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Principles of Marketing Research (Textbook)

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Nugzar Todua Ekaterine Urotadze

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ivane javaxiSvilis saxelobis Tbilisis saxelmwifo universiteti

marketingis kaTedra

nugzar Todua ekaterine urotaZe

marketinguli kvlevis
principebi
(saxelmZRvanelo)

Tbilisi
2013
 n.Todua, e.urotaZe

saxelmZRvaneloSi ganxilulia marketinguli kvlevis

umniSvnelovanesi sakiTxebi: marketingis informaciuli uzrunvelyofa,
marketinguli kvlevebis roli biznesSi, marketinguli kvlevis procesi,
marketinguli kvlevis problemis gansazRvra, marketinguli kvlevis
proeqti, marketinguli kvlevis ZiriTadi meTodebis daxasiaTeba,
mnacemebis Segrovebis formebi, marketinguli informaciis Sekrebis
organizacia, damuSaveba da wardgena.
saxelmZRvanelo gankuTvnilia umaRlesi saswavleblebis biznesis
administrirebis specialobis bakalavrebisaTvis. igi gamoadgeba aseve
praqtikos marketologebs da marketingis sakiTxebiT dainteresebul
pirebs.
rekomendebulia saxelmZRvanelod Tsu marketingis kaTedris mier
(2013 wlis 24 ianvris sxdomis oqmi #6).

avtorebi: nugzar Todua – ekonomikis mecnierebaTa doqtori, ivane

javaxiSvilis saxelobis Tbilisis saxelmwifo
universitetis sruli profesori,
marketingis kaTedris xelmZRvaneli

ekaterine urotaZe – ekonomikis doqtori, ivane

javaxiSvilis saxelobis Tbilisis saxelmwifo
universitetis marketingis kaTedris mowveuli profesori

redaqtori: ekonomikis doqtori Carita jaSi

recenzentebi: ekonomikis doqtori nana oqruaSvili

ekonomikis doqtori boris lagvilava

2
 n.Todua, e.urotaZe

Sinaarsi

Tavi 1. marketingis informaciuli uzrunvelyofa ………. . . . . . . . . . … 6

1.1. marketinguli informaciis arsi, specifika,

Tvisebebi da klasifikacia . . . . . . . . . . . . . . . . . . . . . . . . 6
1.2. marketinguli informaciis sistema . . . . . . . . . . . . . . . . . . 14
1.3. gadawyvetilebis miRebis mxardamWeri sistema . . . . . . . . . . . 21

Tavi 2. marketinguli kvlevebis roli . . . . . . . . . . . . . . . . . . . . . . 24

2.1. marketinguli kvlevebis arsi . . . . . . . . . . . . . . . . . . . . . . 24
2.2. marketinguli kvlevebis klasifikacia . . . . . . . . . . . . . . . . 26
2.3. marketinguli kvlevebis roli mmarTvelobiTi
gadawyvetilebebis miRebaSi . . . . . . . . . . . . . . . . . . . . . . . 29
2.4. marketinguli kvlevis subieqtebi . . . . . . . . . . . . . . . . . . . 31
2.5. profesiebi marketinguli kvlevebis sferoSi . . . . . . . . . . . 37
2.6. marketinguli kvlevis ZiriTadi mimarTulebebi . . . . . . . . . 41
2.7. marketingul kvlevasa da marketingis marTvas Soris
kavSiri . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
2.8. marketinguli kvlevis riskebi . . . . . . . . . . . . . . . . . . . . . 52
2.9. marketinguli kvlevebis mkacrad Catarebis
uzrunvelyofa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
2.10. marketinguli kvlevis tipebi . . . . . . . . . . . . . . . . . . . . . . 55
2.11. marketinguli kvlevis procesis zogadi daxasiaTeba . . . . . 57

Tavi 3. marketinguli kvlevis procesi . . . . . . . . . . . . . . . . . . . . . 63

3.1. marketinguli kvlevis etapebi . . . . . . . . . . . . . . . . . . . . . . 63

3.2. marketinguli kvlevebis organizacia . . . . . . . . . . . . . . . . . 69

Tavi 4. marketinguli kvlevis problemis gansazRvra . . . . . 77

2.1. marketinguli kvlevis problemis gansazRvris
mniSvneloba . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
2.2. problemis gansazRvris procesi . . . . . . . . . . . . . . . . . . . . . 78
2.3. kvlevis problemis gansazRvrasTan dakavSirebuli

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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

Tavi 5. marketinguli kvlevis proeqti . . . . . . . . . . . . . . . . . . . . . 102

5.1. marketinguli kvlevis proeqtis saxeebi . . . . . . . . . . . . . . . 102

5.2. saZiebo marketinguli kvlevis proeqti . . . . . . . . . . . . . . . 107
5.3. aRweriTi marketinguli kvlevis proeqti . . . . . . . . . . . . . . 116
5.4. mizez-Sedegobrivi kvlevis proeqti . . . . . . . . . . . . . . . . . . 123
5.5. kvlevis proeqtis Secdomebi, biujetisa da
Catarebis grafikis formireba, winadadebis
wardgena da struqtura . . . . . . . . . . . . . . . . . . . . . . . . . . 125

Tavi 6. saZiebo marketinguli kvlevebi . . . . . . . . . . . . . . . . . . . . 129

6.1. meoradi informacia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129

6.1.1. meoradi informaciis gamoyeneba, upiratesobebi
da naklovanebebi . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
6.1.2. meoradi informaciis klasifikacia . . . . . . . . . . . . . . 135
6.1.2.1. Sinagani meoradi monacemebi . . . . . . . . . . . . . . . . . . . .136
6.1.2.2. garegani meoradi monacemebi . . . . . . . . . . . . . . . . . . . 138
6.2. Tvisebrivi kvlevebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
6.2.1. Tvisebrivi kvlevis meTodebis gamoyeneba da
klasifikacia . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153
6.2.2. fokus-jgufebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .157
6.2.3. CaRrmavebuli interviu . . . . . . . . . . . . . . . . . . . . . . . .163
6.2.4. saproeqcio meTodebi . . . . . . . . . . . . . . . . . . . . . . . . .169

Tavi 7. DDdeskriptuli da kauzaluri marketinguli kvlevebi . . . . 177

7.1. deskriptuli marketinguli kvlevebi . . . . . . . . . . . . . . . . . 177

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7.1.1. gamokiTxvis meTodebi . . . . . . . . . . . . . . . . . . . . . . . 177

7.1.1.1. gamokiTxvis meTodebis arsi da klasifikacia . . . . . . 177
7.1.1.2. gamokiTxvis meTodebis daxasiaTeba . . . . . . . . . . . . . . 185
7.1.1.3. gamokiTxvis meTodis SerCeva . . . . . . . . . . . . . . . . . . . 198
7.1.1.4. gamokiTxvis dros gamoxmaurebis procentis
amaRlebis meTodebi . . . . . . . . . . . . . . . . . . . . . . . . . 200
7.1.2. dakvirvebis meTodebi . . . . . . . . . . . . . . . . . . . . . . . 203
7.2. kauzaluri marketinguli kvlevebi . . . . . . . . . . . . . . . . . . 207

Tavi 8. monacemebis Segrovebis formebi . . . . . . . . . . . . . . . . . . . . .213

8.1. anketis SemuSaveba . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213

8.2. dakvirvebis Sedegebis Caweris formebi . . . . . . . . . . . . . . . 220
8.3. marketingul kvlevebSi gamoyenebuli gazomvis
skalebi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .220

Tavi 9. marketinguli informaciis Sekrebis organizacia,

damuSaveba da wardgena . . . . . . . . . . . . . . . . . . . . . . . . . . . . .224
9.1. SerCevis gegmis SemuSaveba da SerCevvis
moculobis gansazRvra . . . . . . . . . . . . . . . . . . . . . . . 224
9.1.1. SerCevis arsi . . . . . . . . . . . . . . . . . . . . . . . . . . 224
9.1.2. SerCevis gegma . . . . . . . . . . . . . . . . . . . . . . . . . 226
9.1.3. SerCevis moculobis gansazRvra . . . . . . . . . . . . 228
9.2. monacemebis Segrovebis organizacia . . . . . . . . . . . . . . . . . 234
9.3. monacemebis momzadeba analizisaTvis . . . . . . . . . . . . . . . 237
9.4. monacemebis analizi da interpretacia . . . . . . . . . . . . . . . 242
9.5. angariSisa da prezentaciis momzadeba . . . . . . . . . . . . . . . 244

Tavi 10. marketinguli kvlevis gamoyenebiTi aspeqtebi . . . . . . . . . 251

10.1. momxmarebelTa qceva saqarTvelos mineraluri
wylebis bazarze . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
10.2. saqarTvelos bazarze socialuri qselebisadmi
momxmarebelTa damokidebulebis marketinguli kvleva . . 260
literatura . . . .… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275

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Tavi 1. marketingis informaciuli uzrunvelyofa

1.1. marketinguli informaciis arsi, specifika, Tvisebebi da

klasifikacia

a) marketinguli informaciis arsi. informacia laTinuri sityvaa

(informacio) da qarTulad niSnavs Setyobinebas, cnobas raime mdgomareobis
Sesaxeb. Tanamedrove etapze informacia firmis funqcionirebisa da
ganviTarebis umniSvnelovanesi resursia. informaciis wardgna
mmarTvelobiT amocanebs miekuTvneba, romelic swori marketinguli
gadawyvetilebebis miRebas uzrunvelyofs. kibernetikis fuZemdebeli
amerikeli mecnieri n.vineri werda, rom firmis marTva sxva araferia, Tu
ara informaciis moqmedebaSi gardaqmnis procesi. aRniSnulis
gaTvaliswinebiT, SeiZleba iTqvas, rom informacia marketing-menejmentis
mTavari instrumentia.
cnobili amerikeli marketologi p.terneri gamoTqvams mosazrebas,
rom informacia ara marto optimaluri gadawyvetilebis miRebis
safuZvelia, aramed warmoadgens resursac, romelic bazarze firmis
konkurentul upiratesobas ganapirobebs. amrigad, informacia
konkurentuli brZolis ZiriTadi iaraRia. amasTan, SeiZleba gamovyoT
sami ZiriTadi tendencia, romlebic Tanamedrove etaze marketingSi
informaciis mniSvnelobas aZliereben. esenia:
 lokaluri (nacionluri) bazrebidan globalur bazrebze
gadasvla. vinaidan kompaniebi ganuwyvetliv afarToeben
TavianTi gasaRebis bazrebs geografiuli TvalsazrisiT, maT
menejerebs sul ufro meti moculobis informacia sWirdebaT;
 momxmarebelTa moTxovnilebebis zrda. vinaidan msoflio
masStabiT adamianebis Semosavlebi da SeTavazebuli saqonlis
raodenoba ganuxrelad matulobs, momxmareblebi sul ufro
metad momTxovni xdebian. amitom mwarmoeblebs da Suamavlebs
klientebis survilebis Sesaxeb informaciis gareSe axal
saqonelze myidvelebis reaqciis prognozireba gauWirdeba;

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 fasis mixedviT konkurenciidan arasafaso konkurenciaze

gadasvla. kompaniebi erTmaneTTan metoqeoben saqonlis
diferenciaciis, bazarze zemoqmedebis axali meTodebisa da
saSualebebis danergviT. es, Tavis mxriv, msgavsi nabijebis
efeqtianobis Sesaxeb informaciis mudmiv Semodinebas
moiTxovs.

marketinguli informacia - esaa cifrebi, faqtebi, cnobebi,

gavrcelebuli xmebi, Sefasebebi da sxva monacemebi, romlebic
aucilebelia marketinguli saqmianobis analizisa da
prognozirebisaTvis.

faqti informaciis umartivesi saxea, romelic realur movlenas an

SemTxvevas efuZneba. cnobebi ki faqtebis nairsaxeobaa, romlebic
sistematizebuli formiTaa warmodgenili. rac Seexeba gavrcelebul
xmebs, isini daumtkicebeli, Seumowmebel faqtebia. Sefasebebi aris
informacia, romlebic daskvnebs, gamoTvlebs da statistikur
gaangariSebebs emyareba, xolo cifrebi raodenobrivi informaciis
gamosaxvis formaa.
amrigad, monacemebi marketinguli garemos SeswavliT moipoveba da
gaanalizebis Sedegad gardaiqmneba informaciad, romelsac marketingis
menejerebi gadawyvetilebis miRebis procesSi iyeneben. monacemebsa da
informaciebs Soris gansxvaveba mdgomareobs SemdegSi:
monacemebi codnis yvelaze ufro fundamenturi formaa. magaliTis
saxiT SeiZleba moviyvanoT iseTi erTeuli faqti, rogoricaa mocemul
qalaqSi konkretuli momxmareblis mier gansazRvruli markis
avtomobilis yidva. TavisTavad, aseTi situacia, rogoricaa erTeuli
faqtebis Segroveba, didi Rirebulebis araa, magram man SeiZleba
moipovos mniSvneloba sxva monacemebTan SexamebiT.
informacia monacemebis erTobliobaa, romelic gadawyvetilebis
misaRebad aucilebel codnas iZleva. informaciis magaliTi SeiZleba
iyos imis codna, Tu romeli markis avtomobils aniWeben upiratesobas
mocemuli qalaqis gansazRvruli asakis momxmareblebi. aseTi
informaciis mosargeble aris marketinguli saqmianobis subieqti

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(individi an ganyofileba), romelsac informacia gamoyenebis an

interpretaciis mizniT miewodeba.

b) marketinguli informaciis specifika. nebismieri firma Tavisi

saqmianobis procesSi mudmivad Rebulobs da aanalizebs sxvadasxva saxis
informacias. am sainformacio nakadSi marketinguli informacia
gamoirCeva specifikuri TaviseburebebiT, romelTa Soris aRsaniSnavia
Semdegi:
 aucilebeli monacemebis moculoba sakmaod didia, rac
moiTxovs informaciis sistematizacias da misi Segrovebis
adekvatur proceduras (marketinguli kvlevis proceduras);
 informaciis miRebisa da gardaqmnis cikli mravaljer
meordeba drois gansazRvrul monakveTSi. informaciis
ganaxlebas ganapirobebs teqnikuri ganviTarebis daCqareba,
konkurentuli zewolis gaZliereba, momxmarebelTa
moTxovnilebebis ganuxreli zrda. vinaidan monacemebi bazris
mdgomareobis Sesaxeb swrafad Zveldeba, amitom aucilebelia
maTi mudmivi Segroveba da damuSaveba;
 informaciis miRebis wyaroebi mravalferovania, rac
arTulebs informaciis Segrovebis organizacias. amasTan,
informaciis wyaroebisadmi regularuli misawvdomoba
yovelTvis rodia SesaZlebeli;
 xSirad informaciaSi Tvisebrivi monacemebis xvedriTi wona
didia, xolo igi sustad struqturirebulia, rac misi
Segrovebisa da analizis procesSi garkveul sirTuleebs
warmoqmnis.

g) marketinguli informaciis Tvisebebi. imisaTvis, rom

marketinguli informacia gamoyenebisaTvis vargisi iyos, mas unda
axasiaTebdes Semdegi ZiriTadi Tvisebebi:
utyuaroba. informaciam sarwmunod, damaxinjebis gareSe unda asaxos
sakvlevi obieqtis an procesis mdgomareoba.
aqtualoba. es Tviseba gulisxmobs informaciis Sesabamisobas
problemis gadaWris drosTan. araaqtualuri an moZvelebuli informacia

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usargebloa. amitom informaciis miRebasa da gamoyenebas Soris

arsebuli drois monakveTi minimaluri unda iyos. informaciis
ganaxlebis vadebi ganisazRvreba ekonomikuri, mmarTvelobiTi da
sawarmoo procesebis mimdinareobis siswrafiT, agreTve gadasawyveti
amocanebis mniSvnelobiT.
sisrule. informaciis Sinaarsma unda uzrunvelyos rogorc
aucilebeli, ise sakmarisi pirobebi gadawyvetilebis miRebisaTvis.
informaciis fragmentuloba iwvevs gadawyvetilebis miRebis sirTules an
SeuZleblobasac ki. amasTan, metismeti moncemebis arseboba, didi
moculobis gamo, aseve arTulebs gadawyvetilebis miRebas. informaciis
asaxvis sisrules gansazRvravs kvlevis gegmis Sedgena, movlenis arsis,
misi ierarqiuli struqturisa da kavSirebis gamoaSkaraveba.
relevanturoba (ingl. relevant – saqmesTan Sexamebuli). es Tviseba
aRniSnavs imas, rom mopovebuli informacia unda Seesabamebebodes
gadasawyvet problemas, e.i. monacemebi uSualod unda exebodes sakvlev
obieqts da kvlevis sagans.
Sepirispirebadoba. es Tviseba gulisxmobs monacemebis Sedarebis
SesaZleblobas kvlevis sagnis, meTodologiisa da calkeuli
maCveneblebis erTianobis TvalsazrisiT.
aRqmadoba. informacia unda iyos mosargeblisaTvis gasagebi da
Seesabamebodes mosargeblis mier gamoyenebul modelebs.
ekonomiuroba. informaciis miRebasa da damuSavebaze gaweuli
danaxarjebi ar unda aWarbebdes misi gamoyenebiT miRebul Sedegs.
cnobili amerikeli marketologis j.Sonesis azriT, informaciis
faseuloba ganisazRvreba fuladi ekvivalentiT gamoxatuli informaciis
arsebobisa da uqonlobis SemTxvevaSi miRebuli gadawyvetilebebis
RirebulebaTa sxvaobiT.
marketinguli informaciisadmi wayenebuli zemoCamoTvlili
ZiriTadi moTxovnebi erTdroulad unda Sesruldes. TvisebaTa mocemuli
CamonaTvalis ranJireba ar SeiZleba, xolo romelime maTganis
ararseboba informaciis uqonlobis tolfasia. amasTan, dasaSvebia, rom
ZiriTad Tvisebebs daematos meorexarisxovani Tvisebebi, romlebic
informaciis gamoyenebis moxerxebulobas uzrunvelyofen. es Tvisebebia:

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 mizanmimarTuloba (informaciis wardgena konkretuli

mmarTvelobis donisaTvis);
 wardgenis TvalsaCinoeba;
 swrafad gadacemis SesaZlebloba;
 mravaljeradi gamoyenebis SesaZlebloba (informaciis
tiraJireba);
 droSi SeuzRudavad Senaxvis SesaZlebloba;
 sxvadasxva gadawyvetilebis miRebisaTvis gamosadegoba.

d) marketinguli informaciis klasifikacia. informaciis

sistematizacia aadvilebs monacemTa bazebis mowesrigebas da Sesabamisi
wyaroebis moZebnas. marketinguli informciis klasifikacia mocemulia 1.1
cxrilSi.
marketingis dagegmvis formis mixedviT informacia ori saxisaa:
operatiuli da strategiuli. operatiuli informacia, romelic
operaciul dagegmvaSi gamoiyeneba, gamiznulia saswrafo
sargeblobisaTvis. misi saxesxvaobaa gamafrTxilebeli, anu sasignalo
informacia, romelic moklevadiani prognozirebisaTvis moixmareba.
strategiuli informacia, romelic strategiul dagegmvaSi gamoiyeneba,
operatiuli informaciisagan gansxvavdeba siRrmiT da moculi periodiT.
misi meSveobiT dgeba saSualo da xangrZlivvadiani prognozebi.
gadamuSavebis stadiebis mixedviT gamoyofen daumuSavebel da
damuSavebul informaciebs. daumuSavebeli informacia registrirdeba
misi warmoSobis adgilze da asaxavs kvlevis obieqtis mdgomareobas
drois gansazRvrul monakveTSi. damuSavebuli informacia ori saxisaa:
Sualeduri da saboloo.
gamoyenebis drois mixedviT informacia ori saxisaa: pirveladi da
meoradi. pirveladia informacia, romelic specialurad konkretuli
marketinguli kvlevis miznebidan gamomdinare Segrovda. am momentamde
igi ar arsebobda. meoradia informacia, romelic ukve arsebobs da
mopovebulia sxva miznebisaTvis. zogjer pirvelad da meorad
informaciebs kabineturi da savele kvlevebiT miRebul informaciebsac
uwodeben. kabineturi kvleva (desk research) - esaa ukve Segrovil

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masalebTan muSaoba, xolo savele kvleva (field research) gulisxmobs

konkretuli marketinguli kvlevisaTvis masalebis pirvelad Segrovebas.
yvela pirveladi informacia savele kvleviT moipoveba.
cxrili 1.1.
marketinguli informaciis klasifikacia

saklasifikacio informaciis saxeebi

niSani
marketingis operatiuli informacia
dagegmvis forma strategiuli informacia
gadamuSavebis daumuSavebeli informacia
stadia damuSavebuli Sualeduri informacia
informacia saboloo informacia
gamoyenebis dro pirveladi informacia
meoradi informacia
Segrovebis adgili SigniTa informacia
gareTa informacia
funqcionaluri sacnobaro informacia
daniSnuleba normatiuli informacia
analizuri informacia
sarekomendacio informacia
sagegmo informacia
saaRricxvo informacia
Semosvlis diskretuli xangrZlivvadiani informacia
perioduloba informacia moklevadiani informacia
mimdinare informacia
epizoduri informacia
uwyveti (monitoringuli) informacia
mocvis periodi retrospeqtuli informacia
mimdinare informacia
saprognozo informacia
sakvlevi obieqtis saerTo informacia
mocvis done lokaluri informacia
gamoyenebuli raodenobrivi informacia
sazomis xasiaTi Tvisebrivi informacia
aRqmis xerxi bgeriTi informacia
vizualuri teqsturi informacia
informacia grafikuli informacia
SexebiT miRebuli informacia
ynosviT miRebuli informacia
wardgenis forma fonetikuri informacia
werilobiTi xelnaweri informacia
informacia dabeWdili informacia
eleqtronuli informacia
ikonografikuli informacia
wardgenis miTiTebul vadebSi warsadgeni informacia
reglamenti moTxovnis mixedviT warsadgeni informacia

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Segrovebis adgilis mixedviT informacia SeiZleba iyos SigniTa da

gareTa. SigniTas miekuTvneba informacia, romelic Segrovilia firmaSi
(TviTon firmis mier an misi SekveTis safuZvelze). gareTa informacia
Tavmoyrilia firmis gareT, magram gamoiyeneba mocemuli marketinguli
miznebisaTvis. magaliTad, imisaTvis, rom marketologma pasuxi gasces
kiTxvas, Tu ratom iyideba cudad mocemuli saqoneli, saWiroa rogorc
gareTa informacia (gasaRebis arxebis mdgomareoba, momxmareblebisa da
konkurentebis qceva da sxva, e.i. informacia, romelic axasiaTebs firmis
gareT arsebul subieqtebs), aseve SigniTa informacia (saqonlis xarisxis
maxasiaTeblebi, warmoebis danaxarjebi, SeTavazebuli marketinguli
stimulebi da sxva). SigniTa informacia SeiZleba iyos rogorc
pirveladi, ise meoradi, xolo gareTa informacia yovelTvis meoradia.
1.1 naxazze warmodgenilia marketinguli informaciis dayofa SigniTa da
gareTa, aseve pirveladi da meoradi informaciebis saxiT.

gareTa informacia

publikaciebi SigniTa informacia masobrivi

informaciis
oficialuri pirveladi: meoradi: saSualebebi
uwyebebis
masalebi specialuri statistikuri
kvlevebi angariSgebebi;
buRaltruli samecniero
sareklamo angariSebi; informacia
masalebi ekonomikuri
gamoTvlebi gavrcelebuli
xmebi
(savele (kabineturi
kvlevebi) kvlevebi)

sawarmoTa registrebi, biuletenebi, cnobarebi

nax. 1.1. marketinguli informaciis tipologia SigniTa, gareTa,

pirveladi da meoradi informaciis saxiT

funqcionaluri daniSnulebis mixedviT informacia SeiZleba iyos

sacnobaro (cnobebi, biuletenebi, samecniero literatura), normatiuli

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(normatiuli cnobarebi, kanonebisa da dadgenilebebis krebulebi),

analizuri (sabazro situaciis Sefaseba da tendenciebis gamovlena,
saprognozo modelebis SemuSaveba), sarekomendacio (konsaltiguri
firmebis winadadebebi, prognozebi da scenarebi), sagegmo (axasiaTebs
obieqtis mdgomareobas, romelic unda iqnes miRweuli), saaRricxvo
(axasiaTebs ukve ganxorcielebul proeqtebs).
Semosvlis periodulobis mixedviT ganasxvaveben diskretul,
epizodur da uwyvet (monitoringul) informaciebs. diskretuli
informacia firmaSi Sedis periodulad, nawil-nawil. Tavis mxriv, igi
iyofa xangrZlivvadian (erT welze meti Semosvlis periodiT),
moklevadian (erTi Tvidan erT wlamde Semosvlis periodiT) da mimdinare
(erTi saaTidan erT Tvemde Semosvlis periodiT) informaciebad.
epizoduri informacia firmaSi Sedis erTdroulad, magaliTad,
marketinguli kvlevis Sedegebis mixedviT. uwyveti (monitoringuli)
informacia miiReba Sesaswavli obieqtis muSaobis ritmis Sesabamisad.
stabilurobis donis mixedviT gamoiyofa cvalebadi, pirobiTad
mudmivi da mudmivi informaciebi. cvalebadia informacia, romelic
SemTxveviT warmoiqmneba an xSirad icvlis Tavis monacemebs. pirobiTad
mudmivi informacia Tavis mniSvnelobas inarCunebs drois gansazRvrul
monakveTSi da ramdenimejer gamoiyeneba. mudmivi informacia Tavis
mniSvnelobas inarCunebs xangrZlivi drois ganmavlobaSi. informaciis
stabilurobis maCveneblad miRebulia koeficienti, romelic gviCvenebs
monacemTa bazaSi ucvleli poziciebis fardobas poziciaTa saerTo
raodenobasTan. Tu koeficientis mniSvneloba 0,6 _ 0,8-ze metia,
informacia mudmivad iTvleba.
mocvis periodis mixedviT gamoirCeva retrospeqtiuli, mimdinare da
saprognozo informaciebi. retrospeqtuli informacia axasiaTebs
obieqtis mdgomareobas didi xnis winandel periodSi. mimdinare
informacia axasiaTebs obieqtis Tanamedrove mdgomareobas ara umetes
erT wlamde saanalizo periodSi. saprgnozo informacia axasiaTebs
obieqtis mdgomareobas erT welze meti periodisaTvis.
sakvlevi obieqtis mocvis donis mixedviT informacia ori saxisaa:
saerTo da lokaluri (axasiaTebs obieqtis nawils).

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gamoyenebuli sazomis xasiaTis mixedviT informacia SeiZleba iyos

raodenobrivi da Tvisebrivi. raodenobrivi informacia gulisxmobs imas,
rom obieqtis maxasiaTeblebi SeiZleba gaizomos ricxviTi
gamosaxulebiT, risTvisac gamoiyeneba naturaluri, SromiTi da
RirebulebiTi sazomebi. Tvisebrivi informaciis SemTxvevaSi obieqtis
maxasiaTeblebi warmodgenilia aRwerilobis saxiT.
aRqmis xerxis mixedviT informacia iyofa bgeriT, vizualur
(teqsturi, grafikuli da a.S.) da SexebiTa da ynosviT miRebul
informaciebad.
wardgenis formis mixedviT informacia SeiZleba iyos fonetikuri
(audio Canawerebi), werilobiTi (xelnaweri, dabeWdili, eleqtronuli) da
ikonografiuli (kino da video Canawerebi, saxviTi xelovnebis
namuSevrebi).
wardgenis reglamentis mixedviT gamoyofen miTiTebul vadebSi da
moTxovnis Sesabamisad warsadgen informaciebs.
zemoCamoTvlili marketinguli informaciis saklasifikacio niSnebi
SeiZleba gaizardos mosargeblis (SemkveTis) sainformacio moTxovnis
safuZvelze.

1.2. marketinguli informaciis sistema

warmatebul kompaniebSi marketinguli informaciis Segroveba,

analizi da gavrceleba xorcieldeba marketinguli informaciis
meSveobiT, romelic organizaciis informaciuli sistemis nawilia.
marketinguli informaciis sistemis koncefcia warmoiSva aSS-Si meoce
saukunis 70-ian wlebSi, marTvis avtomatizebuli sistemis koncefciis
SemuSavebidan ramdenime wlis Semdeg.
marketinguli informaciis sistema (Marketing Information System – MIS)
– esaa uwyvetad funqcionirebadi erToblioba, romelic moicavs
individebs, mowyobilobebs, agreTve marketinguli gadawyvetilebis

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misaRebad gamoyenebuli informaciis Segrovebis, analizis, Senaxvisa da

gavrcelebis proceduras.

marketinguli informaciis sistemas ayalibebs marketingis menejeri

informaciuli moTxovnis gansazRvris safuZvelze. aseTi sistema
marketingis menejerisaTvis saWiro informaciis droul miwodebas
uzrunvelyofs. Sesabamisi monacemebi marketinguli garemos SeswavliT
moipoveba da gaanalizebis Sedegad gardaiqmneba informaciad, romelsac
marketingis menejerebi gadawyvetilebis miRebis procesSi iyeneben.
marketinguli informaciis sistema naCvenebia 1.2 naxazze.

monacemebi marketinguli informacia

informaciis sistema

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

nax. 1.2. marketinguli informaciis sistema

1.2 naxazidan Cans, rom marketinguli informaciis sistema moicavs

oTx KKkomponents: Sinagani angariSgebis qvesistemas, marketinguli
dazvervis qvesistemas, marketinguli kvlevebis qvesistemas da
marketinguli analizis qvesistemas.

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Sinagani angariSgebis qvesistema (xSirad mas Sinagani informaciis

wyaroebis qvesistemasac uwodeben) moicavs monacemebs, romlebic asaxaven
firmis sxvadasxva saqmianobas da mis mdgomareobas. aseTi monacemebi ori
saxisaa: regularuli da specialuri. regularul monacemebs miekuTvneba
firmis calkeuli qvedanayofis angariSebi, aqcionerTa krebaze
gakeTebuli moxsenebebi, firmis xelmZRvanelobis sxdomis saoqmo
Canawerebi, saqmiani korespondencia, warmoebisa da kvleviTi samuSaoebis
ganviTrebis gegma, momxmarebelTa reklamaciebi, SekveTis furclebi,
saqonelTanmxlebi dokumentaciis aslebi da sxva. marketingis
samsaxurisaTvis aseTi monacemebi advilad xelmisawvdomia, Tumca
marketinguli gadawyvetilebis misaRebad maTi uSualo gamoyeneba sakmaod
SezRudulia. es ganpirobebulia imiT, rom msgavsi monacemebi Segrovilia
sxva miznebisaTvis da warmodgenilia iseTi formiT, romelic
mouxerxebelia marketinguli gadawyvetilebis misaRebad. amitom
aucilebelia maTi gardaqmna, romlis saSualebasac marketinguli
informaciis sistema iZleva. monacemebi, romlebic uSualod firmas
exeba, SeiZleba, agreTve, raime konkretuli, specialuri miznebisaTvis
gamoiyenon. magaliTad, firmis xelmZRvaneloba SeiZleba dainteresdes
imiT, Tu fasebis zrdam an reklamis teqstis cvlilebam rogori gavlena
moaxdina gayidvis moculobaze.

marketinguli dazvervis qvesistema (xSirad mas garegani

informaciis wyaroebis qvesistemasac uwodeben) gulisxmobs
marketinguli garemos Sesaxeb mimdinare informaciis Segrovebas,
romelic aucilebelia marketingul gegmis SemuSavebisa da
koreqtirebisaTvis. maSin, rodesac Sinagani informacia eyrdnoba miRebul
Sedegebs, marketinguli dazverva ikvlevs imas, rac SeiZleba moxdes gare
samyaroSi.
marketinguli dazverviTi monacemebi miiReba sxvadasxva gziT,
rogoricaa wignebis, gazeTebis, savaWro publikaciebis gacnoba;
momxmareblebTan, momwodeblebTan, distribiutorebTan da sxvadasxva
gareSe pirebTan saubari. uamravi sasargeblo informaciis mowodeba
SeuZlia kompaniis menejerebs, inJinrebs, mkvlevarebs, Sesyidvisa da

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gayidvis agentebs. konkurentebis Sesaxeb informacias maTi wliuri

angariSebidan, gamosvlebidan da reklamebidan iReben. sasargebloa
Tvalyuris devneba imaze, Tu ras ambobs mesame mxare konkurentebis
Sesaxeb gamofenebsa da bazrobebze. garda amisa, kompaniebi Seiswavlian
konkurentebis saqmianobas maTi saqonlis SeZeniT, agreTve, savaWro
garigebebisa da axali patentebis gacnobiT. zogierT qveyanaSi,
magaliTad, iaponiaSi marketinguli dazverva sawarmos kulturis
Semadgeneli nawilia. TiToeuli TanamSromeli Tavis valdebulebad
miiCnevs, rom xelmZRvanelobas miawodos informacia konkurentebis
Sesaxeb. dasavleTis kompaniebi SedarebiT naklebad aqtiurebi arian.
Tumca mraval amerikul kompanias gaaCnia marketinguli dazvervis
ganyofileba.

marketinguli kvlevebis qvesistema iTvaliswinebs konkretuli

marketinguli situaciis Sesaxeb monacemebis Segrovebasa da analizs.
msgavsi informacia zemoaRwerili sistemebis meSveobiT ar moipoveba.
aseTi saqmianoba periodulad, gansazRvruli problemebis gamovlenis
Sesabamisad xorcieldeba.
marketinguli kvlevebi aucilebelia marketingis menejerebis
informaciuli uzrunvelyofisaTvis, romlis mizani marketinguli
SesaZleblobebis gamovlena da strategiis SemuSavebaa am
SesaZleblobebis Sesasruleblad.
marketinguli kvleva informaciul rols asrulebs mTel rig
sakvanZo sferoSi. pirvel rigSi, igi gamoiyeneba, rogorc sainformacio
baza axali saqonlis SeTavazebis dros. meore – marketinguli kvleva
arsebuli saqonlisaTvis axali SesaZleblobebis gamovlenis saSualebas
iZleva. swored marketingulma kvlevam ubiZga kompania Colgate-s moexdina
WurWlis sarecxi pastis `Axion~-is markis globalizacia, romelic
sargeblobda moTxovniT kolumbiaSi. kvlevebma aCvenes, rom axali
receptura savsebiT akmayofilebda momxmarebelTa moTxovnebs laTinuri
amerikis sxva qveynebSi. mesame – marketinguli kvleva mniSvnelovania
saqonlis gayidvis moculobis zrdisaTvis, roca masze moTxovna ecema.
magaliTad, roca meoce saukunis 80-iani wlebis SuaxanebSi kompania
American Express-is sakredito baraTebze moTxovna Semcirda, kompaniam

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Caatara marketinguli kvleva, romliTac daadgina, rom momxmareblebi

sakmaod mtkivneulad ganicdidnen SeZenili saqonlis gafuWebas.
aRniSnulis gaTvaliswinebiT, kompaniam myidvelebisaTvis SeimuSava
garantiis sistema, romelic uzrunvelyofda American Express-is sakredito
baraTebiT SeZenil saqonelze garantiis arsebobas. aseTi garantiis
Semotanam mniSvnelovnad gazarda moTxovna kompaniis baraTebze.
arsebobs ori ZiriTadi meTodi, romelTa meSveobiTac marketinguli
kvlevebi marketingul informaciaze arsebul moTxovnilebebs
akmayofileben:
1) saproeqto meTodi – esaa gansazRvruli problemis
gadaWrisaTvis proeqtebis SemuSaveba da ganxorcieleba;
2) sistemuri meTodi – esaa sistemebis organizacia, romelic
gadawyvetilebis miRebis mizniT marketinguli informaciis
wardgenas mudmivad uzrunvelyofs.
miuxedavad imisa, rom marketinguli kvlevebis samuSaoTa umetesoba
saproeqto meTodzea orientirebuli, orive meTodi mniSvnelovania. isini
warmoadgenen informaciebs, magram gansxvavebuli xerxebiT. robert
j.uiliamsi (Robert J. Williams), romelmac kompania Edward Dalton Company-Si
pirveli marketinguli sainformacio sistema Seqmna, am meTodebs Soris
gansxvavebas Semdegi analogiiT xsnis: marketinguli informaciis orive
wyaro sinaTlis wyaroa, oRond saproeqto meTodi SeiZleba SevadaroT
lampis wamier anTebas, xolo sistemuri – sanTels. proeqtis formiT
marketinguli kvlevebi ama Tu im sakiTxze gvinaTebs drois gansazRvrul
monakveTSi. amis sawinaaRmdegod, sistemuri meTodi, romelic
marketinguli informaciis sistemas efuZneba, iSviaTad gviCvenebs ama Tu
im situaciis yvela detals, magram mudmivad gvinaTebs, maSinac ki, roca
pirobebi icvleba.
rogorc analogia gviCvenebs, saproeqto meTodis ZiriTadi naklia
misi aramudmivi xasiaTi. xSirad proeqtebi muSavdeba problemebis dros
da myisierad sruldeba, rac, Tavis mxriv, iwvevs Zalisxmevis Tavmoyras
monacemebis Segrovebisa da analizis da ara Sesabamisi sainformacio
monitoringis regularulad ganxorcielebis mimarTulebiT. am
naklovanebis aRmofxvris erT-erTi gzaa marTvis ganxilva
gadawyvetilebis miRebis uwyveti procesis saxiT, romelic moiTxovs

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informaciis regularulad da ara mxolod problemuri situaciis dros

Semodinebas. dReisaTvis es miiRweva marketinguli informaciis sistemis
gamoyenebiT, romelic gaTvaliswinebulia informaciis ara erTjeradi
(rogorc es kvleviTi proeqtis Catarebisas xdeba), aramed uwyveti
SegrovebisaTvis.

marketinguli analizis qvesistema warmoadgens sxvadasxva

meTodebisa da modelebis erTobliobas, romelic informaciis
damuSavebisa da analizis saSualebas iZleva.

praqtikaSi zemoCamoTvlili qvesistemebi xSirad damoukidebelad

ganixileba. maTi Seqmna da efeqtiani funqcionireba moiTxovs
mniSvnelovan droiT da finansur danaxarjebs, agreTve SemoqmedebiT
midgomas da Tanamedrove kompiuteruli teqnologiebis gamoyenebas.
amasTan, firmaSi marketinguli informaciis sistema uzrunvelyofs
gadaiWras Semdegi amocanebi:
 adreul stadiaze sirTuleebisa da problemebis gamomJRavneba;
 xelsayreli marketinguli SesaZleblobebis gamovlena;
 marketinguli informaciis Segroveba da klasifikacia;
 produqtis, gasaRebis arxebis, gayidvebis, klientebis,
konkurentebis da sxvaTa Sesaxeb informaciiis mniSvnelovani
masivebis racionaluri gamoyeneba;
 prognozebis, gegmebisa da grafikebis koordinacia;
 informaciis damuSaveba da wardgena iseTnairad, rom misi
gamoyeneba marketingis menejerebs gauadvildes;
 marketinguli gegmebis Sesrulebisa da strategiebis
realizaciis Sefaseba.

praqtika adasturebs, rom marketinguli informaciis sistemis

etaloni ar arsebobs. yoveli firma informacias specifikur moTxovnebs
uyenebs. xelmZRvanelebis umetesobas Tavisi Sexedulebebi gaaCnia
informaciis moTxovnilebisa da marTvis TvalsazrisiT. garda amisa,
efeqtiani marketinguli informaciis sistema mxolod Tavdapirveli
sistemis TandaTanobiTi ganviTarebis Sedegad miiRweva. nebismier

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SemTxvevaSi, marketinguli informaciis sistemam pasuxi unda gasces sam

kiTxvas:
 firma, menejerebis TvalsazrisiT, ras saWiroebs;
 sinamdvileSi ras saWiroebs firma;
 firmis ganviTarebisaTvis raa ekonomikurad SesaZlebeli da
mizanSewonili.
imisaTvis, raTa mivaRwioT marketinguli informaciis sistemis
efeqtianobas, saWiroa firmis menejerebTan da specialistebTan winaswari
saubrisa da intervius Catareba. qvemoT CamoTvlilia samagaliTo
kiTxvebi, romlebic SeiZleba gamoviyenoT firmis xelmZRvanelobisa da
specialistebis marketinguli informaciis moTxovnis SeswavlisaTvis.
 rogor gadawyvetilebebs Rebuloben isini yvelaze ufro metad?
 ra saxis informacias saWiroeben isini aseTi gadawyvetilebebis
miRebisas?
 ra saxis informacias Rebuloben isini Cveulebriv?
 ra saxis informaciaa maTTvis aucilebeli, magram aqamde ver
miuRiaT?
 kvlevis romel saxes iyeneben isini Cveulebriv?
 yoveldRiurad (yovelkvireulad, yovelTviurad,
yovelkvartalurad, yovel naxevar weliwadSi, yovelwliurad)
ra saxis informaciis miReba surT maT?
 romeli Jurnalebi, savaWro biuletenebi, angariSebi da sxva
surT maT regularulad miiRon?
 ra sakiTxebze surT maT miiRon informacia regularulad?

efeqtian marketinguli informaciis sistemebs gaaCnia Semdegi

saerTo maxasiaTeblebi:
 Semomavali informaciis registraciis siswrafe – esaa
maCvenebeli, romelic asaxavs raime problemis (movlenis)
dadgomisa da marketinguli informaciis sistemaSi misi asaxvis
droTa sxvaobas;
 informaciis ganzogadebis done – esaa maCvenebeli, romelic
axasiaTebs Segrovili informaciis detalizaciis xarisxs. aseTi

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informacia SeiZleba iyos sakmaod dawvrilebiTi (magaliTad,

Zalian mcire periodSi sastumroSi sxvadasxva kategoriis
nomrebis gayidvis monacemebi) an metismetad zogadi (magaliTad,
drois garkveul monakveTSi firmis sabazro wilis monacemebi);
 marketinguli informaciis sistemidan informaciis gadacemis
meqanizmi – esaa maCvenebeli, romelic informaciul sistemasa
da marketingis menejerebs Soris kavSirs asaxavs. saWiro
informaciis gadacemis procesis daCqarebisaTvis aucilebelia,
rom marketingis specialistebi maRal doneze flobdnen
kompiuterul teqnologiebs (winaaRmdeg SemTxvevaSi saWiroa
kompiuteris specialistis Suamavloba, rac, savaraudod,
muSaobis process Seanelebs).
zemoaRniSnulis gaTvaliswinebiT, warmatebul kompaniebs gaaCniaT
sabazro SesaZleblobebis kontrolis, analizisa da prognozirebis
kompiuterizebuli marketinguli sistemebi. ase, magaliTad, sastumroTa
qselis korporaciam Holiday Inn-ma jer kidev 1988 wels danerga
marketinguli informaciis sistema. Tavdapirvelad es sistema amuSavebda
ZiriTad turistul bazrebze sastumro momsaxurebaze moTxovnis
gazomvis martiv modelebs. dReisaTvis korporaciam Seqmna
kompiuterizebuli marketinguli informaciis sistemis axali modeli,
romelSic Sexamebulia monacemTa Sida da gare bazebi ara marto
arsebul nomrebze an dajavSnul adgilebze, aramed fasebis mixedviT
ararealizebuli nomrebis Sesaxebac.

1.3. gadawyvetilebis miRebis mxardamWeri sistema

rogorc wina paragrafSi aRvniSneT, marketinguli informaciis

sistemis meSveobiT ufro meti informacia miiReba, vidre marketinguli
kvlevebiT, magram aseTi SesaZlebloba SezRudulia im SemTxvevaSi, Tu
informacia struqturirebulia ise mkacrad, rom misi manipulireba

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advili rodia. am problemis gadalaxvis mizniT Seiqmna gadawyvetilebis

miRebis mxardamWeri sistema, romelic sakmaod moqnilia.

gadawyvetilebis miRebis mxardamWeri sistema (Decision Support System –

DSS) – esaa sainformacio sistema, romelic gadawyvetilebis mimReb pirebs
saSualebas aZlevs, rom monacemTa bazebs da analitikur modelebs
uSualod daukavSirdnen. DSS-is umniSvnelovanesi komponentebia:
aparatuli uzrunvelyofa, komunikaciuri kavSiri, monacemTa baza,
modelebis baza, programuli uzrunvelyofis baza da DSS-is
gamomyenebeli (gadawyvetilebis mimRebi piri), romelic agrovebs da
gardaqmnis monacemebs marketinguli gadawyvetilebis misaRebad.

marketinguli kvlevis Sedegad miRebuli informacia warmoadgens

DSS-is nawils. kerZod, marketinguli kvlevebi avseben monacemTa bazas,
marketingis modelebi da analitikuri modelebi – modelebis bazas,
xolo marketinguli monacemebis analizis specializebuli programebi –
programuli uzrunvelyofis bazas. amrigad, informaciis Senaxvis garda,
DSS gvTavazobs modelebs am informaciis analizisaTvis, magaliTad,
sakvanZo monacemebis cxrilebs da grafikebs, romlebic saSualebas
gvaZlevs davinaxoT, Tu rogor Seicvleba prognozis Sedegebi ama Tu im
parametris cvlilebisas.
DSS, Cveulebriv, gamoiyeneba naklebad cnobili menejeruli
problemebis gadasawyvetad da ara iseTebisaTvis, romlebic
standartuli procedurebis meSveobiT SeiZleba gadawydes. igi
uzrunvelyofs saukeTeso marketinguli gadawyvetilebis miRebas
informaciis damuSavebis xarisxis amaRlebis gziT. DSS-s gaaCnia Semdegi
maxasiaTeblebi:
 gamoyenebis siadvile. top-menejerebisaTvis sistemis gamoyeneba
advilia. isini ar ganicdian siZneleebs programis Sesaswavlad da
ar xarjaven did dros ekranze arsebuli informaciis gasagebad;

 interaqtiuloba. DSS martivia dialogiur reJimSi gamoyenebisaTvis.

masTan urTierTobis procesi advilia da moxerxebuli. top-
menejeri saWiro Sedegs Rebulobs mxolod kompiuterSi ramdenime
brZanebis SeyvaniT, rac programistis saWiroebas ar moiTxovs;

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 moqniloba da adaptireba. DSS-is gamoyeneba dasaSvebia muSaobis

sxvadasxva stilis mqone adamianebisaTvis. SesaZlebelia agreTve
misi SeTanawyoba garemo pirobebis cvlilebebisa da top-
menejerebis moTxovnebisadmi;
 kvleviTi xasiaTi. DSS exmareba top-menejerebs ara marto mimdinare
problemebis gadaWraSi, aramed axali tendenciebis gamovlenaSi.

DSS-is gamoyenebis magaliTad SeiZleba moviyvanoT sistemebi,

romliTac mravali savaWro agenti sargeblobs sawarmoo daniSnulebis
produqciis gavrcelebis dros. es gansakuTrebiT exeba iseT produqcias,
romelic konkretul klientTan mniSvnelovan adaptacias moiTxovs.
savaWro agents xSirad usvamen kiTxvas imis Sesaxeb, Tu rogori iqneba
mowyobilobis fasi da miwodebis vadebi misi konfiguraciis Secvlis
Semdeg. klientis ofisidan gausvlelad savaWro agents SeuZlia Tavisi
nouTbuqidan daukavSirdes monacemTa bazas, romelic misi kompaniis
centralur kompiuterSia. Semdgom savaWro agents Seaqvs produqtis
moTxovnadi maxasiaTeblebi da miwodebis vadebi. es informacia Seedareba
bazaSi arsebul maCveneblebs produqtis TviTRirebulebis, sasawyobo
maragis da misi warmoebisaTvis saWiro drois Sesaxeb. ramdenime wuTis
ganmavlobaSi savaWro agents SeeZleba daasaxelos fasi da miwodebis
vadebi, Sesabamisad, igi kontraqtis dasadebadac mzad iqneba.

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Tavi 2. marketinguli kvlevebis roli

2.1. marketinguli kvlevebis arsi

M marketinguli kvlevebi marketingis erT-erTi umniSvnelovanesi

aspeqtia. igi kompaniebs uzrunvelyofs iseTi informaciebiT, romlebic
marketinguli gadawyvetilebisa da biznesis strategiuli mimarTulebis
gansazRvrisaTvis aucilebelia.
M M marketinguli kvlevebis mniSvneloba naTlad Cans kompania Reebok-is
magaliTze, romelic awarmoebs da yidis sportul tansacmels,
fexsacmels da sportul mowyobilobebs. sportsmenebisa da
momxmarebleblebisaTvis sruli komfortis uzrunvelyofis mizniT
kompania Reebok mniSvnelovan Tanxebs xarjavs marketingul kvlevebSi.
kompania Seiswavlis momxmarebels mier Tavisufali dros gatarebis
tendenciebs. aseTi informacia exmareba mas gamoavlinos axali
produqciis SemuSavebisa da bazris gafarToebis SesaZleblobebi.
magaliTad, marketinguli kvlevis Sedegad kompaniam SeimuSava
fexsacmlis axali modelebi aerobikisaTvis. meoradi informaciis
analizma aCvena, rom gasuli saukunis 90-an wlebSi gamajansaRebel
klubebSi mosiaruleTa raodenoba gaizarda 9 %-iT, romelTa Soris
yvelaze popularuli gaxda aerobika. Semdgomma kvlevebma aCvenes, rom
2000 wlisaTvis 10 %-iT Ggaizarda im adamianebis raodenoba, romlebic
sports saxlSi misdeven. am kvlevebis safuZvelze Reebok-ma SeimuSava
axali produqtis kompleqti saxlSi aerobikisaTvis. masSi Sedioda
saSinao platforma, videokaseta, fexsacmeli da saswori. aseTi
kompleqtis popularobam Reebok-s moutana uzarmazari warmateba
bazarze. Mmarketinguli kvlevis Sedegad miRebuli informaciebi
safuZvlad daedo kompaniis mier gadawyvetilebebis miRebas.

marketinguli kvlevebis oficialuri gansazRvreba mocemulia

marketingis amerikuli asociaciis mier, romlis Tanaxmadac
marketinguli kvlevebi (marketing research) aris marketinguli problemebis

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 n.Todua, e.urotaZe

(SesaZleblobebis) gamovlenisa da gadawyvetis mizniT informaciis

sistematuri da obieqturi moZieba, Segroveba, analizi da gavrceleba.
aseTi gansazRvreba marketingul kvlevebs aZlevs uamrav
SesaZleblobas, xolo misi TiToeuli aspeqti gansakuTrebiT
mniSvnelovania (ix. nax. 2.1 ).

Aaucilebeli Mmarketinguli
informaciis amocanis dasma da
gansazRvra gadawyveta

Mmonacemebis Segroveba

Mmonacemebis analizi

Sedegebis
gavrceleba

nax. 2.1. marketinguli kvlevebis gansazRvreba

detalurad ganvixiloT mocemuli gansazRvrebis zogierTi aspeqti.

pirvel rigSi, marketinguli kvlevebi sitematuria. es niSnavs imas, rom
isini winaswar gansazRvruli gegmis mixedviT tardeba. monacemebis
Segroveba da analizi unda iyos meTodurad dasabuTebuli, rac
konkretuli daskvnebis gakeTebis saSualebas iZleva. marketingul
kvlebSi gamoiyeneba mecnieruli Semecnebis meTodi, romelic
iTvaliwinebs winaswar wamoyenebuli ideis an hipoTezis
dasabuTebisaTvis monacemebis Segrovebas da analizs.
marketinguli kvleva maSinaa faseuli, roca igi obieqturobazea
dafuZnebuli. igi unda tardebodes miukerZoeblad, piradi an politikuri
interesebis gavlenis muxedavad. Tumca, amis gakeTeba yovelTvis rodia
advili, vinaidan kvlevis SemkveTi kompaniebi, sasurveli Sedegis

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 n.Todua, e.urotaZe

misaRebad, zogjer gavlenas axdenen individualur mkvlevarze an

kvleviT firmaze. magram aseTi gavlenisadmi midrekleba arRvevs eTikur
kodeqss, romelic marketologis profesiul normebs gansazRvravs.
swored, obieqturi mosazrebis uzrunvelyofisaken swrafva ganapirobebs
marketinguli kvlevebis faseulobas.
marketinguli kvlevebi moicavs informaciis identifikacias
(gansazRvras), Segrovebas, analizs, gavrcelebas da gamoyenebas (ix. nax.
2.1). am procesis TiToeuli stadia sakmaod mniSvnelovania. jer dgindeba
marketinguli kvlevis problema an SesaZlebloba, xolo Semdgom
ganisazRvreba, Tu romeli informaciaa aucilebeli misi SeswavlisaTvis.
Semdgom xdeba monacemebis Segroveba Seferisi meTodis gamoyenebiT, maTi
analizi, interpretacia da daskvnebis gakeTeba. sabolood, miRebuli
Sedegebi, daskvnebi da rekomendaciebi waredgineba xelmZRvanelobas
iseTi saxiT, romelic marketinguli gadawyvetilebis miRebas
uzrunvelyofs.
biznesSi warmoqmnili problemebi xSirad iwveven axali
SesaZleblobebis gamoCenas. magaliTad, im faqtma, rom mozrdilebi
nakleb dros atareben gamajansaRebel klubebSi da umetesad varjiSoben
saxlSi, gamoavlina ara marto problema, aramed damatebiTi
SesaZleblobebi kompania Reebok-isaTvis. Pproblema iyo imaSi, rom
mozrdili adamianebi nakleb dros atarebdnen gamajansaRebel klubebSi
da, Sesabamisad, naklebad iyenebdnen sportul fexsacmels da
aRWurvilobas, romelmac gamoiwvia maTze moTxovnis Semcireba.
SesaZlebloba mdgomareobda imaSi, rom saxlSi Catarebuli sportuli
varjiSebi ganapirobebdnen saSinao pirobebSi saWiro fexsacmlisa da
mowyobilobebis potenciur zrdas.

2.2. marketinguli kvlevebis klasifikacia

O organizaciebis mier marketinguli kvlevebis Catarebas ganapirobebs

ori ZiriTadi mizezi: marketinguli problemis gamovlena da maTi
gadawyveta. Sesabamisad, arsebobs marketinguli kvlevebis ori ZiriTadi

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saxe: kvlevebi problemis identifikaciisaTvis da kvlevebi problemis

gadaWrisaTvis. klasifikacia mocemulia 2.2 naxazze.

M
marketinguli kvlevebi

Kkvlevebi problemis Kkvlevebi problemis

identifikaciisaTvis gadaWrisaTvis

 sabazro potencialis kvleva  Bbazris segmentebis

 bazris wilis kvleva kvleva
 imijis kvleva  saqonlis kvleva
 sabazro maxasiaTeblebis kvleva  fasebis kvleva
 gayidvebis kvleva  promouSenis kvleva
 saprognozo kvleva
 distribuciis kvleva
 biznesis tendenciebis kvleva

nax. 2.2. marketinguli kvlevebis klasifikacia

kvlevebi problemis identifikaciisaTvis (problem indentification research)

gamoiyeneba iseTi problemebis dasadgenad, romlebic faseulia an
SesaZlebelia warmoiSvas. aSS-Si Catarebuli marketinguli kvlevebi
cxadyofen, rom kompaniebis 97% ikvlevs sabazro potencials, bazris
wils da sabazro maxasiaTeblebs, xolo 90%, amasTan erTad,
problemebis gadaWrisaTvis iyenebs kvlevis sxva tipebs. aseTi tipis
kvlevebi iZlevian informaciebs marketinguli garemos Sesaxeb da xels
uwyoben problemis diagnozs. magaliTad, mamakacis perangebis
mwarmoebelma kompania Polo-m Caatara kvlevebi bazris moculobis,
dasaxuli zrdis tempisa da ZiriTadi savaWro markebis bazris wilis
gansazRvrisaTvis. Kkvlevam gamoavlina problemebi. kerZod, aRmoCnda, rom
perangebis gayidvis moculobis matebis miuxedavad kompania CamorCeboda
am produqciis industriaSi arsebul zrdis saerTo tempebs da kargavda
bazris wils ZiriTad konkurentebTan mimarTebiT.

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Pproblemis an SesaZleblobis gamovlenis Semdgom firma mimarTavs

marketingul kvlevebs problemis gadawyvetisaTvis (problem solving research).
misi Sedegebi gamoiyeneba konkretuli marketinguli problemis
gadaWrisaTvis. 2.1 cxrilSi naCvenebia sxvadasxva tipis problemebi,
romelTa gadaWrisaTvis gaiTvaliswineba Sesabamisi kvlevebi.
cxrili 2.1
marketinguli kvlevis saxeebi problemis gadaWrisaTvis

kvlevebi bazris segmentaciis CatarebisaTvis

 segmentaciis safuZvlebis gansazRvra
 segmentaciis kriteriumebis gansazRvra
 bazris potencialisa da sxvadasxva segmentis reagirebis gansazRvra
 miznobrivi bazris SerCeva da demografiuli maxasiaTeblebis gansazRvra
 sainformacio saSualebebis maxasiaTeblebisgansazRvra
 saqonlis saimijo maxasiaTeblebis gansazRvra

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

produqciis distribuciis kvleva

 distribuciis tipebis ganxilva
 distribuciis arxebis monawileebis gansazRvra
 distribuciis arxebis sazRvrebis gansazRvra
 sabiTumo da sacalo maRaziebis adgilmdebareobis gansazRvra

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2.3. marketinguli kvlevebis roli mmarTvelobiTi

gadawyvetilebebis miRebaSi

marketinguli kvleva farTod gamoiyeneba biznesSi. igi mniSvnelovan

rols TamaSobs mmarTvelobiTi gadawyvetilebebis miRebaSi.
marketinguli kvlevebis roli advilad aixsneba marketingis ZiriTadi
paradigmis fonze, romelic mocemulia 2.3 naxazze.
rogorc cnobilia, marketingis ZiriTadi mizania momxmarebelTa
moTxovnilebebis gamovlena da maTi dakmayofileba. Aam miznis misaRwevad
marketingis menejerebs sWirdebaT informacia momxmareblebis,
konkurentebis da sabazro garemos Sesaxeb. Uukanasknel xanebSi sul
ufro metad izrdeba bazris Sesaxeb informaciis Tavisdroulad miRebis
aucilebloba, rasac ganapirobebs bazarze axali saqonlis gamotanis
siuxve, saSinao da saerTaSoriso konkurenciis gaZliereba,
momxmarebelTa informirebulobis zrda da sxva.
Mmarketinguli kvlevis amocanaa sainformacio moTxovnlebebis
Sedareba da xelmZRvanelobisaTvis zusti, saimedo, relevanturi da
operatiuli informaciis wardgena, rac marketinguli gadawyvetilebebis
miRebas uzrunvelyofs. Kkompaniebi marketingul kvlevebs iyeneben
konkurentunarianobis amaRlebisa da im danaxarjebis SemcirebisaTvis,
romlebic dakavSirebulia araswori informaciis safuZvelze miRebul
gadawyvetilebasTan. xarisxiani gadawyvetilebebi eyrdnoba ara instiqtur
grZnobebs, intuiciebs an Tundac jansaR azrs, aramed xarisxian
informaciebs, romelTa gareSec nebismieri organizaciis
xelmZRvanelobas swori gadawyvetilebis miReba ar SeuZlia.
M marketingis menejerebi Rebuloben uamrav strategiul da taqtikur
gadawyvetilebebs, romlebic xels uwyoben klientebis moTxovnilebebis
gamovlenasa da dakmayofilebas. 2.3 naxazidan Cans, rom aseT
gadawyvetilebebs miekuTvneba bazris segmentacia, miznobrivi bazris
SerCeva, marketinguli programis SemuSaveba, marketinguli saqmianobis
efeqtianobis Sefaseba da kontroli. Ees gadawyvetilebebi rTuldeba
marketinguli garemos kontrolirebadi faqtorebis urTierTqmedebiT,
rogoricaa saqoneli, fasi, promouSeni da distribucia. Mmarketingis
menejerma aseve unda gaiTvaliswinos garemos arakontrolirebadi

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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

sainformacio Mmarketinguli informaciuli

moTxovnilebis Ggadawyvetilebebis uzrunvelyofa
Sefaseba miReba

Mmarketingis menejerebi
- bazris segmentacia;
- miznobrivi bazris SerCeva;
- marketinguli programis SemuSaveba;
- marketinguli saqmianobis efeqtianobis Sefaseba da
kontroli

marketinguli kvlevebis roli mmarTvelobiTi gadawyvetilebebis

nax. 2.3.
miRebaSi

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faqtorebi, romlebic gadawyvetilebis miRebas kidev ufro arTuleben. es

faqtorebia: zogadi ekonomikuri pirobebi, teqnologia, konkurencia,
kanonmdebloba, politika, socialur-kulturuli cvlilebebi. damatebiT
faqtorebs am sistemaSi warmoadgens klientTa jgufi, romelTac
firmissaqmianobasTan kavSiri gaaCniaT. Eesenia: momxmareblebi,
konkurentebi, momwodeblebi da a.S. marketingis menejerma unda
gamoikvlios maTi mosazrebebi. Mmarketinguli kvlevebi gamoricxavs
gaurkvevlobas da aumjobesebs gadawyvetilebebis miRebas sakmaod rTul
situaciebSic ki. tradiciulad, marketinguli kvlevis specialistebis
(marketolog-mkvlevarebis) da marketingis menejerebis movaleobebi
mkacradaa gamijnuli. Mmarketingis mkvlevarebi pasuxs ageben
xelmZRvanelobisaTvis Sesabamisi informaciis wardgenaze, xolo
marketingis menejerebi – gadawyvetilebebis miRebaze. dReisaTvis
situacia TandaTanobiT icvleba, xdeba maTi rolis erTmaneTTan Serwyma.
kerZod, marketingis specialistebi sul ufro metad erTvebian
gadawyvetilebebis miRebis procesSi, xolo marketingis menejerebi –
kvlevebSi. Ees tendencia aixsneba imiT, rom marketingis menejerebs
gaaCniaT ufro xarisxiani momzadeba da marketinguli kvlevebi
moiazreba, rogorc marketinguli saqmianobis ganuyofeli aspeqti.

