva SemTxveviT da meorejer ar gamoikiTxeba. es
meTodi yvelaze ufro miesadageba quCaSi Casatarebel gamokiTxvas. am
dros SerCevis raodenobis gasaangariSebeli formula aseT saxes
Rebulobs:
t 2 2 N
n , (9.4)
2 N t 2 2
sadac n aris aris erTeulTa raodenoba, romelic unda SeirCes
kvlevisaTvis (gamisakiTxad);
t _ ndobis koeficienti, romlis mniSvneloba ganisazRvreba
sando albaTobis mixedviT (ix.cxrili 9.2);
δ _ dispersia (rogorc ukve aRiniSna, igi, Cveulebrv,
ganisazRvreba eqsperimentis, sacdeli kvlevis an analogiuri
kvlevis safuZvelze);
ε _ SerCevis cdomileba (Secdoma);
N _ generaluri Sesaswavli mTlianoba.
4 25 100000
n 99,9.
1100000 4 25
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nN i i
ni k
, (9.5)
N i i
i 1
4 25 50000
n 980,4.
0,1 50000 4 25
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N n
n' n , (9.6)
N 1
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237
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anketis Semowmeba
redaqtireba
kodireba
gardaqmna
monacemTa gawmenda
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242
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244
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monacemebis analizi
angariSis momzadeba
zepiri prezentacia
2) Tanmxlebi werilebi;
3) kvlevis Catarebis sanebarTvo werilebi;
4) saTauri;
5) cxrilebis sia;
6) grafikebis sia;
7) danarTebis sia;
8) reziume xelmZRvanelebisaTvis:
ZiriTadi Sedegebi;
daskvnebi.
9) problemis gansazRvra;
10) problemis dasawyisi;
11) problemis formulireba;
12) problemisadmi midgoma;
13) kvlevis gegma:
kvlevis tipi;
aucilebeli informacia;
monacemebisa da meoredi wyaroebis nakrebi;
monacemebisa da pirveladi wyaroebis nakrebi;
skalirebis meTodi;
anketebis damuSaveba da maTi testireba;
gadawyvetilebis miRebis meTodis gansazRvra;
samuSaoebi.
14) monacemebis analizi:
meTodologia;
monacemebis analizis gegma;
15) Sedegebi;
16) SezRudvebi da gafrTxilebebi;
17) daskvnebi da rekomendaciebi;
18) danarTebi:
anketebisa da dakvirvebis formebis nimuSebi;
statistikuri Sedegebi.
246
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248
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249
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250
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1
Бун Луис, Куртц Дэвид. Современный маркетинг . 11-е изд. : Пер. с англ. – М.: ЮНИТИ- ДАНА
2005. с.408
2
Barksdale,H.C.,Darden,W.R.(1972). Consumer attitudes toward marketing and consumerism. Journal of
Marketing, Vol. 36 No.October, pp.28-35
3
Gaski, J.F., Etzel, M.J.(1986), The index of consumer sentiment toward marketing. Journal of Marketing, Vol.50
No.3, pp.71-82
4
Webster,C.(1991), Attitudes toward marketing practices: the effects of ethnic identification. Journal of Applied
Business Research, Vol.7 No 2. pp.391-400
5
Andrews,J. et al.(1994). Testing the cross-national applicability of US and Russian advertising belief and attitudes
measures. Journal of Advertising, Vol.23 No.1, pp.71-82.
6
VonDorn,J.,Akimova,I. (1998). Advertising in Ukraine: Cultural perspective. International Journal of Advertizing.
Vol.17. No. 2, pp.189-211.
251
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7
Petrovici,D.,and Marinov, M.(2006). Determinants and anteceedents of general attitudes toward advertising.
European Journal of Marketing. Vol. 41, No. ¾. Pp.307-326.
8
Lisonski, S. et al.(2003) Should marketing managers be concerned about attitudes towvard marketing and
consumerism in New Zealand? European Journal of Marketing. Vol.37. No.3/4. pp.385-406.
9
Chan,T.S., Cui G. (2004) Consumer attitudes touward marketing in a transitional economy: a replication and
extension. Journal of Consumer Marketing. Vol. 21. No.1. pp.10-26.
10
A.Apil., E. Kaynak., N.Todua. Georgian Consumers Evoluation of Products Sourced From a Geographically
Close Proximity Country. USA. Journal of Euromarketing.. 2008, Vol. 17. Issue:3/4. p.199-218.
11
n.Todua, z.giorgaZe, T.gamsaxurdia. Mmineraluri wylebis msoflio bazari. quTaisis
n.musxeliSvilis saxelobis saxelmwifo teqnikuri universitetis samecniero Sromebi.
Ggamomcemloba `saqarTvelo~. 2004 w. #2(15). Ggv 33-37.