2.4. marketinguli kvlevis subieqtebi

Mmarketinguli kvlevebis industria Sedgeba subieqtebisagan

(Semsruleblebisagan), romlebic momsaxurebas ewevian. 2.4 naxazze
marketinguli kvlevis subieqtebi dayofilia or jgufad: SigniTa da
gareTa subieqtebad.
marketinguli kvlevis SigniTa subieqti firmis SemadgenlobaSi
arsebuli marketinguli kvlevis ganyofilebaa. aseTi ganyofileba gaaCnia
uamrav msxvil kompanias, romlis adgili gansxvavebulia firmis
organizaciuli struqturis mixedviT. centralizebul kompaniebSi
marketinguli kvlevebi Tavmoyrilia kompaniis Stab-binaSi.
decentralizebul kompaniebSi marketinguli kvlevis funqciebi

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ganawilebulia damoukidebel qvedanayofebs Soris, romlebic

struqturirebulia produqciis, momxmareblebis an geografiuli
regionebis mixedviT. aseT organizaciebSi marketinguli kvlevis
specialistebi muSaoben kompaniis sxvadasxva qvedanayofSi da
angariSvaldebulni arian mxolod qvedanayofis xelmZRvanelis winaSe.

Mmarketinguli
kvlevis
subieqtebi

gareTa
SigniTa

Uuniversaluri SezRuduli
profilis momsaxurebis
kompaniebi kompaniebi

sainformacio savele kvlevis

saagentoebi saagentoebi

specializebuli Mmonacemebis
saagentoebi kodirebisa da
Setanis saagentoebi

internet-saagentoebi
monacemTa analizis
saagentoebi

nax. 2.4. marketinguli kvlevis subieqtebi da momsaxureba

marketinguli kvlevis gareTa subieqti damoukidebeli kompaniebia,

romlebic ewevian momsaxurebas marketinguli kvlevis sferoSi. iseTi
kompaniebic ki, romlebsac gaaCniaT marketinguli kvlevebis ganyofileba
(magaliTad, Reebok), daxmarebisaTvis xSirad mimarTaven ramdenime gareTa

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subieqts. aseT subieqtTa erToblioba qmnis marketinguli kvlevebis

industrias, romelSic Sedian rogorc patara organizaciebi (erTi an
ramdenime TanamSromliT), ise msoflioSi cnobili umsxvilesi
multinacionaluri korporaciebi. gareTa subieqtebis umetesoba patara
firmaa. 2.2 cxrilSi mocemulia marketingul kvlevebSi msoflioSi
cnobili organizaciebis sia.
cxrili 2.2

msoflios wamyvani organizaciebi marketingul kvlevebSi

Qqveynis
gareT
saerTo Catarebuli
qveyana Semosavali Kkvlevebis
2000 1999 organizacia Stab-bina (მლნ US$) Semosavlebi,
%
1 1 AC Nielsen Corp. Stamford, Conn. U.S. $1,577.0 67.0%
2 2 IMS Health Inc. Westport, Conn. U.S. 1,131.2 62.5
3 3 The Kantar Group Fairfield, Conn. U.K. 928.5 71.4
4 4 Taylor Nelson Sofres London U.K. 709.6 75.2
plc
5 5 Information Chicago U.S. 531.9 25.0
Resources Inc.
6 — VNU Inc. New York U.S. 526.9 2.6
7 6 NFO WorldGroup Greenwich, U.S. 470.5 62.4
Inc. Conn.
8 8 GfK Group Nuremberg Germany 444.0 62.4
9 10 Ipsos Group SA Paris France 304.2 78.3
10 11 Westat Inc. Rockville, Md. U.S. 264.4 0.0
11 9 NOP World London U.K. 246.1 60.0
12 14 Aegis Research London U.K. 232.2 32.2
13 12 Arbitron Inc. New York U.S. 206.8 3.4
14 15 Video Research Ltd. Tokyo Japan 174.3* 0.0
15 13 Maritz Research St. Louis U.S. 172.0 31.5
16 16 The NPD Group Inc. Port Washington, U.S. 164.3 17.0
N.Y.
17 18 Opinion Research Princeton, N.J. U.S. 123.9 28.9
Corp.
18 17 INTAGE Inc. Tokyo Japan 119.3* 1.8*
19 19 J.D. Power and Agoura Hills, U.S. 104.0 15.4
Associates Calif.
20 20 Roper Starch Harrison, N.Y. U.S. 73.9 14.3
Worldwide Inc.
21 — Jupiter Media New York U.S. 69.1 15.0
Metrix Inc.
22 21 Dentsu Research Inc. Tokyo Japan 67.6 0.3
23 25 IBOPE Group Rio de Janeiro Brazil 60.7 31.8
24 — Harris Interactive Rochester, N.Y. U.S. 56.0 5.4
Inc.
25 — MORPACE Farmington U.S. 54.3 26.1
International Inc. Hills, Mich.

სულ $8,812.7 49.3%

wyaro: Naresh K. Malhotra. Marketing Research. Pearson Education International, New Jersey, 2004.

33
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M marketinguli kvlevis gareTa subieqtebi ewevian rogorc sruli, ise

SezRuduli saxis momsaxurebas. Sesabamisad, aseTi kompaniebi ori saxisaa:
universaluri da SezRuduli momsaxurebis. U
universaluri profilis kompaniebi klientebs sTavazoben
marketinguli kvlevis srul pakets, rogoricaa amocanis dasma, kvlevis
meTodis SemuSaveba, anketebis Sedgena, SerCevis gavsazRvra, monacemebis
Sekreba, analizi, interpretacia da angariSis wardgena. aseT
momsaxurebas ewevian sainformacio saagentoebi, specializebuli
saagentoebi da internet-saagentoebi.
sainformacio saagentoebi agroveben da yidian saerTo daniSnulebis
monacemTa masivebs, romlebic masobrivi klientis moTxovnilebebs
akmayofileben. sainformacio saagentoebi ewevian sindicirebul da
standartizebul momsaxurebas. sindicirebuli momsaxureba gulisxmobs
informaciis Segrovebas xelmomwerebisaTvis misi Semdgomi miwodebis
mizniT. standartizebuli momsaxureba kvleviTi saqmianobaa, romelic
sxvadasxva firmis mier standartuli meTodis gamoyenebiT tardeba.
magaliTad, arsebobs reklamis efeqtianobis Sefasebis standartuli
meTodi, amitom marketinguli kvlevis Sedegebi aRniSnuli mimarTulebiT
SeiZleba Seedaros erTmaneTs. aseTi momsaxureba aseve iyideba
sindicirebis safuZvelze. sainformacio saagentoebis mier monacemebis
Segrovebis ZiriTadi meTodia gamokiTxva, dRiurebis warmoeba, skanireba
da auditi. magaliTad, nilsenis satelevizio katalogSi (Nielsen Television
Index) mocemulia monacemebi im auditoriisa da ojaxebis demografiuli
maxasiaTeblebis Sesaxeb, romlebic gansazRvrul satelevizio gadacemebs
uyureben. Ggarda amisa, NNielsen Company iZleva skanirebis monacemebs.
aseTia, magaliTad, supermarketebis daxlebze Strix-kodebis skanirebiT
generirebuli monacemebi. Aaseve, stenfordis kvleviTi instituti
yovelwliurad Seiswavlis momxmarebelTa faseulobebis sistemebsa da
cxovrebis wess, romlebic bazris segmentaciisaTvis gamoiyeneba.
specializebuli saagentoebi ewevian SekveTil momsaxurebas,
romelic akmayofilebs sxvadasxva klientis specifikur moTxovnebs.
marketinguli kvlevis TiToeuli proeqti muSavdeba konkretuli

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 n.Todua, e.urotaZe

klientisaTvis. aseT momsaxurebas sTavazoben kompaniebi Burke, Elrick &

Lavidge da sxva.
internet-saagentoebi specializdebian internetis meSveobiT
marketinguli kvlevis Catarebaze. aseTia, magaliTad, kompania Greenfield
Online (www.greenfield.com ).
SezRuduli momsaxurebis kompaniebi specializdebian marketinguli
kvlevis procesis erT an ramdenime fazaze. magaliTad, erTni atareben
savele kvlevebs, meoreni – monacemebis kodirebas da Seyvanas, mesameni –
analizs da a.S.
savele kvlevis saagentoebi ewevian momsaxurebas monacemebis
Segrovebis miznT. amisaTvis isini sargebloben monacemTa Segrovebis
yvela meTodiT (fosta, piradi kontaqtebi, satelefono an eleqtronuli
saualebebi) an specializdebian erTi romelime meTodis gamoyenebaze.
zogierT maTgans gaaCnia specialuri mowyobilobebi, romlebic
uzrunvelyofen gansazRvruli teritoriis savaWro centrebSi
momxmarebelTa gamokiTxvas. savele kvlevis mravali saagento atarebs
Tvisobriv kvlevebs, rogoricaa, magaliTad, miznobriv jgufebTan
gasaubreba. aseT kompaniebs miekuTvneba Field Facts, Field Work Chicago, Survey
America da sxv.
monacemebis kodirebisa da Setanis saagentoebi axorcieleben
momsaxurebas monacemTa Segrovebis Semdeg. aseTi momsaxureba moicavs
Sevsebuli anketebis redaqtirebas, kodirebis sqemebis SemuSavebas da
monacemebis gadatanas cifrul matareblebze kompiuterSi Sesayvanad.
aseT momsaxurebas gvTavazobs, magaliTad, kompania NRC Data Systems.
monacemTa analizis saagentoebi kompiuteris meSveobiT axdenen
raodenobrivi monacemebis statistikur analizs. magaliTad, kompania
SDK of Atlanta klientebs sTavazobs monacemTa analizs uaxlesi
statistikuri meTodebis gamoyenebiT. Mmiuxedavad imisa, rom
kompiuteruli sistemebi da statistikuri programebis paketebi
saSualebas aZleven firmebs, damoukideblad Caataron sakuTari
monacemebis analizi, specializebuli saagentoebis momsaxurebaze
moTxovna mainc maRalia.

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 n.Todua, e.urotaZe

Ffirma, romelsac ar hyavs marketinguli kvlevis sakuTari

specialisti, iZulebulia mimarTos gareTa Semsrulebels (subieqts),
rogorc wesi, universaluri profilis kompaniebs. xolo firmam,
romelsac StatSi hyavs aseTi personali, marketinguli kvlevebi
SeiZleba Caataros damoukideblad an mimarTos gareTa Semsrulebels. Aam
SemTxvevaSi gaiTvaliswineba Semdegi faqtorebi:
1) kvlevis Rirebuleba. Bbevr organizacias miaCnia, rom sakuTari
ZalebiT marketinguli kvlevebis Catareba ufro iafia. Mmagram
amas sWirdeba dasabuTeba. Kkvlevis Rirebulebis Sefasebisas
SeiZleba gamoviyenoT sayovelTaod cnobili faqti imis Sesaxeb,
rom marketinguli kvlevebis Rirebuleba saSualod Seadgens
produqciis TviTRirebulebis aranaklen mexuTeds.
2) aucilebeli kvalifikaciis mqone specialistebisa da kvlevebis
CatarebaSi gamocdilebis arseboba. Aam faqtoris gaTvaliswineba
gansakuTrebiT mniSvnelovania marketingul kvlevebSi rTuli
meTodebis gamoyenebisa da miRebuli Sedegebis damuSavebisas.
3) sakvlevi saqonlis teqnikuri maxasiaTeblebis siRrmiseuli
codna. Cveulebriv, kompaniis specialistebma es Taviseburebebi
sxvebTan SedarebiT ukeT ician. Aamitom maT advilad SeuZliaT am
codnis gadacema sxva organizacis specialistebisaTvis.
4) obieqturoba. specializebuli organizaciis eqspertebi ufro
obieqturni arian TavianT SefasebebSi.
5) specialuri mowyobilobebis (kompiuteruli sistemisa da
programebis, agreTve testirebisaTvis saWiro mowyobilobebis)
arseboba. aseT mowyobilobebis farTo masStabebi, rogorc wesi,
ufro metad gaaCnia marketinguli kvlevis specializebul
organizaciebs.
6) konfidencialoba. Mmarketinguli kvlevebis Catarebis dros
kompaniis TanamSromlebi ufro ukeTesad inaxaven
konfidencialurobas.
Kkompaniebi zogjer marketinguli kvlevebis nawils asruleben
sakuTari ZalebiT, xolo danarCens – specializebuli kvleviTi
organizaciebis meSveobiT. Aaseve, erTi kvlevis procesSi SesaZlebelia
ramdenime organizaciasTan TanamSromloba. magaliTad, firmam SeiZleba

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iyidos SerCevis formirebis monacemebi erTi kompaniisagan, xolo meore

kompaniam Seudginos mas anketa da gadasces igi sxva kompanias
satelefono interviuirebisaTvis.
Ggare Semsruleblis SerCevisas gamoiyeneba sxvadasxva wyaro,
rogoricaa, magaliTad, dargobrivi gamocemebi, profesiuli cnobarebi,
interneti da sxva. SerCevisas yuradReba unda mieqces ara marto kvlevis
Rirebulebas, aramed iseT umniSvnelovanes kriteriumebs, rogoricaa
Semsruleblis reputacia, proeqtis Sesrulebis grafikis moqniloba,
Semsruleblis mier eTikuri normebis dacva, Semsrulebeli firmis
kvleviTi proeqtis xarisxi, Semsruleblis gamocdileba marketinguli
kvlevebis Catarebisa da msgavs kvlevebSi monawileobis Taobaze,
Semsrulebel firmaSi profesiuli kadrebis arseboba da sxva.

2.5.profesiebi marketinguli kvlevebis sferoSi

marketingis mkvlevarebi asruleben uamrav amocanebs, romlebic

firmis tipis, sididis da organizaciuli struqturis mixedviT
ganisazRvreba. Mmarketologebis valdebulebebis diapazoni sakmaod
farToa. igi SeiZleba iwyebodes anketebSi arsebul kiTxvebze gacemuli
pasuxebis cxrilis saxiT warmodgeniT da mTavrdebodes kvleviTi
ganyofilebis marTviT. qvemoT mocemulia marketinguli kvlevebis
sferoSi arsebuli Tanamdebobrivi poziciebi da maTi Sesabamisi
valdebulebebi.
1) vice prezidenti marketinguli kvlevebis sferoSi yvelaze
maRali Tanamdebobaa kompaniis kvleviT saqmianobaSi. vice-
prezidenti pasuxs agebs kompaniis yvela marketingul kvlevaze
da Sedis kompaniis umaRlesi xelmZRvanelobis (top-menejerebis)
SemadgenlobaSi. igi adgens marketinguli kvlevis ganyofilebis
miznebs da amocanebs, qiraobs personals da akontrolebs
kvleviTi ganyofilebis saqmianobas, xolo kvlevis Sedegebs
warudgens SemkveTebs an kompaniis xelmZRvanelobas.

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2) marketinguli kvlevebis direqtori aseve umaRlesi

Tanamdebobaa. igi mTlianad pasuxs agebs marketinguli kvlevis
yvela proeqtis SemuSavebasa da Sesrulebaze.
3) marketinguli kvlevebis direqtoris TanaSemwe (moadgile)
asrulebs direqtoris TanaSemwis (moadgilis) movaleobas da
akontrolebs marketingul kvlevebSi dasaqmebul TanamSromlebs.
4) proeqtis menejeri srulad agebs pasuxs marketinguli kvlevis
proeqtis SemuSavebaze, realizaciasa da marTvaze.
5) monacemebis damuSavebis specialisti / staJiori Tanamdebobaa,
romelsac ikavebs statistikuri meTodebis Teoriisa da
praqtikis specialisti konkretuli kvleviTi problemis
gadaWrisaTvis.
6) ufrosi analitikosi msxvili kvleviTi ganyofilebis saStato
Tanamdebobaa. xelmZRvanelobasTan erTad igi monawileobas
iRebs kvleviTi proeqtis dagegmvaSi da xelmZRvanelobs
calkeuli proeqtis realizacias, damoukideblad an
analitikosebTan erTad adgens anketebs, irCevs kvlevis
meTodebs, atarebs analizs da amzadebs samuSaos angariSs,
akontrolebs proeqtze gamoyofili Tanxebis xarjvas da pasuxs
agebs misi Sesrulebis vadebze.
7) analitikosi, rogorc wesi, asrulebs kvleviTi proeqtis
mimdinare samuSaos. igi xSirad muSaobs ufrosi analitikosis
xelmZRvanelobiT, exmareba mas anketebis SemuSavebaSi, axdens
anketebis testirebas da monacemebis winaswar analizs.
8) umcrosi analitikosi asrulebs ufrosi analitikosis
davalebebs, agrovebs meorad informaciebs, axdens anketebis
redaqtirebas da kodirebas, agreTve ubralo statistikur
analizs.
9) savele samuSaoebis direqtori msxvili ganyofilebis
Tanamdebobaa. igi axorcielebs interviuirebas da da sxva
savele TanamSromlebis SerCevas, swavlebas da maTi saqmianobis
kontrols.
10) Statiani TanamSromeli, romelic gamokiTxavs momxmareblebs,
muSaobs savele samuSaoebis direqtoris usualo

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xelmZRvanelobiT. aseTi Tanamdeboba araa yvela kompaniis

saStato ganrigSi.
11) kancelariis xelmZRvaneli msxvili ganyofilebis Tanamdebobaa.
mis pasuxismgeblobaSi Sedis sakancelario saqmeebis sworad da
akuratulad warmarTva.
zemoT CamoTvlili Tanamdebobrivi poziciebidan Cans, rom
marketinguli kvlevebis sferoSi SeiZleba muSaobdes sxvadasxva
kvalifikaciis specialisti. Aaq dasaqmebulni arian rogorc teqnikuri
TanamSromlebi, magaliTad, statistikosebi, Aaseve farTo ganaTlebis
specialistebi, romlebic uzrunvelyofen kvleviTi proeqtis marTvas da
realizacias. Mmarketinguli kvlevebis sferoSi yvelaze ufro
gavrcelebuli sawyisi pozicia adamianebisaTvis, romlebsac gaaCniaT
bakalavris akademiuri xarisxi (ZiriTadad, biznesis administrirebis
sferoSi, anu BBA), aris operatiuli inspeqtoris (operational supervisor)
Tanamdeboba. igi asrulebs savele samuSaoebs, monacemebis redaqtirebas,
maT kodirebas da zogjer monawileobs monacemebis analizSi. sawyisi
donis sxva Tanamdeboba warmatebuli BBA-saTvis aris proeqtis (e.i.
konkretuli marketinguli kvlevis) menejeris TanaSemwis pozicia.
produqciis mwarmoebel da savaWro kompaniebSi yvelaze dabali
Tanamdeboba marketinguli kvlevebis sferoSi uWiravs analitikos-
mkvlevars, romelic menejeris daxmarebiT ikvlevs konkretul markas.
TandaTanobiT mas SeuZlia daikavos ufrosi analitikosis, xolo Semdgom
mTavari specialistis da bolos, kvlevebis menejeris Tanamdeboba.
amasTan, mkvlevaris movaleoba sul ufro farTovdeba da SeiZleba
moicavdes sxvadasxva jgufis markebs. Mmarketinguli kvlevis kompaniebSi
yvelaze dabalia staJior-mkvlevaris Tanamdeboba. isini AiReben
intervius, axdenen miRebuli monacemebis indeqsirebas da zogjer
monawileoben mis analizSi. Kkompaniis amocanaa staJiorisaTvis firmis
mier gamoyenebuli meTodebis swavleba da Ddamoukidebeli muSaobisaTvis
maTi momzadeba.
Tanamedrove etapze marketinguli kvlevis meTodebi TandaTanobiT
rTuldeba. Aamitom sul ufro meti upiratesoba eniWeba magistris
akademiuri xarisxis mqone specialistebs (gansakuTrebiT, MBA
kursdamTavrebulebs). aseTi specialistebi advilad pouloben samuSaos

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proeqtis menejeris poziciaze, romelic firmis sxva qvedanayofebTan

(magaliTad, buRalteriasTan an safinanso ganyofilebasTan) aqtiur
TanamSromlobas uzrunvelyofs.
Mmarketingul kvlevebSi aucilebelia adamianebi, romlebsac
gaaCniaT mravalmxrivi momzadeba, gamocdileba da unar-Cvevebi. Aaseve
saWiroa, rom teqnikuri specialistebi, magaliTad, statistikosebi,
flobdnen seriozul codnas monacemebis analizis sferoSi. sxva
Tanamdebobis adamianebi, rogoricaa, menejerebi da direqtorebi, ufro
metad unda iyvnen momzadebulni marketinguli kvlevis sferoSi.
warmatebuli karieris misaRwevad saWiroa marketingis yvela kursis
gavla, statistikis da raodenobrivi analizis meTodebis Seswavla,
kompiuterTan muSaobisa da internetis gamoyenebis codna, momxmarebelTa
qcevis kursis daufleba, SemoqmedebiTi azrovneba. mxolod SemoqmedebiTi
midgomebi da jansaRi mosazrebebi moutans axalgazrdas karierul
warmatebebs da dividendebs marketinguli kvlevis sferoSi.
gansakuTrebiT mniSvnelovania, rom marketinguli kvlevebis
specialists gaaCndes adamianebTan urTierTobebis codna, agreTve
analitikuri da konceptualuri muSaobis unari. Mmarketologi unda iyos
sakmaod komunikabeluri, vinaidan mas iSviaTad mouwevs adamianebTan
izolaciiT muSaoba. Aaseve igi unda flobdes rogorc zepiri
metyvelebis, ise weris kulturas. reklamis, gasaRebisa da markebis
menejerebis gverdiT muSaobisas mkvlevars unda gaaCndes garkveuli
warmodgena fsiqologiaze. Ggarda amisa, marketologi unda flobdes
sabazo codnas maTematikis sferoSi. cifrebTan da marketinguli kvlevis
meTodebTan muSaobisas igi Tavs unda grZnobdes dajerebulad. Mmisi
profesiuli zrda da samsaxurebrivi winsvla damokidebulia rogorc
SeZenili codnisa da Cvevebis efeqtian gamoyenebaze, aseve axlis SeZenis
unarze.
warmatebuli marketologebi ara marto reagireben Sedegebze, aramed
aswreben movlenebs, e.i. cdiloben kvlevis perspeqtiuli mimarTulebebis
gamovlenas da ara ubralod informaciis warmodgenas. Kkarg mkvlevars
esmis, rom marketinguli kvleva tardeba erTaderTi miznis - ufro metad
dasabuTebuli mmarTvelobiTi gadawyvetilebis miRebaSi dasaxmareblad.

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 n.Todua, e.urotaZe

amitom mas ufro metad Seefereba mrCevelis, vidre gadawyvetilebis

mimRebi TanamSromlis roli.
Aamerikis marketinguli asociaciis mier Sedgenilia marketologis
sakvalifikacio matrica (ix. cxrili 2.3), romelic Cveulebriv gamoiyeneba
kvalifikaciis amaRlebis programebis SemuSavebisaTvis. masSi
CamoTvlilia teqnikuri unar-Cvevebi, romlebic aucilebelia
marketinguli kvlevebis sferoSi muSaobisaTvis. rogorc matricidan
Cans, marketologis Tanamdebobriv zrdis Sesabamisad matulobs
mmarTvelobis sferoSi codnisa da unarebis flobis aucilebloba.
sakmaod xSiria SemTxveva, roca TanamSromlebi kvlevis sferodan
gadadian produqtis an markis mmarTvelis Tanamdebobaze. Mmarketingul
kvlevebSi garkveuli droiT namuSevari specialistebis aSkara
upiratesoba gamoixateba imaSi, rom maT, kompaniis sxva TanamSromlebTan
SedarebiT, ufro metad ician momxmareblis, dargis da konkurentebis
Sesaxeb. Tumca, specialistebs, romlebic fiqroben aseT Tanamdebobriv
cvlilebebze, moeTxovebaT zogadi marketingis ufro Rrma codna da meti
praqtikuli gamocdileba. Mmenejerebs, romlebic cdiloben miaRwion
kareierul warmatebebs, aseve moeTxovebaT biznesis marTvis safuZvliani
codna.

2.6. marketinguli kvlevis ZiriTadi mimarTulebebi

marketinguli kvlevis ganviTarebas safuZveli daudo amerikulma

sareklamo saagentom N.W.Ayer and Son-ma, romelmac 1879 wels fostis
meSveobiT Caatara soflis meurneobis sferoSi dasaqmebuli saxelmwifo
Cinovnikebis gamokiTxva. Ees movlena istoriaSi Sevida, rogorc pirveli
gamoyenebiTi kvleva aSS-is teritoriaze. Tumca, ramdenime aTwleuli
gaxda saWiro imisaTvis, rom 1911 wels kompania Curtis Publishing Company-s
daefuZnebina istoriaSi pirveli marketinguli kvlevis ganyofileba.
ramdenime wlis Semdeg msgavsi ganyofilebebi Seqmnes kompaniebma Cwift
Company, U.S. Rubber Company da sxvebma.

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cxrili 2.3

unar-Cvevebi, romlebic moeTxovebaT marketologebs

U dabali done saSualo done maRali done

unar-Cvevebi (3 welze naklebi (3 –dan 7 wlamde (7 welze meti
muSaobis staJi) muSaobis staJi) muSaobis staJi)

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

mmarTvelobiTi unar-Cvevebi Semdeg sferoebSi

komunikaciebi * * *
statistikuri analizi * * *
angariSebis Sedgena * * *
proeqtebis koordinacia * * *
adamianebis koordinacia * *
motivacia * *
amocanis gansazRvra * *
personalis momzadeba * *
strategiuli dagegmva *
finansuri administrireba *

wyaro: Гилберт А. Черчилль. Маркетинговые исследовашия. Пер. с англ. - СПб: Изд-во

«Питер» 2000. с. 34

Mmarketinguli kvlevis teqnologiisa da mimarTulebis ganviTarebaSi

gamoiyofa eqvsi ZiriTadi etapi.
I. 1880 – 1920 wlebi samrewvelo statistikis etapia. Aam periodSi
didi mniSvneloba SeiZina mosaxleobasTan urTierTobis

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saaRricxvo formebma, ganviTarda gamokiTxvis meTodebi.

mosaxleobis aRweris biuros TanamSromelma german holeritma
gamoigona perforirebuli qaRaldis ruka, romelic
monacemebis tabulirebis proceduris avtomatizebis
saSualebas iZleoda.
II. 1920 – 1940 wlebi moicavs SemTxveviTi SerCevis, anketirebisa da
bihevioristuli meTodebis ganviTarebis etaps. Bbazris
mkvlevarebma iswavles mosaxleobis gamokiTxvisaTvis
SedarebiT efeqturi SerCevis gakeTeba da ufro srulyofili
anketebis Sedgena.
III. 1940 – 1950 wlebi kompaniebis xelmZRvanelobis mier
dainteresebulobis gamovlenis etapia. Aam periodSi
kompaniebis xelmZRvaneloba TandaTanobiT acnobierebda, rom
bazris kvlevebi aris ara mxolod informaciis Segrovebis
procesi, aramed rogorc gadawyvetilebis miRebis
xelSemwyobi instrumenti.
IV. 1950 – 1960 wlebi eqsperimentirebis etapia. Mmarketinguli
kvlevis specialistebma marketinguli problemebis
gadaWrisaTvis daiwyes gansakuTrebuli meTodebisa da
mecnieruli midgomebis gamoyeneba.
V. 1960 – 1970 wlebi kompiuteruli analizisa da raodenobrivi
meTodebis SemuSavebis etapia. Mmarketinguli informaciis
analizisa da gadawyvetilebis miRebis procesisaTvis
specialistebma yuradReba miaqcies maTematikuri modelebis
agebas da kompiuteris gamoyenebas.
VI. 1970 wlidan dRemde periodi aris momxmarebelTa masobrivi
momsaxurebis Teoriis ganviTarebis etapi. Aam etapze
gansakuTrebul srulyofas ganicdis Tvisobrivi kvlevis
meTodebi, romlebic dakavSirebulia momxmarebelTa qcevis
SeswavlasTan.
M
mecnierebi gamoyofen marketinguli kvlevebis or ZiriTad
mimarTulebas: gamoyenebiT da fundamentur kvlevebs. gamoyenebiTi kvleva
tardeba konkretuli praqtikuli problemis gadaWrisaTvis. aseTia,

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magaliTad, bazarze situaciis garkveva, romelime strategiuli an

taqtikuri gegmis Cavardnis mizezebis axsna da sxva. rac Seexeba
fundamentur kvlevas, misi mizania saerTo codnis gafarToeba da ara
konkretuli praqtikuli amocanis gadawyveta.

Mmarketinguli kvlevebi moicavs sabazro urTierTobis mraval

sferos. Ees niSnavs imas, rom marketinguli kvlevebis mimarTulebaTa
speqtri sakmaod farToa da mravalferovani. 2.4 cxrilSi mocemulia
aseTi mimarTulebis ZiriTadi saxeebi da Sesabamisi sakiTxebi.

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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2.4 cxrilis gagrZeleba

1 2 3
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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2.4 cxrilis gagrZeleba

1 2 3
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

Mmarketinguli kvlevebis ZiriTadi mimarTulebebis gamovlenis mizniT

amerikis marketinguli asociacia, 1947 wlidan moyolebuli,
yovelwliurad atarebs kompaniebis gamokiTxvas. erT-erTi aseTi kvlevis
Sedegi mocemulia 2.5 cxrilSi, romelic moicavs informacias 435
amerikuli kompaniis kvleviTi saqmianobis Sesaxeb.

cxrili 2.5
marketinguli kvlevis ZiriTadi mimarTulebebi aSS kompaniebSi

# Kkvlevis mimarTuleba MmonawileTa %

1 2 3
Kkvlevebi biznesis sferoSi
I. 1. dargis maxasiaTeblebi da maTi ganviTarebis 92
tendenciebi
2. diversifikaciis SesaZleblobebis Seswavla 50
3. bazris wilis analizi 85
4. kvlevebi personalTan muSaobis sferoSi 72
(moraluri mdgomareoba, informirebuloba)

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2.5 cxrilis gagrZeleba

1 2 3
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

wyaro: Гилберт А. Черчилль. Маркетинговые исследовашия. Пер. с англ. - СПб: Изд-во

«Питер» 2000. с. 24

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rogorc 2.5 cxrilidan Cans, marketinguli kvlevebi yvelaze ufro

metad gavrcelebulia bazrisa da gasaRebis, agreTve biznesis ekonomikis
sferoSi. Tumca, unda aRiniSnos, rom ar arsebobs marketinguli
kvlevebis mimarTulebebis erTiani klasifikacia. Aamitom sxvadasxva
mkvlevari gansxvavebul klasifikacias iyenebs. amasTan, marketinguli
kvlevis calkeuli mimarTulebis aqtualoba SeiZleba Seicvalos droSi.
Seswavlis obieqtis TvalsazrisiT, marketinguli kvlevebi
kompleqsuria. Aase, magaliTad, sakmaod rTulia erTmaneTisagan
ganvasxvavoT kvlevis iseTi mimarTulebebi (obieqtebi), rogoricaa bazari,
momxmarebeli, konkurentebi. Bbazari warmoudgenelia konkurentuli
brZolis gareSe, xolo momxmareblis qcevis formireba xdeba
gansazRvrul sabazro garemoSi. cxadia, rom momxmarebelTa gamokiTxvis
dros Seiswavleba ara marto maTi myidvelobiTi qceva, aramed bazris
maxasiaTeblebi, produqciis konkurentunarianobis done, garemo
faqtorebi da sxv. Ee.i. marketinguli kvlevebi SeiZleba erTdroulad
ramdenime mimarTulebiT Catardes.
sagangebod unda aRvniSnoT, rom cnebebi `marketinguli kvleva~
da `bazris kvleva~ erTmaneTisagan gansxvavdeba. Bbazris kvleva
iTvaliswinebs misi mdgomareobisa da ganviTarebis tendenciebis
gamovlenas, rac uzrunvelyofs arsebuli problemebis Secnobas da
gadawyvetis gzebis dasaxvas. Mmagram es mxolod nawilia im problemebisa,
romlebic mTlianobaSi qmnian marketinguli kvlevebis Sinaarss. amrigad,
marketinguli kvleva ufro farToa da, rogorc 2.4 da 2.5 cxrilebidan
Cans, bazris kvlevis garda moicavs sxva mimarTulebebsac. Tumca, unda
SevniSnoT, rom bazris kvleva saboloo jamSi ganapirobebs marketinguli
kvlevis ZiriTad aspeqtebs, vinaidan bazris moTxovnaze da ara
gamoSvebul produqciaze orientacia gansazRvravs marketinguli
saqmianobis organizacias da, Sesabamisad, marketinguli kvlevebis
Catarebis logikas.
yvela marketinguli kvleva xorcieldeba or WrilSi: pirvelia
drois mocemuli momentisaTvis ama Tu im marketinguli parametrebis
Sefaseba da meore – maTi saprognozo mniSvnelobebis miReba. saprognozo
Sefasebebi gamoiyeneba rogorc mTlianad organizaciis, ise marketinguli
saqmianobis miznebisa da ganviTarebis strategiis SemuSavebisaTvis.

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organizaciam marketinguli kvlevebis Sedegad unda miiRos informacia

imis Sesaxeb, Tu ra unda gayidos, vis unda miyidos, rogor unda gayidos
da moaxdinos gayidvebis stimulireba. Aamas gadamwyveti mniSvneloba aqvs
konkurentuli upiratesobis misaRwevad. Kkvlevis Sedegebma SeiZleba
Secvalon rogorc organizaciis miznebi, ise ganviTarebis strategiebi
saerTod.

2.7. marketingul kvlevasa da marketingis marTvas Soris

kavSiri

imisaTvis, rom marketingulma kvlevam Tavisi daniSnuleba

Seasrulos, man, gadawyvetilebis miRebis mizniT, informaciiT unda
uzrunvelyos firmis xelmZRvaneloba. es urTierToba Tanmimdevruli
etapebis saxiT naCvenebia 2.5 naxazze.
pirvel etapze marketinguli SesaZleblobebis an problemebis
gamovlena xdeba. magaliTad, amerikuli kompania Stouffer-is
xelmZRvanelobam daadgina, rom SesaZlebelia bazarze gamovides
arsebulze ukeTesi dieturi kvebis produqtebi. es ganpirobebulia imiT,
rom amerikelebis sul ufro meti raodenoba zrunavs Tavis
janmrTelobaze da, amave dros, sakmaod uaryofiT damokidebulebas
amJRavnebs arsebuli dieturi produqtebis mimarT. Catarebulma
marketingulma kvlevebma daadastures aseTi SesaZleblobebis arseboba.
gamokiTxvis procesSi gamovlinda arsebuli dieturi produqtebis oTxi
naklovaneba: ugemuroba, erTferovneba, dabali noyiereba da arc Tu ise
madis momgvreli Sexeduleba. kvlevebma SesaZlebloba misces kompania
Stouffer-s, bazarze gamosuliyo axali saqonliT `Lean Cuisine~ (`mWle
saWmeli~), romelic wamyvani gaxda dietur produqtebSi.
meore etapze xelmZRvaneloba amuSavebs alternatiul strategiebs,
romlis mizani gamovlenili SesaZleblobebis gamoyenebaa. Stouffer-is
strategia iTvaliswinebda mTeli rigi gemrieli, dabalkaloriuli meore
kerZis gamoSvebas, romlebzedac sxva firmis specialistebi arc

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dafiqrebulan. amisaTvis kompanias dasWirda xuTi weli. Tavis

samzareuloebSi kompania amowmebda xorcs cximis Semcvelobis mixedviT
da farTod iyenebda bostneuls dieturi kerZebis gemovnebis
gaumjobesebisaTvis. imavdroulad xelmZRvaneloba momavali
asortimentis pozicionirebas iTvaliswinebda. ganixileboda
pozicionirebis sami varianti: gemrieli da dabalkaloriuli produqti
(aqcenti gemoze), dabalkaloriuli da gemrieli produqti (aqcenti
dabalkaloriulobaze) an mTeli asortimentis warmodgena msubuqi
sakvebis saxiT.

marketinguli kvlevebi marketingis marTva

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

nax. 2.5. marketinguli kvlevebis kavSiri marketingis marTvasTan

marketinguli kvlevis mesame etapze xelmZRvanelobis mier

formulirebuli alternatiuli strategiebi mowmdeba. Stouffer-ma
sxvadasxva kerZi gamocada momxmarebelTa jgufebSi, romlis mizani iyo
maTi reaqciis gamovlena da ori ZiriTadi gadawyvetilebis miReba: Rirs
Tu ara saqonlis SeTavazeba da ramdenad farTo unda iyos asortimenti.

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garda amisa, SemuSavda sareklamo gancxadebebis sxvadasxva nimuSi,

saqonlis pozicionirebis gaTvaliswinebiT. erT gancxadebaSi xazi iyo
gasmuli produqtis dabalkaloriulobaze (mxolod 300 kaloria), xolo
meoreSi aqcenti gakeTda ara kaloriaze, aramed saqonlis gemovnebaze.
am variantebis qmediTobis gansazRvrisaTvis isini momxmareblebs
SesTavazes.
meoTxe etapze xelmZRvaneloba, Catarebulo kvlevis
gaTvaliswinebiT, axdens marketingis strategiis SerCevasa da gamoyenebas.
Stouffer-ma dadebiTad Seafasa momxmareblebis reaqcia mraval kerZze da
bazarze kerZebis farTo asortimentiT gasvla dadawyvita. kompaniam
aseve gadawyvita, rom mizanSewonili araa produqtis SeTavazeba
dieturi sakvebis saxiT, vinaidan adamianebs, romlebic dietas icaven,
amis Sexseneba ar siamovnebT. saboloo jamSi SeirCa saxelwodeba `Lean
Cuisine~ (`mWle saWmeli~). sxvadasxva pozicionirebaze momxmarebelTa
reaqciis Seswavlam kompanias ubiZga xazi gaesva ara
dabalkaloriulobaze, aramed gemovnebasa da mis gavlenaze wonis
Semcirebaze, vinaidan nebismier dietur produqts dabali kaloriuloba
gaaCnia. `Lean Cuisine~-is ganmasxvavebeli Tavisebureba gaxda misi gemovneba
da madis aRmZvreli garegnuli saxe.
marketinguli strategiis ganxorcilebis Semdeg ikvleven
momxmarebelTa reaqcias (mexuTe etapi). amisaTvis Tvalyurs adevneben
gayidvis process da gamokiTxaven calkeul momxmarebels, raTa
daadginon, icnoben Tu ara isini mocemuli saqonlis markas, mis reklamas
da aqvT YTu ara saqonlis SeZenis survili. gamokiTxvebma, romlebic
Catarda `Lean Cuisine~-is gamoCenis Semdeg, aCvenes, rom produqtma farTo
aRiareba moipova. gamokiTxulTa mniSvnelovan nawils axsovda am
saqonlis reklama. gayidvis Sedegebis gaTvaliswinebiT cxadi gaxda, rom
`Lean Cuisine~-ma did warmatebebs miaRwia. bazarze gamoCenidan ori Tvis
Semdeg igi wamyvani dieturi produqti gaxda. misi xvedriTi wona bazarze
TandaTanobiT gaizarda da meore adgili daikava. ori wlis Semdeg
markis saqonelbrunvam 500 mln dolars miaRwia.
meeqvse etapi – esaa xelmZRvanelobis mier marketinguli strategiis
Secvla marketinguli kvlevis gaTvaliswinebiT. Stouffer-is mier
strategiaSi Setanili yoveli cvlileba `Lean Cuisine~-ze danaxarjebis

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zrdas moiTxovda. momxmarebelTa reaqciis gaTvaliswinebiT kerZebis

raodenobam 13-s miaRwia. aseve moimata sareklamo danaxarjebma, xolo
sawarmoo simZlavreebi 47 %-iT gafarTovda. garda amisa, cvlilebebi
reklamamac ganicada. pirveldawyebiTi gancxadebebi sainformacio-
saorientacio iyo da iuwyebodnen, rom `Lean Cuisine~-s saukeTeso gemo da
madis aRmZvreli Sexeduleba gaaCnia, vinaidan xorcSi cximis Semcveloba
10 %-iT naklebia da kerZis damzadebis dros mxolod naturaluri
produqtebi gamoiyeneba. marketingulma kvlevam aCvena, rom miznobrivma
bazarma icis produqtis es Tvisebebi, magram momxmareblebs imis
demonstrireba sWirdebaT, Tu ras niSnavs es maTTvis. amitom reklamam
orientacia imijze aiRo, xolo slogani ase JRerda: `gemo, romelic
geyvarebaT mTeli cxovrebis ganmavlobaSi~.

2.8. marketinguli kvlevis riskebi

wina paragrafSi ganxilul situaciebSi marketinguli kvlevebis

safuZvelze gamovlinda momxmarebelTa moTxovnilebebi, romelTa
dakmayofilebis mizniT menejerebi saqonlis SemuSavebas warmatebiT
axorcielebdnen. magram marketinguli kvlevebi warmatebis garantias
yovelTvis rodi iZlevian. marketinguli kvlevis Catarebisas kompaniebi
xvdebian sami saxis risks: 1) aucilebeli kvlevis Sesaxeb araswori
varaudi; 2) saWiro informaciis miRebisaTvis araswori kvlevis Catareba;
3) kvlevis Sedegad miRebuli monacemebis araswori axsna.
zemoaRniSnulis demonstrirebisaTvis moviyvanoT magaliTebi.
marTalia, kompania Colgate warmatebiT gavida globalur bazarze WurWlis
sarecxi saSualebis `Axion~-is meSveobiT, magram igi waawyda pirveli
saxis risks, roca TeTreulis sarecxi fxvnili `Fab I Shot~ gamouSva.
kompaniam araswori varaudi gaakeTa. man kvleva im mosazrebidan
gamomdinare Caatara, rom aSS-Si saqoneli, ZiriTadad, saojaxo
sargeblobisTvis gaiyideboda. gamomdinare iqidan, rom saqoneli
individualur paketebSi iyideboda, igi ufro moxerxebuli aRmoCnda

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martoxela adamianebisaTvis. Colgate-ma ki Caatara ojaxiani

momxmareblebis gamokiTxva, amitom reklama miznobrivi bazrisadmi ar iyo
mimarTuli da saqoneli Cawva maRaziis daxlebSi.
Coca-Cola-s gadawyvetileba, Seecvala Tavisi ZiriTadi markis -
`Coke~-is receptura, asaxavs meore saxis risks – kvlevis araswor
xasiaTs. kompaniis mier miRebuli gadawyvetileba recepturis Secvlis
Taobaze logikuri iyo, vinaidan marka kargavda bazris wils Pepsi-is
sasargeblod, romlis ZiriTadi momxmareblebi iyvnen Tineijerebi. Coca-
Cola-s menejerebma dasves kiTxva – ratom ar SeiZleba recepturis Secvla
iseTnairad, rom sasmeli ufro tkbili gaxdes da bazris ZiriTad
segments moewonos? masobrivi degustaciis mixedviT `Coke~-is axali
receptura `New Coke~ marTlac aWarbebda adre arsebuls, magram
recepturis cvlilebam Coca-Cola-s momxmarebelTa guliswyroma gamoiwvia,
romlebic TavianTi sayvareli sasmelisaTvis adrindeli gemos
dabrunebas moiTxovdnen. ramdenime Tvis Semdeg kompaniis xelmZRvaneloba
iZulebuli gaxda adrindel recepturas dabruneboda. bunebrivia, ismis
kiTxva – ra moxda? Coca-Cola-m `brma~ degustacia Caatara, e.i. boTlze ar
iyo etiketi, amitom momxmareblebi mxolod sasmelis gemoze reagirebdnen
da ara imijze. ra iqneboda maSin, Tu degustacia Catardeboda etiketian
boTlze? `Coke~ SeiZleba gamarjvebuliyo, vinaidan igi bevrisTvis
imaze metia, vidre ubralod ualkoholo sasmeli. kompania eyrdnoboda
im mosazrebas, rom misi konkurentuli pozicia mxolod sasmelis gemoTi
ganisazRvreba, riTac mxedvelobaSi gamorCa sakvanZo momenti –
momxmarebelTa damokidebuleba markisadmi.
kompania Ocean Spray Cranberries-ma Tavidan aicila mesame saxis riski –
informaciis araswori gageba, risTvisac skanirebis monacemebi axali
markis wvenis `Mauna Lai~-is gayidvis Sedegebis Sefasebisas gamoiyena.
monacemebma aCvenes, rom mosalodnelze naklebi iyo ganmeorebiTi yidvis
raodenoba, romliTac kompania bazarze sasurveli wilis mopovebas
fiqrobda. sxva SemTxvevaSi aseTi informacia SeiZleba markis
sawinaaRmdego sabuTi gamxdariyo. magram skanirebis monacemebma aCvenes,
rom ganmeorebiTi myidvelebi, romelTa raodenoba mosalodnelze
naklebi aRmoCnda, am sasmels ufro mets yidulobdnen. aseTi informaciis
miReba maRaziis SemowmebiT SeuZlebeli iyo. gaiTvaliswina ra calkeuli

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momxmareblis mier sasmelis ganmeorebiTi yidvis sixSire, kompaniam

gadawyvita, rom misi saSualebiT, saboloo jamSi, dasaxul miznebs
miaRwevda. marTlac, `Mauna Lai~ sakmaod warmatebuli marka aRmoCnda.

2.9. marketinguli kvlevebis mkacrad Catarebis uzrunvelyofa

imisaTvis, rom marketinguli kvlevis procesSi zemodasaxelebuli

riskebi Tavidan aviciloT da kvlevis Sedegebis gamoyeneba
uzrunvelvyoT, saWiroa maTi mkacrad Catareba. kvlevis simkacre miiRweva,
Tu miRebuli Sedegebi dasabuTebuli, saimedo da warmomadgenlobiTi
iqneba.
dasabuTebuloba – esaa saWiro informaciis miReba, romelic
kvlevis miznebs Seesabameba. magaliTad, SeiZleba eWvi Segveparos
sasmelebis `brma~ degustaciis dasabuTebulobaSi, romelic Caatara Coca-
Cola-m Pepsi-isTan upiratesobis dadgenaSi. midgoma damyarebuli iyo im
daSvebaze, rom gemo ualkoholo sasmelebisaTvis mjobinebis erTaderTi
faqtoria. SeiZleboda daeWveba imaSi, rom marka aseve gavlenas axdens
momxmarebelTa mjobinebaze. etiketis arsebobiT degustaciis Catareba
ufro dasabuTebuli iqneboda.
saimedooba miRebuli Sedegebis sizustea. mkvlevarebi monacemebis
Segrovebas gazomvis Secdomebis gareSe unda cdilobdnen. saimedo
kvlevam, misi ganmeorebiTi Catarebisas, igive Sedegebi unda mogvces.
saimedoobis arqonis magaliTad gamogvadgeba SemTxveva, romelic
ramdenime wlis win moxda Pepsi-is mier Tavisi ZiriTadi sasmelis `Coke~-
sTan Sedarebisas. Pepsi atarebda `brma~ degustacias, romlis drosac
momxmareblebs or identur boTls sTavazobdnen. erTi, romelic
danomrili iyo asoTi M, Seicavda Pepsi-s, xolo meore nomriT Q - `Coke~-s.
Pepsi namdvili favoriti iyo da kompaniam am faqtis reklamireba moaxdina.
maSin Coca-Cola-m Caatara kvleva da daadgina, rom momxmareblebi
upiratesobas M asoTi aRniSnul etikets aniWebdnen da ara boTlis

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Semadgenlobas. sxvanairad rom vTqvaT, bevrma Pepsi airCia ara gemos

mixedviT, aramed etiketis wyalobiT. am kvlevis safuZvelze Coca-Cola
mivida im daskvnamde, rom Pepsi-is mier Catarebuli degustacia arasaimedo
iyo. man amis Sesaxeb ganacxada reklamiT da aCvena, rom roca
momxmareblebs sTavazobdnen erTnair sasmels `Coke~-s boTlebze
aRniSnuli asoebiT M da Q, pirveli iyo favoriti.
warmomadgenlobiToba – esaa done, romelic momxmarebelTa
SerCevis mTlianobas axasiaTebs. mkvlevarebs iSviaTad Tu SeuZliaT
yvela momxmareblis gamokiTxva, amitom tardeba SerCeva, romelic
mTlianobas, e.i. mTel sakvlev bazars warmoadgens.

2.10. marketinguli kvlevis tipebi

qvemoT ganxilulia marketinguli kvlevis ori ZiriTadi tipi:

specialuri da regularuli.
specialuri marketinguli kvleva exeba gansazRvrul marketingul
problemas da iTvaliswinebs monacemebis erTjerad Segrovebas
respondentebis erTi SerCevidan drois erT romelime momentSi.
specialuri marketinguli kvlevis magaliTia saqonlisadmi
momxmarebelTa damokidebulebis kvleva, saqonlis testireba, reklamis
efeqtianobis Semowmeba, korporaciuli imijis kvleva, momxmarebelTa
dakmayofilebis donis dadgena da sxva. specialuri kvlevebi ori
saxisaa: SekveTili da universaluri. SekveTili kvlevebi konkretuli
klientis moTxovnis gaTvaliswinebiT tardeba. amitom igi sakmaod
ZviradRirebulia. universaluri kvlevis Catarebisas SemkveTs
SesaZlebloba aqvs, rom misTvis saintereso kiTxvebi anketebSi
ganaTavsos. aseTi gamokiTxva SeiZleba uamrav Temas moicavdes, Tu
`saanketo sivrce~ ramdenime klientis mieraa Sesyiduli. amasTan,
calkeuli klienti, sxva klientebTan erTad anketebis gamoyenebis
xarjze, mniSvnelovan ekonomias Rebulobs.

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regularuli kvlevebi. regularuli kvlevis procesSi tardeba

respondentebis erTi da igive jgufis mravaljeradi gamokiTxva.
regularuli kvlevebis ZiriTadi tipebia: momxmareblebis gamokiTxva,
sacalo vaWrobis auditi da telemayureblebis gamokiTxva.
momxmareblebis gamokiTxva xorcieldeba mravalricxovani ojaxebis
nebayofilobiTi momsaxurebis safuZvelze, romlebic garkveuli drois
ganmavlobaSi mkvlevarebs awvdian informaciebs maT mier Catarebuli
Sesyidvebis Sesaxeb. magaliTad, `sabakaleio gamokiTxvis~ procesSi
fiqsirdeba momxmareblebis mier nayidi saqonlis marka, SefuTvis saxe,
fasebi da maRaziebi, romlebSic saqoneli SeiZineba. aseTi informaciis
safuZvelze ganisazRvreba, magaliTad, ama Tu im markisadmi
momxmarebelTa damokidebuleba da misi cvlileba sxvadasxva faqtoris
zemoqmedebiT.
sacalo vaWrobis auditi regularuli kvlevis meore tipia. sacalo
vaWrobis sawarmoebTan (magaliTad, supermarketebTan) TanamSromlobiT
SeiZleba ganvsazRvroT, magaliTad, saqonlis calkeuli markis gayidvis
moculoba. amis gakeTeba advilia saqonlis gayidvis momentSi SefuTvaze
arsebuli Strix-kodebis lazeruli skanirebis gziT. marTalia, sacalo
vaWrobis auditi ama Tu im markisadmi momxmarebelTa loialurobis
dadgenis saSualebas ar gvaZlevs, magram igi sxvadasxva maRaziaSi
saqonlis gayidvis moculobis sakmaod zust Sefasebas uzrunvelyofs.
telemayureblebis gamokiTxva gvexmareba yovelwuTs
gaviTvaliswinoT auditoriis moculoba. sareklamo pauzebs eniWeba
gansazRvruli reitingebi (mocemuli programis mayurebelTa raodenobis
mixedviT), romliTac sareklamo drois anazRaureba xorcieldeba.
magaliTad, did britaneTSi aseT sistemas akontrolebs tele da
radiokompaniebis auditoriebis kvlevis sabWo. igi gazomvis process
axorcielebs specialuri mricxvelebis meSveobiT, romlebic afiqsireben
televizoris CarTvis mdgomareobas, sayurebeli arxis nomersa da im
pirovnebas, vinc teleprogramebs uyurebs.

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2.11. marketinguli kvlevis procesis zogadi daxasiaTeba

marketinguli kvleva warmoadgens gare samyarosTan firmis

damakavSirebel saSualebas, romelic exmareba marketologebs
mmarTvelobiTi saqmianobis ganxorcielebaSi. amasTan, yovel kompanias
aqvs Taviseburi warmodgena marketinguli kvlevebis Sesaxeb. zogierTi
kvlevebs mudmivad iyenebs firmis moTxovnis an bazris wilis
gansazRvrisaTvis, xolo sxvebi mimarTaven mas mxolod problemis
warmoqmnis an mniSvnelovani gadawyvetilebebis misaRebad, magaliTad,
bazarze axali produqtis gatanis dros.
marketinguli kvlevebis Sesaxeb firmis warmodgenis mixedviT
ganasxvaveben marketinguli kvlevebis ori saxis strategias – programul
da saproeqto strategiebs.

marketinguli kvlevebis programuli strategia aris kompaniis

warmodgena imis Sesaxeb, Tu ra adgils ikavebs marketinguli kvlevebi
marketingis gegmaSi. programuli strategia adgens, Tu romeli kvlevebi
unda Catardes da ra mizniT. man SeiZleba gansazRvros agreTve kvlevebis
periodulobac. programuli strategia, Cveulebriv, pasuxobs aseTnair
kiTxvebze: mizanSewonilia Tu ara kvlevebis Catareba? ra sixSiriT
unda Catardes kvlevebi? ra saxis kvlevebi unda Catardes?

marketinguli kvlevebis saproeqto strategia warmoadgens

calkeuli marketinguli kvlevis dagegmvas da ganxorcielebas.
saproeqto strategia, Cveulebriv, pasuxobs Semdegnair kiTxvebze: mas
Semdeg, roca gadavwyviteT marketinguli kvlevis Catareba, rogor unda
vimoqmedoT? gamokiTxva CavataroT anketebis Tu eleqtronuli
saSualebebis gamoyenebiT? ramdeni adamiani unda gamovkiTxoT? sxva
sityvebiT rom vTqvaT, saproeqto strategia gansazRvravs, Tu rogor
unda Catardes marketinguli kvleva, xolo programuli strategia adgens
kompaniis mier Casatarebeli marketinguli kvlevis tips.
TiToeuli kvleviTi problema moiTxovs misi gadaWrisadmi
gansakuTrebul midgomas. vinaidan yoveli aseTi problema Taviseburad
unikaluria, kvlevis procedura, rogorc wesi, misi Taviseburebebis

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gaTvaliswinebiT muSavdeba. amasTan, SeiZleba gamovyoT rigi etapebi, e.w.

kvlevis procesi, romelsac rekomendebulia mivsdioT kvleviTi proeqtis
SemuSavebisas (ix. nax. 2.6). qvemoT mocemulia am procesis zogadi
daxasiaTeba.

problemis gansazRvra SerCevis formireba da

monacemebis Segroveba

kvlevis proeqtis monacemebis analizi

(gegmis) tipis SerCeva da interpretacia

monacemTa Segrovebis kvlevis Sedegebis

meTodis gansazRvra Sesaxeb angariSis
momzadeba

monacemTa Segrovebis
formis SemuSaveba

nax. 2.6. marketinguli kvlevis procesis etapebi

problemis gansazRvra. marketinguli kvlevis erT-erT sakvanZo

funqcias warmoadgens sakvlevi problemis gamovlena. mxolod problemis
zustad dadgenis Semdeg SeiZleba ganxorcieldes kvleva, romelic
aucilebeli informaciis miRebas uzrunvelyofs. problemis gansazRvris
umniSvnelovanesi etapia konkretuli kvlevis proeqtis amocanis dasma.
yovel proeqts unda hqondes erTi an ramdenime amocana, romelTa gareSec
SeuZlebelia marketinguli kvlevis Semdgom etapze gadasvla.

kvlevis proeqtis (gegmis) tipis SerCeva. kvlevis proeqtis

SerCeva damokidebulia imaze, Tu raa cnobili problemis Sesaxeb. Tu
TiTqmis araferia cnobili sakvlevi movlenis Sesaxeb, SedarebiT
efeqtiania saZiebo kvlevis Catareba. rogorc wesi, saZiebo kvleva

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gamoiyeneba im SemTxvevaSi, roca gadasawyveti problema farToa da

ganusazRvreli. igi moicavs gamoqveynebuli monacemebis analizs,
kompetenturi specialistebis gamokiTxvas, fokus-jgufebis Catarebas an
iseTi dargobrivi literaturis Seswavlas, romlebSic SesaZlebelia
ganxiluli iyos analogiuri situaciebi. nebismier SemTxvevaSi, saZiebo
kvlevis erT-erT mniSvnelovan maxasiaTebels warmoadgens misi
moqniloba. vinaidan mocemul etapze mkvlevarebma TiTqmis araferi ician
problemis Sesaxeb, isini, umeteswilad, TavianT intuicias unda
daeyrdnon.
meore mxriv, Tu problema zustadaa gansazRvruli, aucilebelia
aRwerilobiTi an kauzaluri kvlevebis gamoyeneba. mocemuli variantebi
monacemebis Segrovebis procesSi moqnili araa. aRwerilobiTi kvlevis
dros ganisazRvreba raimes gamovlenis sixSire an ori cvladis
kovariaciis done. kauzalur kvlevebSi gamoiyeneba eqsperimentebi,
romliTac cvladebs Soris mizez-Sedegobrivi damokidebuleba dgindeba.

monacemebis Segrovebis meTodis gansazRvra . xSirad saWiro

informacia ukve arsebobs meoradi informaciis an monacemebis saxiT,
romlebic Segrovebulia sxva miznebisaTvis. aseTi monacemebi
SesaZlebelia arsebobdes firmis Sida informaciul sistemaSi, romelic
miRebulia momxmareblebis sagarantio talonebis, savaWro
wamomadgenlebis angariSis an biTumad myidvelebis SekveTebis formiT.
Tu firmas ar gaaCnia aucilebeli informacia, misi mopoveba dasaSvebia
Sesabamisi literaturis, samTavrobo organizaciebis mier gamoqveynebuli
statistikuri monacemebis an savaWro asociaciebis angariSebis gacnobiT.
dabolos, Tu arcerTi zemoxsenebuli wyaro araa xelsayreli, firma
mimarTavs komerciul kvleviT organizaciebs, romlebsac saWiro
informacia SeiZleba ukve Segrovebuli hqondeT. cxadia, firmam aseTi
informaciisaTvis unda gadaixados, magram igi, rogorc wesi, pirvelad
kvlevebTan SedarebiT ufro iafia. nebismier SemTxvevaSi, kvleviTi
proeqtis gansaxorcieleblad droisa da resursebis daxarjvamde,
marketologebma arsebuli informaciis wyaroebi unda Seiswavlon.
im SemTxvevaSi, roca saWiro informacia ar moiZebneba an
gamousadegari formiT arsebobs, marketologebma unda Seagrovon

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pirveladi informacia. aseT situaciaSi mkvlevarebma unda upasuxon

Semdeg kiTxvebs: rogor sjobia monacemebis Segroveba – anketirebiT Tu
dakvirvebiT? rogor unda Catardes dakvirveba – piradad Tu
kompiuteris daxmarebiT? rogor unda daisvas kiTxvebi – personalurad,
telefoniT, faqsiT Tu eleqtronuli saSualebebiT?

monacemebis Segrovebis formebis SemuSaveba. mas Semdeg, roca

mkvlevarebi gansazRvraven kvlevis meTods, maT unda SeimuSaon forma an
anketa, romelSic Seitaneba dakvirvebis an gamokiTxvis Sedegebi. vTqvaT,
unda gamoviyenoT anketa. am SemTxvevaSi pasuxi unda gaeces Semdeg
kiTxvebs: saWiroa Tu ara davsvaT alternatiuli kiTxvebis garkveuli
nakrebi, romlidanac respondenti SearCevs erTs, Tu mivceT mas sakuTari
sityvebiT pasuxis gacemis SesaZlebloba? respondentebisaTvis
gamokiTxvis mizani unda iyos cxadi, Tu faruli? unda SevTavazoT Tu
ara respondentebs raime movlenis Sesafaseblad skala? Tu diax, maSin
romeli skala?

SerCevis formireba da monacemebis Segroveba. monacemebis

Segrovebis xerxebis gansazRvris Semdeg mkvlevarebma unda gadawyviton,
isini respondentebis Tu romel jgufs daukvirdebian an gamokiTxaven.
kvlevis saxeobis mixedviT aseT jgufs SeiZleba warmoadgendes
diasaxlisebi, sportuli avtomobilis mZRolebi, CogburTis moTamaSeebi
da a.S. mTlianobis nawils, romelic kvlevisaTvis SeirCeva, amonakrebi
ewodeba.
amonakrebis dagegmvisas mkvlevarebma unda daadginon: 1) SerCevis
obieqti, e.i. generaluri erTobliobis elementebis CamonaTvali, saidanac
aiReba SerCeva; 2) SerCevis formirebis procedura; 3) SerCevis moculoba.
arasworad gakeTebulma SerCevam SeiZleba savavalo Sedegebi gamoiwvios,
rasac qvemoT movanili magaliTic adasturebs. ZaRlebis sakvebis
mwarmoebelma erT-erTma kompaniam damoukideblad Caatara marketinguli
kvleva, moaxdina SefuTvis moculobisa da dizainis, agreTve promouSenis
yvela elementis testireba. Semdgom gauSva axali produqtis reklama,
SearCia gasaRebis Sesabamisi arxebi da gaitana saqoneli bazarze.
yovelive amis Sedegad kompaniis gayidvebis moculoba mniSvnelovnad

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gaizarda. magram ori Tvis Semdgom situacia Seicvala – ganmeorebiTi

gayidvebi ar Sedga. kompaniam daxmarebisaTvis mimarTa specialistebs,
romlebmac axali sakvebi uSualod ZaRlebs SesTavazes. magram ZaRlebi
arc ki miekarnen sakvebs. rogorc aRmoCnda, kompaniis mier Catarebuli
marketinguli kvlevis dros aravis ar mosvlia azri, produqti
ZaRlebisaTvis gasasinjad mieca. es Zveli, magram klasikuri magaliTi
gviCvenebs imas, rom SerCevis araswori formulireba xSirad
katastroful Sedegebs iwvevs.
SerCevis maxasiaTeblebis gansazRvris Semdeg iwyeba monacemebis
Segroveba, romelic xSirad savele pirobebSi tardeba. savele
meTodebis gamoyenebis aucileblobas ganapirobebs monacemebis
Segrovebis meTodi, Sesagrovebeli informaciis saxe da SerCevis
maxasiaTeblebi.

monacemebis analizi da interpretacia. mkvlevarebma SeiZleba

Seagrovon uamravi monacemebi, romlebic usargeblo iqneba, Tu ar
moxdeba maTi gaanalizeba da interpretacia gadasawyveti problemis
Sesabamisad. monacemebis analizi, rogorc wesi, ramdenime etaps moicavs.
esenia: redaqtireba, kodireba da tabulireba. magaliTad, mkvlevarebma
gamokiTxes qalebi imis Sesaxeb, Tu rogor moswonT maT kosmetikis axali
marka. respondentebis pasuxebi SeiZleba dajgufdes maTi asakis,
Semosavlebis donis da sxva maCveneblebis mixedviT. monacemebis analizi
yvela kvlevis dros aucilebelia. analizis statistikuri meTodebis
SerCeva damokidebulia konkretuli kvlevis Taviseburebebze.

kvlevis Sedegebis Sesaxeb angariSis momzadeba. kvlevis Sedegebis

angariSi esaa dokumenti, romelic asaxavs kvlevis mTlian rezultatebs
da waredgineba firmis xelmZRvanelobas. swored igi asaxavs kvlevaSi
Cadebul Zalisxmevas da mis efeqtianobas. amitom angariSi unda iyos
cxadi da zusti, romelic misi Semdgomi gamoyenebis SesaZleblobas
ganapirobebs.

marketinguli kvlevis procesis etapebi urTierTdakavSirebulia.

gadawyvetilebebi, romlebic erT etapze miiReba, gavlenas axdenen

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danarCen etapze miRebul gadawyvetilebebze. amitom nebismier etapze

proceduris xelaxali ganxilva (gadasinjva) xSirad moiTxovs sxva
danarCenebis cvlilebas. aRniSnulidan gamomdinare, marketinguli
kvlevis procesSi aucilebelia Secdomebis Tavidan acileba.
umniSvnelovanesi Secdoma, romelic aucileblad unda gvaxsovdes
kvleviTi proeqtis SemuSavebisas, esaa saerTo (jamuri) Secdoma. cxadia,
yvela etapi aucilebeli da mniSvnelovania, amitom romelime maTganze
gadaWarbebuli yuradRebis miqceva, sxvebis ignorirebis xarjze,
saxifaToa. magaliTad, zogierTi damwyebi mkvlevari, Secdomis
Semcirebis mizniT, aqtiurad iyenebs didi moculobis SerCevas. amiT igi
ver acnobierebs im faqts, rom SerCevis moculobis momatebam SeiZleba
gamoiwvios kvleviTi proeqtis saerTo Secdomis zrda. davuSvaT, rom
kvlevis pirobidan gamomdinare, saWiroa mkvlevarebma darekon
satelefono cnobarebidan SemTxveviT SerCeul respondentTa nomrebze.
maSinac ki, roca nomrebi warmoadgenen reprezentaciuls gamosakiTxTa
mTlianobidan, saboloo Sedegebis miRebis gzaze SeiZleba daSvebuli
iqnes arsebiTi Secdoma. kerZod, mkvlevarebi, romlebic muSaoben dilis
cxra saaTidan saRamos xuT saaTamde, ueWvelad, Seejaxebian sirTuleebs
im ojaxebTan dakavSirebisas, romelTa meuRleebi muSaoben. Tu ar
gaviTvaliswinebT am potenciur Secdomas, kvlevaSi SeiZleba
warmodgenili iyos is respondentebi, romlebic samuSao dros saxlSi
imyofebian. aseTia xnieri adamianebi, ojaxebi mcirewlovani bavSvebiT an
umuSevrebi. cxadia, rac ufro didia SerCevis moculoba, miT metia
mocemuli jgufis respondentebis mosazrebebis xvedriTi wona.
bunebrivia, aseTi Secdoma proeqtis saerTo Secdomaze gavlenas
moaxdens.
amrigad, saerTo Secdoma da ara TiToeuli stadiis Secdoma,
warmoadgens kvleviTi proeqtis SedarebiT mniSvnelovan Secdomas.
amasTan, xSiria SemTxveva, roca kerZo Secdomebi an kvlevis etapebis
Secdomebi saerTo Secdomis zrdas ganapirobeben.

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Tavi 3. marketinguli kvlevis procesi

3.1. marketinguli kvlevis etapebi

marketinguli kvleva warmoadgens gare samyarosTan firmis

damakavSirebel saSualebas, romelic exmareba marketologebs
mmarTvelobiTi saqmianobis ganxorcielebaSi. amasTan, yovel kompanias
aqvs Taviseburi warmodgena marketinguli kvlevebis Sesaxeb. zogierTi
kvlevebs mudmivad iyenebs firmis moTxovnis an bazris wilis
gansazRvrisaTvis, xolo sxvebi mimarTaven mas mxolod problemis
warmoqmnis an mniSvnelovani gadawyvetilebebis misaRebad, magaliTad,
bazarze axali produqtis gatanis dros.
marketinguli kvlevebis Sesaxeb firmis warmodgenis mixedviT
ganasxvaveben marketinguli kvlevebis ori saxis strategias – programul
da saproeqto strategiebs.

marketinguli kvlevebis programuli strategia aris kompaniis

warmodgena imis Sesaxeb, Tu ra adgils ikavebs marketinguli kvlevebi
marketingis gegmaSi. programuli strategia adgens, Tu romeli kvlevebi
unda Catardes da ra mizniT. man SeiZleba gansazRvros agreTve kvlevebis
periodulobac. programuli strategia, Cveulebriv, pasuxobs aseTnair
kiTxvebze: mizanSewonilia Tu ara kvlevebis Catareba? ra sixSiriT
unda Catardes kvlevebi? ra saxis kvlevebi unda Catardes?

marketinguli kvlevebis saproeqto strategia warmoadgens

calkeuli marketinguli kvlevis dagegmvas da ganxorcielebas.
saproeqto strategia, Cveulebriv, pasuxobs Semdegnair kiTxvebze: mas
Semdeg, roca gadavwyviteT marketinguli kvlevis Catareba, rogor unda
vimoqmedoT? gamokiTxva CavataroT anketebis Tu eleqtronuli
saSualebebis gamoyenebiT? ramdeni adamiani unda gamovkiTxoT? sxva
sityvebiT rom vTqvaT, saproeqto strategia gansazRvravs, Tu rogor
unda Catardes marketinguli kvleva, xolo programuli strategia adgens
kompaniis mier Casatarebeli marketinguli kvlevis tips.

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TiToeuli kvleviTi problema moiTxovs misi gadaWrisadmi

gansakuTrebul midgomas. vinaidan yoveli aseTi problema Taviseburad
unikaluria, kvlevis procedura, rogorc wesi, misi Taviseburebebis
gaTvaliswinebiT muSavdeba. amasTan, SeiZleba gamovyoT rigi etapebi, e.w.
kvlevis procesi, romelsac rekomendebulia mivsdioT vleviTi proeqtis
SemuSavebisas (ix. nax. 3.1). qvemoT mocemulia am procesis zogadi
daxasiaTeba.

problemis gansazRvra SerCevis formireba

da monacemebis
Segroveba

kvlevis proeqtis
(gegmis) tipis SerCeva monacemebis analizi
da interpretacia

monacemTa Segrovebis
kvlevis Sedegebis
meTodis gansazRvra
Sesaxeb angariSis
momzadeba

monacemTa Segrovebis
formebis SemuSaveba

nax. 3.1. marketinguli kvlevis procesis etapebi

problemis gansazRvra. marketinguli kvlevis erT-erT sakvanZo

funqcias warmoadgens sakvlevi problemis gamovlena. mxolod problemis
zustad dadgenis Semdeg SeiZleba ganxorcieldes kvleva, romelic
aucilebeli informaciis miRebas uzrunvelyofs. problemis gansazRvris
umniSvnelovanesi etapia konkretuli kvlevis proeqtis amocanis dasma.
yovel proeqts unda hqondes erTi an ramdenime amocana, romelTa gareSec
SeuZlebelia marketinguli kvlevis Semdgom etapze gadasvla.

kvlevis proeqtis (gegmis) tipis SerCeva. kvlevis proeqtis

SerCeva damokidebulia imaze, Tu raa cnobili problemis Sesaxeb. Tu

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TiTqmis araferia cnobili sakvlevi movlenis Sesaxeb, SedarebiT

efeqtiania saZiebo kvlevis Catareba. rogorc wesi, saZiebo kvleva
gamoiyeneba im SemTxvevaSi, roca gadasawyveti problema farToa da
ganusazRvreli. igi moicavs gamoqveynebuli monacemebis analizs,
kompetenturi specialistebis gamokiTxvas, fokus-jgufebis Catarebas an
iseTi dargobrivi literaturis Seswavlas, romlebSic SesaZlebelia
ganxiluli iyos analogiuri situaciebi. nebismier SemTxvevaSi, saZiebo
kvlevis erT-erT mniSvnelovan maxasiaTebels warmoadgens misi
moqniloba. vinaidan mocemul etapze mkvlevarebma TiTqmis araferi ician
problemis Sesaxeb, isini, umeteswilad, TavianT intuicias unda
daeyrdnon.
meore mxriv, Tu problema zustadaa gansazRvruli, aucilebelia
aRwerilobiTi an kauzaluri kvlevebis gamoyeneba. mocemuli variantebi
monacemebis Segrovebis procesSi moqnili araa. aRwerilobiTi kvlevis
dros ganisazRvreba raimes gamovlenis sixSire an ori cvladis
kovariaciis done. kauzalur kvlevebSi gamoiyeneba eqsperimentebi,
romliTac cvladebs Soris mizez-Sedegobrivi damokidebuleba dgindeba.

monacemebis Segrovebis meTodis gansazRvra . xSirad saWiro

informacia ukve arsebobs meoradi informaciis an monacemebis saxiT,
romlebic Segrovebulia sxva miznebisaTvis. aseTi monacemebi
SesaZlebelia arsebobdes firmis Sida informaciul sistemaSi, romelic
miRebulia momxmareblebis sagarantio talonebis, savaWro
wamomadgenlebis angariSis an biTumad myidvelebis SekveTebis formiT.
Tu firmas ar gaaCnia aucilebeli informacia, misi mopoveba dasaSvebia
Sesabamisi literaturis, samTavrobo organizaciebis mier gamoqveynebuli
statistikuri monacemebis an savaWro asociaciebis angariSebis gacnobiT.
dabolos, Tu arcerTi zemoxsenebuli wyaro araa xelsayreli, firma
mimarTavs komerciul kvleviT organizaciebs, romlebsac saWiro
informacia SeiZleba ukve Segrovebuli hqondeT. cxadia, firmam aseTi
informaciisaTvis unda gadaixados, magram igi, rogorc wesi, pirvelad
kvlevebTan SedarebiT ufro iafia. nebismier SemTxvevaSi, kvleviTi
proeqtis gansaxorcieleblad droisa da resursebis daxarjvamde,
marketologebma arsebuli informaciis wyaroebi unda Seiswavlon.

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im SemTxvevaSi, roca saWiro informacia ar moiZebneba an

gamousadegari formiT arsebobs, marketologebma unda Seagrovon
pirveladi informacia. aseT situaciaSi mkvlevarebma unda upasuxon
Semdeg kiTxvebs: rogor sjobia monacemebis Segroveba – anketirebiT Tu
dakvirvebiT? rogor unda Catardes dakvirveba – piradad Tu
kompiuteris daxmarebiT? rogor unda daisvas kiTxvebi – personalurad,
telefoniT, faqsiT Tu eleqtronuli saSualebebiT?

monacemebis Segrovebis formebis SemuSaveba. mas Semdeg, roca

mkvlevarebi gansazRvraven kvlevis meTods, maT unda SeimuSaon forma an
anketa, romelSic Seitaneba dakvirvebis an gamokiTxvis Sedegebi. vTqvaT,
unda gamoviyenoT anketa. am SemTxvevaSi pasuxi inda gaeces Semdeg
kiTxvebs: saWiroa Tu ara davsvaT alternatiuli kiTxvebis garkveuli
nakrebi, romlidanac respondenti SearCevs erTs, Tu mivceT mas sakuTari
sityvebiT pasuxis gacemis SesaZlebloba? respondentebisaTvis
gamokiTxvis mizani unda iyos cxadi, Tu faruli? unda SevTavazoT Tu
ara respondentebs raime movlenis Sesafaseblad skala? Tu diax, maSin
romeli skala?

SerCevis formireba da monacemebis Segroveba. monacemebis

Segrovebis xerxebis gansazRvris Semdeg mkvlevarebma unda gadawyviton,
isini respondentebis Tu romel jgufs daukvirdebian an gamokiTxaven.
kvlevis saxeobis mixedviT aseT jgufs SeiZleba warmoadgendes
diasaxlisebi, sportuli avtomobilis mZRolebi, CogburTis moTamaSeebi
da a.S. mTlianobis nawils, romelic kvlevisaTvis SeirCeva, amonakrebi
ewodeba.
amonakrebis dagegmvisas mkvlevarebma unda daadginon: 1) SerCevis
obieqti, e.i. generaluri erTobliobis elementebis CamonaTvali, saidanac
aiReba SerCeva; 2) SerCevis formirebis procedura; 3) SerCevis moculoba.
arasworad gakeTebulma SerCevam SeiZleba savavalo Sedegebi gamoiwvios,
rasac qvemoT movanili magaliTic adasturebs. ZaRlebis sakvebis
mwarmoebelma erT-erTma kompaniam damoukideblad Caatara marketinguli
kvleva, moaxdina SefuTvis oculobisa da dizainis, agreTve promouSenis
yvela elementis testireba. Semdgom gauSva axali produqtis reklama,

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SearCia gasaRebis Sesabamisi arxebi da gaitana saqoneli bazarze.

yovelive amis Sedegad kompaniis gayidvebis mocloba mniSvnelovnad
gaizarda. magram ori Tvis Semdgom situacia Seicvala – ganmeorebiTi
gayidvebi ar Sedga. kompaniam daxmarebisaTvis mimarTa specialistebs,
romlebmac axali sakvebi uSualod ZaRlebs SesTavazes. magram ZaRlebi
arc ki miekarnen sakvebs. rogorc aRmoCnda, kompaniis mier Catarebuli
marketinguli kvlevis dros aravis ar mosvlia azri, produqti
ZaRlebisaTvis gasasinjad mieca. es Zveli, magram klasikuri magaliTi
gviCvenebs imas, rom SerCevis araswori formulireba xSirad
katastroful Sedegebs iwvevs.
SerCevis maxasiaTeblebis gansazRvris Semdeg iwyeba monacemebis
Segroveba, romelic xSirad savele pirobebSi tardeba. savele
meTodebis gamoyenebis aucileblobas ganapirobebs monacemebis
Segrovebis meTodi, Sesagrovebeli informaciis saxe da SerCevis
maxasiaTeblebi.

monacemebis analizi da interpretacia. mkvlevarebma SeiZleba

Seagrovon uamravi monaceni, romlebic usargeblo iqneba, Tu ar moxdeba
maTi gaanalizeba da interpretacia gadaswyveti problemis Sesabamisad.
monacemebis analizi, rogorc wesi, ramdenime etaps moicavs. esenia:
redaqtireba, kodireba da tabulireba. magaliTad, mkvlevarebma
gamokiTxes qalebi imis Sesaxeb, Tu rogor moswonT maT kosmetikis axali
mara. respondentebis pasuxebi SeiZleba dajgufdes maTi asakis,
Semosavlebis donis da sxva maCveneblebis mixedviT. monacemebis analizi
yvela kvlevis dros aucilebelia. analizis statistikuri meTodebis
SerCeva damokidebulia konkretuli kvlevis Taviseburebebze.

kvlevis Sedegebis Sesaxeb angariSis momzadeba. kvlevis Sedegebis

angariSi esaa dokumenti, romelic asaxavs kvlevis mTlian rezultatebs
da waredgineba firmis xelmZRvanelobas. swored igi asaxavs kvlevaSi
Cadebul Zalisxmevas dam is efeqtianobas. amitom angariSi unda iyos
cxadi da zusti, romelic misi Semdgomi gamoyenebis SesaZleblobas
ganapirobebs.

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marketinguli kvlevis procesis etapebi urTierTdakavSirebulia.

gadawyvetilebebi, romlebic erT etapze miiReba, gavlenas axdenen
danarCen etapze miRebul gadawyvetilebebze. amitom nebismier etapze
proceduris xelaxali ganxilva (gadasinjva) xSirad moiTxovs sxva
danarCenebis cvlilebas. aRniSnulidan gamomdinare, marketinguli
kvlevis procesSi aucilebelia Secdomebis Tavidan acileba.
umniSvnelovanesi Secdoma, romelic aucileblad unda gvaxsovdes
kvleviTi proeqtis SemuSavebisas, esaa saerTo (jamuri) Secdoma. cxadia,
yvela etapi aucilebeli da mniSvnelovania, amitom romelime maTganze
gadaWarbebuli yuradRebis miqceva, sxvebis ignorirebis xarjze,
saxifaToa. magaliTad, zogierTi damwyebi mkvlevari, Secdomis
Semcirebis mizniT, aqtiurad iyenebs didi moculobis SerCevas. amiT igi
ver acnobierebs im faqts, rom SerCevis moculobis momatebam SeiZleba
gamoiwvios kvleviTi proeqtis saerTo Secdomis zrda. davuSvaT, rom
kvlevis pirobidan gamomdinare, saWiroa mkvlevarebma darekon
satelefono cnobarebidan SemTxveviT SerCeul respondentTa nomrebze.
maSinac ki, roca nomrebi warmoadgenen reprezentaciuls gamosakiTxTa
mTlianobidan, saboloo Sedegebis miRebis gzaze SeiZleba daSvebuli
iqnes arsebiTi Secdoma. kerZod, mkvlevarebi, romlebic muSaoben dilis
cxra saaTidan saRamos xuT saaTamde, ueWvelad, Seejaxebian sirTuleebs
im ojaxebTan dakavSirebisas, romelTa meuRleebi muSaoben. Tu ar
gaviTvaliswinebT am potenciur Secdomas, kvlevaSi SeiZleba
warmodgenili iyos is respondentebi, romlebic samuSao dros saxlSi
imyofebian. aseTia xnieri adamianebi, ojaxebi mcirewlovani bavSvebiT an
umuSevrebi. cxadia, rac ufro didia SerCevis moculoba, miT metia
mocemuli jgufis respondentebis mosazrebebis xvedriTi wona.
bunebrivia, aseTi Secdoma proeqtis saerTo Secdomaze gavlenas
moaxdens.
amrigad, saerTo Secdoma da ara TiToeuli stadiis Secdoma,
warmoadgens kvleviTi proeqtis SedarebiT mniSvnelovan Secdomas.
amasTan, xSiria SemTxveva, roca kerZo Secdomebi an kvlevis etapebis
Secdomebi saerTo Secdomis zrdas ganapirobeben.

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3.2. marketinguli kvlevebis organizacia

marketinguli kvlevebis warmatebas, ZiriTadad, uzrunvelyofs

marketinguli samsaxuris organizacia, kerZod, adamianuri faqtorebi.
kvlevebis xarisxs, upirveles yovlisa, TanamSromlebis kvalifikacia,
maTi gamocdileba da codna ganapirobebs. cxadia, kvlevis Sedegebi aseve
mniSvnelovnadaa damokidebuli marketinguli samsaxuris teqnikur
aRWurvilobaze, misi kompiuterizaciis doneze, telekomunikaciis
saSualebebis arsebobaze da a.S. dabolos, kvlevis Sedegebze gavlenas
axdens agreTve jgufis SigniT arsebuli urTierTobebi, rogoricaa
ierarqia, koleqtivis mikroklimati, urTierTdaxmareba, mxardaWera da
TanamSromloba an xrikebis mowyoba, intrigebi da dasmenoba.
marketinguli samsaxuris saqmianobis warmarTvaSi didi roli eniWeba
menejerebsa da koordinatorebs. firmis marketinguli kvlevis
saqmianobis organizaciis ganviTarebaSi SesaZlebelia gamovyoT sami
varianti.
1) firmaSi marketingis samsaxuri araa Seqmnili. informaciis
Segrovebas da mis analizs axorcielebs sxvadasxva
ganyofileba, romelTa saqmianoba dakavSirebulia
marketingTan. aseTi situacia xasiaTdeba Semdegi pirobiT:
marketingi meorexarisxovan rols TamaSobs firmis
saqmianobaSi;
2) firmaSi arsebobs marketingis lokalizebuli samsaxuri,
romelic organizebulia matriculi an funqcionaluri
principiT. TiToeli qvedanayofi Tavisi kompetenciis
farglebSi agrovebs da aanalizebs informacias, xolo
daskvnebi da rekomendaciebi gadaecema xelmZRvanels
(koordinators). am dros dasaSvebia Semdegi piroba:
marketingi mniSvnelovan rols asrulebs firmis saqmianobaSi.
sabazro situacia stabiluria da sakmaod martivia;
3) kvleviTi samuSaoebis didi moculoba iwvevs marketinguli
samsaxuris farglebSi marketinguli kvlevebis ganyofilebis
Seqmnas. aseTi ganyofileba kompleqtdeba specialistebiT,

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aRiWurveba kompiuteruli teqnikiT da, Sesabamisad, aigeba

iseTnairi struqturiT, rom SesaZlebeli iyos marketinguli
kvlevis yvela etapis Catareba. marketinguli kvlevis
ganyofilebis mier miwodebuli daskvnebi da rekomendaciebi
gaiTvaliswineba marketingis strategiuli da operaciuli
gegmebis SemuSavebisas. aseTi mdgomareobisaTvis
damaxasiaTebelia Semdegi piroba: marketingi asrulebs wamyvan
rols firmis saqmianobaSi. bazarze arsebuli situacia
rTulia da aramdgradi. bazris mastabebi sakmaod didia.

marketigis samsaxuris mier Sesrulebuli funqciebis farTo

diapazoni, rTuli pirdapiri da ukukavSirebi warmoSobs sainformacio-
analitikuri ganyofilebisadmi seriozul moTxovnebs, kerZod, Sesabamisi
ierarqiuli struqturis Seqmnis aucileblobas. aseT pirobebSi
marketinguli kvlevis ganyofilebis saqmianoba unda daefuZnos Semdeg
principebs:
1) mecnieruloba, e.i. marketingis Teoriis moTxovnebis dacva;
2) mobiluroba, e.i. miRebuli gadawyvetilebebis dauyoneblivi
Sesruleba, mkacrad dadgenil vadebSi kvlevebis Catareba;
3) moqniloba, e.i. imis unari, rom aucileblobis SemTxvevaSi
operatiulad Seicalos kvlevis sfero, xolo sabazro
situaciis cvlilebis Sesabamisad, aqcenti kvlevis sxvadasxva
mimarTulebebze iqnes gadatanili;
4) manevrirebadoba, e.i. imis codna, Tu rogor moxdes garemos
gaurkvevel situaciebze adekvaturi reagireba, mudmivad
cvalebadi pirobebisa da SemTxveviTi faqtorebis
moqmedebisadmi adaptireba, kvlevis prioritetebis gansazRvra
da a.S.
5) daJinebuloba, e.i. ganzraxuli gegmebis cxovrebaSi ganuxreli
gatareba, saWiro informaciis aucilebeli mopoveba;
6) demokratiuloba, e.i. marketinguli kvlevis ganyofilebis
xelmZRvanelsa da qveSevdromebs Soris megobruli,
keTilganwyobili urTierTobis Sexameba saSemsruleblo
disciplinis mkacr moTxovnebsa da kontrolTan, agreTve

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TanamSromlebSi pasuxismgeblobis grZnobis gamomuSaveba da

saqmiani klimatis uzrunvelyofa. magaliTad, kompania BMW
Tvlis, rom adamianur faqtorze investiviebi arasodes ar
unda dainano. aucilebelia TanamSromlebis materialuri da
moraluri waxalisebis sistemis mudmivi srulyofa, maTSi
sakuTari organizaciisadmi loialurobis grZnobis
Camoyalibeba.

uamravi praqtikuli magaliTi cxadyofs, rom firmebis komerciuli

warmateba an marcxi bazarze mniSvnelovnadaa ganpirobebuli
marketinguli kvlevis efeqtianobaze, romelic, Tavis mxriv, personalis
kvalifikaciasa da gamocdilebazea damokidebuli. gadawyvetilebebis
miReba, maTi cxovrebaSi Tavisdrouli gatareba informaciul-analitikur
uzrunvelyofas moiTxovs. amisaTvis saWiroa marketinguli samsaxuris
farglebSi gansakuTrebuli organizaciuli struqturis formireba. aq
saubaria Sromis danawilebasa da specializaciaze, romelic personalis
SedarebiT srulad da efeqtianad gamoyenebas uzrunvelyofs. ar unda
dagvaviwydes, rom sainformacio-analitikur saqmianobaSi dakavebul
specialistebs unda gaaCndeT maRali kvalifikacia. amisaTvis isini unda
akmayofilebdnen Semdeg moTxovnebs:
 safuZvlianad erkveodnen marketingis Teoriasa da praqtikaSi,
agreTve marketinguli saqmianobis meTodebsa da formebSi;
 mudmivad iyvnen sabazro situaciebis kursSi;
 flobdnen informaciis Segrovebisa da misi damuSavebis
xerxebs;
 SeeZloT kompiuterTan muSaoba programuli paketebis
gamoyenebiT;
 icodnen statistikis, ekonometrikis, sociometriisa da
kvalimetriis safuZvlebi;
 monacemebis analizis safuZvelze SeeZloT daskvnebis
Camoyalibeba da dasabuTebuli rekomendaciebis SemuSaveba;
 pasuxi agon TavianT Sefasebebsa da prognozebze.
marketinguli kvlevis ganyofilebis ricxovnoba da Semadgenloba,
agreTve funqciebis nakrebi da damoukideblobis done damokidebulia

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TviTon firmis sidideze, mis safinanso-ekonomikur da SromiT

potencialze.
msxvili firmebi, romlebsac produqciis didi moculoba da farTo
asortimenti gaaCniaT, gverds ver uvlian mravlricxovan da Rrmad
struqturizebul, ierarqiulad agebul marketingis samsaxurs, romelSic
calkea warmodgenili sainformacio-analitikuri sistema. aseTi
kompaniebis finansuri SesaZleblobebi saSualebas iZleva, rom miizidon
maRalkvalificiuri personali, moaxdinon Sromis danawileba da
aucileblobis SemTxvevaSi filialebic ki Seqmnan.
saSualo firmebi SedarebiT mokrZalebulni arian TanamSromelTa
ricxovnobaSi, magram maT sakmaod struqturirebuli marketingis
samsauri gaaCniaT. bunebrivia, aq specializaciis done dabalia da
dasaSvebia valdebulebebis, maT Soris operaciulis, sainformacio-
analitikur funqciebTan SeTavseba.
mcire firmebi iSviaTad qmnian damoukidebel marketingis
samsaxurs. ukeTes SemTxvevaSi marketinguli saqmianobis, maT Soris
marketinguli kvlevebis, valdebulebebi SeTavsebiT ekisreba firmis erT-
erT TanamSromels. amitom ganviTarebul qveynebSi aseTi firmebi
erTiandebian asociaciebSi, romlebic uzrunvelyofen marketinguli
strategiis SemuSavebas, bazris Seswavlas, erToblivi reklamis
ganxorcielebas da a.S. zogierT qveyanaSi marketingis sainformacio-
analitikur da konsaltingur saqmianobas axorcieleben saxelmwifo
organoebi, kerZod, soflis meurneobis an vaWrobis saministroebi,
statistikuri samsaxurebi da sxva, romlebic saSualo da mcire bizness
awvdian rekomendaciebs, cxadia, saerTo nacionaluri interesebis
gaTvaliswinebiT. ucxoeTSi sakmaod gavrcelebulia agreTve
universitetebTan TanamSromlobis praqtika. am dros saSualeba eZleva
erT mxares (firmas) gadaWras misTvis saintereso problema, xolo
meore mxares (profesorebs da studentebs) – moaxdinon TavianTi
Teoriuli codnis praqtikaSi realizeba. realuri problemebi da
realuri praqtika firmebisa da universitetebisaTvis kargi stimulia
xangrZlivvadiani SemoqmedebiTi kontaqtebis dasamyareblad.
amasTan, xSirad msxvil firmebisTvisac ki rodia xelsayreli
Sesarulon marketinguli kvlevebis mTeli cikli. SerCeviTi kvlevebis

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Catareba, sabazro procesebis modelireba, bazris ganviTarebis

prognozireba da sxva moiTxovs specifikur codnas statistikis,
ekonometrikis, sociometriisa da sxvaTa Sesaxeb. aseTi sferoebis
maRalkvalificiuri specialistebis StatSi ayvana sakmaod
ZviradRirebuli saqmea. arsebobs kidev erTi garemoeba: zogierTi bazris
kvlevisaTvis saWiroa momxmarebelTa panelebis Seqmna, rac metismetad
Zviria, xolo maTi formireba rTuli procesia. amitom sazRvargareTis
praqtikaSi Camoyalibda specializebuli, damoukidebeli firmebis
momsaxureba, romlebic komerciul sawyisebze ewevian marketingul
kvlevebs (aseTi firmebis Sesaxeb ukve saubari gvqonda wina TavSi). bevri
maTgani Sedis sxvadasxva asociaciaSi, rogoricaa, maaliTad, Global Market
Research, ESOMAR da sxva.
amrigad, marketinguli kvlevebis organizeba SesaZlebelia rogorc
firmis sakuTari kvleviTi ganyofilebis, ise specializebuli kvleviTi
saagentoebis meSveobiT.

marketingis Teoria gvTavazobs marketinguli kvlevebis

organizacis sam variants: matriculs, funqcionalurs da Sereuls.
matriculi principi iTvaliswinebs blokebis (qvedanayofebis)
Seqmnas qvemoT CamoTvlili niSnebis an maTi kombinaciis safuZvelze.
 geografiuli – roca marketinguli saqmianoba xorcieldeba
regionebis (geografiuli zonebis) mixedviT, xolo Sesabamisi
sainformacio-analitikuri jgufi uzrunvelyofs mocemuli
regionis srul kvlevas;
 sabazro – roca marketingis samsaxuris TiToeuli
qvedanayofi muSaobs garkveuli kontigentis momxmareblebTan,
xolo Sesabamisi sainformacio-analitikuri jgufi
Seiswavlis mocemul kontigents;
 sasaqonlo – roca marketingis samsaxuris TiToeuli
qvedanayofi saqmianobs gansazRvrul saqonelze, xolo
Sesabamisi sainformacio-analitikuri jgufi agrovebs
monacemebs mocemuli saqonlis Sesaxeb.
zemoCamoTvlili niSnebis mixedviT marketinguli kvlevebis
organizaciuli struqtura naCvenebia 3.2 – 3.4 naxazebze.

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nax.3.2. marketinguli kvlevebis organizaciis

geografiuli/matriculi principi

nax.3.3. marketinguli kvlevebis organizaciis sabazro/matriculi

principi

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nax.3.4. marketinguli kvlevebis organizaciis sasaqonlo/matriculi

principi

funqcionaluri principis Tanaxmad marketingis samsaxuris

farglebSi iqmneba rigi qvedanayofebi, romelTagan TiToeuli
pasuxismgebelia marketingis erTi an ramdenime funqciis Sesrulebaze.
Sesabamisad, formirdeba informaciis Segrovebisa da analizis
ganyofileba. aseTi firmis marketinguli samsaxuris struqtura
naCvenebia 3.5 naxazze.

xSirad adgili aqvs matriculi da funqcionaluri principebis

kombinacias. magaliTad, gamoiyofa qvedanayofebi sasaqonlo principis
mixedviT, xolo TiToeuli maTgani igeba funqcionaluri principiT.
funqcionaluri qvedanayofebis (ganyofilebebis, seqtorebis, jgufebis)
raodenoba damokidebulia firmis SesaZleblobebze, amasTan, dasaSvebia
erT qvedanayofSi ramdenime funqciis gaerTianeba. magaliTad, inovaciuri
politikis ganyofileba SeiZleba moicavdes analitikur jgufsac.
marketinguli kvlevebis organizaciis mkacri standarti ar
arsebobs. yoveli firma TviTon irCevs misTvis Sesaferis sqemas.

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marketinguli kvlevebis organizaciisadmi wayenebuli moTxovnebidan

mTavaria misi efeqtianoba. kerZod, firmis marketingulma saqmianobam,
romelic informaciisa da analizis qvedanayofis daxmarebiT
xorcieldeba, mTlianobaSi unda uzrunvelyos saWiro Sedegebis miReba
(magaliTad, bazris aucilebeli wilis aTviseba, axali saqonlis
warmatebuli gasaReba da sxva). amasTan, kvlevaze gaweuli danaxarjebi ar
unda gascdes misTvis gamoyofili biujetis farglebs da firmisaTvis
damamZimebel tvirTad ar unda iqces.

firmis vice-prezidenti
marketingis dargSi

firmis marketingis samsaxuris qvedanayofebi

(ganyofilebebi, seqtorebi, jgufebi)

marketingis strategi- faswarmoqmnis da

uli da operaciuli moTxovnis
gegmebis SemuSavebis regulirebis

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

nax. 3.5. marketinguli kvlevebis organizaciis funqcionaluri

principi
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Tavi 4. marketinguli kvlevis problemis gansazRvra

4.1. marketinguli kvlevis problemis gansazRvris mniSvneloba

firmis mmarTvelobiT amocanebs Soris metad sagulisxmoa

problemis sworad gansazRvra. yovelgvari Zalisxmeva, dro da fuladi
resursebi usargeblod gamoyenebuli iqneba, Tu problema arasworad an
SecdomiTaa gagebuli. es momenti sakmaod sayuradReboa marketingSi,
vinaidan problemis araadekvaturad gansazRvra marketinguli saqmianobis
warumateblobas iwvevs.
problemis gansazRvra (problem definition) yvelaze mniSvnelovani
safexuria marketinguli kvlevis procesSi, radgan marketinguli kvlevis
saTanado doneze Catareba SesaZlebelia mxolod im SemTxvevaSi, roca
problema mkafiod da zustadaa dasmuli. marketinguli kvlevis
problemis saTanadod gansazRvra saSualebas gvaZlevs, rom swori
mimarTulebiT ganvaxorcieloT kvleviTi proeqti. marketinguli
kvlevis xasiaTidan gamomdinare, problemebi da SesaZleblobebi
TanabarmniSvnelovnad ganixileba. problemis gansazRvra moicavs rogorc
zogadi problemis, aseve misi calkeuli komponentebis dadgenas. mxolod
amis Semdegaa SesaZlebeli marketinguli kvlevis saTanadod
ganxorcieleba.
arasworad gansazRvruli problemis safuZvelze Catarebuli
marketinguli kvlevis gamo mravali kompania arasasaxarbielo situaciaSi
aRmoCenila. magaliTad, kompania Meister Brau-m SeimuSava dieturi ludis
axali marka `Lite~, romlis gemo, degustaciis Sedegebidan gamomdinare,
momxmareblebs moewona. magram bazarze misi gatana warumatebeli
aRmoCnda. kompaniam Semdgom mcdelobas Tavi aarida da marka kompania
Miller-s miyida. am ukanasknelma scada problemis gamovlena, Caatara ufro
farTo marketinguli kvleva, romelic ara mxolod gemos mixedviT
momxmarebelTa mjobinebebis Seswavlas moicavda. Miller-is mkvlevarebma
aRmoaCines, rom ludis moyvarulebi cdiloben moirgon `namdvili
mamakacis~ imiji, xolo TviTon idea dieturi ludis Sesaxeb garkveul
sisustes asaxavda. amitom kompaniam aqcenti gaakeTa markis imijis

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Secvlaze. amisaTvis man sareklamod cnobili sportsmenebi moiwvia.

aseTi marketinguli RonisZiebis Sedegad markis gayidvebi mniSvnelovnad
gaizarda.
problemis arasworad gansazRvris meore magaliTia kompania RJR
Nabisko-s mier ukvamlo sigaretebis SemuSavebis mcdeloba. kompaniis
mizans warmoadgenda iseTi sigaretis damzadeba, romelic misaRebi
gemos, magram xilvadi kvamlis gareSe iqneboda. xangrZlivi Zalisxmevis
Sedegad kompaniam gamouSva sigareti `Eclipse~. samwuxarod, mwevelebma
axal produqts yuradReba ar miaqcies. maTTvis kvamli problemas ar
warmoadgenda. sigaretis kvamli mxolod aramwevelebis problemaa. isini
ki kompaniis miznobriv bazars ar warmoadgenda. kompaniam daxarja
daaxloebiT 100 mln dolari iseTi produqtis Seqmnaze, romelsac
momxmarebeli ar hyavda. kompaniis marcxi ganapiroba im faqtma, rom
axali produqti gaTvaliswinebuli iyo imis gadasaWrelad, rasac
momxmareblebi problemad ar Tvlidnen.
rogor unda aviciloT arasworad gansazRvruli problemidan
gamomdinare kvlevis xafangebi? gamosavali erTia – kvleva ar unda
daviwyoT manam, sanam problema zustad ar iqneba gamovlenili. sakmaod
xSirad marketologebi kvlevis Catarebas gamosayenebeli meTodebis
aRweriT iwyeben, rac arasworia. maT menejerebTan TanamSromlobiT
dawvrilebiT unda Seiswavlon situacia. kargad Catarebul kvlevasac ki
ar SeuZlia mogces swori gadawyvetilebis miRebisaTvis saWiro Sedegi,
Tu problema araadekvaturadaa formulirebuli. rogorc Zveli andazuri
gamonaTqvami gvauwyebs, `kargad gansazRvruli problema – saqmis
naxevaria~. es savsebiT misaRebia marketinguli kvlevebisaTvis, vinaidan
problemis mkveTrad dadgenisa da kvlevis miznebis zustad gansazRvris
Semdeg SesaZlebelia kvlevis proeqtis SemuSaveba.

4.2. problemis gansazRvris procesi

problemis gansazRvris logikuri jaWvi da misi SemuSavebisadmi

midgomis sqema naCvenebia 4.1 naxazze. rogorc naxazidan Cans, problemis
gansazRvrisaTvis aucilebelia gadaiWras Semdegi amocanebi: diskusiebi

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gadawyvetilebis mimReb pirebTan, interviu dargobriv da sxva

eqspertebTan, meoradi monacemebis analizi da Tvisobrivi kvlevebis
Catareba. am amocanebis gadaWris procesSi marketologi aanalizebs
gare samyaros faqtorebs, rac mas saSualebas aZlevs gaigos problemis
warmoSobis saTaveebi. man unda Seafasos gare samyaros konkretuli
arsebiTi faqtorebi, romlebic problemasTanaa dakavSirebuli. aseTi
faqtorebis gacnobiereba xels uwyobs gadasawyveti mmarTvelobiTi
problemebis naTelyofas. Aamis mere mmarTvelobiTi problema
gardaiqmneba marketinguli kvlevis problemad. SemdgomSi, marketinguli
kvlevis gamorkveuli problemidan gamomdinare, muSavdeba Sesabamisi
midgoma, anu meTodologia, analitikuri modelebi, saZiebo kiTxvebi,
hipoTezebi, maxasiaTeblebi (faqtorebi), romlebic gavlenas axdenen
kvlevis gegmaze.

4.3. kvlevis problemis gansazRvrasTan dakavSirebuli amocanebi

aseTi amocanebi, rogorc zemoT aRiniSna, moicavs diskusiebs

gadawyvetilebis mimReb pirebTan, intervius dargobriv eqspertebTan,
meoradi monacemebis analizs da Tvisebriv kvlevebs. Mmarketologi am
amocanebs wyvets imisaTvis, rom miiRos informacia gare samyaros
faqtorebze, romlebic problemis warmoqmnis safuZvelia.
a) diskusiebi gadawyvetilebis mimReb pirebTan
top-menejerebTan gasaubreba mniSvnelovani momentia kvlevis
problemis gansazRvrisTvis. top-menejerebma unda icodnen kvlevis
masStabebi da SesaZleblobebi. marketinguli kvlevis saSualebiT
SeiZleba iseTi informaciis miReba, romelic dakavSirebulia
mmarTvelobiT gadawyvetilebebTan, magram kvlevas ar SeuZlia mogvces
menejeris mier misaRebi gadawyvetileba. piriqiT, mkvlevar-marketologi
unda Cawvdes mmarTvelobiTi problemis arsSi, romlis winaSe aRmoCndeba
xolme menejeri da daadginos, Tu ris gagebas moelis igi marketinguli
kvlevis Sedegebidan.

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kvlevis amocanebi

diskusiebi top- interviu meoradi Tvisebrivi

menejerebTan eqspertebTan informaciis kvlevebis
(gadawyvetilebis analizi Catareba
mimReb pirebTan)

gare samyaro, romelic gavlenas axdens problemaze

pirveli etapi - problemis gansazRvra

mmarTvelobiTi
problema

marketinguli
kvlevis
problema

meore etapi - problemisadmi midgoma

analitikuri kvlevis
kvlevis modelebi: saZiebo hipoTezebi gegmaze
meTo- aRwerilobiTi, kiTxvebi moqmedi
dologia maTematikuri maxasiaTeb-
lebi

mesame etapi - kvlevis gegmis SemuSaveba

nax. 4.1. marketinguli kvlevis problemis gansazRvris procesi

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mmarTvelobiTi problemis gasagebad mkvlevari unda flobdes top-

menejerebTan aucilebeli sakiTxebis ganxilvis unar-Cvevebs. zogierTma
faqtorma SeiZleba gaarTulos es urTierToba. magaliTad, arian
organizaciebi, romlebSic top-menejerebTan Sexvedra metad
problemuria. mkvlevaris an kvleviTi ganyofilebis organizaciulma
statusma SeiZleba gaaZnelos maRali donis menejeramde misasvleli gza
kvlevis dasawyisSi. Aaseve, roca organizaciaSi arsebobs ramdenime top-
menejeri, SeiZleba warmoiSvas maTTan erTad Sexvedris problemac.
miuxedavad aRniSnuli problemebisa, aucilebelia, rom mkvlevars
gadawyvetilebis mimReb pirebTan gaaCndes aqtiuri urTierToba.
Pproblemis gansazRvrisa da aRwerisaTvis top-menejerebTan
urTierTobis organizeba SesaZlebelia marketinguli problemebis
auditis safuZvelze. marketinguli problemis auditi (problem audit)
warmoadgens marketinguli problemis yovelmxriv analizs, romelic
misi arsisa da mizezebis gagebis saSualebas iZleva. Mmarketinguli
auditis Catarebis procedura mocemulia 4.2 naxazze.

Pproblemis istoria

top-menejerebis moqmedebis alternatiuli mimarTulebebi

Aalternativebis Sefasebis kriteriumebi

Kkvlevaze dafuZnebuli potenciuri qmedebebis buneba

top-menejerebis kiTxvebze pasuxis gacemisaTvis aucilebeli informacia

top-menejerebis mier Segrovili informaciis gamoyenebis meTodi

Ggadawyvetilebis miRebis korporaciuli kultura

nax. 4.2. marketinguli problemis auditis Catareba

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sakiTxebs, romlebic top-menejerebTan erTad ganixileba

marketinguli problemis auditis procesSi, gavecnoT kompania McDonald’s-
is winaSe warmoqmnili problemebis magaliTze.
 movlenebi, romlebic ganapirobeben garkveuli qmedebebis
aucileblobas (problemis istoria). swrafi kvebis industriaSi
didi xnis liderma kompaniam McDonald’s-ma 1997-98 wlebSi dakarga
bazris udidesi wili iseTi konkurentebis zemoqmedebiT, rogoricaa
Burger King da Wendy’s. es problema gansakuTrebiT gamwvavda mas
Semdeg, roca konkurentebma gamouSves axali produqcia da
aamoqmedes misi gasaRebis agresiuli politika, xolo kompania
McDonald’s-is arsebuli marketinguli RonisZiebebi naklebad
warmatebuli aRmoCnda.
 top-menejerebis moqmedebis alternatiuli mimarTulebebi. am
stadiaze alternatiuli moqmedebis SesaZlo nakrebi SeiZleba ar
iyos sruli, amitom saWiro xdeba damatebiTi kvlevebi, raTa
ganisazRvros moqmedebis axali mimarTulebebi. McDonald’s-is
xelmZRvanelobam SeimuSava Semdegi alternativebi (moqmedebis
variantebi): momxmareblebisTvis axali sendviCebisa da menius
SeTavazeba, fasebis daweva, axali restornebis gaxsna, promouSeni,
specialuri programebis gamoyeneba da sareklamo politikis
gaZliereba.
 kriteriumebi, romlebic gamoiyeneba moqmedebis alternatiuli
mimarTulebebis Sesafaseblad. magaliTad, axali produqtis
SeTavazeba SeiZleba Sefasdes gayidvis moculobis, bazris wilis,
momgebianobis, investiciebis Semosavlianobis da sxva maCveneblis
safuZvelze. McDonald’s-ma alternativebi Seafasa bazris wilisa da
mogebis matebis maCveneblebidan gamomdinare.
 potenciuri qmedebebi, romelTa Sefaseba unda moxdes kvlevis
Sedegebze dayrdnobiT. kvlevis Sedegebi, savaraudod, McDonald’s-
isagan moiTxovs strategiuli marketinguli qmedebebis
ganxorcielebas.
 informacia, romelic aucilebelia top-menejerebis kiTxvebze
pasuxis gasacemad. aucilebeli informacia moicavs McDonald’s-is
Sedarebas mis ZiriTad konkurentebTan marketingis kompleqsis
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yvela elementis (produqcia, fasi, promouSeni da ganawileba)

gaTvaliswinebiT, rac uzrunvelyofs Sesabamisi Zlieri da susti
mxareebis gansazRvras.
 meTodi, romliTac top-menejerebi Segrovebul informacias
gadawyvetilebis misaRebad gamoiyeneben. umaRlesi rgolis
xelmZRvanelebi McDonald’s-isaTvis SeimuSaveben strategias,
romelic kvlevis Sedegebs, aseve maT intuiciasa da mosazrebebs
daefuZneba.
 gadawyvetilebis miRebasTan dakavSirebuli korporaciuli
kultura. zogierT firmaSi dominirebs gadawyvetilebis miRebis
procesi (formaluri procedura), sxvagan ufro mniSvnelovania
gadawyvetilebis mimRebi adamianis pirovnuli faqtori. imisaTvis,
rom gavarkvioT adamianebi, romlebic pasuxismgebelni arian
gadawyvetilebis miRebaze an gavlenas axdenen gadawyvetilebis
miRebis procesze, aucilebelia korporaciul kulturaSi
gaTviscnobiereba. McDonald’s-Si arsebuli korporaciuli kultura
moiTxovs gadawyvetilebis mowonebas kolegiuri organos mier,
sadac mniSvnelovan gadawyvetilebebs maRali rgolis menejerebi
Rebuloben.

problemis auditis Catareba saWiroa imitomac, rom maRali rgolis

xelmZRvanelebs xSirad bundovani warmodgena realur problemaze.
magaliTad, top-menejerebma SeiZleba icodnen, rom firma kargavs bazris
wils, magram warmodgena ar hqondeT amis mizezebze. Aase xdeba imitom,
rom gadawyvetilebis mimRebi adamianebis umetesoba orientirebulia
problemis simtomebze da ara mizezebze. prognozirebuli gayidvebis
miuRwevloba, bazris wilis dakargva da mogebis Semcireba – mxolod
simptomebia. mkvlevari-marketologi uRrmavdeba simptomebs da ikvlevs
dafarul mizezebs. magaliTad, bazris wilis dakargvis mizezi SeiZleba
iyos konkurentebis mier ukeTesi reklamis gamoyeneba, kompaniis mier
produqciis araadekvaturi ganawileba da sxva (ix. nax. 4.3). problemis
gadawyvetas unda SevudgeT mxolod maSin, roca mis safuZvelSi arsebul
mizezebs gamovikvlevT.

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fokusi fokusi
top-menejerze marketologze

Ffaruli mizezebi:

simptomi: - konkurentebis reklamis

ganxilva upiratesoba;
- bazris wilis - kompaniis produqciis
dakargva ganawilebis araadekvaturi
sistema;
- produqciis SedarebiT
dabali xarisxi;
- ZiriTadi konkurentebis
mier fasebis Semcireba

nax. 4.3. top-menejersa da marketologs Soris kontaqti

marketologsa da top-menejers Soris urTierTdamokidebuleba

martivdeba, rodesac SemkveTi organizaciis erTi an ramdenime
TanamSromeli Suamavlobs urTierTobebis damyarebaSi da Sedis
marketinguli kvlevebis jgufSi. imisaTvis, rom top-menejersa da
mkvlevars Soris urTierToba iyos nayofieri, mas unda gaaCndes Semdegi
maxasiaTeblebi:
 komunikacia. mosazrebaTa Tavisufali gacvla gadawyvetilebis
mimReb pirsa da mkvlevars Soris metad mniSvnelovania.
 kooperacia. marketinguli kvleva jgufuri proeqtia, romelSic
orive mxare (top-menejeri da mkvlevari) unda urTierTobdes
SeTanxmebulad.
 konfidencialoba. top-menejerebsa da mkvlevarebs Soris
urTierToba damyarebuli unda iyos urTierTndobaze.
 gulwrfeloba. ar unda arsebobdes aranairi faruli informacia
da unda dominirebdes Ria urTierTobebi.
 siaxlove. top-menejersa da mkvlevar-marketologs Soris
urTierTdamokidebuleba unda iyos Tbili da axlo.
 mudmivoba. top-menejerebi da mkvlevarebi unda iyvnen mudmiv
urTierTkavSirSi.

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 kreatiuloba. mkvlevarsa da top-menejers Soris

urTierTdamokidebuleba unda iyos ufro metad SemoqmedebiTi,
vidre formaluri.

b) interviu dargobriv eqspertebTan

marketinguli kvlevis problemis CamoyalibebaSi mkvlevars, top-
menejerebTan diskusiis garda, sWirdeba interviu dargobriv
eqspertebTan, anu im adamianebTan, romlebic icnoben firmas da mocemul
dargs. aseTi eqspertebis moZieba SeiZleba rogorc firmaSi, ise mis
farglebs gareT. Eeqspertuli gamokiTxvis dros formaluri anketebi,
Cveulebriv, ar gamoiyeneba, Tumca, sasargebloa gansaxilveli Temebis
CamonaTvalis momzadeba. ukeTesia, rom aseTi Temebisa da Sesabamisi
kiTxvebis Tanmmdevroba ar dadgindes winaswar, aramed gamovlindes
gasaubrebis procesSi, rac ufro met moqnilobas miscems eqsperts.
eqspertTan intervius mizania marketinguli kvlevis problemis
gansazRvraSi daxmareba da ara saboloo gadawyvetilebis miReba.
samwuxarod, eqspertebTan konsultaciis procesSi SeiZleba warmoiqmnas
Semdegi potenciuri sirTuleebi:
 zogierTi adamiani Tvlis, rom erkveva yvela sakiTxSi da
cdilobs eqspertizaSi monawileobas, Tumca, man SeiZleba ver
aRmogviCinos saTanado daxmareba;
 SesaZloa garTuldes organizaciis gareT eqspertis moZieba da
misgan informaciis miReba.
aRniSnulis gaTvaliswinebiT, eqspertebTan gasaubreba ufro xSirad
gamoiyeneba samrewvelo firmebisa da produqciis marketinguli kvlevis
Catarebisas. Ees aixsneba imiT, rom eqspertebis moZieba ufro advilia
industriul sferoSi, vidre momxmareblebs Soris. eqspertebTan
gasaubreba aseve sasargebloa iseT situaciebSi, roca sxva wyaro nakleb
informacias iZleva (magaliTad, axali saqonlis SemuSavebisas).
Eeqspertebma SeiZleba mogvawodon mniSvnelovani komentarebi arsebuli
saqonlis modificirebisa da depozicionirebisaTvis, rogorc es moxda
Sears-is maRaziaTa qselis depozicionirebis SemTxvevaSi. Aam giganturi
savaWro qselis gayidvebi gasuli saukunis 80-ian wlebSi TandaTanobiT
Semcirda da 1989 wels firmam dakarga amerikaSi nomer pirveli qselis

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statusi kompania Wal-Mart-is sasargeblod. roca mkvlevarebma

sakonsultaciod mimarTes mocemuli dargis eqspertebs, maT SeZles
gamoevlinaT problema – imijis ukmarisoba. tradiciulad, warmoadgenda
ra Camofasebuli saqonlis maRaziaTa qsels, Sears warumateblad
cdilobda Tavisi imijis amaRlebas prestiJuli univermaRis donemde,
rac, Tavis mxriv, mas potencur myidvelebs akargviebda. sabolood,
kompania Sears –ma isev daibruna Camofasebuli saqonlis maRaziis imiji,
romlis Semdgom gayidvebis moculoba mniSvnelovnad gaizarda.

g) meoradi monacemebis analizi

informaciebi, romlebsac mkvlevarebi Rebuloben top-menejerebisa
da dargobrivi eqspertebisagan, unda Seivsos meoradi monacemebiT.
rogorc ukve aRiniSna, meoradia monacemebi, romlebic ukve Segrovebulia
sxva miznebisaTvis, xolo pirveladi monacemebi mkvlevaris mier
mopovebulia konkretuli marketinguli kvlevisaTvis. meoradi monacemebi
miiReba samTavrobo da komerciuli wyaroebidan, marketinguli kvlevebis
Camtarebeli firmebidan, kompiuteruli bazebidan da internet-saitebidan.
aseTi monacemebi ekonomiuri da swrafi wyaroa sabazo informaciis
misaRebad. arsebuli meoradi monacemebis analizi mniSvnelovani nabijia
problemis gansazRvris procesSi. pirveladi monacemebi ar unda
Segrovdes manam, sanam srulad ar iqneba gaanalizebuli arsebuli
meoradi monacemebi.

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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meTodebi, rogoricaa: fokus-jgufebi (jgufuri gasaubreba), sityvieri

asociaciebi (respondentebis gamokiTxva im mizniT, rom aRniSnon TavianTi
pirveli STabeWdilebebi, romlebic asocirdeba Sesaswavl obieqtTan) da
CaRrmavebuli interviu (pirispir interviu, romelic Seiswavlis
respondentebis mosazrebebs). Aaseve SesaZlebelia Tvisebrivi kvlevis
sxva meTodis gamoyeneba, rogoricaa, magaliTad, respondentTa mcire
raodenobis winaswari (piloturi) gamokiTxva.