12
http://www.mineralwaters.org
252
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253
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254
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borjomi 100%
nabeRlavi 100%
sairme 97%
borjomis wyaroebi 57%
mwvane borjomi 56%
borjomi msubuqi 51%
baxmaro 50%
raWis wyali 48%
bakurianis wyaros wylebi 47%
geva 46%
nataxtari 28%
kavkasia 22%
bonakva 17%
lomisi 16%
TeleTi 13%
arqtika 8%
255
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Ddiagrama 10.2
Mmineraluri wylebis regularuli da sayvareli markebi
regularuli marka
sayvareli marka
borjomi 57.8%
borjomi 54.8%
nabeRlavi 28.5%
nabeRlavi 30.3%
mwvane borjomi 5.0% mwvane borjomi 4.6%
sairme 2.6% sairme 4.0%
borjomi msubuqi 2.5% borjomi msubuqi 3.0%
borjomis wyaroebi 1.4% borjomis wyaroebi 1.5%
raWis wyali 1.0% raWis wyali 0.6%
256
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70%
61%
60%
50%
42%
41%
40%
30%
24%
24%
30%
20%
17%
15%
18%
17%
14%
20%
12%
11%
8%
7%
8%
7%
10%
5%
3%
2%
3%
3%
1%
2%
0%
0%
3%
0%
borjomi mwvane nabeRlavi sairme
borjomi
257
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258
n.Todua, e.urotaZe
cxrili 10.2
Mmineraluri wylebis regularuli brendis moxmarebis mizezebi
M Mmineraluri wyali
mizezebi bor- Mmwvane nabeR-
jomi Bbor- lavi sairme
(%) jomi (%) (%)
(%)
momwons am markis gemo 62 57 67 58
es marka gamokveTili samkurnalo 55 35 47 61
efeqtisaa / sasargebloa
am markis wyali kargad moqmedebs Cems 40 35 42 49
organizmze
am markis moxmarebas SeCveuli var 26 24 17 26
momwons am markis gazianoba 25 43 22 9
es marka Cveni erovnuli siamayea 24 13 10 13
am markis wyals yvelaze metad vendobi 23 24 25 19
am markis wyals Cemi ojaxis wevrebi 20 23 16 22
svamen
am markis wyali ufro swrafad klavs 21 18 19 12
wyurvils
es marka inarCunebs pirvandel/bunebriv 16 4 15 33
Tvisebebs
es marka popularulia 14 15 7 3
am markis wyali yovelTvis aris 11 12 13 3
gayidvaSi
259
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13
Smeyers P., Depaepe M. Educational Research: Networks and Technologies. 33–42. 2007.
http://www.danielaraya.com/docs/networks.pdf
14
Valdes G., at. al. Conception, development and implementation of an E-Government maturity model in
public agencies. Universidad Técnica Federico Santa María, Valparaíso, Chile.
http://www.labada.inf.utfsm.cl/~gvaldes/articles/eGovMM-GIQ2010-revised-v2.0.pdf
15
http://www.hks.harvard.edu/fs/pnorris/Acrobat/digitalch5.pdf
16
http://131.193.153.231/www/issues/issue6_8/kalathil/index.html#note8
17
http://firstmonday.org/issues/issue6_8/kalathil/index.html
260
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18
Bo Fu. Trust Management in Online Social Networks. September 2007.
http://www.scss.tcd.ie/~bofu/dissertation.pdf
19
Willard T. Social Networking and Governance for Sustainable Development. International Institute for
Sustainable Development (IISD) March 2009. http://www.iisd.org/pdf/2009/social_net_gov.pdf
20
Department for Communities and Local Government. Online Social Networks, Research Report.
October 2008. http://www.umic.pt/images/stories/publicacoes2/Online_Social_Networks.pdf
21
http://kt.flexiblelearning.net.au/tkt2007/?page_id=28
261
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22
Webster K. L. The Five Forces of Social Networking: A Guide to Making Friends and Making Money.
November 2008.
http://www.marketplatforms.com/MPD/Uploads/The%20Five%20Forces%20of%20Social%20Networkin
g_KLW.pdf
23
http://www.fabernovel.com/socialnetworks.pdf
24
Willard T. Social Networking and Governance for Sustainable Development. International Institute for
Sustainable Development (IISD) March 2009. http://www.iisd.org/pdf/2009/social_net_gov.pdf
262
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cxrili 10.3
socialuri qselis momxmarebelTa raodenoba msoflioSi
(2007-2008 wlebi)*
unikaluri vizitori
procentuli
regionebi (aTasi)
cvlileba
2007 w 2008 w
CrdiloeT amerika 120848 131255 8,6 %
laTinuri amerika 40098 53248 32,8 %
evropa 122527 165256 34,9 %
azia - wynari 162738 200555 23,2 %
okeane
axlo aRmosavleTi 18226 30197 65,7%
- afrika
sul msoflioSi 464437 580511 24,9 %
*wyaro:
http://comscore.com/Press_Events/Press_Releases/2008/08/Social_Networking_World_Wide/(language)/eng-US
263
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cxrili 10.4
msoflios 25 popularuli socialuri qselis saiti (2008-2009 wlebi)*
*wyaro: www.compete.com
264
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cxrili 10.5
socialuri qselis web-saitebis oceuli
(2011 wlis ianvris kvireuli vizitis monacemi)
2 Youtube 19.19
3 MySpace 2.14
4 Yahoo!Answers 1.12
5 Twitter 0.99
6 Tagged 0.90
7 myYarbook 0.47
8 Mylife 0.39
9 LinkedIn 0.37
12 Yelp 0.23
13 IMVU 0.22
14 HubPages 0.20
15 Classmates 0.16
16 Tumblr 0.15
17 myYearbook Chatter 0.14
18 Yahoo! Groups 0.14
19 deviantART 0.13
20 Badoo 0.13
*wyaro: http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
265
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25
Webster K. L. The Five Forces of Social Networking: A Guide to Making Friends and Making Money.
November 2008.
http://www.marketplatforms.com/MPD/Uploads/The%20Five%20Forces%20of%20Social%20Networking_KLW.p
df
26
http://www.comscore.com/Press_Events/Press_Releases/2010/7/Social_Networking_Sites_Reach_a_Higher_Perce
ntage_of_Women_than_Men_Worldwide
266
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27
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28
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