4.4. garemos faqtorebi

Tvisebrivi kvlevebi, top-menejerebTan da dargobriv eqspertebTan

gasaubrebebi, agreTve meoradi monacemebis analizi exmareba mkvlevars
daadginos garemo faqtorebi, romlebic gavlenas axdenen problemis
dasmaze. aseTi faqtorebis CamonaTvali mocemulia 4.4 naxazze.
detalurad ganvixiloT TiToeuli maTgani.

winandeli informacia da prognozebi

resursebi da SezRudvebi

miznebi

momxmarebelTa qceva

sakanonmdeblo garemo

ekonomikuri garemo

firmis marketinguli da teqnologiuri

unar-Cvevebi

nax. 4.4. garemos faqtorebi, romlebic problemis gansazRvrisas

gaiTvaliswineba
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a) winandeli informacia da prognozebi. winandeli informacia da

prognozebi, romlebic exeba gayidvebis, bazris wilis, momgebianobis,
teqnologiis, mosaxleobis, demografiisa da cxovrebis wesis Sesaxeb
tendenciebs, exmareba mkvlevars gansazRvros Tu ra udevs safuZvlad
marketinguli kvlevis problemas. analizis es saxe SeZlebisdagvarad
unda ganxorcieldes mTlianad dargisa da firmis farglebSi. magaliTad,
Tuki gayidvebis moculoba firmaSi Semcirda, magram gaizarda mTlianad
dargis masStabiT, maSin problema iqneba gansxvavebuli im
SemTxvevasTan SedarebiT, roca gayidvebis moculoba dargSic rom
daklebuliyo. cxadia, rom pirvel SemTxvevaSi problema exeba mxolod
firmas.
winandeli informacia, prognozebi da tendenciebi sasargebloa
potenciuri SesaZleblobebisa da problemis gamosavlenad. magaliTad,
Tavis droze mravali piceria cdilobda gamoeyenebina potenciuri
SesaZleblbebi, romlebic saWmlis saxlSi mitanasTan warmoSobil
tendenciebs ukavSirdeboda. Kkompania Pizza Hut-ma warmatebiT gamoiyena es
tendencia da Tavisi saqmianobis ZiriTadi aqcenti swored am sferoze
gadaitana. ukeTesad momsaxurebis mizniT kompaniam gaxsna ramdenime
savaWro wertili, romelic uzrunvelyofda SekveTebis Sesrulebas.

b) resursebi da SezRudvebi. imisaTvis, rom mkvlevarma jerovnad

Camoayalibos marketinguli kvlevis problema, aucilebelia
gaiTvaliswinos rogorc organizaciis sakuTrebaSi arsebuli resursebi
(rogoricaa fuladi saSualebebi da kvlevis unarebi), ise SezRudvebi -
xarjebi da dro. magaliTad, Tuki farTomasStabiani kvleva saWiroebs
100 000 dolars, xolo misTvis gamoyofilia mxolod 40 000 dolari, igi
ar moipovebs xelmZRvanelobis dainteresebas. droiTi SezRudvebi aseve
mniSvnelovani faqtoria marketinguli kvlevis Catarebis dros,
gansakuTrebiT maSin, roca aucilebelia gadawyvetilebis swrafad miReba.

g) miznebi. marketinguli problemis formulirebaSi mkafiod unda

ganisazRvros ori saxis mizani: organizaciis miznebi da top-menejeris

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piradi miznebi. proeqtis warmateba damokidebulia imaze, Tu ramdenad

Seesabameba isini erTmaneTs, Tumca, amis miRweva arc ise advilia.
top-menejerebi iSviaTad axdenen rogorc piradi, ise organizaciis
miznebis mkafiod Camoyalibebas. umetes SemTxvevaSi es miznebi sakmaod
bundovnia (magaliTad `korporaciuli imijis gaumjobeseba~). amgvari
formulireba xelmZRvanelobas ver gamoadgeba konkretuli
qmedebebisTvis. Nnaklebad savaraudoa, rom top-menejerebisadmi
pirdapirma dasmulma SekiTxvebma gamoaaSkaravos namdvili miznebi.
Aamitom marketologs moiTxoveba garkveuli Cvevebi, raTa gamoavlinos
aseTi miznebi. efeqturi meTodi mdgomareobs imaSi, rom top-menejeri
gaecnos problemis gadaWris yvela variants da gaarkvios, Tu romeli
maTgania misTvis misaRebi. uaryofiTi pasuxis SemTxvevaSi aucilebelia
saubris gagrZeleba, raTa gamokveTos SedarebiT siRrmiseuli miznebi.

d) momxmarebelTa qceva. momxmarebelTa qceva gare samyaros

ZiriTadi faqtoria. Uumetes SemTxvevaSi problemas SeiZleba mivagnoT
firmis ama Tu im qmedebaze momxmarebelTa reaqciis prognozirebiT.
momxmareblis qcevis gageba saSualebas gvaZlevs CavwvdeT marketinguli
problemis arss. momxmarebelTa qcevis gasaanalizebel faqtorebSi Sedis:
faruli motivebi, faseulobebis sistema, yidvis Cvevebi, agreTve
demografiuli da fsiqografiuli (fsiqologia da cxovrebis wesi)
maxasiaTeblebi, reaqcia reklamaze da stmulirebis meTodebze,
fasebisadmi mgrZnobeloba, erTguleba markisadmi da sxva.
Ggamoikvlia ra momxmarebelTa qcevis Taviseburebebi, kompania
ConAgra Frozen Foods-ma daadgina, rom amerikelebis 55 %-s lanCi miaqvs
saxlidan, xolo adamianebis sul ufro meti raodenoba ikvebeba gareT
zezeuld. Mmiuxedavad imisa, rom aseT momxmareblebi upiratesobas
aniWeben transportabelur sakvebs, isini maRal moTxovnebs uyeneben
saWmlis xarisxobriv maxasiaTeblebs. Yyovelive amis safuZvelze
kompaniam momxmareblebs SesTavaza xarisxiani, gemrieli da
transportabeluri sakvebi, romelmac mas didi mogeba moutana.

e) samarTlebrivi garemo. samarTlebrivi garemo moicavs

saxelmwifo politikas, kanonebs, saxelmwifo organoebs, sakontaqto

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auditorias, romlebic zemoqmedeben sxvadasxva organizaciebsa da

calkeul adamianebze da aregulireben maT saqmianobas. kanonis
regulirebis umniSvnelovanes sferoebs miekuTvneba patentebTan, savaWro
markebTan, savaWro SeTanxmebebiTan, gadasaxadebTan da tarifebTan
dakavSirebuli urTierTobebi. Aama Tu im dargSi saxelmwifo regulireba
udides zegavlenas axdenen marketingis kompleqsis yovel elementze.
mkvlevarma unda gaiTvaliswinos iuridiuli da administraciuli
aspeqtebi, romlebic aregulireben bizness.

v) ekonomikuri garemo. samarTlebriv garemosTan erTad gare

samyaros mniSvnelovani komponentia ekonomikuri garemo, romelic
moicavs iseT faqtorebs, rogoricaa momxmarebelTa SesaZleblobebi,
saerTo Semosavali, fasebi, danazogebi, kreditisadmi xelmisawvdomoba
da saerTo ekonomikuri pirobebi. ekonomikis saerTo mdgomareoba
gavlenas axdens momxmareblebisa da firmis SesaZleblobebze, SeiZinon
saqoneli kreditiT da daxarjon fuli ZviradRirebul nivTebze. swored,
ekonomikurma garemom iTamaSa mniSvnelovani roli kompania JCPenney-is
marketinguli kvlevis problemis gansazRvraSi. aRniSnul kompaniaSi,
romelic erT- erTi umsxvilesi da cnobili univermaRebis qselia aSS-
Si, gasuli saukunis 80-ian wlebSi TandaTanobiT Semcirda gayidvebi da,
Sesabamisad, daeca misi imiji. 90-iani wlebis dasawyisSi kompaniam daiwyo
Tavisi imijis sruli rekonstruqcia da axali imijis formireba, rac
produqciis maRal xarisxs ukavSirdeboda. amisaTvis kompaniam miizida
cnobili savaWro markebi, rogoricaa Levis, Oshkosh B’Gosh da Charles of the
Ritz. Kkompania Penney-m gadawyvita fasebis aweva da maRali modis maRaziis
segmentSi gasvla. samwuxarod, aseTi qmedeba daemTxva arasaxarbielo
dros, kerZod, ekonomikuri dacemis periods, roca adamianebi
ZviradRirebul prduqciaze cotas xarjavdnen. mogvianebiT, 2001
wlisaTvis kompaniam gadawyvita imijis Secvla, rac gulisxmobda
bazarze depozicionirebas, anu saSualo amerikelisaTvis gankuTvnili
univermaRebis qselis Camoyalibebas. swored, konkurentunariani fasebis
SenarCunebisa da kargi savaWro markebis SerCevis saSualebiT kompaniam
SeZlo dakarguli imijis aRdgena.

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z) kompaniis marketinguli da teqnologiuri Cvevebi. kompaniaSi

arsebuli marketinguli xerxebis gamoyenebis gamocdileba, agreTve
marketinguli da teqnologiuri Cvevebis saerTo done gavlenas axdens
marketinguli kvlevis bunebasa da masStabebze. magaliTad, bazarze axali
saqonlis danergva, romelic saWiroebs sawarmoo procesebis
gadaiaraRebas, SeiZleba aRmoCndes warumatebeli, Tu firmas misi
warmoebisa da gayidvis sferoSi sakmarisi gamocdileba ar gaaCnia.
firmis marketinguli da teqnologiuri Cvevebi Zlier gavlenas axdenen
dasaxul marketingul programebsa da strategiebze. aseve mxedvelobaSi
unda iqnes miRebuli teqnologiuri garemos sxva elementebic. ukanasknel
wlebSi kompiuteruli teqnikis swrafma ganviTarebam didi gavlena
moaxdina marketingul kvlevebze. sailustraciod SeiZleba aRvniSnoT,
rom kompiuterizebuli salaroebi saSualebas aZleven supermarketebs
yoveldRiurad daakvirdnen ama Tu im produqtze momxmarebelTa
moTxovnas da miiRon mkvlevarisTvis aucilebeli monacemebi. am gziT
SesaZlebelia zusti informaciis miReba sxvadasxva savaWro markis
gayidvebis Sesaxebac. monacemTa Segrovebis siswrafe da sizuste
saSualebas aZlevs mkvlevars Seiswavlos rTuli problemebi,
rogoricaa bazris wilis yoveldRiuri cvlilebebi firmis mier
gamoyenebuli sareklamo kampaniis procesSi. garemo faqtorebis
adekvaturi analizis Semdeg mkvlevars SeuZlia gansazRvros
mmarTvelobiTi da marketinguli kvlevis problemebi.

4.5. mmarTvelobiTi da marketinguli problemebi

mmarTvelobiTi problema svams kiTxvas imis Sesaxeb, Tu ra unda

gaakeTos top-menejerma, xolo marketinguli kvlevis problema svams
kiTxvas – romeli informaciaa saWiro da rogor SeiZleba misi mopoveba
(ix. cxrili 4.1). marketinguli kvleva menejers uzrunvelyofs
informaciiT, romelic aucilebelia swori gadawyvetilebis misaRebad.
mmarTvelobiTi problemis gadawyveta iTvaliswinebs top-menejeris
gansazRvrul qmedebebs. kiTxvebi, romlebsac igi usvams sakuTar Tavs
moqmedebis SesaZlo variantebis arCevisas, aris Semdegi saxis: rogor

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unda SevaCeroT bazris wilis Semcirebis procesi? SesaZlebelia Tu

ara bazris segmentacia sxvanairad? Rirs Tu ara bazarze axali
produqtis gamotana? saWiroa Tu ara promouSenisaTvis danaxarjebis
zrda? Dda sxva.
cxrili 4.1
mmarTvelobiTi da marketinguli kvlevis problemebis Sedareba
mmarTvelobiTi problema marketinguli kvlevis problema

garkveva imisa, Tu ra unda garveva imisa, Tu romeli

gaakeTos gadawyvetilebis minRebma informaciaa saWiro da rogor
pirma SeiZleba misi miReba
mimarTulia samoqmedo gegmis mimarTulia informaciis
SemuSavebaTvis miRebisaTvis
fokusirebulia problemis fokusirebulia mizezebze,
simptomebze romlebic problemis safuZvelia

sruliad gansxvavebulia marketinguli kvlevis problema, romlis

gadaWra gansazRvruli informaciis miRebas iTvaliswinebs. misi
gansazRvra dakavSirebulia imasTan, Tu ra saxis informaciaa
aucilebeli da rogor SeiZleba misi miReba SedarebiT efeqtianad.
magaliTad ganvixiloT gansazRvruli asortimentis produqciis mier
bazris wilis dakargvis problema. mmarTvelobiTi problema
mdgomareobs imaSi, Tu rogor davibrunoT es wili. moqmedebaTa
mimarTuleba SeiZleba iyos Semdegi: arsebuli saqonlis srulyofa,
axali saqonlis gamotana bazarze, marketingis kompleqsSi da bazris
segmentaciaSi cvlilebebis Setana. davuSvaT, rom top-menejeri da
mkvlevar-marketologi darwmunebulni arian, rom arsebuli problema
gamowveulia bazris araswori segmentaciiT. amitom isini atareben
kvlevas, raTa miiRon informacia, romelic maT saSualebas miscems
gansazRvron am problemis gadaWris gzebi. aqedan gamomdinare,
marketinguli kvlevis problemad xdeba bazris segmentaciis
alternatiuli kriteriumebis gansazRvra da Sefaseba.

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4.6. marketinguli kvlevis problemis gansazRvrisas

daSvebuli Secdomebi

marketinguli kvlevis problemis gansazRvras aqvs ori mizani:

pirveli - man unda misces mkvlevars mmarTvelobiT problemasTan
dakavSirebuli yvela aucilebeli informaciis moZiebis saSualeba da
meore - proeqtze muSaobisas igi unda warmoadgendes mis orientirs.
problemis gansazRvrisas mkvlevarebi uSveben or tipiur Secdomas,
kerZod, problema xan metismetad farToa, xan – metismetad viwro (ix. nax.
4.5).

Mmarketinguli kvlevis
problemis Secdomebis
gavrceleba

problema dasmulia problema dasmulia

metismetad farTod metismetad viwrod

- ar iZleva Semdgomi - mxedvelobidan SeiZleba

qmedebebis Sesaxeb iqnes gamorCenili
miTiTebebs problemis zogerTi
mniSvnelovani komponenti
magaliTi: kompaniis imijis
amaRleba magaliTi: fasebis koreqtireba
konkurentebis mier fasebis
cvlilebis Sedegad

nax. 4.5. Secdomebi marketinguli kvlevis problemis gansazRvris dros

problemis metismetad farTod dasma ar iZleva mkafio miTiTebebs,

romlebic saWiroa kvlevis Tanmimdevruli nabijebis SemuSavebisaTvis.
marketinguli kvlevis problemis metismetad farTod gansazRvris
magaliTebad gamogvadgeba Semdegi: marketinguli strategiis SemuSaveba
savaWro markisaTvis, konkurentebTan SedarebiT firmis poziciis

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gaumjobeseba da kompaniis imijis amaRleba. problemebis aseTi

gansazRvra araa sakmarisad konkretuli imisaTvis, rom SemuSavdes maTi
gadawyvetisadmi midgomebi an kvlevis konkretuli gegma.
P
problemis metismetad viwrod gansazRvras aseve gaaCnia seriozuli
naklovanebebi. viwro fokusma SeiZleba daabrkolos dasaSvebi
alternativebis yovelmxriv Seswavla, gansakuTrebiT maSin, roca saqme
exeba inovaciebs. aman aseve SeiZleba xeli SeuSalos mkvlevars, rom
yuradReba gaamaxvilos mmarTvelobiTi problemis mniSvnelovan
komponentebze. magaliTad, problema metismetad viwrodaa dasmuli im
SemTxvevaSi, roca igi iTvaliswinebs kompaniis mier Tavisi safaso
politikis gadaxedvas ZiriTadi konkurentis fasis cvlilebis sapasuxod.
Mmxolod fasebze orientacia ar aZlevs kompanias ganixilos sxva saxis
reaqciebi (moqmedebaTa alternatiuli mimarTulebebi), rogoricaa axali
savaWro markis gamoSveba, sareklamo kampaniis cvlileba an distribuciis
axali arxebis damateba.

Pproblemis gansazRvris dros Secdomebis daSvebis albaToba

SeiZleba SevamciroT, Tu marketinguli kvlevis problemebs davsvamT
ganzogadebuli saxiT da Semdeg gamovyofT mis calkeul komponentebs
(ix. nax. 4.6). problemis zogadad gansazRvra saSualebas gvaZlevs
davinaxoT misi yvela mxare da Tavidan aviciloT meore tipis
Secdomebi. problemis konkretuli komponentebis gansazRvra gamoavlens
mis ZiriTad aspeqtebs, gamoricxavs pirveli tipis Secdomebs da
uzrunvelyofs kvlevis swor mimarTulebas, romliTac unda
ixelmZRvanelos mkvlevarma.

marketinguli kvlevis problemis zogadi saxiT gansazRvrisa da

misi konkretuli komponentebis gamoyofis Semdeg mkvlevar-marketologs
saSualeba aqvs SeimuSavos kvlevis ganxorcielebisadmi Sesabamisi
midgoma.

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Mmarketinguli kvlevis problema

zogadi formulireba

Kkomponenti 1 Kkomponenti 2 Kkomponenti 3

K
konkretuli komponentebi

nax. 4.6. marketinguli kvlevis problemis sworad gansazRvra

4.7 marketinguli kvlevis problemis gadawyvetisadmi midgomis

SemuSaveba

marketinguli kvlevis problemis gadawyvetisadmi midgoma moicavs

Semdeg komponentebs: kvlevis meTodologia, analitikuri modelebi,
saZiebo kiTxvebi, faqtorebi da hipoTezebi, romlebic gavlenas axdenen
kvlevis gegmaze (ix. nax. 4.1). ganvixiloT TiToeuli es komponenti.

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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Teoriul-meTodologiuri safuZveli marketologma SeiZleba Seqmnas

akademiur literaturaze (saxelmZRvaneloebze, statiebze, monografiebze)
dayrdnobiT. magaliTad, damokidebulebis Teoriis Tanaxmad,
momxmarebelTa damokidebuleba romelime savaWro markisadmi, vTqvaT,
Nike-is produqciisadmi, ganisazRvreba damaxasiaTebeli niSnebis (fasi,
komfortuloba, xangamZleoba, moda) Sefasebis safuZvelze. Sesabamisi
Teoria iZleva codnas imis Sesaxeb, Tu romeli cvladebi unda
gamovikvlioT, maT Soris romeli unda ganvixiloT, rogorc
damokidebuli cvladebi (e.i. iseTebi, romelTa mniSvnelobebi sxva
cvladebzea damokidebuli) da damoukidebeli cvladebi (e.i. iseTebi,
romelTa mniSvnelobebi gavlenas axdenen sxva cvladebze). Aamrigad, Nike-
is savaWro markisadmi momxmarebelTa damokidebuleba warmoadgens
damokidebul cvlads, xolo fasi, komfortuloba, xangamZleoba da moda
– damoukidebel cvladebs.
Pmarketinguli kvlevis problemis gadaWrisadmi midgoma yovelTvis
unda efuZnebodes romelime Teorias an princips. Ees aseve sasargebloa
Sesabamisi modelis SemuSavebis dros. Teoria agreTve warmoadgens bazas,
romlis safuZvelzec mkvlevari agrovebs monacemebs da axdens maT
interpretacias. Teoriis roli gamoyenebiTi marketinguli kvlevis
sxvadasxva fazaze naCvenebia 4.2 cxrilSi.
gamoyenebiT marketingul kvlevebSi Teoriis gamoyeneba moiTxovs
mkvlevaris mxridan garkveul SemoqmedebiTobas. man SeiZleba ver ipovos
Teoriul naSromebSi pirdapiri miniSneba imis Sesaxeb, Tu ra saxiT
gamoiyenos kategoriebi da kanonebi realuri samyaros movlenebis
asaxsnelad. rogorc marketinguli Teoriis cnobili amerikeli
specialisti Selbi hunti (Shelby D. Hunt) aRniSnavs, yvela Teoria, maT
Soris marketinguli Teoriebi arasrulyofilia, isini damyarebulia
SezRuduli raodenobis realur monacemebze. Sesabamisad, mkvlevar-
marketologma unda gansazRvros da gamoikvlios sxva faqtorebi,
romlebsac ar moepovebaT axsna ama Tu im koncefciis TvalsazrisiT
(Shelby D. Hunt, Modern Marketing Theoty. Cincinnati: South Western publishing Co., 1991).

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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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CamoyalibebisTvis. Ggrafikuli modelebi gansakuTrebiT sasargebloa

problemisadmi konceptualuri midgomisas, rogorc es naCvenebia qvemoT
jinsebis yidvis modelis magaliTze.
yidvis Sesaxeb gadawyvetilebis miRebis Teoriis Tanaxmad,
momxmarebeli jer gadawyvets, iyidos Tu ara jinsi an sxva romelime
tansacmeli. Tu momxmarebeli gadawyvets jinsis yidvas, is alternatiuli
savaWro markebis SerCevisaTvis iwyebs Sefasebis kriteriumebis
formirebas. SerCevis kriteriumebi moicavs iseT faqtorebs, rogoricaa
fasi, tanze morgeba, feri, Sekerva, komfortuloba, moda da xarisxi.
Aamis Semdeg momxmarebeli afasebs jinsis konkretul savaWro markebs
SerCevis kriteriumebis safuZvelze, raTa iyidos erTi an ramdenime
markis jinsi. qvemoT moyvanili grafikuli modeli (ix. nax. 4.7) axdens am
procesis ilustrirebas. aseTi modelis gaTvaliswinebiT, savaWro marka
Lee Riveted mimarTulia axalgazrdebze, romlebic jinsebs yiduloben
tanze morgebisa da Sekervis mixedviT. amitom savaWro marka Lee Riveted-is
sareklamo lozungia `marka, romelic ergeba tans~ da `SesamCnevi
Sekerva~.

yoveldRiuri tansacmlis yidva

jinsi sxva yoveldRiuri tansacmeli

SerCevis kriteriumebi

erTi an ramdenime markis

jinsis yidva

nax. 4.7. yidvis Sesaxeb gadawyvetilebis miRebis grafikuli modeli

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verbaluri, grafikuli da maTematikuri modelebi avseben erTmaneTs

da saSualebas aZleven mkvlevars, rom gamoavlinos Sesabamisi saZiebo
kiTxvebi da hipoTezebi.

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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hipoTezebi aseve mniSvnelovan rols TamaSoben im cvladebis SerCevaSi,

romelTa CarTva gaTvaliswinebulia kvlevaSi.
samwuxarod, hipoTezebis formulireba yvela situaciaSi rodia
SesaZlebeli. zogjer mkvlevari ar flobs sakmaris informacias
hipoTezebis SemuSavebisaTvis. sxva SemTxvevaSi hipoTezis met-naklebad
misaRebi formulireba SeiZleba aRmoCndes saZiebo kiTxvis banaluri
perifrazireba.
hipoTeza problemis midgomisadmi SemuSavebis mniSvnelovani
nawilia. hipoTezebis wamoyenebiT (maTi aRniSvnisTvis gamoiyeneba
specialuri terminebi – HI, Н2 da a. S.) mkvlevari axdens instruqciis
formulirebas imis Sesaxeb, Tu romeli monacemebi rogor unda
Segrovdes da gaanalizdes. Cveulebriv, rodesac operaciuli hipoTezebi
gamoxatulia simboloebiT, isini ganimarteba, rogorc statistikuri
hipoTezebi. saZiebo kiTxvas SeiZleba gaaCndes masTan dakavSirebuli
ramdenime hipoTeza, rogorc es naCvenebia qvemoT moyvanil magaliTSi.
Ooci wlis manZilze, 1993 wlamde, samomxmareblo bazarze SeimCneoda
rZis moxmarebis stabiluri Semcireba. Catarebulma Tvisobrivma
kvlevebma aCvenes, rom rZeze adamianebs araswori warmodgena hqondaT.
amasTan dakavSirebiT Catarda marketinguli kvleva, raTa garkveuliyo
Semdegi kiTxva da hipoTezebi:
RQs: aqvT Tu ara adamianebs araswori warmodgena rZis Sesaxeb?
H1: rZe sakmaod cximiani da mavne sakvebia.
H2: rZe Zvelmoduri sasmelia.
H3: admianebi Tvlian, rom rZe sabavSvo sasmelia.
Kkvlevam daadastura es hipoTezebi da amis safuZvelze daiwyo
sakmaod ganTqmuli sareklamo kampania, romelic `rZiani ulvaSebis~
saxelwodebiTaa cnobili. Apopularul adamianebze gakeTebuli saxumaro
TeTri ulvaSebis talanturad mofiqrebulma reklamam marTlac
miizida uamravi adamiani. sabolood, Cveulebrivi rZe, romelic gazian
sasmelebTan da wvenebTan SedarebiT wlebis manZilze iTvleboda
warumatebel sareklamo saSualebad, gaxda wamyvani sasmelebis
industriaSi. Sesabamisad, bazarze rZis moxmareba mniSvnelovnad
gaizarda.

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urTierTdamokidebuleba marketinguli kvlevis problemas, saZiebo

kvlevas, hipoTezebs, kvlevis meTodologiasa da analizur meTodebs
Soris naCvenebia 4.8 naxazze.

marketinguli kvlevis
problemis komponentebi
meTodologia

saZiebo kiTxvebi
analizuri
modeli

hipoTezebi

nax. 4.8. saZiebo kiTxvebisa da hipoTezebis formulireba

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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Tavi 5. marketinguli kvlevis proeqti

5.1. marketinguli kvlevis proeqtis saxeebi

marketinguli kvlevis proeqti (Research design) warmoadgens kvlevis

gegmas, romelic monacemebis Segrovebisa da analizisaTvis gamoiyeneba.
igi mogvagonebs Senobis proeqts, romelsac arqiteqtori adgens. cxadia,
saxlis aSeneba naxazis an proeqtis gareSe dasaSvebia, magram aseTi
saqmianobis Sedegi xSirad SemkveTis Canafiqrisagan gansxvavebuli
aRmoCndeba. magaliTad, Senoba, romelime aucilebeli detalis
gamorCenis gamo, SeiZleba metismetad patara gamovides. aseve SesaZloa,
rom kvleva gegmis gareSe Catardes, magram misi Sedegi gansxvavebuli
iqneba imisgan, rasac SemkveTi iTxovs. ufro metic, naxazis gareSe
agebuli Senobis msgavsad, daugegmavad Sesrulebuli kvleva, masSi
Setanili cvlilebebis gamo, ufro Zviria.
amrigad, kvlevis proeqti uzrunvelyofs:
 problemasTan mis Sesabamisobas;
 SedarebiT ekonomiuri procedurebis gamoyenebas.
amasTan, unda aRiniSnos is faqti, rom ar arsebobs marketinguli
kvlevis gegmis SemuSavebis erTiani, standartuli da zusti procedura.
bunebrivia, aseTnairi proceduris daufleba mkvlevarisaTvis martivi
iqneboda. magram, samwuxarod, kvlevis gegmis dasaSvebi variantebi,
unikaluri arqiteqturuli proeqtebis msgavsad, uamravia. Tumca, iseve
rogorc Senobis proeqtebi, kvlevis gegmebi klasifikacias eqvemdebareba.
ZiriTadi amocanis mixedviT kvlevis proeqtebi sami saxisaa: saZiebo,
aRweriTi da mizez-Sedegobrivi.

saZiebo (winaswari, sadazvervo, zondirebiTi) kvleva (Exploratory

research) ZiriTad yuradRebas aqcevs ideisa da informaciis moZiebas,
romelic problemis gagebaSi gvexmareba. igi gansakuTrebiT sasargebloa
farTo da gaurkveveli problemis konkretuli saxiT formulirebis
dros. magaliTad, ualkoholo sasmelebis mwarmoebelma kompaniam,

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romlis produqciaze moTxovna mcirdeba, SeiZleba Caataros saZiebo

kvleva warmoSobili problemis gamovlenis mizniT.

aRweriTi (deskriptuli) kvlevis (Descriptive research) ZiriTadi

amocanaa ama Tu im movlenis warmoSobis sixSiris gansazRvra an or
cvlads Soris urTierTkaviris dadgena. misi safuZvelia kvlevis
dawyebamde formulirebuli hipoTeza. magaliTad, SeiZleba CavataroT
kvleva, raTa davadginoT urTierTdamokidebuleba ualkoholo
sasmelebis moxmarebasa da iseT maxasiaTeblebs Soris, rogoricaa
momxmarebelTa asaki, sqesi, Semosavlebi da sxva. aseTi kvleva aRweriTi
xasiaTisaa.

mizez-Sedegobrivi (kauzaluri) kvleva (Causal research) ZiriTad

aqcents akeTebs mizez-Sedegobrivi kavSirebis dadgenaze. rogorc wesi,
igi tardeba eqsperimentis saxiT, romelic mizez-Sedegobrivi kavSirebis
dadgenas yvelaze ufro metad miesadageba. magaliTad, ualkoholo
sasmelebis mwarmoebeli kompania SeiZleba dainteresdes imiT, Tu
sareklamo mimarTvebidan SedarebiT efeqturi romelia. am kiTxvaze
pasuxis gasacemad kompaniam SesaZloa gamoiyenos mravalgvari reklama
sxvadasxva geografiul regionSi da daadginos, Tu romeli reklama
ganapirobebs gayidvis maqsimalur moculobas. amrigad, kompaniam unda
Caataros eqsperimenti, romlis sworad SemuSavebisa da ganxorcielebis
Sedegad gairkveva saukeTeso reklama.

marketinuli kvlevis proeqtebis saxeebis gacnobisas unda

gaviTvaliswinoT ramdenime faqti. pirveli – kvlevis saxeebs Soris
gansxvaveba absoluturad zusti rodia. nebismieri kvlevis winaSe ismeba
ramdenime amocana, romelTa gadasaWrelad proeqtis romelime saxe met-
naklebad misadagia. marketinguli kvlevis ZiriTad princips
warmoadgens is, rom kvlevis proeqtis saxes dasmuli problema
gansazRvravs.
meore – konkretuli problemis gadaWrisas kvlevis proeqtis
efeqtianoba damokidebulia mis SemoqmedebiT realizaciaze.
arqiteqtorebi Seiswavlian proeqtirebis ZiriTad principebs, romelTa

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praqtikaSi gamoyeneba maTi proeqtebis mimzidvelobasa da xarisxis

ganapirobebs. es midgoma samarTliania marketinguli kvlevebisTvisac.
SeiZleba davadginoT yoveli proeqtis ZiriTadi maxasiaTeblebi, xolo
konkretul situaciaSi maTi efeqtianoba gonivrul gamoyenebaze iqneba
damokidebuli. amitom marketinguli kvlevis specialistebma unda
icodnen problemis ZiriTadi saxeebi, raTa konkretuli amocanis
Sesabamisad maTi modificireba SeZlon.
dabolos, aucileblia aRiniSnos, rom kvlevis proeqtis sami
ZiriTadi saxe ganixileba, rogorc erTiani uwyveti procesis stadiebi.
maT Soris urTierTkavSiri naCvenebia 5.1 naxazze. saZiebo kvleva, rogorc
wesi, win uswrebs kvlevis danarCen saxeebs. kvlevis dasawyisSi Wkvianuria
vivaraudoT, rom mkvlevarebi problemis Sesaxeb arasakmaris codnas
floben. vTqvaT, problema formulirebulia ase: `brendi X kargavs
sabavSvo erTjeradi safenebis bazarze Tavis wils. ratom?~ aseTi
formulireba metismetad farToa da gaurkveveli. imisaTvis, rom
gavxadoT igi SedarebiT viwro da zusti, logikuria CavataroT saZiebo
kvleva, romelSic ZiriTadi yuradReba mieqceva gayidvis Semcirebis
SesaZlebel axsnas. aseTi axsna, anu hipoTeza dagvexmareba aRweriTi an
kauzaluri kvlevis Casatareblad. davuSvaT, bazris wilis dakargva ase
aixsneba: `brendi X iaffasiani safenebis brendia, rac uzrunvelyofs mis
konkurencias sxva iaffasian safenebTan mimarTebiT. dReisaTvis bavSviani
ojaxebis Semosavlebi gaizarda da isini sabavSvo saqonelze,
adrindelTan SedarebiT, ufro mets ixdian. es faqti asabuTebs bazris
wilis Semcirebas~. hipoTeza, romlis Tanaxmadac bavSvian ojaxebs meti
Semosavali gaaCnia da am fulis umetesoba sabavSvo saqonelze ixarjeba,
aRweriTi kvlevis safuZvelze SeiZleba Semowmdes. aseTi kvleva xels
uwyobs im tendenciebis gamovlenas, romlebic sabavSvo saqonlis bazris
sferoSi mimdinareobs.
vTqvaT, saZiebo kvlevam hipoTeza daadastura. maSin kompania
moisurvebs gansazRvros, bavSviani ojaxebi namdvilad xarjaven Tu ara
bevrs sabavSvo saqonelze. Tu es asea, maSin ibadeba kiTxva - romeli
maxasiaTeblebi (magaliTad, higroskopuloba, haergamtarebloba da sxva)
aris maTTvis ufro mniSvnelovani. amas sabazro testirebiT – kauzaluri
kvlevebiT davadgenT.

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aRweriTi kvleva

saZiebo kvleva

mizez-Sedegobrivi
kvleva

nax. 5.1. kvlevis proeqtis saxeebs Soris urTierTkavSiri

amrigad, procesis yoveli Semdgomi etapi, winasTan SedarebiT,

problemis ufro metad formulirebas moiTxovs. miuxedavad im
mosazrebisa, rom jer iwyeba saZiebo, xolo Semdeg aRweriTi da bolos
kauzaluri kvlevebi, dasaSvebia sxva Tanmimdevrobac. magaliTad,
hipoTeza imis Sesaxeb, rom bavSviani ojaxebi dReisaTvis ufro mets
xarjaven sabavSvo saqonelze, imdenad cxadi SeiZleba iyos, rom saZiebo
kvlevis Semdgom kauzaluri kvleva maSinaTve Catardes. swored, aseT
Tanmimdevrobas hqonda adgili erTjeradi safenebis bazarze kompania
Procter & Gamble –sa da kompania Kimberly-Clark-s Soris metoqeobis dros.
kompania Procter & Gamble–m (P&G) moaxdina revolucia bazarze, roca
Tavisi cnobili marka `Pampers~ gamouSva da ori aTeuli wlis
ganmavlobaSi saSualeba ar misca sxva kompaniebs, liders cotaTi mainc
miaxlovebodnen. gasuli saukunis 80-iani wlebis dasawyisSi marka
`Pampers~ kompaniis yvelaze ufro msxvili biznesi gaxda, romelsac
yovelwliurad 1 mlrd dolari Semosavali mohqonda. Tavis mxriv,
kompania Kimberly-Clark-m dainaxa SesaZlebloba bazarze, romelic P&G-
saTvis SeumCneveli aRmoCnda. kerZod, Kimberly-Clark-m wamoayena hipoTeza
imis Sesaxeb, rom mSoblebi mzad iyvnen ufro meti gadaexadaT iseT
safenebze, romlebsac ukeTesi absorbciuli Tvisebebi da naklebi

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gaJonvis unari eqneboda. Sesabamisad, kompania Kimberly-Clark-ma SeimuSava

SedarebiT ZviradRirebuli safenis marka saxelwodebiT `Huggies~.
`Huggies~-is gamoCenam arsebiTi gavlena moaxdina `Pampers~-is
sabazro wilze. 1985 wels P&G-m gaacnobiera is faqti, rom marcxs
ganicdida. amitom man axali Taobis `Pampers~-is safenebis bazarze
gamosatanad 725 mln dolaris investicia Cado sawarmoo simZlavreebis
gadaiaraRebasa, reorganizaciasa da reklamirebaSi. axali safeni,
winamorbedTan SedarebiT, maRali xarisxis da maRali fasis iyo. vinaidan
konkurenti markis `Huggies~-is warmatebam daamtkica, rom mSoblebi ufro
xarisxian safenebs SedarebiT maRali fasiT yiduloben, P&G-s
mkvlevarebs am hipoTezis damtkicebisaTvis droisa da saSualebebis
daxarjva ar mouwia. piriqiT, maT mTeli Zalisxmeva daxarjes dizainis
srulyofis, fasebis Semowmebisa da kanzansis Statis qalaq viCitas
sasinj bazarze reklamis warmarTvisaTvis.
zemoaRniSnulis garda, arsebobs ukumimarTulebiT kvlevebis
Catarebis SesaZleblobac. magaliTad, Tu hipoTeza ver dadasturda
kauzaluri kvlevis dros (sabazro testirebisas saqonelma kraxi
ganicada), mkvlevarebma SeiZleba daaskvnan, rom saWiroa kidev erTi
aRweriTi an saZiebo kvlevis Catareba. aseve aRsaniSnavia is faqtic, rom
yoveli kvleva saZieboTi rodi iwyeba. es damokidebulia imaze, Tu
ramdenad konkretulad da zustad axdens mkvlevari problemis
formulirebas. rogorc wesi, arazusti formulireba saZiebo kvlevebis
Catarebis aucileblobas warmoSobs, xolo Tu mkvlevars konkretuli
(magaliTad, ama Tu im mizez-Sedegobrivi kavSirebis arsebobis Sesaxeb)
hipoTezis formulireba ZaluZs, maSin kvleva uSualod eqsperimentiT
daiwyeba.

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5.2. saZiebo marketinguli kvlevis proeqti

rogorc ukve aRiniSna, saZiebo kvlevis ZiriTadi mizania problemis

arsis ageba da ideis SemuSaveba. saZiebo kvleva gansakuTrebiT
gamoiyeneba farTo, arazustad formulirebuli problemebis SedarebiT
viwro da zusti qveproblemebad dayofisaTvis, romlebic konkretuli
hipoTezis formiT gamoixateba.
marketinguli kvlevis adreul stadiaze, Cveulebriv, problemis
Sesaxeb mkvlevars naklebi warmodgena aqvs da hipoTezis formulirebas
ver axdens. SemdgomSi gamoCndeba aseTi sabazro fenomenis ramdenime
axsna. magaliTad, gayidvebi SeiZleba Semcirdes imis gamo, rom fasebi
metismetad maRalia, savaWro agentebi jerovnad ver asruleben
dakisrebul movaleobebs, reklama cudia da sxva. saZiebo kvleva
gamoiyeneba imisaTvis, rom dadgindes aseTi axsnis Seswavlis
prioritetuloba. umaRlesi prioriteti, rogorc wesi, im hipoTezas
eniWeba, romelic saZiebo kvlevis procesSi SedarebiT damajerebelia.
prioritetebi dgindeba ama Tu im hipoTezis Semowmebis simartivis
mixedviTac. saZiebo kvleva aseve gvexmareba moviciloT is ideebi,
romlebic naklebad sarwmunoa.
saZiebo kvleva gamoiyeneba agreTve mkvlevaris mier uSualod
problemis Sesaxeb codnis miRebisaTvis. es samarTliania im SemTxvevaSi,
roca analitikosi kvlevis axal arenaze gadis. aseTia, magaliTad,
situacia, roca marketinguli kvlevis specialisti romelime firmaSi
muSaobis iwyebs.
saZiebo kvleva aseve sasargebloa koncefciis axsnisaTvis.
magaliTad, Tu kompaniis xelmZRvaneloba ganixilavs momsaxurebis
sferoSi arsebuli politikis cvlilebis sakiTxs, raTa gazardos Tavisi
dilerebis dakmayofilebis done, saZiebo kvleviT SesaZlebelia: 1)
dazustdes, Tu ras niSnavs `dileris dakmayofileba~; 2) SemuSavdes
modeli, romliTac misi gazomva SesaZlebeli iqneba.
mTlianobaSi, saZiebo kvleva qvemoCamoTvlili miznebidan erT an
ramdenimes asaxavs. es miznebia:
 problemis formulireba ufro zusti kvlevisaTvis;
 hipoTezebis wamoyeneba;

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 Semdgomi kvlevisaTvis prioritetebis dadgena;

 konkretuli mimarTulebiT kvlevebis CatarebisaTvis
praqtikuli kiTxvebis Sesaxeb informaciis Segroveba;
 problemis Sesaxeb analitikosis gaTviscnobierebis donis
amaRleba;
 koncefciis axsna.

amrigad, saZiebo kvleva gamoiyeneba nebismieri problemisaTvis,

romelic naklebad cxadia. igi warmoadgens xarisxiani kvlevis bazas.
vinaidan kvlevis sawyis etapze cota ramea cnobili, saZiebo kvleva
sakmaod moqnilia hipoTezebis wamoyenebisaTvis. amitom saZiebo kvlevebSi
iSviaTad gamoiyeneba dawvrilebiTi anketa an saalbaTo SerCeva. sakmaod
xSirad mkvlevarebi cvlian kvlevis proceduras imis mixedviT, zogadi
saxiT formulirebuli sawyisi problema Tu rogor transformirdeba
SedarebiT zusti da viwro formiT. am stadiaze mkvlevarebi umetesad
TavianTi intuiciiT moqmedeben. swored, intuicia, profesiuli gansja da
iRbali warmoadgens warmatebis garantias, e.i. erTi an ramdenime iseTi
hipoTezis SemuSavebas, romelic problemas xsnis. saZiebo kvleva
SeiZleba Catardes ramdenime meTodiT, magram praqtika aCvenebs, rom
gansakuTrebiT produqtiulia literaturuli Zieba (meoradi informaciis
analizi), Tvisebrivi kvlevebi, eqspertuli gamokiTxva da gamorCeuli
SemTxvevebis Seswavla (ix. nax. 5.2).

literaturuli Zieba

eqspertuli gamokiTxva
saZiebo kvlevebi
Tvisebrivi kvlevebi

gamorCeuli SemTxvevebis kvleva

nax. 5.2. saZiebo kvlevis saxeebi

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literaturuli Zieba (Literature search) hopoTezebis wamoyenebis

yvelaze iafi da martivi meTodia. igi moicavs arsebuli problemis
Sesaxeb konceftualuri (Teoriuli) da komerciuli literaturis,
agreTve gamoqveynebuli statistikuri masalebis gacnobas. literaturis
SerCeva arsebuli problemis xasiaTzea damokidebuli. magaliTad,
amerikuli kompania Miller Buziness Systems konkurentebis saqmianobis Sesaxeb
informirebulobisaTvis mudmivad ecnoba ekonomikur da biznes-
literaturas. TiToeuli konkurentis Taobaze informacia uwyvetad
Seitaneba kompaniis monacemTa bazaSi, romelic regularulad ganixileba.
erT-erTi aseTi ganxilvisas aRmoCnda, rom konkurentma saofise avejis
sferodan 10 dReSi 9 savaWro warmomadgeneli daiqirava. es faqti imas
adasturebda, rom konkurenti saofise avejis bazarSi Sesvlas
varaudobda. winaswar gaTviscnobierebulma kompania Miller–ma Tavis
savaWro agentebs daavala klientebTan damatebiTi Sexvedrebis
organizeba, riTac konkurentis winsvla SeaCera.
zogjer Teoriuli literatura dargobrivTan SedarebiT ufro
sasargebloa. magaliTad, firmas, romelsac Tavis savaWro agentebTan
problemebi gaaCnia, SeuZlia kvleva im literaturis gacnobiT daiwyos,
sadac aseT personalTan muSaobis koncefciebi da ideebia aRwerili.
Zieba SeiZleba moicavdes fsiqologiis, sociologiis, sakadro
menejmentisa da marketingis literaturas. aseT SemTxvevaSi ZiriTadi
yuradReba unda mieqces im faqtorebs, romlebic gansazRvraven
momuSaveTa kmayofilebis dones, agreTve kompaniis Sida garemos
elementebs. amavdroulad Seiswavleba sakiTxi imis Sesaxeb, Tu rogor
unda gaizomos momuSaveTa kmayofilebis done.
davuSvaT, kompania Seejaxa erT-erT problemas, romelic
marketinguli kvlevebis Catarebis Sesaxeb gadawyvetilebis miRebis
tipiuri mizezia – ratom mcirdeba gayidvebi? mocemuli problemis
saZiebo kvleva martivad da iafad Catardeba gamoqveynebuli masalebis da
literaturis analizis safuZvelze. aseTi tipis analizi swrafad
aCvenebs imas, es problema damaxasiaTebelia mTlianad dargisa Tu
mocemuli firmisaTvis. sxva kvleva aucilebelia im SemTxvevaSi, roca
kompaniis gayidvebi mcirdeba, magram ikveTeba Semdegi situaciebi: 1)
kompaniis sabazro wili izrdeba, vinaidan gayidvebi dargSi ufro

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swrafad ecema; 2) kompaniis sabazro wili mudmivia; 3) kompaniis wili

bazarze mcirdeba. ukanaskneli situacia moiTxovs marketinguli
kompleqsis analizs, xolo pirveli – mTlianad dargSi gayidvebis
Semcirebis mizezis axsnas.
literaturuli Ziebis dros aseve Seiswavleba kompaniis Sida
monacemebi. magaliTad, kompania Mosinee Paper Company-m ganixila sakiTxi
erT-erTi Tavisi saqonlis - samrewvelo daniSnulebis specifikuri
sortis qaRaldis warmoebis Semcirebis Sesaxeb, rac misi gayidvis
moculobis dacemidan gamomdinareobda. gadawyvetilebis misaRebad
kompaniam Caatara marketinuli kvleva, kerZod, daiTvala gayidvis
moculoba TiToeul savaWro agentTan mimarTebaSi da aRmoaCina, rom
am saqonels warmatebiT mxolod erTi maTgani yidda. damatebiTi
kvlevis Sedegad kompaniam daadgina, Tu rogor iyenebdnen mocemul
saqonels misi myidvelebi. aRmoCnda, rom aseTi saqonlis moxmarebis wesi
mxolod erTi savaWro agentisa da misi klientebisaTvis iyo cnobili. am
informaciam saSualeba misca kompaniis xelmZRvanelobas,
gaeTviscnobierebina danarCeni agentebi, romlis Sedegadac gayidvebi
mniSvnelovnad gaizarda.
aucilebelia vicodeT, rom literaturuli Ziebis dros, iseve
rogorc nebismieri saxis saZiebo kvlevisas, ZiriTadi aqcenti keTdeba
ideis da movlenis SesaZlebeli axsnis moZebnaze da ara imis
gansazRvraze, CamoTvlili axsnebidan sinamdvileSi romelia WeSmariti
axsna. es ukanaskneli aRweriTi da kauzaluri kvlevebis sagania.
amrigad, mkvlevars unda SeeZlos xelmisawvdomi masalebidan (rogorc
gamoqveynebuli, ise kompaniis Sida dokumentebidan) hipoTezebis
gamoyvana.

eqspertuli gamokiTxva (Experience survey) – esaa interviu

adamianebTan, romlebic kvlevis saganSi kargad erkvevian. magaliTad,
san-franciskos erT-erTma samSeneblo kompaniam sTxova arqiteqtorebs da
dizainerebs, gamoeTqvaT TavianTi mosazrebebi imis Sesaxeb, samSeneblo
kompaniebis Tu romeli maxasiaTeblebi ganapirobeben ZviradRirebuli
saxlebis myidvelebis mxridan maT momsaxurebaze uaris Tqmas. pasuxis
variantebSi Sedioda: cudi menejerebi; muSebi, romlebic WuWyian kvals

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toveben; SesavlelTan Selaxuli satvirToebis dayeneba. es monacemebi

kompaniam erT-erT raionSi Tavisi biznesis koreqtirebisaTvis gamoiyena.
kerZod, kompniam iyida axali satvirToebi, Tavs muSakebs daaZala formis
tareba, wesrigis dacva da Tavazianobis gamoxatva. yovelive amis Sedegad
kompaniis wliuri mogeba 5-jer gaizarda.
saqonlis winsvlasTan dakavSirebuli marketinguli kvlevebis
Catarebisas yvelaferi is, rasac marketingul ZalisxmevasTan raime
kavSiri gaaCnia, informaciis potenciuri wyaroa. es SeiZleba iyos
kompaniis umaRlesi xelmZRvaneloba, gayidvebis menejerebi, brend
menejerebi, savaWro agentebi, biTumad da sacalod movaWreebi. aqve
dasaSvebia im adamianebis CarTvac, romlebic distribuciis rgols ar
miekuTvnebian, magram mocemuli sakiTxis garSemo TavianT mosazrebebs
gamoTqvamen. magaliTad, sabavSvo literaturis erT-erTma gamomcemlobam
miiRo sasargeblo informacia biblioTekarebisa da skolis
maswavleblebisagan. aRmoCnda, rom gayidvis moculobis dacema warmoSva
rogorc saskolo, ise sajaro boblioTekebis popularobis matebam. aman,
Tavis mxriv, saxelmwifo dafinansebis zrda gamoiwvia, romelmac meti
raodenobis sabavSvo literaturis SeZena ganapiroba. analogiurad,
sasmelebis gadamzidi saSualo sididis satvirTo manqanis `Louisville~-s
SemuSavebisas, kompania Ford Motor cdilobda informacia mieRo
saavtomobilo parkebis mflobelebis, meqanikosebisa da mZRolebisagan.
nebismieri problemis kvlevaSi SeiZleba CaerTos uamravi adamiani,
magram yvelasTan TanamSromloba aucilebeli araa. eqspertul
gamokiTxvaSi kvlevis ekonomia respondentebis guldasmiT SerCevas
moiTxovs. eqspertuli gamokiTxvis mizania cvladebs Soris
urTierTkavSiris gansazRvra da ara mimdinare movlenebis zusti suraTis
miReba an iseTi mosazrebis monaxva, romelic biznesis warmarTvis
procesSi saukeTeso iqneba. amocana imaSia, rom movipovoT produqtiuli
ideebi da sasargeblo Sexedulebebi. amrigad, respondentebi unda
SeirCes sasargeblo ideebis generirebis unaris mixedviT. sxva sityvebiT
rom vTqvaT, saWiroa im adamianebis saguldagulod SerCeva, romlebic
mocemul sferoSi muSaoben.
zemoaRniSnulidan gamomdinare, eqspertul gamokiTxvaSi saalbaTo
SerCeva ar gamoiyeneba maSin, roca respondentebi SemTxveviT

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ganisazRvreba. interviuze dro ikargeba iseT adamianebTan, romlebic

naklebad kompetenturni arian an kvlevis saganTan mimarTebiT mcire
gamocdilebas floben. amasTan, mniSvnelovania sxvadasxva Tvalsazrisis
mqone adamianebis CarTva. zemoT mocemul magaliTSi sabavSvo
literaturis gamomcemeli kvlevis procesSi esaubreboda kompaniebs da
calkeuli proeqtebis xelmZRvanelebs, savaWro agentebs, sacalo
maRaziis menejerebs, maswavleblebs da biblioTekarebs. yvela interviu
iyo araformaluri da arastruqturirebuli. distribuciasTan uSualod
dakavSirebul adamianebTan saubrisas aqcenti keTdeboda Semdeg
kiTxvebze: `rogor axsniT gayidvebis Semcirebas? Tqveni azriT, ra unda
gakeTdes aseTi tendenciis SecvlisaTvis?~ TiToeuli intervius umetesi
nawili daeTmo sxvadasxva dasabuTebisa da SemoTavazebuli
gadawyvetilebebis gamovlenas. warmoiSva uamravi urTierTsawinaaRmdego
hipoTeza. es daexmara mkvlevarebs, mieRoT hipoTezebi, romlebic ama Tu
im jgufis sxvadasxva Tvalsazriss gamoxatavdnen. amis Semdeg gadawyda,
Tu romeli hipoTeza iqneboda SedarebiT produqtiuli Semdgomi
kvlevisaTvis. maswavleblebTan da biblioTekarebTan intervium
problema sxvanairad warmoaCina. aq ZiriTadi aqcenti bavSvebSi
mkiTxvelobiTi unar-Cvevebis Secvlaze gakeTda. gansaxilveli sakiTxebis
SerCevaSi respondentebs didi Tavisufleba mieca. es kidev erTxel
adasturebs gamoTqmul Teziss imis Sesaxeb, rom saZiebo kvlevaSi
mTavari yuradReba eqceva hipoTezebis wamoyenebas da ara maTi sandoobis
demonstrirebas.

Tvisebrivi kvleva (Qualitative research) moicavs monacemebis Segrovebas,

analizsa da interpretacias imis Sesaxeb, Tu ras fiqroben adamianebi.
Tvisebrivi kvlevisas momxmareblebs sTxoven kiTxvebs arastandartuli
formiT upasuxon. Sedegebis analizi damokidebulia mkvlevarebis mier
pasuxebis interpretaciaze. Tvisebriv kvlevas, ZiriTadad, sakvlevi
problemis ukeT garkvevis mizniT iyeneben, raTa mkvlevarebma
momxmareblebi advilad gamokiTxon. aseTi kvleva pirveladi monacemebis
misaRebad gamoiyeneba maSin, roca informacia sakmaod rTulia da
kiTxvis pirdapiri dasmis SemTxvevaSi zogjer gaugebaria.

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Tvisebrivi monacemebis raodenobriv formaSi gadasayvanad saWiroa

specialuri procedurebi. magaliTad, spirtiani sasmelebis reklamaze
sxvadasxva respondentis damokidebuleba dasaSvebia sityvierad
mravalnairad gamoixatos. mxolod damatebiTi analizis Sedegad
mosazrebebi SeiZleba davyoT sam kategoriad: uaryofiTad, dadebiTad da
neitralurad. amis Semdeg movaxerxebT davadginoT, Tu ra raodenobis
mosazreba miekuTvneba TiToeul kategorias. aseTi saSualedo procedura
zedmeti iqneba, Tu gamokiTxvis dros daxuruli formis kiTxvebs
gamoviyenebT.
zemoaRniSnulidan gamomdinare, bunebrivia, ibadeba kiTxva – maSin
ratom viyenebT Tvisebriv midgomas? marketologebma aRmoaCines, rom
msxvilmasStabiani kvlevebiT sargebloba yovelTvis rodi iZleva
sasurvel Sedegs. magaliTad, kompania Procter & Gamble Tavisi sarecxi
saSualebebis gasaumjobeseblad mizanSewonilad miiCnevs diasaxlisebis
jgufis mowvevas da maTTan, sakuTari marketologebis monawileobiT,
ganixilavs sarecxi saSualebebis xarisxis, dizainis, SefuTvisa da sxva
maCveneblebis gaumjobesebis gzebs.

gamorCeuli SemTxvevebis kvleva (Analysis of selected cases) gulisxmobs

saintereso movlenis gamorCeuli magaliTebis intensiur Seswavlas.
imisaTvis, rom gaarkvion, Tu ra moxda sinamdvileSi mocemul situaciaSi,
mkvlevarebi amowmeben arsebul Canawerebs, ukvirdebian movlenas,
atareben arastruqturirebul intervius da a.S. Seiswavleba rogorc
calkeuli adamianebi da organizaciebi, ise maTi jgufebi (magaliTad,
sxvadasxva regionis savaWro agentebi an distributorebi). am meTods
axasiaTebs ramdenime Tavisebureba.
1) mkvlevarma unda daafiqsiros problemasTan dakavSirebuli
yvela monacemi da ara mxolod isini, romlebic mis
hipoTezas amagreben. saZiebo kvlevis sxva meTodebis msgavsad,
gamorCeuli SemTxvevebis kvlevis mizania problemis
gamovlena da ara misi axsna. Tu mkvlevari SeinarCunebs
neitralur damokidebulebas, axali informaciis
SemosvlasTan erTad, kvlevis mimarTulebis korqtireba
misTvis ufro advili iqneba.

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2) meTodis warmateba, ZiriTadad, damokidebulia imaze, Tu

ramdenad kargad moaxdens mkvlevari SemTxvevis (umetesad,
SemTxvevebis) Seswavlis Sedegad miRebuli monacemebis
interpretacias. mkvlevars unda SeeZlos Segrovil
monacemebSi dainaxos mTliani suraTi, anu is, rac
damaxasiaTebelia SemTxvevaTa umetesobisaTvis da ara
calkeuli magaliTisTvis.
3) am meTodisaTvis niSandoblivia monacemebis Segrovebisa da
analizis procesis Sromatevadoba. es aixsneba imiT, rom
mkvlevari cdilobs miiRos sakmarisi informacia rogorc
Sesaswavli SemTxvevis gansakuTrebuli Taviseburebebis
dadgenis, aseve yvela SemTxvevisaTvis damaxasiaTebeli saerTo
niSnebis gamosavlenad.

erT-erT kompaniaSi, savaWro agentebis Sromis mwarmoeblurobis

gazrdis mizniT kvlevis Catarebisas, mkvlevars ramdnime kargi da cudi
gamyidvelis intensiurad Seswavla mouwia. maTi ganaTlebisa da samuSao
gamocdilebis SedarebiT saintereso daskvna ver gakeTda. amitom
mkvlevari agentebTan erTad ewvia klientebs, romlis Sedegadac
wamoyenda hipoTeza. igi mdgomareobda imaSi, rom warmatebuli da cudi
savaWro agentebis muSaobaSi arsebiT gansxvavebas warmoadgenda is, rom
warmatebulebi maragebs mudmivad amowmebdnen da amis Sesaxeb Sesabamis
pirebs informaciebs droulad awvdidnen.
hipoTezebis wamoyenebisaTvis gansakuTrebiT sasargebloa Semdegi
situaciebi:
 SemTxvevebi, romlebic asaxaven cvlilebebs, metadre, mkveTr
cvlilebebs. magaliTad, dargSi axali konkurentis
Sesvlisadmi bazris adaptaciis xasiaTma, dargis
struqturasTan dakavSirebiT, SeiZleba bevri gamoavlinos;
 SemTxvevebi, romlebic qcevis ukidures variantebs asaxaven.
magaliTad gamogvadgeba zemoaRwerili SemTxveva, romelic
saukeTeso da cud savaWro agentebs exeba. saukeTeso da cudi
gasaRebis teritoriis SedarebiT ufro metis gageba
SeiZleba, vidre yvela im adgilis gaanalizebiT, sadac
muSaobs kompania;

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 SemTxvevebi, romlebic droSi mimdinare movlenis wesrigs

asaxaven. magaliTad, calkeul teritoriaze gayidvis
sxvadasxva moculoba SeiZleba aixsnas imiT, rom erT
teritoriaze gaxsnil kompaniis warmomadgenlobas aqvs
agentis funqcia, xolo meoreze – distributoris.
gansakuTrebiT sasargebloa SemTxvevebi, romlebic mkveTr
kontrastebs an STambeWdav Taviseburebebs warmoaCenen. es aixsneba imiT,
rom umniSvnelo gansxvavebebi Zneli SesamCnevia. amitom imis magivrad,
rom ganvsazRvroT, Tu ra ganasxvavebs tipiur savaWro agents mcired
warmatebulisagan, ukeTesia SevadaroT saukeTeso da cudi SemTxvevebi da
maT Soris arsebuli gansxvavebebi gamovavlinoT.
ideis generaciisaTvis gamorCeuli SemTxvevebis gamoyenebis yvelaze
ufro gavrcelebuli meTodia etalonis gansazRvra, anu benCmarkingi
(Benchmarking). igi gulisxmbs firmis saqmianobis srulyofisaTvis ideis
wyarod erTi an ramdenime warmatebuli organizaciis gamoyenebas.
magaliTad, kompania L.L. Bean-ma SekveTebis SesrulebaSi saukeTeso
Sedegebs miaRwia. saSobao periodSic ki kompania SekveTebis 99%-s
asrulebs. sxva organizaciebi cdiloben, rom SekveTebis Sesrulebis
xarisxi gaaumjobeson, risTvisac etalonad kompania L.L. Bean-s iyeneben.
etalonis gansazRvris procesi organizaciasa da mis resursebzea
damokidebuli. benCmarkingi gansakuTrebiT sasargebloa arsebuli da ara
axali saqonlis, agreTve momxmareblebisaTvis ukeTesi faseulobebis
SeTavazebis xerxebis Seswavlisas. etalonad miCneuli organizaciebi,
rogorc wesi, axali saqonlis an strategiebis Sesaxeb informaciebs ar
iZlevian.
etalonis gansazRvris meTodi pirvelad gamoiyena kompania Xerox-ma.
1979 wels kompaniam gamoikvlia iaponeli konkurentebi, raTa gaego, Tu
rogor inarCunebdnen isini fasebis saSualo dones, romlebic Xerox-is
danaxarjebze dabali iyo. dReisaTvis mravali kompania, magaliTad, AT&T,
Eastman Kodak da Motorola iyenebs etalonis gansazRvras, rogorc kvlevis
standartul meTods. kompania Mellon Bank-ma, pitsburgSi Tavisi
klientebis saCivrebis damuSavebis drois Sesamcireblad gamoiyena
etalonis gansazRvris meTodi. amisaTvis man Seafasa Svidi kompania,
romelSic Sedioda sakredito baraTebis operatorebi, aviakompania da

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konkurenti banki. Mellon Bank-is warmomadgenlebi mividnen dasaxelebul

kompaniebSi. maTgan miRebuli codnis safuZvelze Mellon Bank-ma saCivrebis
damuSavebis dro 45 dRidan 25-mde daiyvana.
gamorCeuli SemTxvevebis kvlevaSi cnobilia agreTve
eTnografiuli meTodebi (Ethnographic methods). igi adaptirebulia
anTropologiidan da xangrZlivi drois ganmavlobaSi momxmarebelTa
yoveldRiur cxovrebaSi maT emociur reaqciebze, aRqmasa da qcevaze
dakvirvebas iTvaliswinebs. magram anTropologebisagan gansxvavebiT,
romlebic sakvlev garemoSi xangrZlivad cxovroben, marketologebi,
procesis daCqarebis mizniT, eTnografiul meTodebTan erTad,
dakvirvebas, gamokiTxvas, audio da video Caweras axdenen. magaliTad,
kompania Intel-is eTnografebma mniSvnelovani roli Seasrules gadasatani
brtyeli displeis `couch pad~-is SemuSavebaSi, romelic satelevizio
programebTan Tematurad dakavSirebuli internet-saitebis daTvalierebis
saSualebas iZleva.

5.3. aRweriTi marketinguli kvlevis proeqti

aRweriT marketingul kvlevas aqvs Semdegi miznebi:

1) gansazRvruli jgufebis maxasiaTeblebis aRwera. magaliTad,
mocemuli produqciis momxmareblebis Sesaxeb Segrovili
monacemebis safuZvelze SeiZleba SevadginoT `saSualo
momxmareblis~ profili, romelSic gaiTvaliswineba
Semosavlebi, sqesi, asaki, ganaTlebis done da sxva
maCveneblebi;
2) momxmarebelTa mTlianobidan iseTi jgufebis gamoyofa,
romlebic erTnairad iqcevian. magaliTad, SeiZleba
ganvsazRvroT romelime savaWro centris garkveuli radiusis
farglebSi realuri momxmareblebis xvedriTi wona;

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3) prognozireba. magaliTad, SeiZleba davadginoT momavali xuTi

wlis ganmavlobaSi gayidvis moculobis done, romlis
safuZvelze axli savaWro warmomadgenlebis samuSaoze miReba
daigegmeba.
aRweriTi kvleva gamoiyeneba kvlevis amocanebis miRwevisaTvis.
aseTi kvlevis Sedegebi sasargebloa problemis gadasaWrelad mxolod im
pirobiT, Tu monacemebis Segrovebis procesi erT an ramdenime
konkretul hipoTezas emyareba. es hipoTezebi kvlevis mimarTulebas
gansazRvraven. am TvalsazrisiT, aRweriTi kvleva saZiebo kvlevisagan
mniSvnelovnad gansxvavdeba. saZiebo kvleva moqnilia, xolo aRweriTi
xistia. aRweriTi kvleva moiTxovs mkacr specifikacias imisa, Tu vin, ra,
rodis, sad, risTvis da rogor iqneba gamokvleuli.
vTqvaT, farTo moxmarebis saqonlis romelime maRaziis qseli
gegmavs axali maRaziis gaxsnas da sWirdeba informacia imis Sesaxeb, Tu
adamianebi rogor xdebian axali savaWro obieqtis momxmareblebi.
ganvixiloT ramdenime kiTxva, romlebzedac pasuxebi aseTi aRweriTi
kvlevisaTvis monacemebis Segrovebis dawyebamde unda miviRoT. vin
SeiZleba iyos momxmarebeli? maRaziaSi nebismieri Semomsvleli? ra
iqneba maSin, Tu isini arafers ar SeiZenen da mxolod sazeimo gaxsnasTan
dakavSirebuli prizis gaTamaSebas daeswrebian? cxadia, momxmarebeli
iqneba is, vinc maRaziaSi raimes SeiZens.
momxmareblebi ganisazRvreba ojaxis, rogorc statistikuri
erTeulis, bazaze Tu erTeulad miviCnioT individebi maSinac ki, roca
isini erTi ojaxidanaa? am momxmareblebis ra maxasiaTeblebi unda
gaizomos? sainteresoa Tu ara maTi asaki, sqesi an is faqti, Tu saidan
gaiges maT xali maRaziis Sesaxeb? rodis unda gaizomos CvenTvis
saintereso maxasiaTeblebi – yidvis procesSi Tu Semdeg? kvleva unda
Catardes maRaziis muSaobis dawyebidan pirvel kviras Tu situaciis
stabilizaciis Semdeg?
sad unda gamovkiTxoT momxmareblebi? gamokiTxva sjobia maRaziaSi,
maRaziasTan axlos Tu saxlSi? risTvis unda gamovkiTxoT isini?
gamoviyenebT Tu ara gamokiTxvis Sedegebs promouSenis strategiis
dagegmvisaTvis? aseT SemTxvevaSi aqcenti unda gakeTdes imis
gansazRvraze, Tu rogor gaiges adamianebma maRaziis Sesaxeb. xom ar

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vfiqrobT kvlevis Sedegebis gamoyenebas axali maRaziis gaxsnis Sesaxeb

gadawyvetilebis misaRebad? Tu es asea, maSin mogviwevs imteritoriis
gansazRvra, romelsac maRazia unda moemsaxuros.
rogor unda movemsaxuroT momxmareblebs? amisaTvis saWiroa
anketis gamoyeneba an yidvis dros dakvirveba? Tu SevCerdebiT anketaze,
maSin rogori unda iyos misi forma? xom ar sjobia struqturizebuli
forma? iqneba masSi romelime skala warmodgenili? rogor Catardeba
gamokiTxva – telefoniT, fostiT Tu personaluri intervius meSveobiT?
udavoa, rom aq yvela kiTxva rodia mocemuli. albaT, arsebuli
hipoTezis farglebSi zogierTi pasuxi aRmoCndeba aSkara, sxvebi –
naklebad cxadi. nebismier SemTxvevaSi mkvlevarma unda Seamowmos
hipoTeza informaciis mopovebis gziT.

aRweriTi kvleva sxvadasxva tipisaa, romlebic warmodgenilia 5.3

naxazze. rogorc naxazidan Cans, aRweriT kvlevebSi gamoiyeneba droiTi
mwkvrivebisa da ganivi kveTis meTodebi. droiTi mwkrivebis kvlevas
xSirad ganmeorebiT, anu panelur kvlevasac uwodeben, xolo ganivi
kveTis kvlevas – araganmeorebiT anu profilur kvlevas.

mudmivi
droiTi paneli
mwkvrivebis
meTodi
aramudmivi
paneli
aRweriTi
kvleva
erTeuli
kvleva
ganivi kveTis
meTodi
mravlobiTi
kvleva

nax. 5.3. aRweriTi kvlevis meTodebis klasifikacia

droiTi mwkrivebis kvleva (Longitudinal study) gulisxmobs elementebis

mudmivi amonakrebis Seswavlas, romlis gazomva droTa ganmavlobaSi
meordeba. aseT amonakrebs paneli hqvia. panelis elementebs warmoadgens

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maRaziebi, dilerebi, individebi an sxva obieqtebi. arsebobs ori tipis

paneli: mudmivi da aramudmivi. mudmivi paneli (Continuous panel)
qronologiurad ufro meti xnisaa. igi aris respondentebis fiqsirebuli
amonakrebi, romelSic erTi da igive cvladebis gazomva droTa
ganmavlobaSi meordeba. magaliTad, kompania Nielsen 21 qveyanaSi flobs
panelebs, romlebSic gaerTianebulia 155 aTasze meti saojaxo meurne
(panelisti). panelistebi, yoveli yidvis registraciis mizniT, Strix-
kodis skanirebas iyeneben. momxmareblebi maRaziidan dabrunebisTanave
axdenen nayidi saqonlis SefuTvaze arsebuli Strix-kodis skanirebas da
Semdgom, skaneris miTiTebis Sesabamisad, pasuxoben daprogramebul
kiTxvebze (magaliTad, maRaziis, yidvis procesis an sxvaTa Sesaxeb).
aseTi panelis nebismieri elementi yovelTvis erTi da igive
maxasiaTebliT – nayidiT izomeba. paneluri kvlevis modeli naCvenebia
5.4 naxazze.

nax. 5.4. paneluri kvlevis modeli

ukanasknel xanebSi SeimCneva axali tipis – aramudmivi panelis

gamoyenebis mZafri zrda. aramudmivi paneli (Discontinuous panel)
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warmoadgens respondentebis fiqsirebul amonakrebs, romelSic

sxvadasxva cvladebis gazomva droTa ganmavlobaSi meordeba. aseTi
panelis monawileebisagan miRebuli informacia gansxvavebulia. kerZod,
es SeiZleba iyos panelistebis damokidebuleba axali saqonlis an
sareklamo mimarTvebisadmi. magaliTad, kompania Parker Pen Company iyenebs
1100 adamianisagan Semdgar panels, romlebic SerCeulia saweri
saSualebebisadmi damokidebulebis TvalsazrisiT. am adamianebisagan
kompania adgens qveamonakrebs axali saqonlis testirebisaTvis. Tu axali
saweri saSualebaa avtokalami, kompania SearCevs imaT, vinc uSualod
aseT saqonels aniWebs upiratesobas. Sesabamisad, amonakrebis moculoba
da ganzraxuli informaciis xasiaTi sxvadasxva kvlevaSi iqneba
Secvlili.
mudmiv da aramudmiv panelebs Soris gansxvaveba sakmaod
mniSvnelovania. cxadia, droiTi mwkrivebis utyuari analizi
SesaZlebelia mxolod pirveli tipiT, droTa ganmavlobaSi erTi da igive
obieqtebis erTi da igive cvladebiT ganmeorebiTi gazomvis Sedegad. es
mudmivi panelis arsebiTi upiratesobaa. amasTan, orive maTgans gaaCnia
Tavisi dadebiTi da uaryofiTi mxareebi. magaliTad, mkvlevaris
TvalsazrisiT, paneli saukeTeso formatia iseTi klasificirebuli
informaciis Sesagroveblad, rogoricaa respondentebis Semosavlebi,
asaki, ganaTlebis done da dasaqmebis saxe. aseTi informacia ki kvlevis
Sedegebis ufro daxvewili analizis SesaZleblobas iZleva. ganivi
kveTis kvlevebi am mxriv SezRudulia, vinaidan respondentebi,
romlebTanac kontaqti erTjeradia, xangrZliv saubrebSi monawileobis
survils iSviaTad gamoTqvamen. panelis monawileebi Rebuloben raime
jildos, amitom maTTan urTierToba ufro xangrZlivi da detaluria.
garda amisa, kvleviTi firma respondentebisagan SedarebiT zusti
informaciis misaRebad ufro met dros da resursebs xarjavs, vinaidan
aseTi informacia, umeteswilad, sxva kvlevaSic gamosadegia.
panelis ZiriTadi naklovaneba isaa, rom igi naklebad
reprezentaciulia. panelSi monawileobaze SeTanmeba warmoSobs
garkveul valdebulebebs, rac mravali potenciuri panelistis uars
iwvevs. TanamSromlobaze Tanxmoba umetes SemTxvevaSi 50%-ze meti araa.
es maCvenebeli maRalia im SemTxvevaSi, roca momxmareblebisaTvis kvlevis

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Tema sainteresoa an monawileoba did Zalisxmevas ar moiTxovs

(magaliTad, satelevizio programebis yurebis fiqsaciis dros).
naklovanebeis aRmofxvris mizniT, kvleviTi kompaniebi sistematurad
arCeven perspeqtiul monawileebs. aseve cdiloben reprezentaciuli
panelis formirebas iseTi maxasiaTeblebis mixedviT, rogoricaa asaki,
dasaqmebis saxe, ganaTleba da sxva. sakmaod xSirad reprezentaciuli
panelis SeqmnisaTvis isini iyeneben kvotebiT SerCevas, romelSic
amonakrebis monawileTa wili generaluri mTlianobis msgavsia. aseTi
meTodis gamartivebul magaliTad gamogvadgeba organizacia, romelsac
sportuli manqanebis momxmarebelTa kvlevis Catareba surs. Tu
organizaciisaTvis cnobilia, rom sportuli manqanebis momxmarebelTa
52% arian mamakacebi, xolo 48% - qalebi, maSin kvotebiT SerCevac aseT
Tanafardobas unda asaxavdes.

ganivi kveTis kvleva (Cross-sectional study) gulisxmobs generaluri

mTlianobidan aRebuli amonakrebis elementebis Seswavlas, romelTa
umetesoba mxolod erTxel izomeba. aRsaniSnavia is faqti, rom droiTi
mwkrivebis kvlevis upiratesobis miuxedavad, realur praqtikaSi ufro
cnobili da mniSvnelovania ganivi kveTis kvlevebi. aseT kvlevas ori
Tavisebureba gaaCnia. pirveli: igi uzrunvelyofs drois garkveul
momentSi Sesaswavli cvladebis Tavisebur momentalur gadaRebas
(`fotografias~), rac kardinalurad ganasxvavebs mas droiTi mwkvrivebis
meTodisagan, romelic droSi cvalebadi situaciebis asaxviT miRebul
suraTebs TiTqos `videoCanaweris~ saxiT aerTianebs. meore: ganivi kveTis
kvlevebSi amonakrebi ganisazRvreba iseTnairad, rom igi generalur
mTlianobasTan mimarTebiT reprezentaciuli iyos. amitom
gansakuTrebuli yuradReba eqceva amonakrebis elementebis SerCevas.
aseTi kvlevebi ori saxisaa: erTeuli da mravlobiTi.
erTeuli profiluri kvleva (single cross-sectional design) gulisxmobs
generaluri erTobliobidan erTi amonakrebis gansazRvras da misgan
informaciis mxolod erTxel miRebas. kvlevis am meTods ewodeba
agreTve SerCeviTi gamokiTxva (sample survey).
mravlobiTi profiluri kvleva (multiple cross-sectional design)
gulisxmobs generaluri erTobliobidan ori an meti amonakrebis

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gansazRvras da TiToeuli maTganidan informaciis mxolod erTxel

miRebas. mravlobiT profilur kvlevebSi xSiria SemTxveva, roca
sxvadasxva amonakrebidan informacia sxvadasxva dros miiReba. aseT
kvlevas ewodeba kohortuli analizi (cohort analysis). igi moicavs
gamokiTxvebis serias, romelic drois gansazRvrul monakveTSi tardeba.
kohorta hqvia respondentebis jgufs, romelzedac drois erTnair
intervalSi erTi da igive movlena mimdinareobs. magaliTad, asakobrivi
kohorta warmoadgens adamianebis jgufs, romlebic drois erT periodSi
(vTqvaT, 1951-1960 wlebSi) daibadnen. kohortuli analizis dros izomeba
erTi an ramdenime kohortis maxasiaTeblebi ori an meti droiTi
poziciisaTvis.
miuxedavad imisa, rom SerCeviTi kvleva farTod gamoiyeneba, mas
ramdenime naklovaneba gaaCnia. esenia: movlenis zedapiruli analizi,
maRali danaxarjebi da gamokiTxvasTan dakavSirebuli teqnikuri
sirTuleebi.
gamokiTxvebisadmi kritikuli damokidebulebis yvelaze ufro
gavrcelebuli mtkicebuleba gamoixateba imaSi, rom igi movlenis
siRrmiseuli wvdomis saSualebas ar iZleva, vinaidan umeteswilad
aqcenti kvlevis mocvis sifarToveze keTdeba. am SemTxvevaSi ZiriTadi
yuradReba eqceva iseTi maCveneblebis gaangariSebas, romlebic didi
moculobis amonakrebidan mopovebuli monacemebis ganzogadebiT miiReba.
ufro metic, krebsiTi maCveneblebis agregirebis procesi iTvaliswinebs
imas, rom saboloo jamSi miRebuli saSualo maCvenebeli mTlianobis
romelime konkretul elements SeiZleba zustad ver asaxavdes.
meore naklovanebaa droisa da fulis didi danaxarji. xSirad
erTaderTi hipoTezis Semowmebas ramdenime Tve sWirdeba. mTeli kvleviTi
procesi – amocanis dasma, monacemebis Segroveba, maTi redaqtireba,
kodireba da tabulireba - srulad unda damTavrdes manam, sanam
analitikosi hipoTezis Semowmebas daiwyebs. TiToeuli es stadia sakmaod
Sromatevadia, rac did danaxarjs da Zalisxmevas moiTxovs.
gamokiTxvisaTvis saWiroa agreTve Sesabamisi teqniuri saSualebebis
gamoyeneba. mkvlevari unda flobdes Cvevebs, romlebic aucilebelia
procesis TiToeuli stadiis ganxorcielebisaTvis an mas unda hqondes

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SesaZlebloba, mimarTos konsultantebs. praqtikaSi iSviaTia SemTTxveva,

roca erTi konkretuli piri ramdenime saqmis profesionalia.

5.4. mizez-Sedegobrivi kvlevis proeqti

saZiebo kvlevis Sedegad xSirad warmoiSoba hipoTezebi mizez-

Sedegobrivi kavSirebis Sesaxeb, romelTa Semowmeba marketinguli
gadawyvetilebis misaRebad aucilebelia. magaliTad, Tu menejeri gegmavs
fasebis Semcirebas, man SeiZleba saWirod CaTvalos Seamowmos aseTi
hipoTeza: `saqonlis fasis 5%-iT momateba ar moaxdens arsebiT gavlenas
misi gayidvis moculobaze~. Tu marketingis ganyofileba ganixilavs
SefuTvis cvlilebis sakiTxs, mkvlevars SeuZlia Seamowmos Semdegi
hipoTeza: `swrafi momzadebis sasauzme fafis SefuTvis dizainis
cvlileba iseTnairad, rom igi ufro iafi da gamZle gaxdes, am
saqonlisadmi momxmarebelTa damokidebulebas gaaumjobesebs~. cxadia,
hipoTezebis SemowmebisaTvis aRweriTi kvleva savsebiT misaRebia, magram
igi cvladebs Soris kavSirebs adgens da mizezobrivi kavSirebis
gamovlenisaTvis ver gamodgeba. mizezobrivi kavSirebi ganpirobebulia
mizez-Sedegobrivi cvladebiT. aseT cvladebs Soris damokidebuleba
kauzaluri kvlevis saqmea.
magaliTad, ganvixiloT savsebiT cxadi hipoTeza imis Sesaxeb, rom
sarelkamo kampania gayidvebis zrdas iwvevs. am hipoTezis SemowmebisaTvis
marketologma unda Caataros kauzaluri kvleva, e.i. iseTi kvleva,
romelSic ganxorcieldeba mizezobrivi, anu damoukidebeli cvladebis
manipulireba SedarebiT kontrolirebad garemoSi. SedarebiT
kontrolirebadia garemo, sadac nebismieri cvladebi, romlebmac
damokidebul cvladebze SeiZleba gavlena moaxdinon, gulmodgined
mowmdeba. erTi an ramdenime damokidebuli cvladis sididis
manipulirebis Sedegia mizezobrivi kavSirebis Sefaseba.

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mizezobrivi kvlevis ZiriTadi meTodia eqsperimenti, romelic

laboratoriul an realur pirobebSi tardeba. Cvens SemTxvevaSi
SeiZleba Catardes eqsperimenti garkveuli brendis reklamasa da gayidvis
moculobas Soris mizezobrivi kavSiris SemowmebisaTvis. aseT kvlevaSi
damoukidebeli cvladebis rols, romlis sididis manipulirebas axdens
mkvlevari, asrulebs reklama, xolo damokidebulisa – sakvlevi brendis
gayidvis moculoba. laboratoriul kvlevaSi monawile momxmareblebs
sTavazoben mravalricxovan sareklamo winadadebebs, romelTa
manipulirebas axdens mkvlevari. amasTan, manipulireba organizebulia
iseTnairad, rom momxmarebelTa calkeul jgufs mxolod erTi
sareklamo winadadeba miewodeba. amis Semdeg dadgindeba TiToeul
jgufSi respondentebis mier nayidi saqonlis moculoba da Seedareba
erTmaneTs. mkvlevari qmnis da akontrolebs yvela process. aseTive
eqsperimenti SeiZleba Catares realur pirobebSi, magaliTad, maRaziaSi.
mravalferovani sareklamo winadadebebi maRaziaSi gamoefineba igive
pirobiT, rom respondentebis TiToeuli jgufi mxolod erT romelime
winadadebas gaecnos. Semdeg sakvlevi brendis gayidvis moculobebi
erTmaneTs Seedareba.
mizez-Sedegobrivi kvleva sasargebloa Semdeg situaciaSi:
1. gavigoT, Tu romelia gansaxilveli movlenis mizezobrivi
cvladebi (damoukidebeli cvladebi) da romelia Sedegobrivi
(damokidebuli cvladebi). damoukidebel cvladebad SeiZleba
miviCnioT finansuri danaxarjebis moculoba, romelic
mocemuli drois ganmavlobaSi gamoiyo sareklamo kampaniisa
da gasaRebis stimulirebisaTvis.
2. ganvsazRvroT mizez-Sedegobriv cvladebs Soris kavSiris
done. gayidvis moculobis damokidebuleba gasaRebis
stimulirebasa da reklamaze gaweuli danaxarjebis
sidideze, cxadia, wrfivi ar iqneba. sareklamo danaxarjebis
zrdasTan SedarebiT gayidvis moculobis zrdis tempebi
naklebia, rac e.w. gajerebis efeqtiT aixsneba.

kauzaluri kvlevas naTlad warmoaCens magaliTi, romelic exeba

kompania Microsoft-is mier Catarebul eqsperiments operaciuli sistema

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Windows 2000-Tan mimarTebiT. Windows 2000-is warmateba (farTo cnobadoba

da gayidvis didi moculoba) ganapiroba saimedoobisa da dizainis
mimarTulebiT ganxorcielebulma sakirkito samuSaoebma. sakontrolo
eqsperimentSi momxmarebelTa erT jgufs Windows 2000-Tan muSaoba
sTxoves. saguldagulod SerCeuli sxva ori jgufi amuSaves Windows-is
adrindel versiebTan. erTi Windows 1998-Tan, xolo meore - Windows NT-
sTan. samive jgufi operaciul sistemebs afasebda Semdegi kriteriumebiT:
gamoyenebis simartive, mwarmoebluroba da sxvadasxva gamoyenebiTi
amocanis mocva, momxmareblis gamocdilebis gafarToebis SesaZlebloba.
yvela am kriteriumis mixedviT Windows 2000-ma umaRlesi Sefaseba miiRo.
am eqsperimentSi mizezobriv (damoukidebel) cvlads warmoadgens
operaciuli sistema, romelic gamoikvlies sam variantad: Windows 2000,
Windows 1998 da Windows NT. Sesabamisad, Sedegobrivi (damokidebuli)
cvladebi iyo zemoCamoTvlili kriteriumebi. momxmareblebis warsuli
gamocdilebis gavlena kvlevis Sedegebze kontroldeboda TiToeuli
jgufis saguldagulod SerCevis safuZvelze.

5.5. kvlevis proeqtis Secdomebi, biujetisa da Catarebis grafikis

formireba, winadadebis wardgena da struqtura

kvlevis proeqtis Secdomebi. kvlevis proeqtis sargeblianoba

damokidebulia rogorc mTliani kvlevis gegmis, aseve im monacemebis
xarisxze, romelic unda Segrovdes da gaanalizdes. kvlevis sxvadsxva
stadiaze dasaSvebia Secdomebi, romlebmac Sedegebi arazusti an
gamousadegaric ki SeiZleba gaxadon. kvlevis proeqtis Secdomebis
klasifikacia naCvenebia 5.5 naxazze, saidanac Cans, rom saerTo Secdomebi
qveSecdomebad iyofa.
kvlevis proeqtis biujetisa da Catarebis grafikis formireba.
kvlevis proeqtis dagegmvisas mniSvnelovani yuradReba eqceva fulis,

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drois da adamianuri resursebis gonivrul ganawilebas. nebismier

organizaciaSi resursebi SezRudulia da arsebobs maTi gamoyenebis
sakuTari wesebi. amitom aseTi resursebis efeqtianad gamoyenebisaTvis
aucilebelia kvlevis biujetisa da Catarebis grafikis formireba.

saerTo Secdoma

SerCevis araSerCeviTi
Secdoma Secdoma

SemTxveviTi araSemTxveviTi
Secdoma Secdoma

respondentis
mkvlevaris inerviueris Secdoma
Secdoma Secdoma

informaciis respondentis SeuZleblobis

gacvlisSecdoma; SerCevis Secdoma; Secdoma;
gazomvis Secdoma; kiTxvis Secdoma; survilis
generaluri erTobliobis Canaweris arqonis
gansazRvris Secdoma; Secdoma; Secdoma
mmonaSerCevis modelis gayalbebis
Secdoma; monacemTa Secdoma
damuSavebis Secdoma.

nax. 5.5. kvlevis proeqtis Secdomebis klasifikacia

arsebobs kvleviTi proeqtis biujetis formirebisadmi ornairi

midgoma. pirveli - gaiangariSeba kvlevasTan dakavSirebuli yoveli
RonisZiebis Rirebuleba. meore - ganisazRvreba TiToeuli operaciis
samuSaoTa moculoba saaTebSi da Semdeg Rirebulebis gaangariSebisaTvis
gamoiyeneba standartuli saaTobrivi ganakveTi. pirveli midgoma SeirCeva
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im SemTxvevaSi, roca kvleviTi proeqti aratipiuri an ZviradRirebulia.

meore midgomas mimarTaven maSin, roca proeqti rutinulia an mkvlevars
sakmarisad zusti warmodgena aqvs kvlevis danaxarjebze.
vinaidan zogierTi RonisZieba (gansakuTrebiT, monacemebis analizi)
ar iwyeba manam, sanam ar dasruldeba sxva (magaliTad, monacemebis
Segroveba), aucilebelia moqmedebaTa Sesabamisi koordinacia, raTa
proeqti vadaSi dasruldes da gamoyofil biujetSi Caetios. grafikis
formireba aris imis garantia, rom gamoyofili personali da resursebi
kvlevis efeqtianad da swrafad dasrulebisaTvis sakmarisi iqneba. amis
gakeTeba SesaZlebelia aucilebeli RonisZiebebis sqematurad,
diagramebis saxiT warmodgenis safuZvelze. grafikis Sedgena exmareba
mkvlevars upasuxos kiTxvas: vinaa pasuxismgeneli imaze, rom esa Tu is
RonisZieba daTqmul vadaSi wamatebiT dasruldes? es kiTxva nebismieri
marketinguli kvlevisaTvis kritikulad mniSvnelovania. igi
iTvaliswinebs ara marto ama Tu im RonisZiebaze pasuxismgebeli piris
daniSvnas, aramed vadis dadgenas, romlis ganmavlobaSic mocemuli
RonisZieba unda Sesruldes.

kvlevis Catarebis Sesaxeb winadadebis wardgena. aseTi winadadeba

moicavs sakvlevi proeqtis Catarebisa da kontrolis gegmas. misi funqcia
imaSia, rom igi warmoadgens ZiriTad gadawyvetilebebs, romlebic miiReba
kvlevis procesSi, magram misi roli mxolod amiT rodi Semoifargleba.
iuridiuli TvalsazrisiT, igi klientsa da mkvlevars Soris dadebuli
werilobiTi kontraqtis safuZvelia. xSirad winadadeba gamoiyeneba
potenciuri konkurenti Semsruleblebis SesarCevad, agreTve kvlevebis
Casatarebeli Tanxebis gamoyofis Sesaxeb gadawyvetilebis miRebaze
dadebiTi gavlenis mosaxdenad. aRniSnulis gaTvaliswinebiT, kvlevis
Catarebis Sesaxeb winadadeba ganixileba rogorc darwmunebis wyaro.
amitom igi ara marto unda axdendes imis demonstrirebas, rom mkvlevari
flobs mocemul problematikas da ZaluZs misi Seswavla, aramed unda
warmoaCendes im sargebels, rasac klienti kvlevis Sedegad miiRebs.

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kvlevis Catarebis Sesaxeb winadadebis struqtura. winadadebis

struqtura da misi Sinaarsi arsebul situacias unda Seesabamebodes.
winadadebis tipiuri struqtura aseTia:
 Sesavali. SesavalSi winadadebis Sinaarsi aRwerilia mokled.
igi sakmarisi unda iyos imisaTvis, rom windadebis arsis
Sesaxeb zogadi warmodgena Seiqmnas.
 kvlevis mizani da amocanebi. aq aRiwereba mmarTvelobiTi
problemebi, agreTve im informaciis specifikacia, romelic
kvlevis Sedegad unda iqnes miRebuli. am informacias
uSualo kavSiri unda hqondes mmarTvelobiT problemebTan.
 kvlevis proeqti. es nawili moicavs informacias kvlevaSi
gamosayenebeli meTodebis Zlieri da susti mxareebis
Sesaxeb. aqve mieTiTeba kvlevis yvela detali, romelic
Semdgom kontraqtSi aisaxeba, kerZod, SerCevis moculoba,
monacemebis Segrovebisa da statistikuri damuSavebis
meTodebi. iseTi detalebi, rogoricaa anketis forma,
SerCevis formirebis procedura da sxva, danarTebSi
Seitaneba.
 saWiro droisa da materialuri danaxarjebis Sefaseba. aq
ganxilulia molaparakebebis dros miRweuli SeTanxmebebis
yvela momenti, kerZod, kvlevis saerTo Rirebuleba, fuladi
gadaxdis grafiki, warmosadgeni masalebi, gansakuTrebul
SemTxvevebSi moqmedebebi (aseTia, magaliTad, klientis
gadawyvetileba kvlevis masStabis gafarToebis Sesaxeb),
angariSis winaswari da saboloo variantebis wardgenis
grafiki.
 danarTebi. aq mocemulia nebismieri teqnikuri detali,
romelic, savaraudod, mkiTxvelisaTvis saintereso iqneba.

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Tavi 6. saZiebo marketinguli kvlevebi

rogorc ukve aRiniSna, saZiebo marketinguli kvlevis mizania

problemis identifikacia da hipoTezebis formulireba. aseTi
kvlevebidan gansakuTrebuli mniSvneloba eniWeba meorad informaciebs da
Tvisebriv kvlevebs, romlebsac qvemoT dawvrilebiT ganvixilavT.

6.1. meoradi informacia

6.1.1. meoradi informaciis gamoyeneba, upiratesobebi da naklovanebebi

marketingul kvlevaSi problemis gansazRvris Semdegi etapia

informaciis Segroveba. xSirad axalbeda mkvlevari maSinaTve Seudgeba
anketis Sedgenas, rac arasworia, vinaidan anketireba mxolod
aucileblobis SemTxvevaSi unda Catardes. kargi kvlevis wesi imaSi
mdgomareobs, rom gamokiTxva, qirurgiuli Carevis msgavsad, mxolod
mas Semdeg gamoiyeneba, roca danarCeni SesaZlebloba amowurulia.
informaciis Segrovebis pirvel etapze logikuria yuradRebis
koncentrireba meoradi monacemebis (Secondary Data) moZiebaze. aseTi
monacemebi Segrovda warsulSi sxva miznisaTvis da ara mocemuli
kvlevisaTvis. konkretuli problemis kvlevis procesSi mopovebuli
monacemebs, rogorc viciT, pirveladi informacia (Primary Data) hqvia.
magaliTad, kompania General Electric mudmivad ikvlevs macivris
momxmarebelTa demografiul maxasiaTeblebs, raTa gansazRvros,
TiToeuli maTgani Tu romeli zomis saqonels yidulobs. cxadia, es
pirveladi informaciaa. magram, Tu kompania gamoiyenebs arsebul
monacemebs, romlebic mocemulia sagarantio talonebSi an
gamoqveynebuli dargobrivi statistikis masalebSi, maSin aseTi
monacemebi ganixileba, rogorc meoradi informacia. pirveladi da
meoradi informaciis Sedareba naCvenebia 6.1 cxrilSi.

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cxrili 6.1
pirveladi da meoradi informaciis Sedareba
kriteriumi pirveladi meoradi informacia
informacia

Segrovebis mizani mimdinare problemis sxva problemis

gadaWra gadaWra

Segrovebis procesi sakmaod rTuli swrafi da advili

Segrovebis maRali SedarebiT dabali

Rirebuleba

Segrovebis dro xangrZlivi xanmokle

arsebobs meoradi monacemebis gamoyenebis ramdenime xerxi. esenia:

1) zogjer meoradi monacemebi sakmarisia arsebuli problemis
gadaWrisaTvis. vTqvaT, mkvlevars aucileblad sWirdeba monacemebi
ama Tu im teritoriaze arsebuli Sinameurneebis Semosavlebis
donis Sesaxeb. amisaTvis mas SeuZlia gaecnos aRweris monacemebs.
2) xandaxan meoradi monacemebi axali ideebis mniSvnelovani wyaroa,
romelTa ganviTarebisaTvis saWiroa pirveladi informaciis
Segroveba.
3) xelmisawvdomi meoradi monacemebis Seswavla aucilebeli etapia
pirveladi informacis Segrovebamde. igi gvexmareba problemis
gansazRvrasa da misi gadaWris SesaZlebeli variantebis
prognozirebaSi. msgavsi RonisZieba uzrunvelyofs problemis
ufro zustad gagebas, xolo Segrovili informacia xSirad
warmoaCens im gadawyvetilebebs, romlebic adre ar ganixileboda.
4) meoradi monacemebi pirveladi informaciis Segrovebis dagegmvaSic
gvexmareba. analogiur proeqtebSi sxva mkvlevarebis mier
gamoyenebuli meTodebisa da teqnikis Seswavla xels uwyobs axali
kvlevis dagegmvas, kerZod, SedarebiT misadagi meTodikis moZebnas.
5) meoradi monacemebi xelsayrelia SerCevis formirebisa da
pirveladi kvlevis sxva parametris gansazRvrisaTvis.
6) meoradi monacemebi xSirad warmoadgens bazas, romlis safuZvelzec
pirveladi informaciis sandooba da sizuste mowmdeba. garda

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amisa, meoradi monacemebi saSualebas iZleva pirveladi monacemebi

iseTnairad SevagrovoT, rom SemdegSi drois mixedviT situacia
gavaanalizoT.

meoradi informaciis upiratesobebi. meoradi informaciis yvelaze

mniSvnelovan upiratesobas warmoadgens droisa da fulis ekonomia.
meoradi monacemebis meSveobiT kvlevebis Catarebisas xSirad sakmarisia
ramdenime dRis muSaoba biblioTekaSi an internetSi. aseTi kvlevebi,
pirveladi monacemebis SegrovebasTan SedarebiT, Cveulebriv, naklebi
droiTi da fuladi danaxarjebiT xasiaTdeba. maSinac ki, roca saWiroa
meoradi monacemebis yidva, es procesi gacilebiT iafia, vidre msgavsi
monacemebis damoukideblad mopoveba, vinaidan monacemebis Segrovebaze
gaweuli danaxarjebi ramdenime mosargebles Soris nawildeba.
zogierTi kvleviTi proeqtis ganxorcieleba sakuTari ZalebiT
yvela kompanias rodi SeuZlia. aseT SemTxvevaSi martivi gamosavalia
meoradi monacemebis gamoyeneba. magaliTad, Tu kompanias sWirdeba raime
informacia qveynis mTliani mosaxleobis Sesaxeb, rogorc fizikuri, ise
danaxarjebis TvalsazrisiT, amis mopovebas igi damoukideblad ver
SeZlebs. istoriuli monacemebi yovelTvis meoradia. Tu kompanias surs
miiRos informacia warsulSi momxdari raime movlenis Taobaze, cxadia,
amisaTvis igi pirvelad kvlevas ver Caatarebs.
zogierT SemTxvevaSi meoradi monacemebi ufro zustia, vidre
pirveladi. magaliTad, Tu kompanias surs Seiswavlos sxva kompaniebis
iseTi maxasiaTeblebi, rogoricaa gayidvis moculoba, mogebis sidide da
sxva, SedarebiT saimedo da zusti monacemebis miRebisaTvis man umjobesia
gamoiyenos samTavrobo wyaroebi, vidre uSualod mimarTos konkurentebs.
informaciis mopovebasTan dakavSirebuli droiTi da fuladi
danaxarjebis gaTvaliswinebiT, marketologebi dabejiTebiT gvTavazoben
aseT rCevas: nu ugulebelyofT meorad informaciebs! kvleva yovelTvis
meoradi informaciiT daiwyeT da mxolod mas Semdeg, roca igi
amoiwureba an misi gamoyenebis efeqtianoba Semcirdeba, pirvelad
monacemebze gadadiT. zogjer meoradi informacia savsebiT sakmarisia,
gansakuTrebiT, maSin, roca yvelaferi, rac analizis Sedegad unda
miviRoT, mxolod miaxloebuli Sefasebaa. magaliTad, marketingul

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kvlevebSi sakmaod gavrcelebulia Semdegnairi kiTxva: rogoria

konretuli produqtis sabazro potenciali? ainteresebs igi
momxmarebelTa sakmaris raodenobas, raTa misi SeTavazeba gamarTldes?
meoradi informaciis gamoyenebas naTlad warmogvidgens qvemoT moyvanili
magaliTi, romelic ZaRlebisaTvis gankuTvnil sakvebze potenciuri
moTxovnis gansazRvras exeba.
Sinauri cxovelebis sakvebis mwarmoebelma erT-erTma firmam dasva
kiTxva: sakmarisia Tu ara im adamianebis raodenoba, romlebic TavianTi
ZaRlebisaTvis tenian da mSral sakvebs erTmaneTSi ureven? axali
produqtis SemuSavebis sawyis stadiaze firmam saZiebo kvlevisaTvis
fuli ar daxarja. cxadia, saukeTeso pasuxi ZaRlebis mepatroneebis
gamokiTxva iqneboda, rac sakmaod Zviri dajdeboda. garda amisa,
gamokiTxvis Sedegebis miRebas garkveuli dro dasWirdeboda. amitom
miRebul iqna gadawyvetileba meoradi informaciis safuZvelze moTxovnis
gansazRvris Sesaxeb. firmam moipova Semdegi informaciebi: 1)
gamoqveynebuli literaturis daxmarebiT dadginda sakvebis is raodenoba,
romelic aucilebelia ZaRlebis dRiuri kvebisaTvis. aseve ganisazRvra am
raodenobis damokidebuleba sakvebis saxeobaze (teniani, naxevrad mSrali,
mSrali), ZaRlebis jiSze, asakze da zomaze. 2) am firmis momsaxure
sareklamo saagentos mier miwodebuli masalebidan gairkva Semdegi
monacemebi: ojaxebis raodenoba, romlebsac ZaRlebi hyavT; TiToeul
ojaxSi arsebuli ZaRlebis raodenoba, zoma da jiSi; ZaRlebisaTvis
gamoyenebuli sakvebis saxeoba da moxmarebis sixSire. gamoiTqva
varaudi, rom adamianebi, romlebic TavianT ZaRlebs yoveldRiurad ori
an meti saxeobis sakvebs aWmeven, axali produqtis (teniani da mSrali
sakvebis narevis) potenciuri myidvelebi iqnebodnen. aseTi momxmareblebi
mTliani raodenobis 20 % aRmoCnda, rac axali produqtis SemuSavebis
ideas savsebiT amarTlebda.
marTalia, meoradi monacemebi konkretuli amocanis srulad
gadaWris SesaZleblobas iSviaTad iZleva, magram isini, rogorc wesi,
uzrunvelyofen: 1) kvlevis problemis ukeT formulirebas; 2)
Sesaferisi kvlevis meTodebis SerCevas an Sesagrovebeli
monacemebis warmoCenas; 3) SedarebiTi monacemebis warmodgenas,
romliTac pirveladi informacia ufro metad interpretirebuli iqneba.

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meoradi informaciis naklovanebebi. uamravi upiratesobis

miuxedavad, meorad informacias naklovanebebic gaaCnia. vinaidan meoradi
informacia sxva miznisaTvis Segrovda, bunebrivia, warmoiSoba problema
mocemul kvlevasTan misi Tavsebadobis Sesaxeb. zogierT SemTxvevaSi es
problema imdenad arsebiTia, rom igi Segrovil monacemebs praqtikulad
gamousadegars xdis. Cveulebriv, cud Tavsebadobas ganapirobebs Semdegi
faqtorebi: gazomvis sxvadasxva erTeulebi, monacemebis jgufebad
gansxvavebuli dayofa, monacemebis daZveleba. magaliTad, sacalo
savaWro maRaziis sidide gamoixateba iseTi maCveneblebiT, rogoricaa
gayidvis an savaWro farTis moculoba, momuSaveTa raodenoba da sxva.
samomxmareblo Semosavlebi izomeba erT adamianze, calkeul ojaxze da
a.S. aseTi situacia uamravia. amitom meoradi informaciis gamoyenebis
sirTule imaSia, rom xSirad wyaro saWiro informacias konkretuli
kvlevisaTvis aucilebeli gazomvis erTeuliT ar warmoadgens. im
SemTxvevaSic ki, roca gazomvis erTeulebi Tavsebadia, monacemebis
jgufebad dayofa konkretul kvlevas SeiZleba ar daemTxves. davuSvaT,
kvlevis problema moiTxovs momxmareblebis klasifikacias personaluri
Semosavlis mixedviT, 500 laris intervaliT (0-500 lari, 501-1000 lari,
1001-1500 lari da a.S.). aseT situaciaSi usargebloa iseTi meoradi
monacemebi, sadac Semosavlebis done mocemulia 700 laris intervaliT
(0-700 lari, 701-1400 lari da a.S.). dabolos, meoradi informacia xSirad
moZvelebulia. dasaSvebia, rom mis Segrovebasa da gamoyenebas Soris
arsebuli drois monakveTi didi iyos. magaliTad, xuTi wlis winandeli
monacemebi kinoTeatrebis daswrebis Sesaxeb, mosalodnelia,
ararelevanturi aRmoCndes im SemTxvevaSi, roca miiReba gadawyvetileba,
Tu ra saxis filmi gauSvan momaval sezonze, vinaidan kinos moyvarulTa
gemovnebebi mudmivad icvleba. aqve ganixileba meoradi monacemebis
gamoyenebis kidev erTi problema, romelic misi publikaciis dros
Seexeba. kerZod, monacemebis Segrovebidan gamoqveynebamde drois
dayovneba imdenad mniSvnelovania xolme, rom xSirad aseTi
informacia gamoqveynebisTanave daZvelebulia. magaliTad SeiZleba
moviyvanoT mosaxleobis saxelisuflebo aRwera, romlis Sedegebis
publikacias zogjer ramdenime weli sWirdeba.

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zogjer meoradi monacemebis sizuste saeWvoa, radgan maTi

Segrovebis, analizisa da wardgenis dros SeiZleba uamravi Secdoma
iyos daSvebuli. pirveladi informaciis SegrovebaSi mkvlevaris
monawileoba zrdis Sedegis sizustes. meoradi monacemebis gamoyenebisas
sandoobis Sefaseba garTulebulia. am problemis gadaWraSi gvexmareba
wyaros pirveladobis donis Sefaseba.
meoradi monacemebi moipoveba pirveladi an meoradi wyaroebidan.
pirveladia iseTi wyaro (Primary Source), saidanac monacemebi
Tavdapirvelad aiReba. meoradia wyaro (Secondary Source), romelic
monacemebs pirveladi wyarodan Rebulobs. magaliTad, aSS-is
statistikuri krebuli (Statistical Abstract of the United States), romelic
yovelwliurad qveyndeba da Seicavs mravali kvleviTi proeqtisaTvis
sasargeblo uamrav informacias, warmoadgens meoradi monacemebis meorad
wyaros. masSi mocemuli yvela monacemi aRebulia sxvadasxva saxelmwifo
da komerciuli wyaroebidan. mkvlevari, romelic meoradi informaciis
moZiebisas Semoifargleba mxolod statistikuri krebulebiT, uxeSad
arRvevs meoradi informaciis gamoyenebis fundamentur wess – yovelTvis
unda gamoviyenoT meoradi informaciis pirveladi wyaro.

arsebobs pirveladi wyaros gamoyenebis ori mizezi. pirveli da

yvelaze mTavari: mkvlevars unda ainteresebdes informaciis
warmomavlobis xarisxi (e.i. informaciis Segrovebisa da analizis
meTodebi). pirveladi wyaro, rogorc wesi, is adgilia, sadac axsnilia
monacemebis Segrovebisa da analizis procesis meqanizmebi. amitom igi
erTaderTi wyaroa, romliTac meoradi informaciis koreqtuloba
SeiZleba Sefasdes. meore: pirveladi wyaro, meoradTan SedarebiT,
TiTqmis yovelTvis gamoirCeva informaciis meti sizustiT da
sifarToviT. Secdomebi warmoiqmneba gadabeWdvisas, romlebic xangrZlivi
drois ganmavlobaSi narCundeba.

ganzogadebuli saxiT meoradi informaciis upiratesobebi da

naklovanebebi mocemulia 6.2 cxrilSi.

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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.

6.1.2. meoradi informaciis klasifikacia

meoradi informaciis klasifikacia mocemulia 6.1 naxazze, saidanac

Cans, rom igi or ZiriTad jgufad iyofa: Sinagan da garegan
informaciebad. Sinagani informacia (Internal Data) moiZieba im organizaciis
farglebSi, romlisTvisac tardeba kvleva. garegani informacia (External
Data) ki warmoadgens monacemebs, romelTa wyaro im organizaciis
farglebs miRmaa, romlisTvisac ganzraxulia kvlevis Catareba.

meoradi informacia

Sinagani monacemebi garegani

monacemebi

gamoqveynebuli monacemTa sindicirebuli

masalebi kompiuteruli momsaxureba
bazebi

nax. 6.1. meoradi informaciis klasifikacia

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6.1.2.1. Sinagani meoradi monacemebi

meoradi monacemebis Segroveba Sinagani monacemebis analiziT

iwyeba. Sinagani monacemebi mopovebulia sxva amocanebis gadasaWrelad,
romlebic Casatarebeli kvlevis amocanebisgan gansxvavebulia.
magaliTad, gayidvis moculobisa da danaxarjebis Sesaxeb monacemebi
warmoadgens saintereso Sinagan informacias mravali kvleviTi
amocanisaTvis, rogoricaa ganxorcielebuli marketinguli strategiis
Sefaseba an dargSi firmis konkurentuli poziciis gansazRvra. aseTi
monacemebi naklebad vargisia iseTi gadawyvetilebebis miRebisas,
rogoricaa axali produqtis an axali sareklamo kampaniis perspeqtivebis
Sefaseba. magram am SemTxvevaSic ki isini momavali kvlevis dagegmvis
safuZvelia.
rogorc wesi, informaciis TvalsazrisiT, erT-erTi sasargeblo
dokumentia angariS-faqtura, romlisganac miiReba Semdegi informacia:
klientis saxeli da misi adgilmdebareoba; gayiduli produqtis
dasaxeleba; garigebis moculoba da Rirebuleba; gayidvaze
pasuxismgebeli piris (savaWro agentis) saxeli; gayiduli saqonlis
moxmarebis saboloo mizani; saqonlis miwodebis adgili; klientis
dasaqmebis sfero (dargi); gayidvisa da fasdaklebis pirobebi;
transportis da gadazidvis Rirebuleba. sxva dokumentebi ufro
specifikur monacemebs Seicavs. aseTia, magaliTad, sakaso aparatis lenta,
savaWro agentebis vizitebis angariSebi, finansuri angariSebi, sakredito
istoriebi, sagarantio talonebi, calkeuli myidvelebis baraTebi da
sxva. konkretul situaciaSi am dokumentebiT sargebloba damokidebulia
im analizis saxeobaze, romlebsac marketinguli programis dagegmvisa da
Sefasebisas iyeneben.
meoradi Sinagani informaciis mniSvnelovani wyaroa agreTve
Sesabamis Temebze adre Catarebuli marketinguli kvlevis Sedegebi,
romlebic xSirad saTanadod ver fasdeba. es aixsneba imiT, rom
nebismieri kvleva, Cveulebriv, pasuxs konkretul kiTxvebze iZleva da
maTi umetesoba mocemuli situaciis Sesaferisi araa. amitom sinergiuli
efeqtis miRwevisaTvis saWiroa calkeuli sakvanZo informaciebis

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gamoyofa da gaerTianeba, rasac marketinguli kvlevebis kompania Kraft

warmatebiT axerxebs. kvlevis Sedegebis urTierTSexamebiT SesaZlebelia
gamosadegi daskvnebis gakeTeba da kvlevis danaxarjebis efeqtiani
marTva.
informaciuli teqnologiebis ganviTareba xels uwyobs Sinagani
monacemebis droulad da dawvrilebiT gaanalizebas. magaliTad, kompania
Wrangler Womenswear-is savaWro agentebi TavianTi portatuli
kompiuterebis meSveobiT ukavSirdebian kompaniis kompiuterebs da
mudmivad Rebuloben ganaxlebul informaciebs SekveTebisa da
gasaRebis Sesaxeb.
meoradi Sinagani informacia advilad xelmisawvdomi da iafia. igi,
ZiriTadad, diagnostikuri xasiaTis kvlevebis Casatareblad gamoiyeneba,
magaliTad, Semdegnair kiTxvebze pasuxis gacemisaTvis:
 ra efeqts axdens ama Tu im regionSi gayidvis moculobasa da
rentabelobaze sxvadasxva resursebis (savaWro agentebis
raodenoba, distribuciis arxebis tipebi da sxv) gamoyeneba?
 umjobesdeba Tu uarsedeba gayidvis maCveneblebi bazris sakvanZo
segmentebis an sacalo vaWrobis umTavresi sawarmoebis mixedviT?
 aWarbebs Tu ara marketingze da gasaRebaze gaweuli danaxarjebi
biujetiT gaTvaliswinebul maCveneblebs?
xSirad aRricxvis sistemis mouwesrigebloba uaryofiT gavlenas
axdens meoradi Sinagani informaciis xarisxze. iSviaTi rodia SemTxveva,
roca aRricxvis monacemebi metismetad zogadia, rac analizis Catarebas
arTulebs. aseTi monacemebis dayofa sxvadasxva maCveneblis mixedviT
moiTxovs did Zalisxmevas da dros. aseve mniSvnelovania monacemebis
xarisxis problema. magaliTad, savaWro agentebis mier TavianT
angariSebSi miTiTebuli vizitebis raodenoba SeiZleba momatebuli iyos,
Tu agentis muSaoba am maCvenebliT fasdeba.
kompaniebi TavianT sainformacio bazebs periodulad Semosuli
monacemebiT avseben. klientebis moTxovnebze reagireba bazris wilis
SenarCunebisa da zrdis mniSvnelovani pirobaa. Semosuli saCivrebi
gamoiyeneba, rogorc sainformacio wyaro produqciisa da momsaxurebis
xarisxis gaumjobesebisaTvis. Tumca, aseTi informacia daukmayofilebel
moTxovnas srulad ver warmoaCens, vinaidan momxmarebelTa umetesoba

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saCivris magivrad, saqonels abrunebs an sxvagan yidulobs. amitom

mravali warmatebuli kompania klientebis monacemTa sakuTar bazas qmnis.
masSi mocemulia daumuSavebeli monacemebi TiToeuli klientis Sesaxeb,
romlebic momxmarebelTa saerTo maxasiaTeblebis dadgenisaTvis
gamoiyeneba. magaliTad, kompania Holiday Inn-ma Seqmna Tavisi
`privilegirebuli klubis~ wevrebis monacemTa baza imisaTvis, rom
misdios maT moqmedebebs kompaniasTan mimarTebiT. msgavsi monacemTa
bazebi dReisaTvis farTod gamoiyeneba pirdapiri marketingis strategiis
SemuSavebisaTvis, rasac qvemoT moyvanili magaliTic adasturebs.
kompania General Electric (GE)-ma Seqmna klientebis monacemebis
uzarmazari baza, romelsac igi efeqtianad iyenebs miznobrivi
marketingisaTvis. imisaTvis, rom daedgina klientebSi sayofacxovrebo
eleqtroxelsawyoebis arseboba, kompaniam, demografiul da
fsiqografiul monacemebTan erTad, klientebTan ganxorcielebuli
operaciebis Canawerebic gamoiyena. aRniSnuli monacemTa bazis meSveobiT
kompaniam gamoyo momxmareblebi, romlebic TavianTi sarecxi manqanis
gamocvlaze Tanxmobas gamoTqvamdnen. am jgufSi Sediodnen didi ojaxis
mqone momxmareblebi, romlebmac aseTi produqti 6 wlis winaT SeiZines.
amis Semdeg kompaniam am momxmareblebisken warmarTa Tavisi
marketinguli Zalisxmeva sasaCuqre serTifikatebis, fasdaklebebis an
specialuri SeTavazebebis meSveobiT. sabolood, kompaniis Semosavlebi
da misi wili bazarze mniSvnelovnad gaizarda.

6.1.2.2. garegani meoradi monacemebi

garegani meoradi monacemebi, rogorc 6.1 naxazidan Cans, sami

saxisaa: gamoqveynebuli masalebi (Published Materials), monacemTa
kompiuteruli bazebi (Computerized Databases) da sindicirebuli
momsaxurebis bazebi (Syndicated Services Databases). mokled davaxasiaToT
TiToeuli maTgani.

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a) gamoqveynebuli masalebi

gamoqveynebuli garegani meoradi informaciis wyaroebad gvevlinebian

samTavrobo struqturebi, arakomerciuli organizaciebi (magaliTad,
savaWro palatebi), savaWro da profesiuli asociaciebi, komerciuli
gamomcemlobebi, sainvesticio firmebi, marketinguli kvlevis kompaniebi.
am monacemTa simravle imdenad didia, rom misi sruli analizi sakmaod
Sromatevadi saqmea. mkvlevari im wyaros irCevs, romelSic mocemuli
informacia mimdinare kvlevis Sedegebs yvelaze metad waadgeba.
gamoqveynebuli garegani meoradi informaciis wyaroebi ori saxisaa:
biznes-wyaroebi (Business Sources) da samTavrobo wyaroebi (Government
Sources). maTi klasifikacia naCvenebia 6.2 naxazze.

gamoqveynebuli
meoradi
informacia

biznes samTavrobo
wyaroebi wyaroebi

aRweris sxva samTavrobo

monacemebi gamocemebi
cnobarebi katalogebi

arasamTavrobo
saZieblebi statistikuri monacemebi

nax. 6.2. gamoqveynebuli gare meoradi informaciis wyaroebi

komerciuli organizaciebi uamrav informacias aqveyneben wignebis,

perioduli gamocemebis, Jurnalebis, gazeTebis, angariSebisa da
profesiuli literaturis saxiT. aRniSnuli informaciis moZebna

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SesaZlebelia cnobarebis, anbanuri saZieblebis, katalogebisa da

statistikuri monacemebis meSveobiT. mokled davaxasiaToT TiToeuli
maTgani.
cnobarebi (Guides). standartuli an periodulad ganmeorebadi
informacia ganzogaddeba cnobarebSi. isini warmoadgenen informaciebs
meoradi monacemebis sxva wyaroebis Sesaxeb, romlebic mocemulia
katalogebSi an profesiuli da dargobrivi asociaciebis gamocemebSi.
vinaidan cnobarebi sxva wyaroebisken mimaval gzebs miuTiTeben,
mkvlevarma, pirvel rigSi, mas unda mimarTos. yvelaze ufro
gavrcelebulia Semdegi cnobarebi: `biznes-informaciis wyaroebi~ (Business
Information Sources), `monacemebis wyaroebi biznesisa da sabazro
kvlevebisaTvis~ (Data Sources for Business and Market Analysis), `biznes-
informaciis wyaroebis enciklopedia~ (Encyclopedia of Business Information
Sources) da sxva.
saZieblebi (Directories). saZieblebi garegani meoradi monacemebis
analizis dawyebisaTvis saukeTeso masalaa. aseT wyaroebSi asaxulia
informacia im organizaciebisa da kerZo pirebis Sesaxeb, romlebic
sxvadasxva saxis monacemebs agroveben. yvelaze ufro gavrcelebul
saZieblebs miekuTvneba `saZieblebi qaRaldze~ (Directories in Print),
`konsultantebisa da konsaltinguri kompaniebis saZiebeli~ (Consultants and
Consulting Organizations Directory), `asociaciebis enciklopedia~ (Encyclopedia of
Associations), `kvleviTi momsaxurebis saZiebeli~ (Research Services Directory) da
sxva.
katalogebi (Indexes). katalogebi warmoadgenen kompaniebis,
organizaciebisa da kerZo pirebis mokle aRweras. isini sasargebloa
CvenTvis saintereso bazarze arsebuli kompaniebis dasaxelebisa da
misamarTis Sesaxeb informaciis mosapoveblad. cnobil katalogebs
miekuTvneba `perioduli biznes-katalogi~ (Business Periodical Index), `biznes-
katalogi~ (Busiess Index), `uol-stritis katalogi~ (Wall Street Journal Index) da
sxva.
arasamTavrobo statistikuri monacemebi (Nongovernmental Statistical
Data). komerciul sawyisebze kvlevebis Catareba xSirad moicavs bazris
mdgomareobis Sesaxeb statistikuri monacemebis Segrovebas.
arasamTavrobo statistikis magaliTad gamogvadgeba sabazro

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statistikuri monacemebi, romlebic asaxaven momxmarebelTa

damokidebulebas ama Tu im produqtisadmi, agreTve satelevizio
gadacemebis yurebis dros, yidvis dones da sxvas. arasamTavrobo
statistikuri monacemebis umniSvnelovanes wyaros miekuTvneba
`samomxmareblo bazrebis cnobari~ (A Guide to Consumer Markets),
`gasaRebisa da marketingis marTvis mixedviT myidvelobiTi unaris
gamokvleva~ (Predicasts Forecasts, Sales and Marketing Management Survey of Buying
Power) da sxva.

samTavrobo wyaroebi. monacemebs, romlebsac samTavrobo

organoebi agroveben, kerZo kompaniebi ver moipoveben. am monacemebis
diapaoni sakmaod farToa, rac maT meoradi informaciis umniSvnelovanes
wyarod aqcevs. samTavrobo publikaciebi ori saxisaa: aRweris monacemebi
(Census Data) da sxva samTavrobo publikaciebi (Other Government Data).
aRweris monacemebi sasargebloa mravalgvari marketinguli kvlevebis
Catarebisas. mTavrobis mier Segrovili demografiuli monacemebi Seicavs
cnobebs ojaxebis Semadgenlobis, asakis, materialuri mdgomareobis da
sxvaTa Sesaxeb. aseTi informaciebi gansakuTrebiT mniSvnelovania imitom,
rom maTSi detaluradaa ganxiluli rogorc mosaxleobis, aseve biznes-
erTeulebis mdgomareoba, romelTa dajgufeba SesaZlebelia safosto
indeqsebisa UTu calkeuli teritoriebis mixedviT. aRweris monacemebis
garda, saxelisuflebo organoebi agroveben da aqveyneben uamrav
statistikur masalas, romelTa umetesoba biznesis marTvisaTvis
umniSvnelovanesia. aseT publikaciebs, magaliTad, aSS-Si warmoadgens
`saqmiani amerika~ (Business America), `saqmiani statistika~ (Business Statistics),
`biznesis normatiuli aqtebis krebuli~ (Business Condition Digest) da sxva.
gamoqveynebuli beWduri informaciis didi nawili aseve
xelmisawvdomia internetis saSualebiT.

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b) monacemTa kompiuteruli bazebi

beWduri masalebis mravalferovnebis miuxedavad, maTi meSveobiT

informaciis moZieba did dros moiTxovs. kompiuteruli teqnologiebis
ganviTareba uzrunvelyofs gamoqveynebuli masalebis katalogizaciis,
Senaxvisa da xelmisawvdomobis ufro efeqtiani meTodebis gamoyenebas.
amitom kompiuterul monacemTa bazebi swrafi tempebiT izrdeba. biznesis,
mecnierebisa da ganaTlebis nebismier sferoSi momuSave
mkvlevarebisaTvis advilad SeRwevadia 5 aTasze meti onlain-baza,
romelTa umetesobaSi Sesvla personaluri kompiuteridanac SeiZleba.
sul ufro martivdeba onlain-bazebTan urTierTobis programuli
paketebi. yovelive amis Sedegad informaciis eleqtronuli wyroebis
popularoba matulobs. informaciis moZiebisaTvis isini sasargebloa
praqtikulad yvela momxmareblisTvis da ara mxolod sinformacio
teqnologiebis specialistebisaTvis. monacemTa kompiuteruli bazebis
klasifikacia SesaZlebelia rogorc informaciis tipebis, ise maTi
Senaxvisa da xelmisawvdomobis niSniT (ix. nax. 6.3).
damowmebebis bazebi (Reference Databases) Seicavs sxva wyaroebSi
mocemuli statiebisa da publikaciebis miTiTebebs, agreTve saZieblebs
da mokle aRwerebs, ris gamoc maT aseve monacemTa bibliografiul
bazebs (Bibliographic Databases) uwodeben. aseTi bazebis gamoyeneba
informaciis moZiebis swrafi da efeqtiani xerxia. informaciis moZiebis
TvalsazrisiT, damowmebebis bazebs sami damaxasiaTebeli Tavisebureba
gaaCnia:
1) isini, ganicdian ra regularul ganaxlebas, Seicaven sxvadasxva
statiebis bibliografiul aRweras da mokle Sinaars, romlebic
mTel msoflioSi gamoqveynebulia aTasobiT samecniero, saqmian da
dargobriv JurnalebSi, agreTve samTavrobo angariSebSi da
gazeTebSi;
2) Zieba SeiZleba Catardes avtoris, dasaxelebis an sakvanZo sityvebis
mixedviT;
3) statiis moZebnisas dasaSvebia TemasTan dakavSirebuli ramdenime
sakvanZo sityvis gamoyofa.

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monacemTa kompiuteruli bazebi

klasifikacia informaciis klasifikacia informaciis

tipis mixedviT Senaxvisa da xelmisawvdomobis
niSnis mixedviT

damowmebe- amosavali monacemTa monacemTa

bis bazebi masalebis onlain- oflain-
bazebi bazebi bazebi

monacemTa monacemTa
bazebi bazebi
kompaqt- disketeb-
diskebze ze

SemmuSavebeli qselidan
Suamavlisagan
interneti daSvebis kompaniisagan daSvebis
miReba daSvebis miReba miReba

nax. 6.3. monacemTa kompiuteruli bazebis klasifikacia

amosavali masalebis bazebi (Initial Materials Databases) Seicaven

cifrobriv monacemebs, statiebis srul teqstebs an orives erTad. aq
Sedis finansuri da ekonomikuri monacemebis mravali baza, romlebSic
Tavmoyrilia sagazeTo da saJurnalo statiebis sruli teqstebi.
damowmebis bazebisagan gansxvavebiT, amosavali masalebis bazebSi
asaxulia teqsturi da cifruli informaciebis sruli versiebi. isini
iyofa Semdeg jgufebad: 1) informaciis srulteqstiani wyaroebi; 2)
ekonomikuri da finansuri statistikis bazebi; 3) kompaniebis Sesaxeb
aRwerilobiTi informaciebis bazebi.

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monacemTa onlain-bazebi (Online Databases) nebismier dros

xelmisawvdomia maTi mflobelebis an Suamavlebis meSveobiT. imisaTvis,
rom aseT bazebs mivuerTdeT, sakmarisia mxolod personaluri
kompiuteri, modemi da satelefono xazi gvqondes. monacemTa onlain-
bazebisadmi daSvebas axorcielebs rogorc maTi mflobelebi, ise
sainformacio momsaxurebis momwodeblebi. aseTi momsaxurebis fasi
damokidebulia konkretul momwodebelze, informaciis xasiaTze da
kontraqtis Taviseburebaze. monacemTa onlain-bazebi arsebiTad
amcireben im dros, romelic informaciebis moZebnisaTvis aris saWiro.
monacemTa oflain-bazebi (Offline Databases) iyofa or jgufad:
kompaqt-diskebze (CD-ROM Databases) da disketebze (Floppy Disc Databases)
Senaxul informaciebad. CD-ROM-is teqnologiam faqtiurad revolucia
moaxdina informaciis Senaxvisa da misawvdomobis meTodebSi. dReisaTvis
informaciis didi moculoba inaxeba kompaqt-diskebze, romlebic
personaluri kompiuterebis meSveobiT advilad moxmarebadia. mxolod
erT kompaqt-diskze inaxeba daaxloebiT 700 MB informacia, rac
daaxloebiT 1800 disketas da 250 aTas teqstur gverds aRemateba.
kompaqt-diskebze miwodebuli informaciis mTavari upiratesoba, onlain-
bazebTan mimarTebiT, isaa, rom igi satelekomunikacio qselTan kavSirs
ar moiTxovs. SedarebiT Zlieri bazebi momxmareblebs kompaqt-diskebiT
miewodeba xelmoweris pirobebiT an erTjeradi gayidvis safuZvelze.
xelmoweris SemTxvevaSi myidveli yovel kviras, yovelTviurad an
yovelkvartalurad Rebulobs ganaxlebul informaciebs. TiTqmis yvela
damowmebis bazebi da amosavali masalebis bazebi, romlebic
xelmisawvdomia onlain reJimSi, kompaqt-diskebiTac miewodeba. rac
Seexeba disketebze Senaxul monacemTa bazebs, naklebad popularulia da
maTi gamoyeneba, praqtikulad, iSviaTad xdeba.
monacemTa kompiuteruli bazebis upiratesobebi da naklovanebebi.
monacemTa kompiuteruli bazebis ZiriTadi upiratesoba maTi meSveobiT
mopovebuli informaciis moculobaSi gamoixateba. isini msoflio
masStabiT arsebul monacemebs moicaven. meore upiratesobaa
monacemebis moZebnis siswrafe da xelmisawvdomoba. xSirad informacia
kompiuteridan ufro adre moipoveba, vidre igi qaRaldze daibeWdeba.
mesame mxriv, Ziebis procedurebi, romlebic monacemTa komerciul

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bazebTan muSaobisas gamoiyeneba, sakmaod moqnilia da sxvadasxva

kriteriumis mixedviT informaciis mopovebis saSualebas iZlevian.
monacemTa kompiuteruli bazebis momavali didi imedebis momcemia.
zemoaRniSnulis miuxedavad, monacemTa onlain-bazebs garkveuli
naklovanebebic gaaCnia. magaliTad, damowmebis bazebis ZiriTadi
naklovanebaa monacemTa sxvadasxva bazis Ziebis proceduris
mravalferovneba, agreTve informaciis xarisxis damokidebuleba wyaros
aRmwer adamianebze, statiebis SerCevis politikaze da sxva.
kompiuteruli Zieba - esaa sakvanZo sityvebiT wyaros moZieba. amasTan,
arsebobs imis albaToba, rom romelime mniSvnelovani informacia
gamoitoveba, Tu mokle aRweraSi Sesabamisi sakvanZo sityvebi mocemuli
ar iqneba. meore mxriv, mokle aRweraSi im sakvanZo sityvebis gamotoveba,
romelsac gamomyenebeli Ziebis SezRudvisaTvis xmarobs, mravali
usargeblo informaciis miRebas iwvevs. magaliTad, minikompiuteris
mwarmoeblebs, dasaSvebia, ainteresebdeT informacia, romlebic aseTi
kompiuterebis SemuSavebis sferoSi uaxles miRwevebs asaxavs da ara is,
rac saerTod dakavSirebulia kompiuterTan. kidev erTi naklovaneba im
uzarmazari moculobis Sedegia, romelic dReisaTvis internetSi
moipoveba. xSirad Znelia ganvsazRvroT, Tu romelia uamravi wyarodan
aucilebeli. dabolos, mkvlevarma, romelic onlain-bazebs iyenebs, misi
upiratesobebi unda Seadaros naklovanebebs da miiRos situaciis
Sesabamisi gadawyvetileba.

g) sindicirebuli momsaxurebis bazebi

sindicirebuli momsaxurebis kompaniebi qmnian da yidian monacemTa

bazebs. miuxedavad imisa, rom es monacemebi romelime konkretuli
problemis gadaWrisaTvis ar grovdeba, klientis moTxovnidan
gamomdinare, maTi modificireba yovelTvis SesaZlebelia. aseTi
momsaxurebiT sargebloba ufro iafi da swrafia, vidre pirveladi
informaciis moZieba. sindicirebuli informaciis wyaroebi zomis

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erTeulis mixedviT or jgufad iyofa: monacemebi ojaxebis

(momxmareblebis) da organizaciebis Sesaxeb (ix. nax. 6.4).

zomis erTeuli

ojaxebi
(momxmareblebi) organizaciebi

gamokiTxve- dRiuri eleqtronuli sacalo sabiTumo samrewvelo

bi panelebi skanirebis savaWro firmebi
samsaxurebi firmebi firmebi

yidvis media-
panelebi panelebi
auditi

fsiqografia saerTo reklamis sacnobaro pres- korporaciuli

da cxovrebis monacemebi Sefaseba biuroebi samsaxurebi angariSebi
wesi

mTliani skanirebuli skanirebuli panelebi

skanirebis dRiuri panelebi sakabelo televiziis
monacemebi gamoyenebiT

nax. 6.4. meoradi informaciis sindicirebuli wyaroebis klasifikacia

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monacemTa bazebi ojaxebis/momxmareblebis Sesaxeb

(Households/Consumers Database) miiReba gamokiTxvis, panelebisa da skanirebis
gamoyenebiT.

gamokiTxvebi (Surveys). marketinguli kvlevis kompaniebi

sistematiurad atareben gamokiTxvas, romelic warmoadgens didi
raodenobis respondentebis interviuirebas specialurad Sedgenili
anketis meSveobiT. ganasxveveben sami saxis gamokiTxvas:
fsiqografiuli da cxovrebis stilis, reklamis Sefasebis da saerTos.
fsiqografika (Psycographics) niSnavs momxmarebelTa individualuri
fsiqologiuri maxasiaTeblebis (profilebis) raodenobrivi formiT
gamoxatvas. cxovrebis wesi (Lifestyle) xasiaTdeba cxovrebis sxvadasxva
modeliT, romlebic aRweren pirovnebis saqmianobis sferos, interesebs,
warmodgenas sakuTar Tavze da samyaroze. reklamis Sefaseba (Advertising
Evaluation) gulisxmobs beWdviTi da saeTero reklamis efeqtianobis
Sefasebas. gansakuTrebiT mniSvnelovania satelevizio reklamis
Sefaseba, vinaidan igi momxmarebelTa qcevaze did gavlenas axdens.
aseTi SefasebisaTvis gamoiyeneba ori meTodi: saSinao (reklamis
gasinjva da gamokiTxva warmoebs saxlSi myudro garemoSi) da
auditoriuli (adamianTa garkveul raodenobas miiwveven specialurad
momzadebul videocentrSi an kinoTeatrSi da reklamis gasvlis Semdeg
maT gamokiTxaven). saerTo gamokiTxvebi (General Surveys) gamoiyeneba
mravali iseTi sakiTxis SeswavlaSi, romlebic zemoaRniSnuli kvlevis
miznebisgan gansxvavdeba. aseTia, magaliTad, monacemebi sakvebi
produqtebis moxmarebis Sesaxeb, romelTa modificireba, damkveTis
interesebis Sesabamisad, advilia.
gamokiTxvis mravalmxrivobidan gamomdinare, misi gamoyenebis
areali sakmaod farToa. fsiqografiuli da cxovrebis wesis Sesaxeb
Catarebuli gamokiTxvis safuZvelze SesaZloa movaxdinoT bazris
segmentacia da ganvsazRvroT momxmarebelTa profili. amitom
gamokiTxvis upiratesoba imaSia, rom igi yvelaze moqnili saSualebaa
momxmarebelTa konkretuli jgufis motivaciis, survilebisa da
moTxovnilebebis dasadgenad. swori meTodologiiT Catarebuli
gamokiTxvis analizi da misgan daskvnebis gamotana sakmaod iolia.

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amasTan, am meTods naklovanebac gaaCnia. es gamoixateba imaSi, rom

zogjer SeimCneva respondentTa pasuxebis aragulwrfeloba,
interviuerTa mier daSvebuli Secdomebi, Sedegebis mcdari
interpretacia da sxva.

dRiuri panelebi (Diary Panels). gamokiTxvis monacemebs xSirad

amateben dRiuri panelebidan miRebul informaciebs. dRiur panelebSi
monawileobs respondentTa gansazRvruli raodenoba, romlebic
xangrZlivi drois manZilze kvlevisaTvis saWiro informaciebs iZlevian.
respondentebad gamodian rogorc individebi, aseve ojaxebi da
organizaciebi. gansakuTrebiT gavrcelebulia saojaxo dRiuri panelebi.
respondentis mTavari amocanaa dRiurebSi mimdinare movlenebis Cawera,
romelic mkvlevars oTx kviraSi erTxel miewodeba. kompensaciis saxiT
respondentebs eZlevaT saCuqrebi, kuponebi da sxva. panelis upiratesoba
imaSia, rom am dros naTlad SeiZleba davinaxoT cvlilebebi da
tendenciebi panelis wevrTa Soris. garda amisa, panelis stabiluri
xasiaTidan gamomdinare, misi Sedegebi sakmaod sandoa. Cawerili
informaciis Sinaarsis mixedviT gamoyofen ori saxis dRiur panels:
yidvis dRiuri panelebs da dRiuri media-panelebs.
yidvis dRiuri panelebi (Diary Purchase Panels) gulisxmobs
momxmareblebis mier nayidi saqonlis regularul Caweras. aseTi kvleva
SeiZleba Catardes internetiTac.
dRiuri media panelebi (Diary Media Panels) warmoadgens monacemTa
Segrovebis meTodikas, romelic iTvaliswinebs teleprogramebis
yurebisas momxmarebelTa qcevis avtomatur Caweras eleqtronuli
xelsawyoebis meSveobiT. yvelaze cnobili dRiuri media-paneli aris
Nielsen Television Index (NTI), romelSic xuTi aTasze meti ojaxia CarTuli.
TiToeuli ojaxis televizors uerTdeba audimetri – eleqtronuli
Camweri xelsawyo, saidanac informacia analizisaTvis centralur
kompiuters periodulad gadaecema.
dRiuri panelebiT miRebuli monacemebi gamoiyeneba sxvadasxva
marketinguli saqmianobisaTvis, rogoricaa gayidvis moculobis
prognozireba, bazris segmentebis Sefaseba, sareklamo mimarTvis
efeqtianobis amaRleba, momxmarebelTa fsiqologiuri porTfelis Seqmna

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da sxva. gamokiTxvasTn SedarebiT, dRiur panels garkveuli

upiratesobebi gaaCnia. kerZod, misi meSveobiT SegviZlia movipovoT
ganmeorebadi monacemebi, rac dinamikisa da tendenciebis ukeT Seswavlis
saqmeSi fasdaudebeli aqtivia. paneluri meTodi sakmaod zustad
asaxavs panelis SigniT mimdinare procesebs da monacemTa mopovebas
mcire dro sWirdeba. rac Seexeba dRiuri panelis uaryofiT mxares, esaa
misi arareprezentaciuloba. zogjer SeimCneva monawileebis daRla an
maTi dabereba. aseT SemTxvevaSi panelis Semadgenloba unda ganaxldes.

eleqtronuli skanirebis samsaxurebi (Electronic Scanner Services).

gamokiTxvebTan da panelur meTodTan erTad farTodaa gavrcelebuli
eleqtronuli skanirebis meTodi. skanirebuli monacemebi (Scaner Data)
miiReba lazeris skanerSi saqonlis gatarebiT, romelic saqonlis
SefuTvaze datanil Strix-kods kiTxulobs. am tipis monacemebi
warmoadgenen uaxles miRwevas marketinguli kvlevebis sferoSi.
skanirebuli kodi Seedareba saqonlis fass, romelic kompiuterSi
inaxeba, rac salaros Cekis gamoweras aadvilebs.

arsebobs sami tipis skanirebuli monacemebi:

1) mTliani skanirebis monacemebi (Volume Tracking Data). esaa
saqonlis markis, moculobis, masis, fasis, raodenobisa da
sxva saxis specifikuri maxasiaTeblebis Sesaxeb skaneriT
mopovebuli informacia;
2) skanirebuli dRiuri panelebi (Scanner Diary Panels).
skanirebuli monacemebi grovdeba panelis wevrebisagan,
romlebsac aqvT sakuTari saidenTifikacio baraTi. es
saSualebas iZleva movipovoT informacia panelis
TiToeul wevris mier ganxorcielebul Sesyidvebze.
3) skanirebuli dRiuri panelebi sakabelo televiziis
gamoyenebiT (Scanner Diary Panels with Cable TV). esaa
kompleqsur kvleva, romelic aerTianebs skanirebul dRiur
panelebsa da sakabelo televiziiT translirebul
sareklamo manipulaciebs.

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skanirebuli monacemebis Segrovebis procesi kvleviTi kompania

Information Resources Inc (IRI)-is magaliTze naCvenebia 6.5 naxazze.

nax. 6.5. kompania IRI-is skanirebuli monacemebis Segrovebis procesi

skanirebuli monacemebi farTod gamoiyeneba gayidvis moculobisa

da fasebis kontrolis, agreTve mosalodneli safrTxeebis
prognozirebis, axali produqtis testirebis, repozicionirebisa da
sareklamo biujetis dagegmvisaTvis. skanirebuli dRiuri panelebi
marketologebs unikalur SesaZleblobas aZlevs, raTa maT
cvlilebebisadmi adaptireba SeZlon. skanirebis monacemebs,
gamokiTxvebTan da panelebTan SedarebiT, cxadi upiratesoba gaaCnia.
isini momxmarebelTa qcevebs uSualod yidvis procesSi asaxaven, rac
araa damokidebuli interviuirebaze, maxsovrobis unarze an
araobieqturobaze. garda amisa, monacemebi yovelTvis aqtualuria da
maTi miReba swrafad SeiZleba. amasTan, skanirebul monacemebs
garkveuli naklovanebac gaaCnia. panelis msgavsad, igi naklebad
reprezentaciulia. xSirad momxmarebeli yidulobs erTi da igive
saqonlis ramdenime saxeobas, magram gamyidveli askanerebs mxolod
erTis SefuTvas da aregistrirebs maT raodenobas. Sesabamisad, yidvis

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registraciis erT-erTi kriteriumi (kerZod, sizuste) darRveulia. aseve

skaneruli kvlevis teqnologia iTvaliswinebs ojaxis qcevaze
dakvirvebas mxolod erTi televizoriT, rac xSirad araobieqturia,
vinaidan ojaxSi SeiZleba erTze meti televizori iyos. skaneruli
monacemebi aseve ar Seicavs cnobebs momxmarebelTa faruli motivebisa
da maTi mjobinebebis Sesaxeb.

monacemTa bazebi organizaciebis Sesaxeb (Institutions Database).

organizaciebis sindicirebuli wyaroebidan yvelaze ufro
gavrcelebulia monacemebi sacalo savaWro firmebis, sabiTumo
firmebisa da samrewvelo firmebis Sesaxeb.
sacalo da sabiTumo firmebidan monacemebis miRebis popularuli
da farTod gamoyenebuli saSualebaa auditi (Audit). igi gulisxmobs
sacalo da sabiTumo vaWrobaSi saqonelmoZraobis Sesaxeb monacemebis
Segrovebas. magaliTad, kompania Nielsen Retail Index mTeli wlis
ganmavlobaSi axorcielebs 80 aTas auditorul Semowmebas 11350 sacalo
vaWrobis obieqtze. aRniSnuli monacemebi metad sasargebloa
samomxmareblo saqonlis mwarmoebeli firmebisaTvis.
auditis Sedegad miRebuli informacia gamoiyeneba gayidvis
moculobisa da bazris wilis gansazRvrisaTvis, agreTve konkurentTa
saqmianobis Sefasebisa da stimulirebis RonisZiebebis dagegmvisaTvis.
marTalia, auditi sakmaod zust informacias iZleva sabiTumo da sacalo
vaWrobaSi saqonelmoZraobis Sesaxeb, magram misi masStabi SedarebiT
mcirea da miRebuli monacemebis analizic sakmao dros moiTxovs.
samrewvelo firmebi (Industrial Firms) warmoadgenen sindicirebul
monacemebs sxvadasxva firmebis, kompaniebisa da sawarmoebis Sesaxeb. es
monacemebi moipoveba pirdapiri gamokiTxvebis Catarebis, sagazeTo
publikaciebisa da perioduli korporaciuli angariSebis Seswavlis
Sedegad. sindicirebuli informaciis wyaroebis moZieba ufro iolia
samomxmareblo saqonlis mwarmoebeli firmebisTvis, vidre sawarmoo
daniSnulebis saqonlis damamzadebeli firmebisTvis. samrewvelo
firmebidan miRebuli informacia gamoiyeneba gayidvis swori menejmentisa
da geografiuli regionis mixedviT bazris potencialis
gansazRvrisaTvis, agreTve iseTi marketinguli problemebis

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gadasawyvetad, rogoricaa bazris ganviTarebis perspeqtivis Sefaseba,

sareklamo biujetis formireba, Sesaferisi media saSualebebis SerCeva
da sxva. CamoTvlili upiratesobebis miuxedavad, aseTi monacemebi metad
faseulia marketinguli kvlevis pirvel stadiaze, romelic Semdgom sxva
wyaroebidan miRebuli informaciis damatebas saWiroebs.

kompleqsuri monacemebi (single-source data) warmoadgens sxvadasxva

wyarodan miRebuli informaciis kombinirebas. igi aris intergirebuli
marketingul monacemTa bazis Seqmnis erTgvari mcdeloba, sadac
gaerTianebulia sxvadasxva wyarodan miRebuli informaciebi.
kompleqsuri monacemebis saWiroeba TiTqmis yoveli kvlevis Catarebisas
warmoiSoba. saqme imaSia, rom calke aRebuli arc erTi kvlevis meTodi
ar iZleva amomwurav informacias mimdinare amocanebis Sesaxeb. amitom
saWiroa sxvadasxva wyarodan miRebuli informaciis erTi sistemaSi
integrireba, rac imas uzrunvelyofs, rom saerTo suraTi sakmaod
naTeli da adeqvaturi iqneba. magaliTad, kompleqsuri monacemebis
wyalobiT kompania Campbell-m aRmoaCina, rom demografiuli
maxasiaTeblebis mixedviT axlos mdgari momxmareblebi V8 markis wvens
gansxvavebuli raodenobiT moixmardnen. amitom kompaniam moaxdina Tavisi
produqciis reklamireba winaswar SerCeuli satelevizio gadacemebis
sareklamo tixaris dros da Sedegmac ar daayovna.

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6.2. Tvisebrivi kvlevebi

6.2.1 Tvisebrivi kvlevis meTodebis gamoyeneba da klasifikacia

konkretuli marketinguli problemis gadasaWrelad mkvlevarisTvis
aucilebelia pirveladi informacia. Tavis mxriv, pirveladi monacemebi
SesaZlebelia miviRoT rogorc Tvisebrivi kvlevebiT (Qualitative Research),
ise raodenobrivi kvlevebiT (Quantitative Research). am meTodebis Sedareba
sxvadasxva kiteriumis mixedviT mocemulia 6.3 cxrilSi. nebismier
marketingul proeqtSi jer unda Catardes Tvisebrivi, Semdeg ki
raodenobrivi kvleva. Tvisebrivi kvleviT miRebuli monacemebi ar
SeiZleba CaiTvalos sabolood da maT safuZvelze gakeTdes daskvnebi,
romlebic gavrceldeba CvenTvis saintereso sferoze.
cxrili 6.3
Tvisebrivi da raodenobrivi kvlevis meTodebis Sedareba

kriteriumi Tvisebrivi kvleva raodenobrivi kvleva

monacemebis warmodgena da
faruli motivebisa generalur erTobliobaze
mizani
da ganzraxvebis gageba kvlevis Sedegebis
ganzogadeba
reprezentaciuli
reprezentaciuli obieqtebis
SerCeva obieqtebis mcire
didi raodenoba
raodenoba
informaciis
arastruqturirebuli struqturirebuli
Segroveba
informaciis
arastatistikuri statistikuri
analizi
rekomendaciebi saboloo
Sedegi sawyisi warmodgenis miReba
gadawyvetilebis miRebisaTvis

Tvisebrivi kvlevis mizania imis gageba, Tu ras fiqroben

momxmareblebi da rogoria maTi Sexedulebebi, rac xels uwyobs
mkvlevars, myidvelis rTul qcevaSi gaerkves. Tvisebrivi kvlevis
monacemebi grovdeba imisaTvis, rom ufro meti vicodeT im sakiTxebze,
romelTa pirdapiri gazomva an dakvirveba SeuZlebelia. aseTia,
magaliTad, momxmarebelTa grZnobebi, azrebi, ganzraxvebi da sxva.
Tvisebrivi kvlevis meTodebi gamoiyeneba agreTve kvlevis proeqtis
SesaZlebeli meToduri naklovanebebis gamovlenisa da problemis

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formulirebis dros bundovani sakiTxebis garkvevisaTvis. zogjer

respondentebisagan informaciis miReba srulad struqturirebuli an
formaluri meTodebis gamoyenebiT SeuZlebelia. aseT SemTxvevaSi
monacemebis Segrovebis saukeTeso saSualebaa Tvisebrivi
kvlevebis Catareba. adamianebi xSirad uars amboben pirdapir upasuxon
kiTxvebs, romlebic maT pirad cxovrebas exeba, uxerxul mdgomareobaSi
ayeneben an maT statusze negatiurad moqmedeben. vTqvaT, adamianma SeiZina
ZviradRirebuli sportuli manqana imisaTvis, rom arasrulfasovnebis
grZnoba gadalaxos. Tu mas vkiTxavT ase: `ratom iyideT es manqana? –
pasuxi aradamajerebeli iqneba. marketinguli kvlevebis praqtika
cxadyofs, rom msgavsi informaciis mopovebisaTvis saukeTesoa Tvisebrivi
meTodebis da ara formaluri an struqturirebuli anketebis gamoyeneba.
SeiZleba iTqvas, rom Tvisebrivi meTodebi Seucvlelia saZiebo kvlevebSi
problemis gansazRvrisa da hipoTezebis genereirebisaTvis. igi
sasargebloa agreTve aRweriT kvlevebSi raodenobrivi meTodebiT
miRebuli Sedegebis axsnisaTvis. magaliTad, Tvisebriv meTodebs
aqtiurad mimarTaven reklamis Sefasebis, savaWro markis imijis dadgenis,
axali saqonlis SemuSavebisa da testirebis dros.
Tvisebrivi kvlevebis ignorirebis saSiSroeba im SemTxvevaSi, roca
kvlevis problema bolomde gaurkvevelia da raodenobrivi kvleva iwyeba,
ukve ganvixileT kompania Coca-Cola-s magaliTze, romelmac 1985 wels
Tavisi marka `Coke~ axali markiT - `New Coke~-Ti Secvala. aseTi
gadawyvetileba kompaniam miiRo ualkoholo sasmelis gemos
raodenobrivi kvlevis safuZvelze, romelSic Tvisebriv kvlevas
yuradReba ar mieqca. Sedegi naTlad amtkicebda imas, rom momxmareblebi
upiratesobas sasmelis axal gemos aniWebdnen. amitom Seicvala
saxelwodeba, magram momxmareblebma negatiuri reaqcia gamoxates. `Coke~-
is erTgulebi ase imitom moiqcnen, rom maTi sayvareli sasmeli gafuWda.
raodenobrivi kvleva arasworad Catarda, vinaidan kiTxvebi umarTebulod
daisva. mkvlevarebma mTeli gulisyuri gadaitanes gemoze, roca
momxmarebelTa emociuri erTguleba markisadmi mxedvelobidan gamorCaT,
rac, sinamdvileSi, ufro mniSvnelovan cvlads warmoadgenda.
SeiZleba gamovyoT Tvisebrivi meTodebis gamoyenebis sami ZiriTadi
kategoria:

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1) Zieba. amaSi Sedis:

 problemis ufro detaluri gansazRvra;
 hipoTezebis wamoyeneba, romlebic kvlevis procesSi unda
Semowmdes;
 axali saqonlis maxasiaTeblebis Sesaxeb koncefciis
SemuSaveba;
 axali saqonlis koncefciaze momxmarebelTa reaqciis Sesaxeb
winaswari informaciis mopoveba;
 struqturirebuli anketebis winaswari testireba.
2) orientireba. amas miekuTvneba:
 momxmarebelTa prioritetebis gansazRvra;
 ucnobi garemos Sesaxeb informaciis miReba iseT sakiTxebze,
rogoricaa moTxovnilebebi da maTi dakmayofilebis xerxebi,
saqonlis moxmarebis situaciebi, momxmarebelTa problemebi.
3) damaxasiaTebeli situaciebi. aseTia:
 iseTi informaciebis miReba, romelTa Segroveba kvlevis
statistikuri meTodebiT SeuZlebelia.
Tvisebrivi kvlevis meTodebi farTod gamoiyeneba Tanamedrove
biznesSi. magaliTad, kompania General Motors, sakuTari da konkurentebis
avtomobilebis mimzidveli maxasiaTeblebis gamosavlenad,
momxmareblebisa da dilerebisagan xSirad qmnis fokus-jgufebs. es
exmareba kompanias, gansazRvros, Tu romeli elementi moiTxovs
srulyofas. marTlac, kompania General Motors-is specialistebma `GM10~
markis avtomobilis sahaero filtrebis saxuravis dizaini kompania
Mazda-s produqciis zegavleniT Seqmnes, xolo eleqtrodamcvelebi Saab-
is manqanebis msgavsad ganalages. Tvisebrivi kvlevis meTodebs
gansakuTrebiT aqtiurad moixmaren iaponuri kompaniebi. isini
upiratesobas aniWeben monacemebs, romlebsac menejerebi dilerebTan da
klientebTan saubris dros agroveben, vinaidan maT miaCniaT, rom bazris
sxvadasxva niuansebs ase ufro grZnoben.
Tvisebriv meTodebs, dadebiT mxareebTan erTad, naklovanebebic
gaaCnia. yvelaze mTavari problemaa Segrovebuli informaciis
arareprezentaciuloba. sakmaod rTulia sxvadasxva respondentTan
saubris Sedegebis Sedareba. mopovebuli informaciis subieqturi
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xasiaTi warmoSobs miRebuli Sedegebis saimedoobisa da

dasabuTebulobis problemebs. amasTan, kvlevis CatarebisaTvis saWiroa
maRalkvalificiuri specialistebis monawileoba. aRniSnulidan
gamomdinare, Tvisebrivi meTodebi gamoiyeneba mxolod momxmarebelTa
Seswavlisa da hipoTezebis wamoyenebisaTvis.
Tvisebrivi kvlevis meTodebis klasifikacia warmodgenilia 6.6
naxazze. igi iyofa or jgufad: pirdapir da irib meTodebad, rac
damokidebulia imaze, Tu ramdenad cnobilia respondentebisTvis kvlevis
WeSmariti mizani. pirdapiri midgoma (Direct Approach) ar iniRbeba.
respondentebs eubnebian kvlevis mizans an amas asaxaven kiTxvebis
meSveobiT. es meTodi gamoiyeneba fokus-jgufebisa da CaRrmavebuli
interviuebis Catarebisas. iribi midgoma (Indirect Approrach) respondents
umalavs kvlevis namdvil mizans. igi, ZiriTadad, gamoiyeneba saproeqcio
meTodebis saxiT.

Tvisebrivi kvlevis
meTodebi

pirdapiri iribi
(SeuniRbavi) (SeniRbuli)

fokus-jgufebi CaRrmavebuli saproeqcio

interviu meTodebi

asociaciis situaciis stuaciis eqspresiis

damTavrebis konstruirebis
meTodebi meTodebi
meTodebi meTodebi

nax. 6.6. Tvisebrivi kvlevis meTodebis klasifikacia

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6.2.2. fokus-jgufebi

fokus-jgufi (Focus Group) esaa arastruqturirebuli interviu

respondentTa mcire jgufTan, romelsac specialurad gawvrTnili
moderatori (wamyvani) uZRveba. wamyvani mimarTulebas aZlevs ganxilvis
msvlelobas. fokus-jgufis ganxorcielebis mTavari mizania SeviqmnaT
warmodgena imaze, Tu ras fiqrobs mkvlevarisaTvis saintereso
problemebis Sesaxeb adamianTa is jgufi, romelic konkretul miznobriv
bazars warmoadgens.
fokus-jgufi erT-erTi yvelaze gavrcelebuli meTodia
marketingul kvlevebSi. igi sakmaod produqtiulia iseT situaciebSi,
rogoricaa:
 ideis generacia (magaliTad, bazarze gamotanili saqonlis
srulyofis dasabuTebisaTvis);
 kvlevis hipoTezebis wamoyeneba, romlebic SemdegSi
raodenobrivad SeiZleba Semowmdes;
 informaciis warmodgena, romelic anketis SemuSavebisas
sasargeblo SeiZleba aRmoCndes;
 momxmarebelTa moTxovnilebebis gacnoba, ama Tu im
saqonlisadmi maTi damokidebulebisa da aRqmis gamovlena,
rac sakmaod mniSvnelovania marketinguli kvlevis Catarebis
dros;
 reklamis calkeuli saxeebisa da saSualebebisadmi
momxmarebelTa emociuri da qceviTi reaqciebis Seswavla;
 axali saqonlis koncefciis Sesaxeb STabeWdilebebis
Segroveba;
 momxmarebelTa `salaparako leqsikis~ Seswavla, rac metad
sasargebloa sareklamo RonisZiebebis warmarTvis,
gamokiTxvis, personaluri gayidvebis da sxva SemTxvevaSi.

fokus-jgufis Catarebis procesi saguldagulo dagegmvas

saWiroebs. aseTi kvlevis ganxorcielebis etapebi naCvenebia 6.7 naxazze.
mokled ganvixiloT TiToeuli maTgani.

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fokus-jgufis garemo pirobebis proeqtireba

fokus-jgufis monawileTa mogroveba da SerCeva

moderatoris SerCeva

ganxilvis Casatarebeli instruqciis momzadeba

jgufuri intervius Catareba

fokus-jgufis angariSis momzadeba

nax. 6.7. fokus-jgufis Catarebis etapebi

fokus-jgufis garemo pirobebis proeqtireba. fokus-jgufis

sxdoma, Cveulebriv, tardeba iseT SenobaSi, romelic specialurad
mowyobilia ise, rom masSi monawileebis CarTva da procesis Cawera
moxerxebuli iyos. aseT adgils, sadac tardeba araformaluri ganxilva,
warmoadgens sakonferencio darbazi, romelic aRWurvilia calmxrivi
sarkeebiT da mikrofonebiT. sarkeebs miRma aris dakvirvebis oTaxi
presonalisaTvis.
fokus-jgufebis umetesoba igegmeba iseTnairad, rom ganxilva
erTidan sam saaTamde gagrZeldes. es dro aucilebelia imisaTvis, rom
monawileebs Soris urTierTgageba damyardes da sainterso obieqtis
mimarT maTi grZnobebi, damokidebulebebi, mosazrebebi da ideebi
dawvrilebiT gamovlindes. fokus-jgufis mimdinareoba iwereba audio da
video firze, rac Semdgomi analizisaTvis komentarebis Senaxvas
uzrunvelyofs. video Canawers is upiratesoba aqvs, rom saxis
gamometyveleba da sxeulis moZraoba aRibeWdeba, Tumca, es kvlevis
Rirebulebas zrdis. xSirad SemkveTebi ganxilvas akvirdebian, rogorc

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momijnave oTaxidan calmxrivi sarkis meSveobiT, aseve sakmaod

daSorebuli adgilebidan, risTvisac Tanamedrove telekomunikaciebi
gamoiyeneba.
fokus-jgufis monawileTa mogroveba da SerCeva. fokus-jgufis
monawileTa mogroveba xorcieldeba Semdegi principebis safuZvelze:
 warmodgenili unda iyos miznobrivi bazris yvela kategoria,
mocemuli socialur-demografiuli maxasiaTeblebis mixedviT;
 es individebi moderatoris nacnobebi ar unda iyvnen;
 am individebs ukanaskneli erTi wlis ganmavlobaSi an
mTlianobaSi samze metad romelime fokus-jgufis muSaobaSi
monawileoba ar unda hqondeT miRebuli;
 es individebi profesiulad ar unda iyvnen dakavSirebuli
marketingTan, agreTve gansaxilveli produqtis warmoebisa da
gavrcelebis sferoebTan.
mocemul situaciaSi amonakrebis formirebis wesi, misi wminda
saxiT, ar gaiTvaliswineba, vinaidan meTodis ZiriTadi daniSnulebaa
movlenis aRwera da ara misi eqstrapolacia. monawileTa SerCevis
procesi sakmaod martivia. eqspres-gamokiTxvis (telefoniT, quCaSi da
a.S.) safuZvelze dgindeba respondentebis maxasiaTeblebi. Tu isini
kvlevisaTvis misaRebi aRmoCndeba, respondentebs miiwveven diskusiaSi
monawileobisaTvis, uxsnian maT dasaxuli RonisZiebis miznebs, amocanebs,
Catarebis dros da adgils, agreTve gasamrjelos pirobebs. amonakrebis
formireba dasaSvebia `Tovlis gundas~ meTodiT. igi gulisxmobs iseTi
adamianebis dasaxelebas, romlebic mocemul maxasiaTeblebs pasuxoben.
magaliTad, nacnobebis meSveobiT saxeldeba maTi nacnobebi da a.S. maT
Soris SeirCeva fokus-jgufis potenciuri monawileebi. am dros
mxedvelobaSi miiReba erTi faqti. kerZod, fokus-jgufis monawileebi ar
unda moviZioT masobrivi informaciis saSualebebSi ganTavsebuli
gancxadebebiT, vinaidan aseTi midgoma, iwvevs informaciis damaxinjebas
kvlevaSi im pirebis monawileobis gamo, romlebic SemoTavazebuli TemiT
piradad dainteresebulni arian an damatebiTi Semosavlis miRebas
cdiloben.
fokus-jgufis monawileTa raodenoba 8-dan 12-mde meryeobs.
monawileTa mcire raodenobis SemTxvevaSi jgufuri urTierTqmedeba

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jerovan doneze ar xdeba, ganxilva mosawyenia, rac monawileobis

interess amcirebs da erTferovani da arasruli informaciis miRebas
iwvevs. amasTan, monawileTa metismeti raodenobis dros diskusia
rTuldeba, SedarebiT moridebulebs azris gamoTqmis saSualeba ar
eZleva, xolo moderators jgufis marTva uZneldeba. aqve unda
gaviTvaliswinoT is faqtic, rom diskusiaSi mowveulTagan
Tavisdroulad mosvla yvelam SeiZleba ver SeZlos.
fokus-jgufebis raodenoba damokidebulia kvlevis miznebsa da
amocanebze, agreTve generaluri mTlianobis (miznobrivi bazris)
erTgvarovnobis doneze. mniSvnelovania, rom kvlevaSi moxvdnen is
respondentebi, romlebic kvlevis obieqts ganasaxiereben. mizanSewonilia
jgufebis raodenobis gazrda maSin, roca diskusiis mimdinareobaze
respondentebis sqesi an pirovnuli maxasiaTeblebi gavlenas axdenen.
Cveulebriv, erTi Temis gaxsnisaTvis 3-4 fokus-jgufi sakmarisia. rogorc
minimum, rekomendebulia 2 jgufi.
fokus-jgufis Semadgenloba unda iyos erTgvarovani.
homogenurobis princips diskusiis organizacia ganapirobebs. diskusia
warmatebiT mimdinareobs maSin, roca jgufSi monawileebs erTnairi
maxasiaTeblebi gaaCniaT, rac maT sakuTar gamonaTqvamebSi
TviTdajerebulobas aZlevs. ganxilvis aqtiurobaze SeiZleba gavlena
moaxdinos respondentebis iseTma individualurma maxasiaTeblebma,
rogoricaa asaki, sqesi, ganaTlebis done, socialur-ekonomikuri statusi.
marTalia, sxvadasxva sqesiani Semadgenlobis mimarT erTmniSvnelovani
mosazreba ar arsebobs, magram, fokus-jgufis gamoyenebis gamocdileba
cxadyofs, rom delikaturi da intimuri Temebis ganxilisaTvis sqesis
mixedviT homogenuri jgufis formireba umjobesia.
sadiskusio Temebis raodenoba kvlevis miznebidan gamomdinareobs.
magaliTad, Tu ganzraxulia sareklamo rgolebis ganxilva,
saaTnaxevriani diskusiis periodSi, Cveulebriv, 3-4 nimuSis gansja
xerxdeba. naklebad struqturirebuli problemebisaTvis Temebis
raodenoba SeiZleba orze meti ar iyos.
diskusiis gegma uzrunvelyofs problemis ganxilvis siRrmis
gakontrolebas, sxvadasxva jgufebis erTmaneTTan Sedarebas da maT
analizs. ganxilvis scenari SeiZleba mravalnairad SemuSavdes. erTi

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midgoma gulisxmobs kiTxvebis dasmas da maT safuZvelze Temis

formulirebas, xolo meore – jer Temis formulirebas, xolo Semdeg
kiTxvebis meSveobiT mis ganviTarebas. kiTxvebis rigi, rogorc wesi,
anketis Sedgenis tradiciul midgomas Seesabameba, mxolod im
gansxvavebiT, rom aq ganixileba ara umetes 10 kiTxva.
moderatoris SerCeva. fokus-jgufis warmateba mniSvnelovnad aris
damokidebuli moderatorze, romelmac interviu sworad unda warmarTos.
garda amisa, moderatori monawileobs ganxilvis Sedegad miRebuli
monacemebis analizsa da damuSavebaSi, amitom igi kvalificiuri da
gamocdili unda iyos. fokus-jgufis CatarebisaTvis aucilebelia, rom
moderatori flobdes marTvis unarebs, agreTve marketingisa da
fsiqologiis zogad codnas. qvemoT moyvanilia is ZiriTadi Tvisebebi,
romlebic moderators unda gaaCndes.
 kontaqtis swrafad damyarebis, yuradRebiT mosmenis,
YTiToeuli respondentis mosazrebisadmi interesis
demonstrirebis, Jargonis an rTuli terminologiis Tavis
aridebis unari;
 moqniloba, romelic vlindeba imaSi, rom moderators unda
SeeZlos saWiroebis SemTxvevaSi Secvalos winaswar dasaxuli
gegma. aseTi gegmisadmi zusti midevneba iwvevs imas, rom
diskusia spontanurobas kargavs da ganxilva kiTxva-pasuxis
reJimSi degradirdeba;
 SegrZneba imisa, rom Tema amowurulia an misi ganxilva
saxifaTo xasiaTs Rebulobs. amasTan, moderators unda
SeeZlos gansazRvros, Tu romeli Tema SesTavazos jgufs,
raTa diskusiis bunebrivi mimdinareoba SeinarCunos;
 jgufis wevrebis erTmaneTze zemoqmedebis kontrolirebis
unari iseTnairad, rom gamoiricxos dominirebuli monawilis
an monawileebis gamoCena, romlebic sxvebze gavlenas
moaxdenen da maT ganxilvaSi monawileobis saSualebas ar
miscemen.
ganxilvis Casatarebeli instruqciis momzadeba. moderatoris
unarebis an kvalifikaciis miuxedavad, nebismieri fokus-jgufis
saqmianoba, gasarCevi Temis mokle aRweris gareSe, duned warimarTeba.

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amitom ganxilvis Casatarebeli instruqcia Tvisebrivi kvlevis miznebs

unda asaxavdes, romlebic, rogorc cnobilia, marketinguli kvlevis
problemidan ganisazRvreba. aseTi instruqcia aRmofxvris fokus-
jgufebis saimedoobasTan dakavSirebul sirTuleebs, rogoricaa,
magaliTad, sxvadasxva jgufis an moderatoris mier gansaxilveli Temis
mudmivobis SenarCuneba.
fokus-jgufis ganxilva sam etapad iyofa. pirveli etapia wardgena,
romlis mizania monawileebis gaTviscnobiereba da maT Soris
urTierTgagebis damyareba. fokus-jgufis ZiriTadi nawili modis meore
etapze, romelic sakvlevi Temis ganxilvas eZRvneba. damamTavrebel
etapze moderatori ganazogadebs komentarebs da respondentebTan
SeTanxmebiT cdilobs saboloo Sexedulebis Camoyalibebas.
jgufuri intervius Catareba. intervius mimdinareobisas
moderatorma unda daicvas Semdegi pirobebi: 1) daamyaros jgufTan
urTierTgageba; 2) daadginos urTierTobis wesi jgufSi; 3) dasvas
miznebi; 4) moaxdinos respondentebis stimulireba da xeli Seuwyos
mniSvnelovani sakiTxebis intensiur ganxilvas; 5) ecados ganazogados
jgufis wevrebis pasuxebi, raTa gansazRvros SeTanxmebis done.
fokus-jgufis angariSis momzadeba. jgufuri intervius
damTavrebisTanave saWiroa Sedegebis interpretacia, romelsac
axorcielebs moderatori da kvlevaze pasuxismgebeli menejeri.
mosazrebaTa Tavisufali gacvla xels uwyobs jgufis STabeWdilebis
Secnobas. amasTan, arsebobs safrTxe imasTan dakavSirebiT, rom jgufis
komentarebis emociurma Zalam SeiZleba dafaros mniSvnelovani momentebi,
risTvisac aucilebelia fokus-jgufis Canaweris detaluri ganxilva.
Sesabamisad, daskvnebi ar unda gakeTdes manam, sanam moderatori an
analitikosi Sedegebs ar gaanalizebs. monawileTa mcire ricxovnobidan
gamomdinare, fokus-jgufis angariSSi pasuxebis procentuli maCveneblebi
ar aisaxeba. amis magivrad, Cveulebriv, ixmareba aseTi gamonaTqvamebi:
`monawileTa umetesoba fiqrobs~ an `am sakiTxTan mimarTebiT monawileTa
mosazrebebi gaiyo~. angariSSi warmodgenili unda iyos ara marto
Sedegebi, dafuZnebuli zepir komentarebze, aramed xSirad Semxvedri
pasuxebisa da axali ideebis analizi.

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fokus-jgufis upiratesobebi da naklovanebebi. fokus-jgufebi

popularulia mravalricxovani upiratesobis gamo. monawileebis mier
gakeTebuli komentarebis pirdapiroba da sisrule am meTods
sasargeblod aqcevs. jgufuri ganxilva, personalur interviusTan
SedarebiT, informaciis, mosazrebebisa da ideebis farTo speqtris
miRebis saSualebas iZleva. erTi adamianis SeniSvna zogjer sxvebis
moulodnel provocirebas iwvevs, rasac `Tovlis gundas~ efeqtamde
mivyavarT, roca monawileebi erTmaneTis replikebze pasuxoben. aseTi
pasuxebi, Cveulebriv, spontanuri da gulwrfelia, amitom problemis
safuZvliani gagebis saSualebas iZlevian. moulodneli ideebi, romlebic
ufro metad warmoiSoba jgufSi, vidre personaluri intervius dros,
unikaluri da potenciurad SemoqmedebiTia. amasTan, fokus-jgufebis
gamoyenebas garkveuli SezRudvebi gaaCnia. Riaoba da dajerebuloba
ganapirobebs imas, rom mkvlevarebi da menejerebi Sedegebs xSirad
ganixilaven, rogorc saboloos da ara winaswars. garda amisa, fokus-
jgufis marTva rTulia. Sedegebis xarisxi damokidebulia moderatoris
kvalifikaciaze. samwuxarod, Znelia iseTi moderatoris moZebna, romelic
zemoaRwerili TvisebebiT xasiaTdeba. pasuxebis arastruqturirebuli
bunebac arTulebs monacemebis kodirebis, analizisa da interpretaciis
process.

6.2.3. CaRrmavebuli interviu

CaRrmavebuli interviu (Depth Interview) - esaa arastruqturirebuli,

pirdapiri da personaluri interviu, romelSic maRalkvalificiuri
interviueri gamokiTxavs calkeul respondents imisaTvis, rom gaigos
garkveuli Temisadmi misi damokidebuleba, faruli motivebi da
emociebi. fokus-jgufebisagan gansxvavebiT, CaRrmavebuli interviu
tardeba erTi-erTze da grZeldeba 30 wuTidan erT saaTamde.

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fokus-jgufis msgavsad, interviueri amzadebs saubris gegmas.

respondentis grZnobebisa da faruli motivebis gagebisaTvis
aucilebelia misi zondireba, risTvisac daismeba aseTnairi kiTxvebi: `es
ratom TqviT?~, `es sainteresoa, SegiZliaT ufro meti gviTxraT?~ an
`gsurT raime daamatoT?~ intervius procesSi dasmuli kiTxvebis
formulireba miRebul pasuxebzea damokidebuli. intervius mimarTuleba
respondentis pirveli pasuxiT ganisazRvreba. am teqnologiis
ilustrirebisaTvis davuSvaT, rom CaRrmavebuli interviu tardeba
momuSave qalbatonebTan da mamakacebTan, romlebic saqonels katalogiT
xSirad iZenen. kvlevis amocanas warmoadgens katalogebiT yidvisadmi am
momxmarebelTa damokidebulebis dadgena. interviu SesaZlebelia ase
warimarTos:
interviueri: `rogoria katalogiT yidvisadmi Tqveni
damokidebuleba?~ amis Semdeg interviueri waaxalisebs
respondents, raTa man aRniSnul sakiTxTan mimarTebiT Tavis
grZnobebze Tavisuflad ilaparakos.
respondenti: `me zogjer miyvars dRis bolos moduneba,
risTvisac yavis dalevasTan erTad vaTvaliereb katalogebs. es
marTobs da daZabulobas mixsnis~.
interviueri: `es ratom garTobT da gixsniT daZabulobas?~ Tu
pasuxi metismetad aragulwrfelia (magaliTad, aseTia: `es
mexmareba davisveno yovelgvari fiqris gareSe~), interviuerma
unda dasvas sxva misaxvedri kiTxvebi, magaliTad, aseTi tipis:
`ratom gxiblavT is, rom araferze ar ifiqroT?~
respondenti: `mTeli dRe logikurad unda vifiqro. roca
katalogs gadavSli, SemiZlia warmovidgino, Tu rogori iqneba
Cemi Cacmuloba an misaRebi oTaxi. amasTan, araviTari zewola
araa, rom raRac unda gaakeTo~.
interviueri: `ratomaa TqvenTvis mniSvnelovani zewolis gancda?~
respondenti: `mTeli Cemi dRe zewolaa. samsaxurSi mudmivad unda
movaxdino reagireba sxvadasxva saxis zewolaze, romlebsac
sxvebi Cems mimarT avlenen. saxli erTaderTi adgilia, sadac
zewolas vakontroleb an gamovricxav kidec~.

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rogorc vxedavT, zondireba efeqtiania faruli informaciis

gamovlenisaTvis. mocemul magaliTSi respondenti Tvlis, rom katalogiT
yidva modunebisa da daZabulobis moxsnis saSualebaa.
fokus-jgufis msgavsad, CaRrmavebuli intervius warmateba
interviueris unarzea damokidebuli. amitom igi unda cdilobdes
respondentisaTvis Tavisufali atmosferos Seqmnas, iyos obieqturi
da dainteresebuli, dasvas kiTxvebi araformaluri maneriT, ar dajerdes
mokle pasuxebs (`diax~ an `ara~), moaxdinos respondentebis zondireba.
yovelive es aucilebelia respondentisaTvis komfortuli garemos
Sesaqmnelad, raTa man gulaxdili pasuxebi mogvces.
respondentis gulaxdilobaSi igulisxmeba mis namdvil
SexedulebebTan gamoTqmuli mosazrebebis Sesabamisoba. aseT konteqstSi
aragulaxdiloba sxvadasxvagvarad vlindeba, Tumca, igi kvlevisaTvis
erTnairad sazianoa. aragulaxdilobis magaliTebia:
 respondenti gamoTqvams ara im azrs, rasac fiqrobs;
 respondenti pasuxisagan ixreba;
 miuxedavad imisa, rom respondents gansazRvruli pasuxi ar
gaaCnia, kiTxvaze mainc pasuxobs.
aragulaxdilobis mizezi SeiZleba gaxdes respondentis
sifrTxile, iseTi mosazrebebi ar gamoTqvas, romlebic sayovelTaod
miRebuli araa an Tavisi gauTviscnobierebloba dafaros.
araZaldatanebiTi situacia, romelic yoveldRiurobis msgavsia,
gulaxdilobas xels uwyobs (gansakuTrebiT, delikaturi Temebis
ganxilvisas). imisaTvis, rom respondents keTilganwyobili atmosfero
Seeqmnas, interviueri unda iyos momTmeni, yuradRebiani da megobruli.
aseTnairad miRebuli monacemebi gvexmareba avxsnaT qcevis faruli
motivebi da damokidebulebebi. garda amisa, CaRrmavebuli intervius
individualurobidan gamomdinare, komentarebi uSualod konkretul
respondents exeba. es gansakuTrebiT mniSvnelovania biznes-
momxmarebelTa kvlevisas, sadac gadawyvetilebis mimRebi pirebis
komentarebiT maTi saqmianobis done fasdeba.
arsebobs CaRrmavebuli intervius ori ZiriTadi tipi:
arastruqturirebuli da naxevradstruqturirebuli. maT Soris
gansxvavebas interviueris rolis done ganapirobebs.

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arastruqturirebuli interviu (Nonstructured Interview) gulisxmobs

imas, rom respondents eniWeba maqsimaluri Tavisufleba upasuxos im
Temas, romelic interviuers ainteresebs. aseTi interviu ufro
xangrZlivia da Semdgomi anlizis mizniT xSirad magnitofonze iwereba
(cxadia, respondentis TanxmobiT).
naxevradstruqturirebuli interviu (Semistructured Intrviw) niSnavs
imas, rom interviueri cdilobs respondentTan ganixilos konkretuli
Temebi. am SemTxvevaSi interviueris Sexedulebisamebr ganisazRvreba ama
Tu im kiTxvis dasmis momenti, misi formulireba da dro, romelic mis
gansaxilvelad unda daixarjos. aseTi interviu gansakuTrebiT efeqtiania
xelmZRvanel muSakebTan da teqnikur eqspertebTan saubrisas, kerZod,
teqnologiebis, moTxovnis, konkurentebis aqtiurobisa da sxvaTa
cvlilebis tendenciebis Sesaxeb informaciis Sesagroveblad.
dReisaTvis farTod gamoiyeneba CaRrmavebuli intervius sami
meTodi. esenia: kibis meTodi, faruli problemebis gamovlenis meTodi da
simboluri analizis meTodi. aqedan yvelaze ufro popularulia kibis
meTodi.
a) kibis meTodi (Laddering) iTvaliswinebs sakiTxis Tanmimdevrul
dasmas, romelSic kiTxvebi jer produqtis Tvisebebs, xolo Semdgom
uSualod momxmareblis maxasiaTeblebs exeba. metaforuli dasaxeleba
`kibis meTodi~ aRniSnavs imas, rom mkvlevari TandaTanobiT aRrmavebs
sasaubro Temas, romelic abstraqtuli miznebidan iwyeba da misi
miRwevis konkretuli saSualebebiT mTavrdeba. magaliTad, erT-erT
kvlevaSi respondentebs Tavdapirvelad sTxoves daesaxelebinaT maTTvis
mniSvnelovani miznebi, rogoricaa janmrTeloba, ojaxi, usafrTxoeba,
bedniereba da sxva. TiToeuli es mizani sxvadasxva saSualebiT miiRweva.
kerZod, janmrTelobis mizani miiRweva uamravi xerxiT – dasvenebiT,
varjiSiT, dietiT, sisufTavis dacviT da a.S. Tavis mxriv, dieta moicavs
dabalkaloriuli an nakleb xolesteriniani produqtebis moxmarebas.
aseve, samzareuloSi sisufTavis dasacavad gamoiyeneba WurWlis sarecxi
antibaqteriuli saSualebebi an erTjeradi xelsaxocebi. gamovlenili
faseulobaTa jaWvi SeiZleba Semdgom aisaxos amnair sareklamo
sloganSi: `erTjeradi qaRaldis xelsaxocebi, WurWlis tiloebisagan

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gansxvavebiT, baqteriebs ar agroveben da Tqvens ojaxs mikrobebisagan

ukeTesad icaven~.
intervius dawyeba rekomendebulia ramdenime obieqtis SedarebiTi
analiziT. magaliTad, Tu saubari exeba sam aviakompanias, respondents
SeiZleba SevTavazoT erT-erTi maTganis sxva orTan Sedareba
Semdegnairad: `riTi gansxvavdeba aviakompania `A~ da `B~ aviakompania `C~-
sagan?~ `riTi gansxvavdeba aviakompania `A~ da `C~ aviakompania `B~-sagan?~
da a.S. Semdgom TiToeuli gamovlenili maxasiaTebeli ganixileba
respondentisaTvis mniSvnelobis TvalsazrisiT. sabolood, dasaSvebia
dialogis ase warmarTva:
interviueri: ratom mogwonT farTo korpusiani TviTmfrinavebi?
respondenti: isini moxerxebulia.
interviueri: ratomaa es mniSvnelovani?
respondenti: bevris gakeTebas vaswreb.
interviueri: ratomaa es mniSvnelovani?
respondenti: CemiT kmayofili var.
unda aRiniSnos, rom am SemTxvevaSi interviu daiwyo TviTmfrinavis
maxasiaTeblebiT, romelic Semdeg momxmareblis TviTSefasebaze misi
gavlenis Sesaxeb saubarze gadavida.
b) faruli problemebis gamovlenis meTodi (Hidden Issue Questioning)
yuradRebas amaxvilebs ara sazogadoebriv faseulobebze, aramed
momxmareblis sust mxareebze, mis pirovnul gancdebze da SfoTvebze.
g) simboluri analizis meTodi (Symbolic Analysis) gulisxmobs
sagnebis simboluri mniSvnelobis analizs maTi gansxvavebulebTan
Sedarebis gziT. magaliTad, SeiZleba daisvas Semdegi kiTxva: `rogori
iqneboda Tqveni mdgomareoba, Tu ar geqnebodaT aviakompaniebis
momsaxurebis SesaZlebloba?~ dasaSvebia aseTi pasuxi: `maSin me
martooden saqalaqTaSoriso telefoniT da fostiT viqnebodi
SezRuduli~. es niSnavs imas, rom erT-erT aspeqts, romelsac
aviakompaniis reklamaSi xazi unda gaesvas, personaluri Sexvedris
SesaZlebloba warmoadgens.

CaRrmavebuli intervius upiratesobebi da naklovanebebi.

CaRrmavebuli interviu, fokus-jufTan SedarebiT, adamianebis gancdebis

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ukeTesad garkvevis saSualebas iZleva. am meTodis gamoyenebisas

respondentis pasuxi ufro mkafioa, agreTve adgili aqvs informaciis
Tavisufal gacvlas, rac fokus-jgufSi, konformizmis gamovlenisas,
SeiZleba gaZneldes. zondirebis Sedegad advilia namdvili problemis
gamovlena, gansakuTrebiT, iseT situaciaSi, roca sakvlevi Tema
metismetad rTulia. amasTan, fokus-jgufisaTvis damaxasiaTebeli
naklovanebebi CaRrmavebuli interviusaTvis gansakuTrebiT Zlierdeba.
kerZod, kvalificiuri wamyvanis momsaxureba sakmaod Zviria da, saerTod,
aseTi specialistebi cotani arian. vinaidan ar arsebobis gamokiTxvis
Catarebis gansazRvruli struqtura, amitom interviueri gavlenas
axdens gamokiTxvis Sedegebze. miRebuli informaciis xarisxi da
utyuaroba mTlianad interviueris unarzea damokidebuli. mopovebuli
monacemebis analizi da Sesabamisi daskvnebis gakeTeba ki rTulia
kvalificiuri fsiqologis konsultaciis gareSe. intrvius
xangrZlivobisa da masTan dakavSirebuli xarjebis gaTvaliswinebiT,
SeiZleba iTqvas, rom CaRrmavebuli intervius raodenoba marketingul
kvlevebSi didi araa. miuxedavad amisa, CaRrmavebuli interviu
gamoyenebas mainc poulobs, gansakuTrebiT, sawarmoo (B2B) marketingSi,
romelSic xelmZRvanelebis Sekreba fokus-jgufSi samuSaod sakmaod
Znelia. es meTodi aseve sasargebloa momxmareblebze reklamis
zemoqmedebis SeswavlisaTvis.
marketingul kvlevebSi CaRrmavebuli intervius gamoyeneba
naCvenebia kompania M&M/Mars-is magaliTze, romelmac aRniSnuli
meTodis safuZvelze efeqturi reklama SeimuSava. bavSvebis mdidari da
naTeli fantazia kompaniam Tavisi miznobrivi auditoriis ZiriTad
Tvisebad miiCnia. am faqtze dayrdnobiT man Caatara CaRrmavebuli
interviu bavSvebis fantaziis gamomJRavnebisaTvis, rac kompaniis
produqciis winsvlis xelSemwyob faqtorad iqna miCneuli. Mars-ma
CaRrmavebuli interviu skolis moswavleebTan warmarTa, romlis drosac
gamovlinda, rom msgavsi fantaziebis umetesoba moicavs aramiwier
arsebebs, omebs da saxifaTo Tavgadasavlebs. CaRrmavebuli intervius
Sedegebis gaTvaliswinebiT kompaniam Seqmna reklama, romelSic planeta
marsis gmirebi monawileobdnen. aseTi reklama gaerTianda promo

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aqciebTan, romelic sxvadasxva prizebs da saCuqrebs moicavda.

sabolood, kompaniam arnaxul warmatebas miaRwia.

6.2.4. saproeqcio meTodebi

saproeqcio meTodebi (Projective Techniques) gamokiTxvis

arastruqturirebuli da arapirdapiri formaa, romelic waaxalisebs
respondentebs, gansaxilveli sakiTxebis Sesaxeb gamoTqvan TavianTi
faruli motivebi, damokidebulebebi da grZnobebi. saproeqcio meTodebi
fokus-jgufisa da CaRrmavebuli interviusagan gansxvavdeba imiT, rom
masSi kvlevis mizani dafarulia. isini gamoiyeneba iseTi marketinguli
kvlevis Catarebisas, roca respondents ar SeuZlia an ar surs kiTxvas
pirdapir upasuxos. am problemis gadalaxvisaTvis interviueri
respondents sTavazobs gaurkveveli an arasruli gamosaxulebebis,
mtkicebulobebis an scenarebis serias. ivaraudeba, rom aseT miniSnebebze
reaqciis dros adamiani avlens informacias, romelic mis qvecnobierSi
arsebobs.
saproeqcio meTodebi oTxi saxisaa: asociaciis, situaciis
damTavrebis, situaciis konstruirebisa da eqspresiis.
a) asociaciis meTodebis (Association Techniques) gamoyenebisas
respondents aCveneben raime sagans da sTxoven, gamoTqvas is, rac TavSi
pirvelad mosdis. yvelaze metad cnobilia sityvieri asociaciis meTodi
(Word Association), roca respondents sTavazoben sityvebis sias, Semdeg ki
man TiToeul sityvas unda Seusabamos is sityva an fraza, romelic
gonebaSi pirvelad mouva. sityvebi, romlebic gamokiTxvis Temas exeba,
gafantulia mTel siaSi da maT sakontrolo (testuri) sityvebi ewodeba.
siaSi bevri neitraluri sityva iwereba, raTaA carieli adgilebi ar
darCes. aseTi sityvebi kvlevis namdvil mizans faraven. magaliTad,
garemos dabinZurebis SemTxvevaSi sakontrolo sityvebi SeiZleba iyos:
wyali, haeri, warmoeba, qarxnis mili, qalaqi. TiToeuli pasuxi iwereba
stenografiulad. respondentebma unda upasuxon swrafad, amitom

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advilia imis dadgena, Tu romeli respondenti yoymanobs an fiqrobs (3

wamze metxans). pasuxebs iwers interviueri da ara respondenti. pasuxebis
Sefaseba xdeba TiToeuli sityvis gameorebaTa raodenobis, pasuxamde
dakarguli wamebis da im respondentebis daTvliT, romlebmac asociacia
gamoyofili drois periodSi ver SearCies. meryevi respondenti (visac
sapasuxod sam wamze meti sWirdeba) iTvleba mocemul sityvasTan sakmaod
emociurad dakavSirebulad, vinaidan iZleva ara spontanur reaqcias,
aramed eTikurad Sesaferis pasuxs. Tu respondenti saerTod ar pasuxobs,
miiCneva, rom misi zedmetad emociuroba pasuxis gacemas blokavs.
msgavsi pasuxebi jgufdeba, raTa gamovlindes interesebis, faruli
motivebis an stereotipebis kanonzomierebebi. xSirad asociaciebi,
gansaxilveli sakiTxidan gamomdinare, iyofa iseT kategoriebad,
rogoricaa sasurveli/arasasurveli, sasiamovno/arasasiamovno,
Tanamedrove/Zvelmoduri da a.S. marketingul kvlevebSi sityvieri
asociaciis gamoyeneba naTlad Cans kompania Gillette-is magaliTze,
romelmac aRniSnuli meTodiT isargebla qalebisaTvis gankuTvnili
Tavisi axali saqonlis saxelwodebis dadgenisaTvis. qalebis jgufs
waredgina axali saparsis ramdenime dasaxeleba, maT Soris Sensor for
Women da Lady Sensor. respondentebs sTxoves gonebaSi mosuli pirveli
sityvis dawera. vinaidan Sensor for Women-ma gamoiwvia yvelaze meti
sasikeTo reaqciebi, kompaniam es dasaxeleba SearCia.
b) situaciis damTavrebis meTodebSi (Completion Techniques)
respondentebs sTxoven moigonon stimulirebadi situaciis damTavreba.
isini asociaciis meTodebis bunebrivi gagrZelebaa, romlebic faruli
grZnobebisa da damokidebulebebis ufro dawvrilebiTi gagebis
saSualebas iZlevian. Cveulebriv, marketingul kvlevebSi gamoiyeneba
meTodebi, sadac respondents moeTxoveba daamTavros winadadeba an
moifiqros raime naambobis dasasruli.
winadadebis damTavrebis meTodi (Sentence Completion) moiTxovs, rom
respondentebma SemoTavazebuli arasruli winadadeba im sityviT an
fraziT unda daamTavron, romelic gonebaSi pirvelad mouvaT.
winadadebebi, umetesad, mesame pirSi formulirdeba da SeiZleba exebodes
mkvlevarisaTvis saintereso obieqts an process. pasuxebi zustad
Caiwereba da Semdgom gaanalizdeba. aRniSnuli meTodis gamoyeneba kargad

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Cans kompania Tommy Hilfiger-is magaliTze, romelic elitaruli mamakacis

perangebs amzadebs. aseTi produqciisadmi momxmarebelTa
damokidebulebis dasadgenad kompaniam isargebla Semdegi winadadebebis
damTavrebiT:
 adamiani, romelic Tommy Hilfiger-is perangebs atarebs, esaa ----
--;
 Tommy Hilfiger-is perangebs Tu SevadarebT Polo-s, Gant-is da
Eddie Bauer-is nawarmTan, aRmoCndeba, rom -------
 Tommy Hilfiger-is perangebi ufro metad moswonT adamianebs,
romlebic -------;
 roca vfiqrob Tommy Hilfiger-is perangebze, me -------.
winadadebis damTavrebis meTodis gamoyenebiT kompania Tommy Hilfiger-
ma aRmoaCina, rom mamakacebi upiratesobas aniWeben aratradiciuli
Sekerilobis naklebad sada perangebs, romlebsac prestiJul maRaziebSi
iZenen. kvlevis es Sedegebi, gamokiTxvis meTodiT dadasturebis Semdeg,
kompaniis marketinguli strategiis safuZveli gaxda.
winadadebis damTavrebis meTodis saxesxvaobas warmoadgens abzacis
damTavreba (Paragraph Completion), romelSic respondentebi stimulirebadi
frazidan dawyebul abzacs asruleben.
naambobis damTavrebis meTodi (Story Completion) gulsxmobs imas,
rom respondentebs sTavazoben raime ambis nawils da sTxoven sakuTari
sityvebiT mis dasrulebas.

g) situaciis konstruirebis meTodebi (Construction Techniques)

moiTxovs, rom respondentebma stimulirebadi masalebis safuZvelze
TviTon SeTxzan moTxroba, dialogi an aRweriloba. es meTodebi,
asociaciisa da damTavrebis meTodebTan SedarebiT, naklebad
struqturirebulia. isini ori saxisaa: gamosaxulebaze reaqciis da
animaciuri testebis.
gamosaxulebaze reaqciis meTodi (Picture Response Techniques) niSnavs
imas, rom respondents aCveneben raime gamosaxviT masalas (suraTs,
naxats, fotografias an karikaturas) da sTxoven, daweros Sesaferisi
ambavi, dialogi an aRwera. es meTodi sakmaod moqnilia, vinaidan

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sxvadasxva marketinguli problemisaTvis Sesabamisi gamosaxulebis

SerCeva advilia.
gamosaxulebaze reaqciis meTods safuZvlad udevs fsiqologiaSi
cnobili Tematuri apercefciuri testi (Thematic Apperception Test – TAT), anu
aRqmis testi. TAT warmoadgens naxatebis serias, romliTac
respondentebs sTxoven ambis Sedgenas. zogierT naxatze gamosaxulia
Cveulebrivi sagnebi, sxvebze ki _ gansakuTrebuli. aseve, zogierTze
adamianebi an sagnebi daxatulia garkveviT, sxvebze _ naklebad cxadad.
gamosaxul naxatebze respondentis reaqcia mkvlevars misi pirovnebis
interpretaciaSi exmareba. magaliTad, pasuxis mixedviT SeiZleba
vimsjeloT, respondenti impulsuria Tu TavSekavebuli, kreatiulia Tu
dabali warmosaxvis unaris da a.S.
gamosaxulebaze reaqciis meTodis erT-erTi nairsaxeoba
SemogvTavaza harvardis universitetis profesorma jerald zaltmanma
(Gerald Zaltman). am meTodis Tanaxmad, respondentebs sTxoven, interviuze
TavianTi arCeviT 12-15 gamosaxulebis mitanas da TiToeuli maTganis
aRweras. aseTi midgoma avlens respondentis farul faseulobebs,
damokidebulebebsa da rwmenas.
naxatis interpretaciis gamoyenebis magaliTad SeiZleba moviyvanoT
amerikeli marketologebis d. aakerisa da d. steimanis (David A. Aaker &
Douglas M. Stayman) mier Catarebuli kvleva, romlis drosac respondentebs
ori scena waredgina. pirvelze gamoxatuli iyo dRisiT mTaze asvlis
Semdeg dasveneba, xolo meoreze – megobrebis wreSi saRamos barbeqius
damzadeba. TiToeul naxatze adamianebi svamdnen `Coors~-is an `Lowenbrau~-s
luds. respondentebs sTxoves, sakuTari Tavi am scenebis monawiled
warmoedginaT da 5 baliani skaliT SeefasebinaT, Tu ra doniT
igrZnobdnen isini Tavs `Tbilad~, `megobrul situaciaSi~,
`janmrTelad~ da `cxovrebis jansaRi wesis matareblad~. kvlevam
cxadyo, rom `Coors~ interpretirdeboda cxovrebis jansaR wesTan da
mTasTan, xolo `Lowenbrau~ _ adamianur siTbosTan da megobrebis wreSi
barbeqius damzadebasTan. kvlevis Sedegebze dayrdnobiT ganisazRvra
`Coors~-isa da `Lowenbrau~-s sareklamo mimarTvebi.
aseve, gamosaxulebaze reaqciis meTodi kompania Panasonic -ma
gamoiyena im mizniT, raTa daedgina, sayofacxovrebo eleqtronikis

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sferoSi arsebuli misi imiji vrceldeba Tu ara ofisebis

avtomatizaciaze. mkvlevarebma momxmareblebs SesTavazes amoerCiaT
adamianebis fotosuraTi, romlebic maTSi IBM-is, Xerox -is, Canon –is da
Panasonic -is produqciis asociacias gamoiwvevdnen. respondentebma IBM-
is da Xerox –is kompaniebTan asociaciiT SedarebiT xanSiSesuli,
cnobili da mdidari adamianebis fotosuraTebi SearCies. Panasonic -Tan
mimarTebiT ki, piriqiT, maT SedarebiT axalgazrda da damwyebi
specialistebis fotosuraTebi SearCies. kompaniam gamoiyena miRebuli
monacemebi Tavis sareklamo saSualebebSi, romlebic gamiznuli iyo
ofisebis avtomatizaciisaTvis. lozungiT `Panasonic - momavali Taobebis
bumi~ kompania 60-iani da 70-iani wlebis Taobis yuradRebis mipyrobas
cdilobda, romlis warmomadgenelTa umravlesobas xelmZRvaneli
Tanamdebobebi ekava. aseTnairad, lozungi da imiji momxmareblebSi
Panasonic -is aRqmas asaxavdnen.

animaciuri testebis meTodi (Cartoon Tests Techniques) iTvaliswinebs

imas, rom multiplikaciuri personaJebi gamoxataven sxvadasxva
situaciebs, romlebic sakvlev problemasTanaa dakavSirebuli.
respondentebs sTxoven, mocemuli personaJisaTvis moifiqron pasuxi sxva
personaJis kiTxvaze. respondentebis pasuxebidan SeiZleba gavigoT maTi
emociebi, rwmena da situaciisadmi damokidebuleba. amasTan, unda
aRiniSnos is faqti, rom gamosaxulebaze reaqciis meTodebTan SedarebiT,
animaciuri testebis meTodis sargebloba da analizi ufro advilia.
amrigad, marketingul kvlevebSi situaciis konstruirebis meTodebi
gamoiyeneba rogorc respondentebis sakvlev TemasTan damokidebulebis
SefasebisaTvis, aseve maTi fsiqologiuri profilis agebisaTvis, rac
ilustrirebulia kompania Porsche-s magaliTze.
kompania Porsche yidis sportul avtomobilebs, romelTagan yvelaze
iafi 40 aTasi dolari Rirs. Porsche-s momxmarebelTa demografiuli
maxasiaTeblebi kargada cnobili. esenia umaRlesi ganaTlebis mqone 40
wels gadacilebuli mamakacebi, romelTa saSualo wliuri Semosavali
200 aTas dolars aRemateba. tradiciul reklamaSi ZiriTadi aqcenti
keTdeboda avtomobilis muSaobaze da imaze, manqanis fonze Tu rogor
kargad gamoiyureboda misi mflobeli. imisaTvis, rom daedgina Tavisi

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momxmareblebis fsiqologiuri prifili da yidvis motivebi, Porsche-m

Caatara marketinguli kvleva. sxva meTodebTan erTad, mkvlevarebma
gamoiyenes gamosaxulebaze reaqciis meTodi. Sedegi moulodneli
aRmoCnda, romelmac aCvena, rom Porsche araswor sareklamo midgomas
iyenebda. kvlevis Sedegebidan gamomdinare, Porsche-s mflobelebis
umetesobas avtomobilSi adamianebis mier maTi danaxva sruliadac ar
aRelvebda. potenciuri myidvelebisadmi reklamis ukeTesad mimarTvis
mizniT, mkvlevarebma xuTi fsiqografiuli profili Seadgines: 1)
`bobolebi~ _ esaa ambiciuri tipi, romelic Zalas da kontrols did
mniSvnelobas aniWebs, agreTve surs yuradRebis miqceva; 2) `elita~ _ am
adamianebs aqvT memkvidreobiTi qoneba, maTTvis avtomobili pirovnuli
gamoxatvis saSualeba araa; 3) `amayi mfarvelebi~ _ maTTvis avtomobili
mZime Sromis jildoa, maT ar aRelvebT, dainaxaven Tu ara masSi; 4)
`kargad mcxovrebni~ _ mdidari, Tavgadasavlebis maZiebeli adamianebi,
romlebisTvisac avtomobili maT boboqar cxovrebas avsebs; 5)
`fantazoirebi~ _ maTTvis avtomobili realobidan maTi dacilebaa. isini
ar cdiloben STabeWdilebis moxdenas, garkveulwilad, rcxveniaT kidec,
rom Porsche-s floben. mas Semdeg, roca gamokiTxvebma es Sedegebi
daadastures, reklama am fsiqografiuli segmentebisadmi warimarTa.
sabolood, ramdenime warumatebeli wlis Semdeg, 2000 wlisaTvis
kompaniis gayidvebi 40 %-iT gaizarda.

d) eqspresiis, anu gamoxatvis meTodi (Expressive Technique)

gulisxmobs imas, rom respondentebs gansaxilvelad sTavazoben
sxvadasxva situacias da sTxoven, gamoTqvan mosazrebebi mocemuli
situaciisadmi sxva adamianebis grZnobebisa da damokidebulebis Sesaxeb.
sxva sityvebiT rom vTqvaT, eqspresiis meTodebSi respondentebma unda
gamoxaton ara sakuTari, aramed sxva adamianebis grZnobebi da
damokidebulebebi. arsebobs eqspresiis meTodebis ori ZiriTadi saxe:
rolis TamaSisa da mesame piris meTodebi.
rolis TamaSis meTodi (Role Playing Technique) niSnavs imas, rom
respondents sTxoven, sxva adamianis roli ganasaxieros an misi qceva
gamoicnos. aseTi kvlevisas ivaraudeba, rom respondentebi sakuTari
grZnobebis proeqcirebas rolze moaxdenen. magaliTad, respondents

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SeiZleba SesTavazon maRaziis gamyidvelis roli da imis demonstrireba,

Tu rogor moiqceoda igi ama Tu im situaciaSi, vTqvaT, myidvelTan
Sedavebis dros. aseTi informacia mkvlevars mokamaTe klientebTan
urTierTobis gansazRvrisaTvis sWirdeba.
mesame piris meTodi (Third-Person Technique) iTvaliswinebs imas, rom
respondents sTavazoben zepir an vizualur situacias da sTxoven,
gansazRvros, Tu ras fiqrobs mesame piri mocemul situaciaSi. aseTi
mesame piri SeiZleba iyos megobari, mezobeli, kolega an nebismieri
adamiani. am kvlevis SemTxvevaSic ivaraudeba, rom respondentebi
sakuTari emociebis proeqcirebas mesame piris reaqciiT axdenen. roca
adamians sTxoven, mesame piris saxeliT upasuxos, es socialur zewolas
amcirebs, amitom pasuxi ufro zusti iqneba. vTqvaT, mkvlevars
ainteresebs saWmelebis momzadebisadmi momxmarebelTa damokidebuleba.
amisaTvis igi adgens sakvebi produqtebis or sias, romelTagan erTSi
mocemulia mza saWmelebis dasaxeleba. respondentebs sTxoven,
daaxasiaTon ori myidveli, romlebic TiToeul siasTan asocirdeba. am
myidvelebis maxasiaTeblebs Soris gansxvavebebi avlens mza
saWmelebisadmi damokidebulebas. magaliTad, mza saWmelebis myidvelebi,
sxva momxmareblebTan SedarebiT, SeiZleba davaxasiaToT, rogorc
zarmaci, araorganizebuli an dakavebuli adamianebi. yovelive es
gviCvenebs, Tu ras fiqroben respondentebi, kerZod, maTi azriT, mza
saWmelebs zarmaci, araorganizebuli an dakavebuli adamianebi
yiduloben.
saproeqcio meTodebis upiratesobebi da naklovanebebi. saproeqcio
meTodebs, Tvisebrivi kvlevis sxva meTodebTan SedarebiT, erTi didi
upiratesoba aqvT: isini avlenen pasuxebs, romelTa mocema respondentebs
ar surT an ar SeuZliaT maSin, roca maTTvis kvlevis mizani cnobilia.
es gansakuTrebiT sasargebloa respondentisaTvis piradi an saCoTiro
kiTxvebis dasmis dros. saproeqcio meTodebi, aseve, gvexmareba
gamovavlinoT momxmarebelTa qvecnobierSi arsebuli faruli motivebi,
damokidebulebebi da rwmena. amasTan, am meTodebs garkveuli
naklovanebebic gaaCnia. esenia: pasuxebis interpretaciis subieqturoba,
maRalkvalificiuri da ZviradRirebuli interviuerebis monawileobis
aucilebloba. aRniSnulidan gamomdinare, saproeqcio meTodebs, fokus-

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jgufebTan da CaRrmavebul interviusTan SedarebiT, iSviaTad xmaroben.

gamonaklisia sityvieri asociaciis meTodi, romelic xSirad savaWro
markis dasaxelebis aprobirebisaTvis, xolo zogjer saqonlis, savaWro
markis, SefuTvis an reklamisadmi damokidebulebis gansazRvrisaTvis
gamoiyeneba.

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Tavi 7. DDdeskriptuli da kauzaluri marketinguli

kvlevebi

7.1. deskriptuli marketinguli kvlevebi

deskriptuli marketinguli kvlevis meTodebi ori saxisaa:

gamokiTxva da dakvirveba. TiToeul maTgans qvemoT dawvrilebiT
ganvixilavT.

7.1.1. gamokiTxvis meTodebi

7.1.1.1. gamokiTxvis meTodebis arsi da klasifikacia

pirveladi monacemebis Segrovebis yvelaze mniSvnelovani da

gavrcelebuli meTodia momxmarebelTa gamokiTxva. gamokiTxvis
meTodi (survey method) gulisxmobs struqturirebuli anketis meSveobiT
informaciis miRebas respondentebisagan, romlebic generaluri
mTlianobidan SeirCeva. Tu kompanias sWirdeba monacemebi adamianebis
codnis, maTi Sexedulebebis, mjobinebebis an myidvelobiTi qcevis
Sesaxeb, amasaTvis yvelaze saukeTeso saSualebaa uSualod TiToeuli
momxmareblisaTvis saintereso kiTxvis dasma. kiTxvebi SeiZleba daisvas
werilobiT, zepirad an kompiuteris daxmarebiT. pasuxebic analogiuri
xerxebiT miiReba. rogorc wesi, kiTxvebi struqturirebulia, anu
SemoTavazebulia informaciis Segrovebis garkveuli standartuli
procesi. monacemebis struqturirebuli mopovebis dros (structured data
collection) dgeba formalizebuli anketa da kiTxvebi winaswar
gansazRvruli wesiT daismeba. kvlevis am meTods aseve uwodeben
pirdapirs, vinaidan respondentebisaTvis kvlevis mizani cnobilia.
struqturuli pirdapiri gamokiTxva, romelic monacemebis
Segrovebis yvelaze ufro popularuli meTodia, anketebis SemuSavebas
iTvaliswinebs. tipiur anketaSi warmodgenilia kiTxvebi pasuxis
ramdenime variantiT (fixed-alternative questions).
gamokiTxvis meTodis principuli upiratesoba imaSia, rom igi erT
jerze calkeuli adamianisagan didi raodenobis informaciis miRebis

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saSualebas iZleva. Tanac, xSirad respondenti uamravi saxeobis

monacemis mopovebis saukeTeso an erTaderTi wyaroa. meore principuli
upiratesoba mis moqnilobaSia. kerZod, gamokiTxva, respondentebis asakis
miuxedavad, praqtikulad yovelTvis gamoiyeneba, roca aRweriTi an
kauzaluri kvlevis Catareba aucilebelia. zemoaRniSnuli garda,
gamokiTxvis meTods axasiaTebs Semdegi Rirsebebi:
 stadandartizaciis maRali done, romlis drosac yvela
respondents daesmeba erTi da igive kiTxva pasuxis erTnairi
variantiT;
 gamoyenebis simartive, romelic gamoixateba imaSi, rom aucilebeli
araa repondentTan Sexvedra. kiTxvebi SesaZlebelia mas fostiT,
telefoniT an internetiT gadaeces. aseve araa aucilebeli
teqnikuri saSualebebisa da maRalkvalifiuri profesionalebis
gamoyeneba, romlebsac adgili aqvs fokus-jgufis an CaRrmavebuli
intervius SemTxvevaSi.
 siRrmiseuli analizis Catarebis SesaZlebloba, romelic
gulisxmobs Tanmimdevruli kiTxvebis dasmas. magaliTad, momuSave
dedas ekiTxebian, Tu ramdenad mniSvnelovani iyo SvilebisaTvis
skolis SerCeva misi adgilmdebareobis TvalsazrisiT. Semdeg
ismeba kiTxva, Tu ramdeni SesaZlebeli varianti ganixiles. amas
mosdevs kiTxvebi, romlebic exeba dasaqmebis saxes, muSaobis
Taviseburebebs, Semosavlebs, ojaxis sididesa da a.S.
 statistikuri analizis Catarebis SesaZlebloba, romelic
gulisxmobs maTematikuri statistikis meTodebisa da Sesabamisi
programebis gamoyenebas personaluri kompiuterebisaTvis;
 miRebuli Sedgebis gaanalizeba konkretuli sabazro segmentis
gaTvaliswinebiT, romelsac ganapirobebs demografiuli da sxva
kriteriumebis mixedviT mTliani SerCevis dayofa qveSerCevebad.
amasTan, aseTi upiratesobebis realizacia arc ise advilia.
gamokiTxvis efeqtiani gamoyeneba moiTxovs misi meTodebis saguldagulo
SerCevas. garda amisa, gamokiTxvis meTodebisaTvis damaxasiaTebelia
garkveuli naklovanebebi, romlebic interviuerisa da respondentis
socialuri urTierTqmedebis Sedegia. aseTi urTierTqmedeba xSirad

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monacemebis damaxinjebas iwvevs, rac gamokiTxvis sworad Catarebas da

misi Sedegebis interpretacias abrkolebs.
respondentebis gamokiTxvis procesi TiTqos martivia,
sinamdvileSi ki realoba rTulia ise, rogorc amas aRniSnavs a.openhaimi
(A.N. Oppenheim): `adamianebis gamokiTxva mogvagonebs TevzWeras –
alalbedze visvriT ankess ise, rom araferi ar viciT, Tu ra xdeba
wylis qveS~. imisaTvis, rom gamokiTxvis meTodiT miviRoT sasargeblo
Sedegebi, aucilebelia Semdegi pirobebis dacva:
 generaluri erToblioba sworad unda iyos gansazRvruli;
 amonakrebi, generalur erTobliobasTan mimarTebiT,
reprezentaciuli unda iyos;
 SerCeul respondentebTan kontaqtis damyareba SesaZlebeli
unda iyos;
 respondentebi TanamSromlobaze Tanaxmani unda iyvnen;
 respondentebs unda esmodeT kiTxvebi;
 respondentebs unda gaaCndeT saWiro codna, mosazrebebi da
Sexedulebebi;
 respondentebs unda SeeZloT TavianTi mosazrebebis
formulireba;
 interviuerma sworad unda gaigos respondentebis pasuxebi da
Canawerebi.
xSirad es pirobebi ar sruldeba gamokiTxvis procesSi daSvebuli
Secdomebis gamo. aseTi Secdomebis wyaroebis klasifikacia naCvenebia 7.1
naxazze. mokled davaxasiaToT TiToeuli maTgani.
respondentisagan pasuxis miuRebloba. uaris Tqma 3-5 %-s
Seadgens im SemTxvevaSi, roca adamians sTxoven mokle intervius quCaSi
an avtobusebis gaCerebaze. Tu gamokiTxva xangrZlivia, magaliTad,
telefoniT an fostiT Catarebisas, uaris Tqma 30-35 %-s aRwevs. uaris
Tqmis maRali procenti Secdomis mniSvnelovani wyaroa, vinaidan
adamianebi, romlebic kvlevaSi monawileobaze uars amboben, savaraudod,
Zlier gansxvavdebian imaTgan, vinc TanamSromlobaze Tanxmdebian.
arsebobs uamravi mizezi, ris gamoc individebi klvevaSi monawileobaze
uars acxadeben. maT Soris ZiriTadia pirad cxovrebaSi SeWris SiSi da
arakeTilganwyoba kvlevis SemkveTisadmi. uaris Tqmis procenti SeiZleba
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Semcirdes xelaxali darekvis, pirovnuli maxasiaTeblebis naklebad

warmoCinebis, materialuri waxalisebis, mkvlevaris reputaciis
amaRlebis an gamokiTxvis moculobis dawevis gziT.

kiTxvis araerT- interviueris

mniSvnelovaneba Secdomebi

generaluri amonakrebi respondenti kiTxva interviueri

erToblioba pasuxi

amonakre- pasuxis miuReb- pasuxis uzustoba pasuxis araerT-

bis formi- loba respon-  pasuxis sworad mniSvnelovaneba
rebis dentis mier formulirebis
Secdoma uaris Tqmis an SeuZlebloba
misi saxlSi ar
yofnis gamo  pasuxis gacemis
survilis
uqonloba

nax. 7.1. Secdomis wyaroebi gamokiTxvis Catarebisas

arazusti pasuxebi. zogjer respondents pasuxis gacema ar ZaluZs

an ar surs. respondents pasuxis gacema ar SeuZlia im SemTxvevaSi, roca
man es ar icis an daaviwyda. problema ufro seriozulia maSin, roca
respondenti pasuxs igonebs, raTa Tavisi gauTviscnobierebloba ar
warmoaCinos an interviuerisadmi keTilganwyoba gamoxatos. pasuxis
sizustis Sefasebis erT-erTi parametria dro, romelsac masze xarjavs
respondenti. praqtika cxayofs, rom Tu sapasuxod metismetad didxans
fiqroben, kiTxva rTulia. amasTan, myisieri pasuxi miuTiTebs imaze, rom
respondentma kiTxva, savaraudod, arasworad gaigo an Zalian iCqara.
interviueris Secdomebi. interviuerebi erTmaneTisagan
gansxvavdebian pirovnuli maxasiaTeblebis, intervius warmarTvis stilis,
sakuTari movaleobebis xarisxianad Sesrulebis motivaciis mixedviT.

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xSirad respondentebisaTvis interviu sruliad axali movlenaa. amitom

interviuerma xeli unda Seuwyos urTierTSoris kontaqtis damyarebas.
STabeWdileba, romelic respondents interviuerze uyalibdeba, mis
dainteresebaze da pasuxebis gulaxdilad gacemaze gavlenas axdens.
urTierToba garTuldeba, Tu interviueri uxalisobas da daRlilobas
gamoamJRavnebs, respondents mudmivad Seawyvetinebs an Tavisi CanawerebiT
metismetad gadatvirTavs. cxadia, aseTi problemebis acilebisaTvis
saWiroa interviuerebis sworad SerCeva da Sesaferisi swavleba.
interviueris yvelaze ufro gavrcelebul Secdomas warmoadgens
dazustebis mizniT arasakmarisad gulmodgine gamokiTxva. es im
SemTxvevaSi xdeba, roca interviueri fiqrobs, rom respondents mocemul
kiTxvaze bevris Tqma rodi SeuZlia an man, interviueris azriT, swori
pasuxi ukve Tqva. interviueris saqmianobis kontrolis sirTule
ganapirobebs imas, rom mas motyuebis cduneba SeiZleba gauCndes. zogjer
siyalbe sakmaod farToa (roca mTeli gamokiTxva fabrikaciaa) an exeba
calkeul kiTxvebs, romlebzedac respondentebs pasuxi ar gauciaT.
vinaidan es seriozul Secdomebs iwvevs, mraval kvleviT kompaniaSi
interviuebis 10-15 % kontroldeba. es procesi iTvaliswinebs im
adamianTa garkveuli raodenobis ganmeorebiT gamokiTxvas, romlebic,
interviueris monacemebiT, kvlevaSi monawileobdnen.
zemoaRniSnuli sirTuleebis miuxedavad, pirveladi informaciis
mosapoveblad gamokiTxvis meTodi yvelaze ufro gavrcelebulia. am
meTodebis klasifikacia, Catarebis xerxebi mixedviT, naCvenebia 7.2
naxazze, saidanac Cans, rom gamoiyofa satelefono, personaluri,
safosto da eleqtronuli gamokiTxvis meTodebi. Tavis mxriv,
satelefono gamokiTxva klasificirdeba kompiuteruli teqnikis
gamoyenebis TvalsazrisiT. personaluri gamokiTxva ki SeiZleba
Catardes saxlSi, savaWro centrebSi an avtomatizebuli sistemebis
meSveobiT. fostiT gamokiTxvis formebs miekuTvneba Cveulebrivi da
pirdapiri safosto gamokiTxvebi. rac Seexeba eleqtronul gamokiTxvebs,
isini tardeba eleqtronuli fostis an internetis daxmarebiT.
dasaxelebuli meTodebidan yvelaze ufro popularulia satelefono
gamokiTxva, xolo Semdeg – personaluri gasaubreba. dReisaTvis sakmao

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tempiT izrdeba eleqtronuli gamokiTxvebis popularoba, safosto

gamokiTxvebi ki naklebad gavrcelebuli xdeba.

gamokiTxvis meTodebi

satelefono personaluri safosto eleqtronuli

gamokiTxva gamokiTxva gamokiTxva gamokiTxva

tradiciuli personaluri tradiciuli

satelefono interviu safosto eleqtro-
interviu saxlSi gamokiTxva nuli
fostiT
gamokiTxva
kompiute- faqsiT
interviu
rizebuli savaWro gamokiTxva
interviu centrebSi
telefoniT
internetiT
gamokiTxva
kompiute- safosto
interviu rizebuli panelebi
ofisebSi personaluri
interviu

nax. 7.2. gamokiTxvis meTodebis klasifikacia

gamokiTxva SeiZleba iyos agreTve erTjeradi da mravaljeradi.

pirvel SemTxvevaSi SerCeul jgufebs Seiswavlian erTxel sxavdasxva
parametris mixedviT. magaliTad, Jurnalebisa da gazeTebis redaqciebi
atareben TavianTi mkiTxvelebis erTjerad gamokiTxvas iseTi
parametrebis mixedviT, rogoricaa asaki, sqesi, ganaTlebis done,
dasaqmebis saxe da a.S. vinaidan aseTi kvlevis dros, rogorc wesi, didi
moculobis SerCeva gamoiyeneba, msgavs kvlevebs SerCeviT gamokiTxvebs
uwodeben. meore SemTxvevaSi erTi da imave respondentebis jgufi
gansazRvruli drois manZilze mravljer Seiswavleba. aseT meTods,
rogorc me-5 TavSi aRvniSneT, panelis meTods uwodeben.

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panelis mniSvnelovani formebia momxmarebelTa paneli da mewarmeTa

paneli (ix.nax. 7.3).

paneli

momxmarebelTa paneli mewarmeTa paneli

ojaxis calkeuli bankebisa da samrewvelo savaWro

paneli pirovnebis sadazRvevo paneli paneli
paneli kompaniebis
paneli
k
Ppiradi moxmarebis
saqonlis paneli specialistebis sacalo vaWrobis
paneli paneli

PfarTo moxmarebis araspecialistebis sabiTumo

saqonlis paneli paneli vaWrobis paneli

Nnax. 7.3. panelis meTodis struqtura

momxmarebelTa panelis monawileebi kvlevis Camtarebeli

organizaciisgan Rebuloben anketebs da avseben maT periodulad,
romelSic miuTiTeben nayidi saqonlis dasaxelebas, SefuTvis saxes,
fass, mwarmoebel firmas, SeZenis TariRsa da adgils. gamokiTxvis am
meTodis saSualebiT SeiZleba ganvsazRvroT: ojaxisa da calkeuli
pirovnebis mier nayidi saqonlis raodenoba, finansuri danaxarjebis
moculoba, ZiriTadi mwarmoeblis bazris wili, saqonlis upiratesi fasi
da SefuTvis saxe, gavrcelebuli gayidvis forma, sxvadasxva socialuri
jgufis momxmarebelTa qcevis Taviseburebani, savaWro markebisadmi
ndobis doneebi, marketinguli RonisZiebebis qmediToba da sxva.
mewarmeTa panelis gamoyeneba gansazRvruli sawarmoebis Sesaxeb
informaciis sistematur Segrovebas gulisxmobs. kvlevebs, rogorc wesi,
atareben specialurad mimagrebuli TanamSromlebi, romelTa amocana

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maTTvis saintereso sasaqonlo jgufze arsebuli maragebis, Sesyidvebisa

da fasebis Sesaxeb monacemebis Segrovebaa. mewarmeebs aseTi informacia
saSualebas aZlevs _ gansazRvron sakuTari da konkurenti saqonlis
gavrcelebis gzebi, daadginon bazarze axali saqonlis damkvidrebis
problemebi da Seafason gasaRebis samsaxuris muSaobis efeqtianoba.
Ppanelis meTods garkveuli naklovanebac gaaCnia. momxmarebelTa
panelis SemTxvevaSi warmoiqmneba mraval sirTule, rasac ganapirobebs
momxmareblebis sacxovrebeli adgilis cvlileba, sikvdili, sxva
samomxmareblo kategoriaSi gadasvla, agreTve, uaris Tqma
TanamSromlobaze da sxv. Aam procesis uaryofiTi gavlenis
SemcirebisaTvis panelis monawileebi, Cveulebriv, gansazRvrul
gasamjelos iReben. mewarmeTa panelis SemTxvaSi ki ZiriTadad problemas
TanamSromlobaze uaris Tqma warmoadgens.
drois xangrZlivobis mixedviT paneli iyofa or jgufad:
moklevadiani (ara umetes erTi wlisa) da grZelvadiani (xuT wlamde).
danaxarjebis mixedviT ufro advilia mewarmeTa panelis formireba,
vinaidan igi naklebi raodenobis wevrebs moicavs.
Sesaswavli problemis xasiaTis mixedviT paneli SeiZleba iyos
saerTo da specializebuli. specializebuli paneli iqmneba calkeuli
saqonlis an sasaqonlo jgufis SeswavlisaTvis. magaliTad, misi
meSveobiT xorcieldeba axali saqonlis testireba, sabazro tendenciebis
gamovlena, im wyaroebis dadgena, romlidanac momxmareblebi iReben
informacias axali saqnolis Sesaxeb da a.S.
informciis miRebis meTodis TvalsazrisiT SesaZlebelia panelis
oTxnairad Catareba:
1) panelis wevrebi saWiro informacias (Sevsebul dRiurebs, anketebs)
agzavnian fostiT;
2) intervius arTmeven panelis wevrebs;
3) panelis wevrebi avseben dRiurebs an gamosakiTx anketebs, magram
informacias agroveben specialuri TanamSromlebi;
4) panelis wevrebs intervius arTmeven drois gansazRvrul
monakveTSi, xolo maT Soris Soris SualedSi isini informacias
agzavnian fostiT.

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7.1.1.2. gamokiTxvis meTodebis daxasiaTeba

rogorc ukve aRiniSna, arsebobs gamokiTxvis oTxi ZiriTadi meTodi:
satelefono, personaluri, safosto da eleqtronuli. axla SevecadoT
davaxasiaToT TiToeuli maTgani.

a) satelefono gamokiTxvis meTodebi

satelefono gamokiTxva (Telephone Survey) mizanSewonilia

operatiuli informaciis miRebis aucileblobisa da SedarebiT mokle
intervius SemTxvevaSi, romelic TvalsaCino masalebis gamoyenebas ar
saWiroebs. am dros interviuers SesaZlebloba aqvs dasvas damatebiTi
kiTxvebi, gaesaubros misTvis saintereso pirovnebebs, magaliTad, ojaxis
ufross an Tineijerebs. satelefono gamokiTxva SerCevis kontrolirebis
saSualebas iZleva.
amasTan, satelefono gamokiTxvas naklovanebebic gaaCnia.
momxmarebelebma SeiZleba uari Tqvan interviuerTan piradi sakiTxebis
ganxilvaze. Aamitom igi araefeqtiania konfliqturi an rTuli
informacis mosapoveblad. marTalia, am SemTxvevaSi arswori pasuxis
miRebis albaToba arc ise maRalia, magram riski mainc arsebobs. garda
amisa, xSiri satelefono zarebis gamo momxmarebelTa didi nawili uars
ambobs gamokiTxvaze. aseve, respondentebze SeiZleba gavlena moaxdinos
kiTxvebis dasmis intonaciam. sabolood, sxvadasxva interviueri
gansxvavebulad axdens pasuxebis interpretaciasa da Caweras.

arsebobs satelefono gamokiTxvis ori meTodi: tradiciuli

satelefono interviu da kompiuterizebuli interviu telefoniT.
tradiciuli satelefono interviu (Traditional Telephone Interviews)
gulisxmobs respondentTa gansazRvrul amonakrebTan darekvas da
maTTan gasaubrebas. am SemTxvevaSi interviueri iyenebs winaswar
dabeWdil anketas, romelSic afiqsirebs miRebul pasuxebs.
satelefono gamokiTxvebs kompaniebi sakmaod xSirad mimarTaven. amisaTvis
isini sargebloben teritoriuli satelefono momsaxurebis (Wide Area
Telephone Servise - WATS ) qseliT, romelic respondentebTan saubris
warmarTvas centraluri punqtidan uzrunvelyofs. gamokiTxvis aseTi
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xerxis upiratesoba isaa, rom kompaniis xelmZRvanelobas SeuZlia

gaakontrolos interviueris saqmianoba, romelic gamokiTxvis
saimedoobis amaRlebis garantiaa.
kompiuterizebuli interviu telefoniT, anu satelefono
gamokiTxvebis kompiuteruli sistema (Computer-Assisted Telephone Interviewing -
CATI). ukanasknel xanebSi moxda WATS sistemis srulyofa, romelic
kompiuteris meSveobiT
intervius Catarebas iTvaliswinebs. dReisaTvis sul ufro did
mniSvnelobas iZens kompiuteruli satelefono gamokiTxvebi. kompiuteri
axorcielebs resondentebis telefonis nomrebis avtomatur akrefas,
romlis Semdgom monitorze Cndeba Sesavali teqsti da kiTxvebi pasuxebis
SesaZlo variantebiT. interviueri, romelic centralur punqtSi
imyofeba, kiTxvebs kiTxulobs kompiuteris monitoridan, xolo
respondentisgan miRebuli pasuxebi mas kompiuterSi Seaqvs klaviaturis
meSveobiT. yoveli Semdgomi kiTxva formulirdeba wina kiTxvaze
gacemuli pasuxis Sesabamisad. pasuxebis kompiuteruli baza da maTi
statistikuri damuSaveba avtomaturad xorcieldeba. mTel rig
SemTxvevaSi kiTxvebis garkveul nawilze pasuxis analzi garkveuli
gadawyvetilebis miRebis da Semdgomi gamokiTxvis Sewyvetis saSualebas
iZleva. magaliTad, Tu respondenti kiTxvaze `giyidiaT Tu ara odesme
kompania Nike-is sportuli fexsacmeli?~ dadebiTad pasuxobs, amas
mohyveba kiTxvebis seria, romelic am saqonlisadmi damokidebulebas
gamoxatavs. im SemTxvevaSi, Tu respondenti uaryofiT pasuxs gascems,
aseTi kiTxvebi gamoitoveba. saboloo jamSi, izogeba dro da resursebi.

satelefono nomrebis SerCeva. satelefono nomrebis moZebnisaTvis

mkvlevarma SeiZleba gamoiyenos arsebuli nomrebis sia, cnobari an
nomrebis SemTxveviT akrefis procedura. ukve arsebuli sia
(organizaciis wevrebis registri, klientebs sia da sxva) xsirad
gamoiyeneba adamianTa gansazRvruli jgufis gamosakiTxad. satelefono
nomrebis moZebnis tradiciuli meTodia cnobarebiT sargebloba,
romlebsac sTavazoben rogorc satelefono kompaniebi, aseve komerciuli
organizaciebi. amasTan, aRsaniSnavia is faqti, rom cnobari zogjer
momxmarebelTa reprezentaciuli SerCevis formirebas ver uzrunvelyofs.

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magaliTad, aSS-Si telefonis mqone Sinameurneobebis 25 %-s ar surs

satelefono cnobarebSi moxvedra. cxadia, cnobarebSi CarTuli
adamianebis maxasiaTeblebi gansxvavdebian imaTgan, romelTa telefonebi
asaxulia cnobarebSi.
marketologebi xSirad iyeneben telefonis nomris SemTxveviTi
akrefis meTods (Random-Digit Dialing). igi SedarebiT martivia da
iTvaliswinebs cnobaris gareSe satelefono nomris aTive cifris
SemTxveviT SerCevas. es midgoma uzrunvelyofs darekvis erTnair
albaTobas yovel ojaxSi, sadac telefonia, Tumca, mas seriozuli
naklovanebebi gaaCnia. kerZod, igi moiTxovs maRal fulad da droiT
danaxarjebs, vinaidan yvela satelefono nomeri rodi gamoiyeneba da
bevri maTgani mkvlevarisaTvis saintereso araa.
satelefono nomris SemTxveviTi akrefis variacias warmoadgens
nomris sistematuri SemTxveviTi akrefis meTodi (Systematic Random-Digit
Dialing). misi gamoyenebisas mkvlevari iRebs adgilis kodebs da
avtomaturi telefonis sadguris (ats) kodebs, romlidanac SeirCeva
satelefono nomrebi. Sesabamisad, gamoiricxeba is kodebi, romlebic
mkvlevars ar ainteresebs (kvlevis geografiul arealSi ar xvdebian).
mkvlevari gansazRvravs sastarto ricxvs (sawyis pozicias) da
amonakrebis intervals (konstantas), romelic sistematurad emateba
sastarto ricxvs. amis Sedegad, miiReba nomrebis sia, romlidanac
amonakrebi keTdeba. am meTodis ilustraciaSi dagvexmareba Semdegi
magaliTi.
vTqvaT, mkvlevars surs gamokiTxos q.Tbilisis saburTalos
raionis erT-erTi dasaxlebis (ats-is kodi 230) 1000 respondenti (n=1000).
230 prefiqsis mqone nomrebis dasaSvebi raodenoba (k) iqneba 10 000 (230-
0000 _ dan 230-9999 _ mde). Tavdapirvelad gamoiTvleba amonakrebis
intervali (i) Semdegnairad: i= k/ n. mocemul SemTxvevaSi igi 10-is
tolia. amis mere 230-0000 _ 230-0009 diapazonSi SemTxveviT SeirCeva
romelime satelefono nomeri (davuSvaT, 230-0005), xolo momdevno
nomrebis generireba moxdeba amonakrebis intervalis gaTvaliswinebiT.
sxvanairad rom vTqvaT, miiReba Semdegi satelefono nomrebi: 230-0005,
230-(0005+ i), 230-(0005+2 i),..., 230-[0005+( n-1) i].

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nomris sistematur SemTxveviT akrefas uamravi upiratesoba

gaaCnia. pirveli _ vinaidan arsebobs sawyisi pozicia, nebismier
satelefono nomers akrefis erTnairi Sansi aqvs. meore _ gamomdinare
iqidan, rom ats-is kodi gansazRvrul adgils Seesabameba, SerCevis
formireba geografiuli principis mixedviT dasaSvebia. mesame _ Tu
TiToeuli ats kodidan darekvis erTnairi raodenoba ganxorcieldeba,
miRebul SerCeva formirebuli iqneba rogorc geografiuli, ise
demografiuli maxasiaTlebis mixediT. dabolos, am meTodis realizacia
kompiuteruli programebis gamoyenebiT savsebiT SesaZlebelia.
nomris SemTxveviTi akrefis proceduris kidev erT versias
warmoadgens `plus erTi~ meTodi, romelic cnobarebebis gamoyenebas
efuZneba. am SemTxvevaSi erTi an ramdenime cnobaridan nomrebi
SemTxveviT SeirCeva, romlis Semdeg bolo TiToeuli nomris oTx cifrs
emateba erTi erTeuli. aseTnairad izrdeba arsebuli satelefono
nomrebis SerCevis albaToba. aseve Cndeba cnobarebSi ararsebuli
nomrebis SerCevaSi moxvedris Sansi.

darekvis SesaZlebeli Sedegebi. principSi, dasaSvebia Sedegis eqvsi

varianti:
 satelefono nomeri ar gamoiyeneba;
 akrefili nomeri dakavebulia;
 aravin ar pasuxobs;
 akrefili nomeri faqsisaa;
 CairTo avtomopasuxe;
 darekvaze pasuxobs ara is adamiani, visTanac mkvlevars
kontaqti surs;
 darekva iwvevs im adamianTan dakontaqtebas, vinc SrCevis
obieqtSi araa (satelefono nomeri gadaeca sxvas mas Semdeg,
roca respondenti mocemuli binidan gadavida);
 darekvaze pasuxobs sasurveli respondenti.
zemoaRniSnul SemTxvevebSi mkvlevaris moqmedebisaTvis 7.1 cxrilSi
mocemulia Sesabamisi rekomendaciebi.

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cxrili 7.1
rekomendaciebi satelefono gamokiTxvis CatarebisaTvis

darekvis Sedegi rekomendaciebi

satelefono nomeri ar nomeri SerCevidan amoiReba

gamoiyeneba

akrefili nomeri mocemul nomerze mogvianebiT unda dairekos,

dakavebulia vinaidan im adamianebis maxasiaTeblebi, visi
telefoni dakavebulia, savaraudod, gansxvavebuli
iqneba imaTgan, visi telefoni Tavisufalia

aravin ar pasuxobs mocemul nomerze mogvianebiT unda dairekos,

vinaidan im adamianebis maxasiaTeblebi, vinc saxlSi
ar arian, savaraudod, gansxvavebuli iqneba imaTgan,
vinc saxlSia

akrefili nomeri respondents unda gaegzavnos faqsi, romelSic

faqsisaa mieTiTeba Txovna misTvis sasurvel dros intervius
Catarebis Sesaxeb. faqsSi aseve mieniSneba
interviueris telefonis nomeri

CairTo datovebuli unda iqnes Setyobineba imis Sesaxeb, Tu

vinaa interviueri da risTvis rekavs igi. ramdenime
avtomopasuxe xnis Semdeg interviuerma isev unda darekos

darekvaze pasuxobs ara intervuerma unda ikiTxos, Tu rodis iqneba saxlSi

is adamiani, visTanac respondenti da miTiTebul dros gadarekos
mkvlevars kontaqti
surs

darekva iwvevs im nomeri SerCevidan amoiReba

adamianTan
dakontaqtebas, vinc
SrCevis obieqtSi araa

darekvaze pasuxobs interviu tardeba

sasurveli respondenti

wardgena. wardgena satelefono intervius umniSvnelovanesi etapia

da mis warmatebul Catarebas ganapirobebs. dasawyisSi interviuers unda
hqondes sasiamovno xma. mTavaria is, rom wardgena iyos Sinaarsiani da

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mokle. metismetad xangrZlivi wardgena respondents xSirad

TanamSromlobis survils ukargavs da uaris Tqmis albaTobas zrdis.

darekvis dro. amonakrebis reprezentaciulobis uzrunvelyofisaTvis

ukeTesia im dros darekva, roca respondentis waswrebis albaToba
didia. momxmarebelTa gamokiTxva mizanSewonilia samuSao dReebSi 18-dan
21 saaTmde da gamosasvlel dReebSi 10-dan 20 saaTamde. Tu interviueri
rekavs diasaxlisebTan an respondentebTan samsaxurSi, ukeTesia 9-dan
16.30-mde drois intervali.

intervius xangrZlivoba. umetes SemTxvevaSi satelefono intervius

xangrZlivoba ar aWarbebs 5-10 wuTs, vinaidan arsebobs imis saSiSroeba,
rom repsondents mobezrdes saubari da yurmili dakidos. Tumca, rogorc
praqtika cxadyofs, respondentebi satelefono subris dros ver
sazRvraven. Sesabamisad, interviu xSirad 20-30 wuTiania, mxolod im
pirobiT, rom Tema sainteresoa da interviueri kvalificiuria.
darekvis Sesaxeb angariSi. aseTi angariSi, rogorc wesi,
warmoadgens cxrils, romlis marcxena svetSi CamoTvlilia telefonis
nomrebi, xolo marjvenaSi dafiqsirebulia darekvis Sedegebi: TariRi,
dro, saubris xangrZlivoba da a.S. aseTi angariSebi monacemebis
Segrovebis procesis gakontrolebis saSualebas iZleva.

b) personaluri gamokiTxvis meTodebi

personaluri gamokiTxva (Personal Survey), ZiriTadad, tardeba maSin,

roca saWiroa monacemebis didi raodenoba, mosalodnelia SedarebiT
rTuli kiTxvebis dasma an respondentisaTvis TvalsaCino masalis
wardgena, rogoricaa, magaliTad, axali saqonlis idea an sareklamo
gancxadeba. interviueri exmareba respondents rTuli kiTxvebis gagebaSi,
aZlevs mas dmatebiT informacias da axdens mis orientacias.
personaluri intervius ZiriTadi upiratesobaa is, rom dasmuli
kiTxvebze pasuxis miRebis albaToba ufro maRalia sxva meTodTan
SedarebiT. marketinguli kvlevebis praqtikidan Cans, aseTi kontaqtis

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dros naklebia uaris miRebis Sansi da maRalia respondentis ndobis

faqtori. amasTan, unda aRvniSnoT, rom personaluri gamokiTxva ufro
ZviradRirebulia, vidre sxva meTodi.
arsebobs personaluri gamokiTxvis oTxi ZiriTadi meTodi:
personaluri interviu saxlSi, personaluri interviu savaWro
centrebSi, personaluri interviu ofisebSi da kompiuterizebuli
peronaluri interviu.
personaluri interviu saxlSi (Personal In-Home Interviews). es meTodi
iTvaliswinebs respondentebis sakuTar saxlSi gamokiTxvas. amisaTvis
saWiroa telefoniT respondentTan winaswari SeTanxmeba intervius
droze. saxlebi ki Semdegnairad SeirCeva: interviueri muSaobas iwyebs
gansazRvruli adgilidan da romelime mimarTulebiT moZraobisas irCevs,
magaliTad, yovel meaTe saxls. bunebrivia, aseT situaciaSi didi
raodenobis monacemebi grovdeba, vinaidan respondentebi TavianT
saxlSi xangrZlivi gasaubrebis Taobaze nakleb winaaRmdegobas avlenen.
am meTodiT ufro advilia respondentebis ndobis mopoveba, maTTvis
saqonlis nimuSebisa da sareklamo masalebis Cveneba. saojaxo garemo
xels uwyobs intervius xangrZlivad da mSvidad warmarTavs, Tumca, igi
monacemebis Segrovebis sakmaod ZviradRirebuli xerxia, rac mis
gamoyenebas zRudavs. interviuerebs uwevT kardakar siaruli, romlis
gakontrolebac Znelia. aseve, interviuersa da respondents Soris
pirispir kontaqtis ganxorcielebisas matulobs socialuri
sasurvelobis done, e.i. respondentebis tendencia, iseTi pasuxebi gascen,
romlebic socialuri kuTxiT sasurvelia, magram arazustia. es faqtori
iwvevs agreTve interviueris gavlenis zrdas. kerZod, interviuerma saxis
gamometyvelebiT, intonaciiT an kiTxvebis formulirebiT pasuxebze
SeiZleba gavlena moaxdinos.
personaluri interviu savaWro centrebSi (Mall Intercept Personal
Interviews). kompaniebs, romlebic aseT kvlevebs atareben, savaWro
centrebSi (msxvil maRaziebSi) TavianTi ofisebi gaaCniaT. interviuerma
momxmareblebi SeiZleba gamokiTxos uSualod maRaziis SenobaSi an
miiwvios specialurad gamoyofil testirebis oTaxSi, romelic
aRWurvilia sxvadasxva mowyobilobiT, video da audio teqnikiT,
calmxrivi sarkeebiT da a.S. aucileblobis SemTxvevaSi, masalebis

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demonstrirebis mizniT, mkvlevarebi xSirad iyeneben stendebs. aseTi

interviu garkveul proceduras moiTxovs. magaliTad, mobiluri
telefonebis Sesaxeb gamokiTxvis Catarebisas myidvels aCereben da
ekiTxebian mis asaks, ganaTlebas da Semosavlebs. Tu am maxasiaTeblebis
mixedviT igi miznobriv jgufs daemTxveva, mas dausvamen kiTxvebs
mobiluri telefonis gamoyenebis Taobaze. mobiluri telefonis
moxmarebis gamocdileba amonakrebSi adamianis CarTvis aucilebel
pirobaa. mxolod aseTi gamocdilebis adamianebi miiwveva testrebis
oTaxSi, raTa Sefasdes, magaliTad, dizainis ramdenime axali prototipi.
testirebaSi monawile adamianebis raodenoba gaizrdeba, Tu maT raimeTi
waaxaliseben. marTalia, am SemTxvevaSi amonakrebi mxolod im
adamianebisagan Sedgeba, vinc saqonels mocemul savaWro centrSi
yiduloben, magram es seriozuli SezRudva araa. cxadia, savaWro centris
klientebi mTliani mosaxleoba rodia, Tumca, sinamdvileSi, mravali
sasaqonlo bazris ZiriTadi nawilis warmoadgenen. savaWro centrebSi
Catarebuli gamokiTxvebi, pirvel meTodTan SedarebiT, xanmoklea. igi
gansakuTrebiT sasargebloa maSin, roca respondents, sakuTari
mosazrebebis gamosaTqmelad, saqonlis danaxva, Sexeba an gasinjva
sWirdeba. mkvlevari advilad akontrolebs situacias da gamoxmaurebis
procenti maRalia. zemoaRniSnulidan gamomdinare, am meTodis
popularoba sul ufro izrdeba, Tumca, masac garkveuli naklovanebebic
gaaCnia. uwinares yovlisa, esaa socialuri sasurvelobisa da
interviueris zegavlenis gamovlena. monacemebis raodenobac araa didi,
vinaidan sayidlebze siarulis dros adamianebs, Cveulebriv, eCqarebaT.
gamokiTxva, aseve, Zviria.
personaluri interviu ofisebSi (Personal In-Office Interviews). es
meTodi, ZiriTadad, sawarmoo-teqnikuri daniSnulebis produqciis Sesaxeb
informaciis Segrovebisas gamoiyeneba. mas igive upiratesobebi da
naklovanebebi aqvs, rac wina meTods, magram ufro ZviradRrebulia,
vinaidan interviuerebi ufro maRalkvalificiuri specialistebi arian.
amasTan, kompaniis xelmZRvaneli pirebis interviuze daTanxmeba sakmaod
rTulia.
kompiuterizebuli peronaluri interviu (Computer-Assisted Personal
Interviewing _ CAPI). avtomatizebuli personaluri gasaubrebis dros

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respondent zis kompiteris win da pasuxobs ekranze moTavsebul

kiTxvars. arsebobs ramdenime programuli paketi, romelic kiTxvebis
gagebas aadvilebs, Secdomebs warmoaCens da respondentis interess
astimulirebs. es meTodi personalur intervius miekuTvneba imitom, rom
interviueri, Cveulebriv, monawileobs procesSi da saWiroebis
SemTxvevaSi mas exmareba. CAPI farTod gamoiyeneba savaWro centrebSi,
agreTve savaWro gamofenebze produqciis prezentaciis dros. magaliTad,
CAPI-is daxmarebiT kompania United Parcel Service (UPS)-m SeZlo Tavisi
devizis _ `vmoZraobT biznesis siCqariT~ efeqtianobis Sefaseba savaWro
gamofenaze, romelic safosto gzavnilebis miwodebas exeboda.
kompiuterTan urTierTobis procesi gamartivebulia, raTa respondetis
Zalisxmeva minimumamde davides. amitom maqsimalurad Semcirebulia iseTi
kiTxvebis raodenoba, romelTa pasuxebi testis akrefas moiTxovs. amitom
CAPI-is meTodi respondentebs izidavs da ramdenime upiratesoba aqvs.
uwinares yovlisa, interviueris gavlena Semcirebulia, radgan intervius
kompiuteri warmarTavs. savaWro centrebSi intervius msgavsad, CAPI-is
meTodi gansakuTrebiT sasargebloa im SemTxvevaSi, roca gamokiTxva
fizikuri stimulebis gamoyenebas moiTxovs. garda amisa, es meTodi
kvlevis kontrols da maRal gamoxmaurebas uzrunvelyofs. meTodis
ZiriTad nakls, savaWro cenrtebSi gamokiTxvis msgavsad, warmoadgens
miRebuli monacemebis SezRuduli raodenoba, socialuri sasurvelobisa
da Rirebulebis maRali done.
zemoCamoTvli meTodebis garda marketingul kvlevebSi gamoiyeneba
agreTve omnibusi (Omnibus Survey). esaa regularulad (yovelkvireulad,
yovelTviurad an yovelkvartalurad) Catarebuli gamokiTxva, romelSic
CarTulia sxvadasxva SemkveTis mier warmodgenili kiTxvebis bloki.
kvlevis Rirebuleba kiTxvebis raodenobis mixedviT ganisazRvreba. Tu
kiTxvebis raodenoba didi araa, omnibuss rigi upiratesobebi gaaCnia.
kerZod, mcirdeba saerTo danaxarjebi, vinaidan isini SemkveTebs Soris
nawildeba. aseve, Sedegebis damuSaveba bevr dros ar moiTxovs, radgan
kvlevis yvela etapi winaswar dagegmili da standartizebulia. kvlevis
Catarebis regularoba da imis garantia, rom amonakrebis maxasiaTeblebi
identuri iqneba, omnibuss mudmivi kvlevis saxiT gamoyenebis saSualebas
aZlevs. aseTi kvlevis Camtarebeli zogierTi kompania klientebs

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gacalkavebuli amonakrebis gamoyenebas sTavazobs: amonakrebis naxevars

miewodeba erTi stimuli (kiTxvis an produqtis koncefciis erTi versia),
xolo identuri maxasiaTeblebis mqone meore amonakrebs _ sxva. garda
amisa, kvlevis Catarebis mravaljeradoba gvexmareba SeviswavloT iseTi
movlena, romelsac naklebi gavrcelebuloba aqvs (magaliTad,
daviTvaloT umarilo dietaze myofi adamianebis raodenoba).

g) safosto gamokiTxvis meTodebi

safosto gamokiTxvis (Mail Survey) SemTxvevaSi winaswar SerCeul

potenciur respondentebs anketebi fostiT egzavnebaT, romlebic avseben
maT da ukan aseve fostiT abruneben. safosto gamokiTxvebi ori saxisaa:
tradiciuli safosto gamokiTxva, faqsiT gamokiTxva da safosto
panelebi.
tradiciuli safosto gamokiTxva (Traditional Mail Interviews)
gulisxmobs safosto anketebis dagzavnas gansazRvruli demografiul
profilis mqone adamianebisadmi, romlebic gamokiTxvaSi monawileobis
Sesaxeb winaswar gafrTxilebulni ar arian. Cveulebriv, safosto
gamokiTxvis paketi moicavs gasagzavn konverts, Tanmxleb werils,
anketas, pasuxis gamosagzavn konverts da, SesaZlebelia, wamaxalisebel
stimulsac. visac aqvs survili, avsebs da abrunebs aketas. am dros
gamoricxulia yovelgvari zepiri urTierToba mkvlevarsa da respondets
Soris. aseT gamokiTxvaSi monawileobisaTvis respondentebi SeirCeva
siebidan, romlebsac mkvlevari komerciuli organizaciebsgan yidulobs.
komerciuli safosto siebi, Cveulebriv, Seicaven garkveul demografiul
da fsiqografiul informaciebs, romlebic kvlevaSi gamoiyeneba.
faqsiT gamokiTxva (Fax Survey). dReisaTvis faqsi bazris mraval
warmomadgenels gaaCnia, amitom igi kvlevis instrumentad gamoiyeneba.
faqsiT gamokiTxva uzrunvelyofs pasuxebis maRal procents, agreTve
maTi miRebis siswrafes. tradiciul fostasTan SedarebiT, kvlevebSi misi
misi gamoyeneba ufro swrafad viTardeba, Tumca, unda aRiniSnos isic,
rom bevr rameSi problema isev rCeba (magaliTad, aseTia grafikuli

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gamosaxulebis gadacema). garda amisa, faqsis moxmareba Sinameurneebis

gamokiTxvis dros, sakmaod SezRudulia. igi gansakuTrebiT sasargebloa
biznes-momxmareblebisa da sxvadasxva organizaciebis warmomadgenelTa
gamokiTxvisas.
safosto panelebi (Mail Panels) esaa adamianTa reprezentaciuli
amonakrebi, romlebic Tanaxmani arian, safosto gamokiTxvebSi
yovelwliuri monawileoba miiRon. aseTi panelebi aqvT kompaniebs Market
Facts, Home Testing Institute, National Family Opinion. magaliTad, kompania National
Family Opinion flobs ramdenime sias, romlebSic 130 aTasi adamiani Sedis.
safosto siebis ZiriTadi upiratesobaa gamoxmaurebis maRali procenti,
romelic, saSualod, 75-85 %-s Seadgens. panelis formirebis dros
miiRweva misi Sesabamisoba mosaxleobis iseTi maxasiaTeblebisadmi,
rogoricaa geografiuli adgilmdebareoba, qalaqis sidide, asaki, ojaxis
Semosavlebi da sxva. aseTnairad Cndeba imis SesaZlebloba, rom
sxvadasxva geografiuli raionis, profesiisa da asakobrivi jgufebis
warmomadgenlebisagan moxdes specialuri amonakrebis formireba. sakmaod
swrafad SeiZleba didi amonakrebis formireba im regionSi, sadac
kompania sacdeli marketingis Catarebas gegmavs. cxadia, aseT kvlevebSi
monawile respondentebi danarCenebisagan gansxvavebulni iqnebian,
vinaidan maT msgavsi kvlevebi ufro ainteresebT an meti Tavisufali dro
aqvT. Tumca, aseTi gansxvavebebis gavlena pasuxebze naklebad cnobilia.
safosto gamokiTxvas gaaCnia ramdenime upiratesoba. upirveles
yovlisa, esaa monacemebis miRebis yvelaze iafi meTodi. araa saWiro
interviueris daqiraveba da kiTxvaris Sevseba SesaZlebelia
respondentisaTvis moxerxebul dros. respondentebi, rogorc wesi,
gulaxdilad pasuxoben piradi xasiaTis kiTxvebze, romlebzedac pasuxis
gacema euxerxulebaT interviuerTan saubrisas. aseTi gamokiTxva didi
moculobis informaciis miRebis saSualebas iZleva, Tu Tema saintereso
iqneba respondentebisaTvis. amasTan, naklebia pasuxebis damaxinjebis
albaToba, vinaidan gamoiricxeba interviueris mxridan zemoqmedeba.
mocemuli meTodis ZiriTadi naklovaneba imaSia, rom respondentma
SeiZleba dauSvas Secdomebi anketis Sevsebisas, rasac kiTxvebis
araswori gageba ganapirobebs. aqedan gamomdinare, anketebi
gulmodgined unda SemuSavdes, martiv da gasageb kiTxvebs Seicavdes.

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aseve dasaSvebia, rom pasuxebi iyos arasruli, dairRves gamokiTxvis

vadebi an, saerTod, ar daabrunon anketebi. unda aRiniSnos, rom es
meTodi xasiaTdeba dabrunebuli pasuxebis dabali procentiT. igi,
ZiriTadad, orientirebulia adamianebze, romlebic iseT adgilas
cxovroben, sadac safosto sistemis ganviTarebis done maRalia.
naklovanebebis miuxedavad, safosto gamokiTxvis simartive da dabali
Rirebuleba mas kvlevis sicocxlisunarian meTodad xdis.

d) eleqtronuli gamokiTxvis meTodebi

eleqtronuli gamokiTxvis meTodebi (Electronic Survey) iTvaliswinebs

eleqtronuli saSualebebiT gamokiTxvis Catarebas. igi ori saxisaa:
eleqtronuli fostiT gamokiTxva da internetiT gamokiTxva.
eleqtronuli fostiT gamokiTxvis (E-mail Interviews) Casatareblad,
pirvel rigSi, dgeba dagzavnis misamarTebis sia, Semdeg anketa werilSi
CairTveba da respondentebs egzavneba. eleqtronuli fostiT gamokiTxva
anketis SedgenisaTvis iyenebs formats `ubralod teqsti~ (ASCII), romlis
gagzavna da miReba SeuZlia nebismier respondents, romelsac aqvs
eleqtronuli fosta da masze xeli miuwvdeba, miuxedavad imisa,
uSualod miewodeba Tu ara mas interneti.
internetiT gamokiTxva (Internet Interviews), eleqtronuli fostiT
gamokiTxvisgan gansxvavebiT, moiTxovs hiperteqsturi dokumentebis
Sesaqmnel enas (Hypertext markup language – HTML) da veb-gverdze
ganTavsebas. respondentebi SeirCeva marketinguli firmebis monacemTa
bazebidan. respondentebis mozidva SesaZlebelia agreTve tradiciuli
meTodebiT (fostiT, telefoniT). am SemTxvevaSi respondentebs
sTavazoben gansazRvrul veb-saitebze Sesvlas da masSi ganTavsebuli
anketis Sevsebas. xSirad respondentebis SeCeva specialurad ar tardeba,
magram isini, vinc aseT an sxva popularul saitebze Sedian, gamokiTxvaSi
monawileobaze SemoTavazebas Rebuloben. internetiT gamokiTxvas,
eleqtronuli fostiT gamokiTxvasTan SedarebiT, ramdenime upiratesoba

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aqvs. ASCII-sgan gansxvavebiT, HTML-is enis safuZvelze monacemebis

Sesayvanad SesaZlebelia mravalgvari Rilakisa da fanjris Seqmna,
romlebic respondents saSualebas ar aZlevs, daSvebulze meti pasuxi
airCios an gauTvaliswinebel adgilas raime teqsti daweros. orive
SemTxvevaSi kiTxvebis gamotoveba programulad SesaZlebelia. rac
Seexeba gamokiTxvis damatebiT saSualebebs, rogoricaa, magaliTad,
grafikebi, gamosaxulebebi, animaciebi an sxva veb-gverdebis misamarTebi,
SesaZlebelia maTi anketasTan uSualod integrireba an saitze
ganTavseba. sabolood, pasuxebi monacemTa bazaSi grovdeba.
marTalia, internetiT gamokiTxva axali meTodia, magram
sayovelTao kompiuteruli qselis momsaxurebisa da interaqtiuli
kavSiris gafarToebasTan erTad, aseTi kvlevebi sul ufro metad
misawvdomi da iafia. kompiuteruli qselebis momxmareblebi aran
ganaTlebuli, SeZlebuli da saSualo statistikur momxmarebelze
SedarebiT axalgazrdebi. maTi umetesoba mamakacia. isini arian ZiriTadi
klientebi firmebisa, romlebic saqonels da momsaxurebas qseluri
meTodiT yidian.
dialogiur reJimSi kvlevebs, Cveulebriv kvlevebTan SedarebiT,
ori arsebiTi upiratesoba gaaCnia - esaa siswrafe da rentabeloba.
mkvlevarebs, romlebic am meTods iyeneben, raodenobrivi anlizis
Casatareblad minimaluri dro sWirdebaT. dialogiur reJimSi fokus-
jgufis organizacia winaswar dagegmas moiTxovs, magram Sedegebi
myisierad miiReba. internetis meSveobiT kvlevebis Catareba informaciis
Segrovebis yvelaze iafi xerxia. monawileebi fokus-jgufs SeiZleba
SeuerTdnen dedamiwis nebismieri wertilidan, risTvisac araa saWiro
droisa da fulis mgzavrobaze an sastumroSi cxovrebaze daxarjva. es
meTodi aseve safosto gzavnilebis, satelefono saubrebis,
TanamSromelTa Sromis anazRaurebisa da masalebis dabeWdvasaTan
dakavSirebuli danaxarjebis Tavidan acilebis saSualebas iZleva. amave
dros SerCevis moculoba nakleb gavlenas axdens danaxarjebze. rogorc
eqspertebi aRniSnaven, marketingul kvlevebSi internetis gamoyenebas
didi momavali aqvs. specialistebis gaangariSebiT, ramdenime weliwadSi
marketinguli kvlevevbis naxevarze meti internetis meSveobiT
ganxorcieldeba.

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amasTan, internetis gamoyenebas marketingul kvlevebSi

naklovanebebic gaaCnia. am meTodisaTvis damaxasiaTebelia igive
problemebi, romlebsac adgili aqvs telefoniT informaciis
Segrovebisas. maT Soris umTavresia is, rom ar viciT vinaa respondenti.
sakmaod Znelia daskvnebis gakeTeba respondentebis safuZvelze,
romlebic SemTxveviT waawydnen anketebs kompiuterze an moxvdnen
auditoriaSi, sadac interviu tardeba. dialogiur reJimSi Catarebuli
kvlevebis Sedegebi araa damaxasiaTebeli yvela firmisa da
saqonlisaTvis. magaliTad, marketologebisaTvis, romlebic masobriv
bazarze muSaoben, es meTodi araefeqtiania, vinaidan am bazris
momxmarebelTa umetesoba dabali Semosavlebis mqone adamianebia,
romlebsac dialogiur reJimSi muSaobis saSualeba ara aqvT.

7.1.1.3. gamokiTxvis meTodis SerCeva

marketinguli kvlevis proeqtis SemuSavebis dros gamokiTxvis

konkretuli meTodis SerCevisas unda gaviTvaliswinoT is arsebiTi
faqtorebi, romlebic maT Soris gansxvavebebs ganpirobeben. aseTi
faqtorebis mixedviT gamokiTxvis meTodebis Sedareba naCvenebia 7.2
cxrilSi. unda aRiniSnos is faqti, rom xSirad zogierTi faqtori
warmoadgens dominirebuls, rac, bunebrivad, gamokiTxvis konkretuli
meTodis arCevas ganapirobebs. magaliTad, Tu saWiroa kvebis axali
produqtis testireba, respondentma jer unda gasnjos igi, xolo Semdeg
anketaSi dasmul kiTxvebs upasuxos. es, Tavis mxriv, aucileblad
moiTxovs respondentebTan gasaubrebas savaWro centrebSi. Tu mocemul
situaciaSi arc erT meTods gamokveTili upiratesoba ar gaaCnia, SerCeva
unda daeyrdnos maTi upiratesobebisa da naklovanebebis Sesaxeb zogad
warmodgenas.

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cxrili 7.2
gamokiTxvis meTodebis Sedareba

gamokiTxvis meTodebi
maxasiaTeblebi
persona- satele- safosto eleqtro-
luri fono nuli

moqniloba saukeTeso kargi cudi Ddamakmayo-

filebeli

informaciis raodenoba, sukeTeso Ddamakmayo- kargi kargi

romelic SesaZlebelia filebeli
miviRoT
interviuze zemoqmedebis cudi Ddamakmayo- saukeTeso saukeTeso
kontroli filebeli

SerCevis kontroli Ddamakmayo- saukeTeso Ddamakmayo- Ddamakmayo-

filebeli filebeli filebeli

monacemebis Segrovebis kargi saukeTeso cudi saukeTeso

siswrafe
reaqciis done kargi kargi cudi cudi
Rirebuleba cudi Ddamakmayo- kargi saukeTeso
filebeli

SerCevis struqtura Ddamakmayo- saukeTeso kargi cudi

filebeli

xSirad, monacemebis xarisxis an finansuri danaxarjebis

efeqtianobis amaRlebis TvalsazrisiT, gamokiTxvis meTodebs erTmaneTs
SeuTanawyoben. aseTi midgoma gansakuTrebiT gavrcelebulia im
SemTxvevaSi, roca kvleviT proeqts farTo masStabebi gaaCnia, rac
naTlad Cans kompania Procter & Gamble (P&G)-s magaliTze. P&G
regularulad aanalizebs skanirebis monacemebs da atarebs
momxmarebelTa gamokiTxvas. skanirebis monacemebs awvdis kompania AC
Nielsen. am monacemebis meSveobiT P&G gansazRvravs Tavisi da
konkurenti markebis SeZenaze gaweuli saojaxo danaxarjebis moculobas.
P&G aseve iyenebs safosto panelebs imisaTvis, rom markebisadmi
momxmarebelTa loialuroba daadginos. erT-erTi aseTi kvlevebis
gaTvaliswinebiT, P&G-m SeimuSava axali marketinguli platforma,

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romelsac safuZvlad daedo faseulobebis koncefcia. platforma

eyrdnoboda im faqts, rom P&G-s cnobili markebi _ sarecx saSualeba
Tide, kbilis pasta Crest, erTjeradi safeni Pampers, xvelebis
sawinaaRmdego sirofi Vick’s da Sampuni Head & Shoulders _ metismetad
maRali fasebiT iyideboda. P&G-s Catarebulma kvlevam cxadyo, rom
momxmareblebs ar surdaT meti gadaexadaT iseT produqciaze, romelic
ar iyo dakavSirebuli xarisxis gaumjobesebasTan. ufro metic, safosto
gamokiTxvam aCvena, rom P&G-s markebisadmi loialuri momxmareblebis
umetesobac ki upiratesobas aniWebs fasebis dabal doneze mudmivad
SenarCunebas, vidre fasdaklebebs an specialur SemoTavazebebs.
kompiuterizebulma satelefono gamokiTxvamac analogiuri Sedegi aCvena.
am kvlevebis safuZvelze SemuSavda sakmaod cnobili koncefcia ELDP
(Every Day Low Pricing _ yoveldRe dabali fasebi), romelic adre arsebul
marketingul platformas (maRali fasebis SenarCuneba xSiri da
araregularuli fasdaklebebiT) sruliad ewinaaRmdegeboda.

7.1.1.4. gamokiTxvis dros gamoxmaurebis procentis

amaRlebis meTodebi

gamokiTxvis SerCeuli meTodis miuxedavad, mkvlevarebi

gamoxmaurebis procentis amaRlebas unda cdilobdnen. es SesaZlebelia
miRweuli iqnes winaswari Setyobinebis, gasamrjelos, Sexsenebis an sxva
saSualebis gamoyenebiT (ix. nax. 7.4).

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gamoxmaurebis procentis amaRlebis meTodebi

winaswari gasamrjelo Sexseneba sxva

Setyobineba saSualebebi

fuladi arafuladi

winaswar Sepirebuli
gadaxdili

nax. 7.4. gamoxmaurebis amaRlebis meTodebi

winaswari Setyobineba gulisxmobs ganzraxuli gamokiTxvis Sesaxeb

potenciur respondentebTan eleqtronuli fostiT werilis gagzavnas an
telefoniT darekvas. winaswari Setyobineba amaRlebs gamoxmaurebis
procents zogadi sais amonakrebisaTvis, vinaidan igi moulodnelobisa
da gaurkvevlobis efeqts amcirebs, greTve Tanamromlobis atmosferos
qmnis.
gasamrjelo. gamoxmaurebis procentis amaRleba SeiZleba
potenciuri respondentebisaTvis fuladi an arafulad gasamrjelos
SeTavazebiT. fuladi gasamrjelo ori saxisaa: winaswar gadxdili da
Sepirebuli. winaswar gadaxdili gasamrjelo Tavsdeba anketaSi.
Sepirebuli gasamrjelo egzavneba mxolod im respondentebs, vinc
Seavsebs anketas. arafuladi gasamrjeos yvelaze ufro gavrcelebuli
saxea iseTi saCuqrebi, rogoricaa kalmistari, fanqari, wigni da kvlevis
Sedegebis gamoyenebis Sesaxeb winadadeba.
winaswar gadaxdili gasamrjelo, gamoxmaurebis procentis
amaRlebisaTvis, Cveulebriv, ufro efeqtiania, vidre Sepirebuli
gasamrjelo. gasamrjelos sidide erTidan ramdenime aTeul laramde

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SeiZleba meryeobdes. gasamrjelos sidide pirdapir dakavSirebulia

gamoxmaurebis procentTan, magram dasaSvebia isic, rom fuladi
gadasaxadis sidide miRebuli informaciis Sesabamisi ar iyos.
Sexseneba, anu kontaqtis perioduli ganaxleba im adamianebTan, vinc
kvlevaSi monawileoba ar moisurva, gansakuTrebiT efeqtiania safosto
gamokiTxvebis dros uaris Tqmis raodenobis SemcirebisaTvis. mkvlevars
SeuZlia gaagzavnos Ria baraTi an werili, raTa Seaxsenos am adamianebs
anketis Sevsebis aucileblobisa da dabrunebis Sesaxeb. dasaSvebia kidv
ori an sami werilis gagzavna. Sexsenebis meTodis sworad gamoyenebisas
safosto gamokiTxvis Catarebis dros gamoxmaurebis procenti SeiZleba
miaRios 80 %-s da ufro metsac. Sexseneba aseve mizanSewonilia
telefoniT, eleqtronuli fostiT an personaluri kontaqtiT.
gamoxmaurebis xelSemwyobi sxva saSualebebi. konkretuli
adamianebisadmi werilis gagzavna, anu personifikacia warmoadgens
gamoxmaurebis procentis amaRlebis efeqtian saSualebas. qvemoT
moyvanili magaliTi aRwers im proceduras, romelsac iyenebs
savelosipedo sportis Jurnali Bicycling gamoxmaurebis procentis
amaRlebisaTvis.
Jurnali Bicycling naxevarweliwadSi erTxel atarebs velosipedis
gamyidvelebis gamokiTxvas aSS-Si. gamoxmaurebis procentis
amaRlebisaTvis gamoiyeneba Semdegi procedura:
 igzavneba gamafrTxilebeli werili, romelic respondents
atyobinebs imis Sesaxeb, rom male mas anketas gamougzavnian;
 gamafrTxilebeli werilis gagzavnidan xuTi dRis Semdeg
igzavneba gamosakiTxi paketi, romelic Seicavs Tanmxleb
werils, anketas 5 gverdze, erT dolarian Ceks da gadaxdil
konverts dabrunebuli fostis misamarTis CvenebiT;
 pirveli paketis gagzavnidan 5 dRis Semdeg igzavneba meore
paketi, romelic Seicavs Semaxsenebel werils, anketas da
gadaxdil konverts dabrunebuli fostis misamarTis CvenebiT;
 meore paketis gagzavnidan erTi kviris Semdeg igzavneba Ria
baraTi Sexsenebis miTiTebiT;
 pirveli Ria baraTis Semdeg igzavneba meore Sesaxsenebeli
Ria baraTi.

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zemoaRwerili meTodiT Jurnali Bicycling velosipedis gamyidvelebs

ugzavnis 1000 anketas, romlidanac, sabolood, Sevsebuli saxiT 68 %
brundeba, rac safosto gamokiTxvis SemTxvevaSi karg maCveneblad
iTvleba.

7.1.2. dakvirvebis meTodebi

dakvirveba (Observation) warmoadgens marketinguli kvlevis meTods,

romelic iTvaliswinebs Seswavlili obieqtebis Sesaxeb pirveladi
informaciis Segrovebas dakvirvvebis gziT. dakvirvebis sagani SeiZleba
iyos individumebis (myidvelebis, gamyidvelebis, mkiTxvelebisa da a.S.)
qceva, saqonlis Tvisebebi, situaciebi (myidvelTa nakadis Seswavla,
sxvadasxva xelsawyos gamoyeneba da sxva).
dakvirveba, rogorc kvlevis meTodi, umetesad iseTi informaciebis
misaRebad gamoiyeneba, romelTa wardgena adamianebs ar undaT an ar
SeuZliaT. zogierT SemTxvevaSi dakvirveba SeiZleba iyos erTaderTi
xerxi saWiro informaciis Sesagroveblad. amave dros arsebobs
situaciebi, romelTa gansazRvra SeuZlebela dakvirvebis gziT. aseTia
grZnobebi, damokidebulebebi da sxv. dakvirvebas cudad eqvemdebareba
movlenebi, romlebic xangrZlivad an piriqiT, iSviaTad mimdinareoben.
amitom mkvlevarebi dakvirvebas xSirad mimarTaven informaciis
Segrovebis sxva meTodTan SexamebiT.
marketinguli kvlevis Catarebisas dakvirveba sxvadasxva mizans
isaxavs. igi gamoiyeneba, rogorc informaciis wyaro hipoTezis
dasasabuTeblad, agreTve sxva meTodiT miRebuli monacemebis Semowmebisa
da Sesaswavli obieqtis Sesaxeb damatebiTi cnobebis misaRebad.
dakvirvebis meTodebi iyofa oTx jgufad: pirdapiri da
arapirdapiri dakvirveba, Ria da faruli dakvirveba, struqturizebuli
da arastruqturizebuli dakvirveba, adamianisa da meqanikuri
saSualebebis meSveobiT ganxorcielebuli dakvirveba.

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pirdapiri dakvirveba momxmarebelTa qcevaze uSualo dakvirvebas

iTvaliswinebs. aseTia, magaliTad, myidvelTa dakvirveba maRaziebSi, Tu
rogori TanmimdevrobiT Seiswavlian isini daxlebze gamofenil
saqonels. arapirdpiri dakvirvebis SemTxvevaSi Seiswavleba garkveuli
qcevis Sedegebi da ara TviTon qceva. aq xSirad gamoiyeneba saarqivo
monacemebi, magaliTad, wlebis mixedviT calkeuli saqonlis maragebis
dinamikis Sesaxeb monacemebi SeiZleba sasargeblo aRmoCndes sabazro
situaciis Sesaswavlad.
Ria dakvirvebis dros procesis monawileebs winaswar
afrTxileben amis Sesaxeb. amasTan, damkvirveblis monawileoba gavlenas
axdens momxmareblis qcevaze, amitom unda vecadoT, rom igi minimumade
davides. am moTxovnas akmayofilebs faruli dakvirveba, roca sakvlevma
obieqtma ar icis, rom mas uTvalTvaleben. magaliTad, maRaziaSi
SesaZlebelia faruli dakvirveba imaze, Tu gamyidvelebi ramdenad
exmarebian myidvelebs saqonlis SeZenaSi.
struqturizebuli dakvirvebis SemTxvevaSi mkvlevari winaswar
gansazRvravs, Tu ras unda daukvirdes. qcevis danarCeni saxeebi
ignorirdeba. am meTodis dros aucilebelia, kvlevis problematika
zustad iyos gansazRvruli. amitom xSirad gamoiyeneba dakvirvebis
standartuli wesi, romelic drois danaxarjebis minimumamde dayvanis
saSualebas iZleva. aseTi dakvirvebis magaliTad gamogvadgeba Semdegi
situacia. vTqvaT, forToxlis wvenebis mwarmoebeli firmis dakveTiT
mkvlevari Seiswavlis momxmarebelTa qcevebs TviTmomsaxurebis romelime
maRaziaSi. maRaziis xelmZRvanelobis TanxmobiT mkvlevari icvams
gamyidvelis formas da dakvirvebis Sedegebs qaRaldze afiqsirebs.
kvlevis safuZvelze, swori daskvnebis gamosatanad, mizanSewonilia
dakvirvebis Catareba calkeul sasaqonlo jgufze, rogoricaa axali
forToxali, wvenebi boTlis SefuTvaSi, wvenebi paketebSi da gayinuli
forToxali. Semdgom TiToeuli jgufisaTvis identificirdeba saqonlis
SerCevis alternatiuli midgomebi: gansazRvruli markis saqonlis
SeirCeva maSinve; gansazRvruli markis saqoneli SeirCeva sxva markasTan
Sedarebis Semdeg; mocemuli markis saqonels aTvalierebs myidveli,
magram ar yidulobs; mocemuli markis saqonels ar aTvalierebs
myidveli. garda amisa, sasurvelia myidvelTa dayofa Semdeg

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kategoriebad: erTi myidveli, ori zrdasruli myidveli, zrdasruli

myidveli bavSviT. aseve SesaZlebelia myidvelTa dayofa sxva niSnis
mixedviTac (sqesi, asaki, saqonlis daTvalierebis dro, SerCeuli
variantis raodenoba da sxv).
arastruqturirebuli dakvirveba gamoiyeneba iseT kvlevebSi,
romlebSic problematika winaswar zustad araa gansazRvruli. amitom
terminebis gamoyenebaSi mkvlevaris mxridan dasaSvebia garkveuli
moqniloba. aseTi dakvirvebis ganxorcielebisas mkvlevari Sesaswavl
epizodSi qcevis yvela saxes afiqsirebs. es meTodi xSirad saZiebo
kvlevebis Catarebisas gamoiyeneba. magaliTad, samSeneblo instrumenrebis
mwarmoebelma firmam, Tavisi nawarmis sruyofis mizniT, mkvlevarebi
saxlebis mSeneblobaze SeiZleba gaagzavnos.
zogjer mkvlevars cvlian specialuri mowyobilobiT, romlis
mizani meti sizustis an naklebi danaxarjebis miRwevaa. magaliTad,
kompania Nielsen televizorebs uerTebs specialur eleqtronuli
mowyobilobas, romlis saSualebiTac igi afiqsirebs, Tu vin romel arxs
an gadacemas uyurebs. Aam monacemebis safuZvelze satelevizio kompaniebi
gansazRvraven sxvadasxva programis reitingsa da sareklamo dros.
sacalo vaWrobis sawarmoebi, aseve, Strixuli kodebis wakiTxvisaTvis
iyeneben skanerebs, romlebic afiqsireben, Tu ras yiduloben
momxmareblebi. saqonlis mwarmoeblebi da sacalod movaWreebi am
informaciiT sargebloben warmoebisa da gayidvis meTodebis
srulyofisaTvis.
dakvirvebis meTods garkveuli naklovanebebi gaaCnia. am dros Znelia
reprezentaciulobis uzrunveyofa, vinaidan dakvirveba, rogorc wesi,
specialur pirobebs (magaliTad, maRaziaSi momxmarebelTa qcevis
dakvirveba SesaZlebelia mxolod maTze, vinc movida, amitom SemTxveviTi
SerCeva gamoricxulia) moiTxovs. amasTan, adgili aqvs mkvlevaris
subieqtur aRqmas. adamianis aRqma ki SezRudulia, amitom mkvlevars
SeiZleba Sesaswavli situaciis raime mniSvnelovani movlena gamoeparos.
Cveulebriv, mkvlevars dakvirvebis meTodis saSualebiT miRebuli
Sedegebis gaRrmaveba da momxmarebelTa qcevis motivebSi cvlilebis
Setana ar SeuZlia. garda amisa, mxedvelobaSi unda miviRoT is faqti,

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rom damkvirveblis monawileoba xSirad gavlenas axdens Sesaswavl

sitiaciaze. am gavlenis donis dadgena ki sakmaod rTulia.
dakvirveba sakmaod Sromatevadi meTodia. dakvirvebis Sedegebis
gaanalizebasa da gaformebas orjer meti dro sWirdeba, vidre TviTon
dakvirvebas.
garemomcveli viTarebis xasiaTis mixedviT dakvirveba ori saxisaa:
savele da laboratoriuli. savele dakvirveba niSnavs, rom procesebi
bunebriv pirobebSi (maRaziaSi, vitrinasTan da a.S) mimdinareobs.
laboratoriuli dakvirveba gulisxmobs, rom dakvirveba xelovnurad
Seqmnil situaciSi tardeba.
dakvirvebis Sedegebi fiqsirdeba Semdegnairad: 1) foto, audio an
video teqnikis meSveobiT; 2) dRiurSi, romelSic sistematiurad Seitaneba
yvela aucilebeli monacemi, calkeuli momxmareblis gamonaTqvamebi da
qcevebi; 3) saswrafo CanaweriT, rogorc amis dro da saSualeba iZleva; 4)
baraTis saxiT, romelSic xdeba sakvlevi obieqtis Sesaxeb informaciis
registracia.
dakvirvebis CatarebasTan dakavSirebuli sirTuleebi ori saxisaa:
subieqturi da obieqturi. subieqturi sirTuleebi dakavSirebulia
damkvirveblis pirovnebasTan, xolo obieqturi sirTuleebi araa
damokidebuli damkvirvebelze. subieqtur sirTuleebs miekuTvneba
mkvlevaris mier momxmarebelTa qcevis gazreba sakuTari SexedulebebiT,
agreTve dakvirvebaze warsuli gamocdilebis gavlena. amitom
dakvirvebisaTvis faqtebis registracia, arsebiTad, mkvlevarzea
damokidebuli. dakvirvebis obieqtur sirTuleebs, uwinares yovlisa, unda
mivakuTvnoT dakvirvebis drois SezRuduloba. garda amisa, zogierTi
sakvlevi faqtori yovelTvis rodi eqvemdebareba uSualo dakvirvebas.
dakvirvebis CatarebaSi gamoiyofa Semdegi etapebi : miznis
gansazRvra, amocanis dasma, kvlevis obieqtis dadgena, dakvirvebis xerxis
SerCeva, monacemebis Segroveba. Aaq, uwinares yovlisa, mTavaria
mkvlevarebis SerCeva. isini unda iyvnen yuradRebiani, keTilsindisieri,
momTmeni. maT, situaciis Sesabamisad, cvlilebebis dafiqsireba unda
SeeZloT. amasTan, aucilebelia gaviTvaliswinoT is faqti, rom TiToeul
gansazRvrul momentSi adamians erTdroulad xuTidan aTamde
diskretuli erTeulis aRqma SeuZlia. roca dakvirvebis sfero sakmaod

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farToa, mizanSewonilia, samuSao Caataros ramdenime mkvlevarma,

romelTa Soris funqciebi mkacrad unda iyos gamijnuli. kvlevis gegmis
SemuSavebisas aseve mizanSewonilia dakvirvebis droisa da adgilis
SerCeva.

7.2. kauzaluri marketinguli kvlevebi

kauzaluri kvleva, anu eqsperimenti (Experimentation) _ esaa

marketinguli kvleva, romlis meSveobiTac vlindeba mizez-Sedegobrivi
kavSirebi kontrolirebad pirobebSi. am meTodiT mkvlevarebi
marketinguli zemoqmedebis Sedegebis dadgenas cdiloben. magaliTad,
eqsperimentiT SeiZleba ganvsazRvroT, saqonlis alternatiuli
maxasiaTeblebi, sareklamo lozungebi an fasebis done (mizezi) rogor
gavlenas moaxdens momxmarebelTa reaqciaze (Sedegi). aseTi tipis
urTierTkavSiris gamovlenisaTvis mkvlevarebma marketinguli
faqtorebis kontrolireba unda moaxdinon. magaliTad, Tu kompanias surs
gaigos, myidvelebisaTvis kuponebis SeTavazeba rogor axdens gayidvis
stimulirebas, man fasebi da sareklamo danaxarjebi ar unda Secvalos,
radgan menejerebisaTvis gaugebari darCeba gayidvis moculobis matebis
mizezebi.
arsebobs ori tipis eqsperimenti: laboratoriuli da savele.
labortoriuli eqsperimentebi tardeba specialurad momzadebul
pirobebSi. magaliTad, reklamis sxvadasxva saxeobaze myidvelTa reaqcis
Sefasebis dros SeiZleba moviwvioT iseTi momxmareblebi, romlebic
iqnebian reprezentaciuli asakis, sqesis, socialuri mdgomareobisa da
sxva maCveneblebis mixedviT. laboratoriuli eqsperimenti SedarebiT
iafia da moiTxovs drois nakleb danaxarjebs.
ukanasknel wlebSi laboratoriuli eqsperimentis Casatareblad
sul ufro farTod gamoiyeneba kompiuteruli teqnika. arsebobs
kompiuterizebuli programa-kiTxvarebi, romlebic momxmareblebs

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supermrketebSi SesaZeni saqonlis SerCevis saSualebas aZleven.

kompiuteri axdens maTi maTi yidvis registracias da zomavs myidvelTa
reaqcias marketingis kompleqsis calkeuli elementis (fasi, SefuTvis
forma da feri, saqonlis stimulirebis meTodebi) gamoyenebaze.
savele eqsperimentebi tardeba realur pirobebSi: maRaziebSi,
momxmarebelTa saxlebSi da a.S. marTalia, aseTi eqsperimentis Sedegebi
ufro sandoa, vidre laboratoriis, magram misi CatarebisaTvis meti
droiTi da fuladi danaxarjebia saWiro. savele eqsperimentebs xSirad
`sasinj marketings~ uwodeben. firmebs aseTi eqsperimentebis Catareba
erT an ramdenime qalaqSi SeuZliaT. eqsperimetebis Catarebas ori mizani
aqvs. pirvelia _ axali saqonlis gayidvis potenciuri moculobis
gansazRvra, xolo meore _ axali saqonlis realizaciis dros
marketingis kompleqsis calkeuli elementis gamoyenebis efeqtianobis
dadgenas gulisxmobs.
sasinji marketingis dros kvlevis obieqtia sxvadasxva bazari.
amitom aseT eqsperimentul saqmianobas xSirad bazris testirebas (ingl.
Test – gamocda, gamokvleva) uwodeben. arsebobs bazris testirebis Semdegi
saxeebi: standartuli, kontrolirebuli, eletronuli da imitaciuri.
bazris standartuli imitirebis SemTxvevaSi saqonlis da
marketingis kompleqsis sxva elementis gamocdas firma, mis mier
gamoyenebuli gasaRebis Cveulebrivi arxebis meSveobiT, axorcielebs. es
meTodi sakmaod ZviradRirebulia da did dros moiTxovs. garda amisa,
igi araa konfidencialuri.
bazris kontrolirebul testirebas specializebuli kvleviTi
firmebi atareben, romlebic saqonels gansazRvruli
distributorebis meSveobiT yidian. amasTan, eqsperimentis CatarebisaTvis
distributorebi garkveul gasamjelos Rebuloben. am meTodis
naklovaneba isaa, rom distributorebis gasaRebis arxebi SeiZleba ar
Seesabamebodnen im arxebs, romlebsac firmebi TavianT praqtikul
saqmianobaSi iyeneben.
bazris eleqtronuli testirebis arsi imaSi mdgomareobs, rom
samomxmareblo panelis monawileebi iReben specialur saidentifikacio
baraTebs, romlebsac isini saqonlis yidvis dros waradgenen.
testirebadi saqonlis SeZenisas avtomaturad fiqsirdeba myidvelis

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demografiuli maxasiaTeblebi. aseTi kvlevebi mxolod iseT qalaqebSi

tardeba, romelTa sacalo savaWro sawarmoebi eqsperimentSi
monawileobaze Tanxmdebian. bazris eleqtronuli testireba
uzrunvelyofs eqsperimentis swrafad da dabali danaxarjebiT Catarebas,
agreTve miRebuli Sedegebis konfidencialobas. dasaSvebia, rom
testirebuli bazari realur bazaars ar Seesabamebodes.
marketinguli kvlevis axal mimarTulebas warmoadgens bazris
eleqtronuli testireba sakabelo televiziasTan erTad. maTi gamoyeneba
firmebs panelis wevrebis winaSe gansazRvruli reklamis demonstrirebis
saSualebas aZlevs. amasTan, SesaZlebelia erTi panelis sxvadasxva
jgufisaTvis gansxvavebuli reklamis demonstrireba. aseTi jgufis
wevrebi cxovroben da saqonels iZenen erT raionSi. am dros
Seiswavleba gayidvis moculobis kavSiri reklamis danaxarjebTan.
msgavsi eqsperimentebis Catareba mkacrad kontrolirdeba. Tavdapirveli
da ganmeorebiTi yidvebi, agreTve maTi Sesrulebis dro zustad
fiqsirdeba.
mocemuli meTodis naklovanebebs Soris SeiZleba davasaxeloT
Semdegi: igi sakmaod Zviria (testirebis Rirebuleba zogjer 100 aTas
dolars aWarbebs); eqsperimntis Catareba xangrZliv dros (naxevari
wlidan ramdenime wlamde) moiTxovs. amitom xSirad arsebobs imis
saSiSroeba, rom Seicvleba eqsperimentis Catarebis pirobebi; dasaSvebia,
agreTve, eqsperimentis metismeti regulireba. magaliTad, eqsperimentSi
monawile momxmareblis qceva zogjer gavlenas axdens maRaziis
TanamSromlebze, saqonlis asortimentze an reklamaze.
bazris imitaciuri testireba iTvaliswinebs axal saqonelze
momxmarebelTa reaqcis Sesaxeb gansazRvruli raodenobis monacemebis
gamoyenebas maTi Semdgomi gayidvis mizniT.
bazris testireba tardeba, rogorc farTo moxmarebis saqonelze,
ise samrewvelo daniSnulebis produqciaze. misi ZiriTadi naklovaneba,
sakmaod didi Rirebulebis garda, imaSi mdgomareobs, rom testirebadi
saqoneli cnobili xdeba konkurentebisaTvis. am ukanasknelebs msgavsi
saqonlis swrafad damzadeba da bazarze pirvelobis mopoveba SeuZliaT.
amasTan, eqsperimentis Catarebasa da marketinguli gadawyvetilebis

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miRebas Soris drois monakveTi SeiZleba xangrZlivi aRmoCndes, drois

faqtori ki xSirad gadamwyvetia biznesSi.

testirebis pirobebisadmi gamosacdelis damokidebulebis mixedviT

ganasxvaveben oTxi tipis eqsperiments:

1) Ria eqsperimenti, roca gamosacdels acnoben eqsperimentis miznebs,

amocanebsa da pirobebs;
2) eqsperimentis Catareba gamosacdelisaTvis ucnob situaciaSi. am
dros gamosacdelisaTvis cnobilia mxolod misi roli
eqsperimentSi da ara eqsperimentis amocanebi;
3) moCvenebiTi eqsperimenti, roca gamosacdelma icis gamocdis miznebi
da amocanebi, magram ar icis eqsperimentis Catarebis pirobebi;
4) gaurkveveli eqsperimenti, roca gamosacdelma saerTod ar icis
gamocdis miznebi, amocanebi da pirobebi.

praqtikaSi adgili aqvs sxvadasxva eqsperiments, romlebic jgufdeba

Semdegi kriterumebis mixedviT:
 testirebis Catarebis adgilis mixedviT (bazari, studia,
saxli da a.S.);
 testirebis obieqtis mixedviT (sasaqonlo testi, safaso
testi da a.S.);
 gamosacdeli pirovnebis mixedviT (aqtualuri momxmarebeli,
eqsperti, potenciuri momxmarebeli da a.S.);
 testis xangrZlivobis mixedviT (moklevadiani, grZelvadiani);
 testirebis moculobis mixedviT (sruli an nawilobrivi);
 testirebuli saqonlis raodenobis gaTvaliswinebiT.

amerikuli sistemis mixedviT eqsperimentebis klasifikacia

dafuZnebulia Semdeg kriteriumebze:
 gazomva sakontrolo an saeqsperimento jgufSi [E aris
saeqsperimento jgufi (experimental group), c-sakontrolo jgufi
(control group)];

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 gazomva faqtoris zemoqmedebamde da mis Semdeg [ A aris

faqtoris zemoqmedebis Semdeg (after), B -zemoqmedebamde (before)].
aRniSnulis gaTvaliswinebiT, SeiZleba gamovyoT eqsperimentis
ramdenime tipi.
 EBA – esaa erT eqsperimentul jgufSi maxasiaTeblebis gazomva
faqtoris zemoqmedebamde da mis Semdeg. magaliTad SeiZleba
moviyvanoT gayidvis moculobis gansazRvra sareklamo
kampaniis Catarebamde da mis Semdgom. Yyvelaze arsebTi
problema, romelic eqsperimentis aseTi organizaciis dros
warmoiSoba, esaa Sedegebis erTmniSvnelovani interpretaciis
sirTule. Eeqsperimentis Catarebaze zogjer gavlenas axdens
sxvadasxva efeqti (wina RonisZiebebis gavlena, gareSe
faqtorebis zemoqmedeba, winaswari gazomvebi da sxv);
 EA-CA – esaa sakontrolo da saeqsperimento jgufebSi
maxasiaTeblebis gazomva faqtoris zemoqmedebis Semdeg.
eqsperimentis aseTi organizaciis dros zemoaRwerili
efeqtebis zemoqmedeba mcirdeba, magram warmoiSoba
problemebi, romlebic eqsperimentis Catarebamde jgufebs
Soris SesaZlo gansxvavebebiTaa gamowveuli. aRniSnuli
problemis gadawyvetis mizniT mizanSewonilia jgufebis Seqmna
SemTxveviTi SerCevis gziT, rac yovelTvis rodia miRwevadi;
 EBA-CBA gulisxmobs sakontrolo jgufebSi maxasiaTeblebis
gazomvas faqtoris zemoqmedebamde da mis Semdgom. Mmsgavsi
eqsperimentebi xSirad gamoiyeneba vaWrobaSi, raTa gasaRebaze
sxvadasxva RonisZiebebis zemoqmedeba ganisazRvros. Aam
meTodis naklia winaswari gazomvis aucilebloba, rac zogjer
swavlebis efeqts iwvevs;
 EA-EBA-CBA niSnavs, rom gazomva tardeba sam jgufSi. Aam
SemTxvevaSi izrdeba, rogorc Sedegebis sizuste, ise
danaxarjebi eqsperimentis Catarebaze.

Eeqsperimentis dagegmvis dros mkvlevarma yuradReba unda miaqcios

Semdeg faqtorebs:

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1) Tanmdevi movlenebis arsebobas, romlebic zogjer eqsperimentis

Sedegebze gavlenas axdenen;
2) eqsperimentis procesSi sakvlevi obieqtis biologiur,
socialur da fsiqologiur cvlilebas;
3) gamzomi instrumentebis sizustisa da mgrZnobelobis
erTgvarovnobas eqsperimentis Catarebis manZilze;
4) sxvadasxva jgufis maxasiaTeblebis identurobas.

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Tavi 8. monacemebis Segrovebis formebi

marketinguli kvlevis erT-erTi umniSvnelovanesi etapia anketebisa

da dakvirvebis Sedegebis Casaweri formebis SemuSaveba. marketinguli
kvlevis proeqtis Seqmnis Semdeg marketologebi amuSaveben anketebs da
dakvirvebis Sedegebis Casawer formebs. qvemoT ganvixilavT anketebisa da
dakvirvebis formebis mniSvnelobas, anketis miznebs da misi SemuSavebis
etapebs, agreTve dakvirvebis formebis Sedgenis process.

8.1. anketis SemuSaveba

anketa (Questionnaire) – esaa monacemebis Segrovebis struqturirebuli

forma, romelic Sedgeba respondentebisaTvis gankuTvnili werilobiTi
an zepiri kiTxvaTa seriisagan. imisaTvis, rom respondentebisagan raime
kiTxvaze sarwmuno pasuxi miviRoT, saWiroa sami pirobis Sesruleba.
pirvel rigSi, respondentebs unda esmodeT es kiTxva, meore mxriv, maT
unda hqondeT Sesabamisi informaciis warmodgenis SesaZlebloba
dabolos, maT unda gaaCndeT informaciis miwodebis survili. anketebis
SemuSavebis dros marketologebma es pirobebi unda gaiTvaliswinon.
amasTan, kiTxvebi formulirebuli unda iyos respondentisaTvis gasageb
enaze. Tumca, zogierT respondentTan mimarTebiT es SeiZleba sakmaod
problemuri aRmoCndes.
mkvlevarebma ar unda dasvan iseTi kiTxvebi, romelTa gaxseneba
respondentebs ar SeuZliaT an maTi gamocdilebis farglebs scildeba.
aseve, mkvlevarebi sxvadasxva saxis delikaturi da piradi informaciis
mopovebis saukeTeso xerxebs unda flobdnen. aseTi informaciis
miwodebis survili, uwinares yovlisa, damokidebulia kvlevis meTodze.
8.1 naxazze naCvenebia anketebis SemuSavebis sami stadia: dagegmvis,
SemuSavebisa da pilotirebis stadiebi.
a) dagegmvis stadia. es stadia dakavSirebulia im
gadawyvetilebebTan, romlebic wina TavebSi ukve ganvixileT. igi anketis
SemuSavebis myar safuZvels uzrunvelyofs, romelic, Tavis mxriv,
Sesabamisi marketinguli problemis gadaWrisaTvis aucilebeli
informaciis miRebas ganapirobebs. rogorc deskriptuli, ise kauzaluri

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kvlevebi moiTxovs, rom mkvlevars problemis Sesaxeb sakmarisi codna

gaaCndes da konkretuli hipoTezebis formulireba SeeZlos, rac
SemdgomSi, rogorc kvlevis mimarTulebas, aseve anketis struqturasa da
Sinaarss gansazRvravs. Sesagrovebeli informaciis xasiaTis dasadgenad
mkvlevari adgens cxrilis makets. aseTi maketi warmoadgens cxrils,
romelic Sesagrovebeli informaciis registraciisaTvis aris Seqmnili.
wamoyenebuli hipoTezebis SemowmebisaTvis mkvlevarma unda Seagrovos
informacia im cvladebze, romlebic cxrilis maketSia miTiTebuli.
amitom savsebiT naTelia, rom hipoTezebi ara marto miTiTebaa imis
Sesaxeb, Tu ra saxis informacia unda iqnes moZiebuli, aramed misi
miRebisaTvis gamoyenebuli kiTxvis tips da pasuxis formas gansazRvraven.

 kvlevis problemis gacnobiereba

 winaswari kvlevis Sedegebis gacnoba

dagegmvis
stadia
 aucilebeli informaciis gansazRvra
 populaciis gansazRvra
 miznobrivi jgufebis gansazRvra
 gamokiTxvis meTodis SerCeva

 kiTxvis Sinaarsis gansazRvra

 kiTxvis tipis gansazRvra
 kiTxvebisa da instruqciebis
formulireba SemuSavebis
 anketis struqturis gansazRvra stadia
 pasuxebis skalis SemuSaveba
 zondireba da karnaxi
 kodireba

 piloturi testireba
 anketis saboloo variantis pilotirebis
SemuSaveba stadia

nax. 8.1. anketis SemuSavebis etapebi

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b) damuSavebis stadia. es stadia Svidi urTierTdakavSirebuli

sakiTxis gadawyvetas moicavs.
1) calkeuli kiTxvebis Sinaarsis gansazRvra. efeqtiani anketa
kiTxvebis logikuri TanmimdevrobiT xasiaTdeba. anketis dawyeba ukeTesia
kiTxvebiT, romlebzedac pasuxis gacema advilia. es saSualebas iZleva,
respondentebTan sando urTierToba damyardes da isini ramdenadme
modundnen. anketis Sevsebis (an gasaubrebis) dawyebamde respondentebi
xSirad Relaven, raTa ucodinaroba ar gamoavlinon. anketis Sedgenisas
mkvlevarebi elementarul saR mosazrebas unda emyarebodnen. magaliTad,
logikuria pirvelad iseTi kiTxvebis dasma, romlebic mocemul sakiTxze
respondentis informirebulobas exeba da mxolod amis Semdeg unda
ganisazRvros misi damokidebuleba am sakiTxisadmi da ara piriqiT.
klasifikaciuri xasiaTis kiTxvebi, romelTa mizani, respondentis
pirovnebidan gamomdinare, informaciis miRebaa (magaliTad, asaki an
sacxovrebeli adgili), Cveulebriv, anketis bolos unda iyos mocemuli.

2) kiTxvebis tipebi. anketaSi dasmuli kiTxvebi, gasacemi pasuxebis

mixedviT, ori saxisaa: kiTxvebi pasuxebis fiqsirebuli variantebiT da
kiTxvebi Ria pasuxiT. anketaSi iseTi kiTxvebis arsebobisas, romlebzedac
SesaZlebelia mxolod mokle pasuxis (magaliTad, diax, ara da a.S.)
gacema, aucilebelia pasuxis Sesabamisi diapazoni mieTiTos. Tu
dasaSvebia pasuxis mxolod ori varianti, Sesabamis kiTxvas ewodeba
dixotomuri (an /an) (Dichotomous Question). magaliTad, iyaviT Tu ara kinoSi
bolo Svidi dRis manZilze (diax, ara)? Tu SesaZlebelia pasuxis or
variantze meti, maSin Sesabamis kiTxvas ewodeba mravalvariantuli
(Multichotomous Question). magaliTad, qvemoCamoTvlili kinoTeatrebidan
romels ewvieT bolo Svidi dRis manZilze (`rusTavels~, `amirans~,
`saqarTvelos~, arcerTs)? rac Seexeba kiTxvebs, romlebic
respondentisagan Ria pasuxebs moiTxoven (Open-ended Question), isini
sakuTari sityvebiT pasuxis gacemis saSualebas iZlevian. magaliTad,
gviTxariT, ra mogwonT im kinoTeatrebSi, romlebsac Tqven ewvieT?
interviueri pasuxs iwers anketaSi specialurad amisaTvis gamoyofil
adgilze.

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3) kiTxvebisa da instruqciebis formulireba. gansakuTrebuli

yuradReba unda mieqces kiTxvebis formulirebas. kiTxvebi martivi da
gasagebi unda iyos. mkvlevarebma ar unda dauSvan kiTxvebis bundovani
formulireba, agreTve, misaxvedri da kombinirebuli kiTxvebi (magaliTad,
erT kiTxvaSi ori kiTxvis arseboba) da ucxo sityvebis gamoyeneba. 8.1
cxrilSi mocemulia cudad formulirebuli kiTxvebis magaliTebi da
SemoTavazebulia maTi gamosworebis variantebi. instruqciebi didi
asoebiT an xazgasmiT unda iyos dabeWdili, raTa kiTxvebisagan advilad
gairCes.

4) anketis struqtura. anketa ar unda gamoiyurebodes, rogorc

kiTxvebis qaosuri grova. SesaZleblobis mixedviT pasuxebi unda qmnidnen
svets, raTa maTi moZebna advili iyos. fostiT gagzavnil anketebSi erT
gverdze rac SeiZleba met kiTxvas Tavi ar unda movuyaroT, raTa
SevamciroT anketis moculoba (gverdebis mixedviT). pasuxis miRebis
albaToba naklebia im SemTxvevaSi, roca anketa metismetad ,,mWidrod~
gamoiyureba, vidre maSin, Tu igi ramdenime gverdzea ganfenili.

5) pasuxebis skalis SemuSaveba. anketebSi pasuxebis

daregistrirebisaTvis gamoiyeneba sxvadasxva saxis skala, romlebsac
qvemoT dawvrilebiT ganvixilavT.

6) zondireba da karnaxi. zondireba (mosinjva) mkvlevars

resnpodentis naTqvamis ganviTarebasa da garkvevaSi exmareba.
ganmaviTarebeli zondireba (magaliTad, kiTxva _ ,,kidev romeli?~),
romelic saqonlis dasaxelebul markaze respondentis
informirebulobis Sesaxeb kiTxvas mosdevs, saqonlis sxva dasaxelebis
gansazRvras isaxavs miznad. zogjer respondentebi bundovan
formulirebas iyeneben. magaliTad, ,,me momwons es saqoneli imitom, rom
igi kargia~. gamrkvevi zondireba (magaliTad, kiTxva _ ,,ras miSnavs
kargia?”) respondents ufro konkretuli pasuxisken ubiZgebs. amave dros
karnaxi respondents dasmul kiTxvaze pasuxis gacemaSi exmareba.
magaliTad, imisaTvis, rom respondentma upasuxos kiTxvas, mocemuli

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saqonlis Tu romel markas aniWebs igi upiratesobas, izanSewonilia, mas

am saqonlis markebis CamonaTvali SevTavazoT.

cxrili 8.1
cudad formulirebuli kiTxvis magaliTebi

kiTxva problema da misi gadawyveta

romeli tipis Rvinos ,,tipi~ – sakmaod bundovani cnebaa. respondents
aniWebT upiratesobas SeuZlia upasuxos imis mixedviT, Tu ras
gulisxmobs igi am sityvaSi. magaliTad,
,,franguli~, ,,wiTeli~ da a.S. aseT gaugebrobas
Tavidan avicilebT, Tu respondents SevTavazebT
CamonaTvals da davumatebT sityvebs _ ,,Semdegi
CamonaTvalidan~.

romeli sarecxi aq gaerTianebulia ori kiTxva, `Ariel ~ SeiZleba

fxvnilia ufro iyos ufro efeqturi, xolo `Tide~ - ufro
efeqturi da uvnebeli uvnebeli xelebisaTvis. amitom saWiroa am ori
Tqveni xelebisaTvis kiTxvis gancalkeveba
`Ariel ~Tu `Tide~?

paradoqsulad xom ar aq mocemulia ucnobi sityva ,,paradoqsuli~.

geCvenebaT is faqti, rogorc gamokvlevebi cxadyofen, gamokiTxul
rom X ufro iafia, momxmarebelTa mxolod meoTxeds esmis iseTi
vidre Y, maSin, roca X sityvebi, rogoricaa _ ,,qronologiuri~,
ufro met xans Zlebs, ,,paradoqsuli~, `evoluciuri~ da a.S. amitom,
vidre Y? anketaSi aseTi sityvebis gamoyenebamde, unda
davfiqrdeT, gaigeben Tu ara maT Cveni
respondentebi.

xom ar migaCniaT, rom kiTxvis aseTnairad dasma ukve iTvaliswinebs

`Ariel ~-is fasebi ufro pasuxis sasurvel variants _ cxadia, rom `Ariel ~-
naklebia, vidre `Tide~- is fasebi naklebia. ukeTesi iyo aseTi
is? formulireba: ,,rogor fiqrobT, `Ariel ~-is fasebi
`Tide~-isTan SedarebiT maRalia, dabalia an
TiTqmis igivea?” mizanSewonilia, rom kompaniebis
saxelwodebis Tanmimdevroba am kiTxvaSi
SevcvaloT amonakrebis naxevari
moculobisaTvis.

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7) kodireba. Tu anketaSi gamoiyeneba kiTxvebi, romlebic ar

moiTxoven vrcel pasuxs (magaliTad, SeiZleba pasuxi gasces sityvebiT
,,diax~ an ,,ara~), sakmarisia interviuerma aRniSnos koduri nomeri im
variantis gverdiT, romelic respondentma SearCia. kompiuteruli
satelefono gamokiTxvis dros, romelzedac saubari gvqonda wina
paragrafSi, Sesabamisi koduri nomeri uSualod Seitaneba kompiuteris
mexsierebaSi. msgavs anketebs winaswar kodirebuls uwodeben. maTi
gamoyenebiT arsebiTad martivdeba gamokiTxvis procesi da monacemebis
analizi. magram, kiTxvebi, romlebic vrcel pasuxs moiTxoven,
iTvaliswineben, rom interviueri aseT pasuxs sityva-sityviT Caiwers.
msgavsi kiTxvebis arseboba mkvlevarebs intervius Semdeg pasuxebis
kodirebas aiZulebs. amgvari samuSaoebis Sesruleba did drosa da
gulisyurs saWiroebs.

anketis SemuSavebis stadiaze gansakuTrebuli yuradReba unda

mieqces iseT sakiTxebs, rogoricaa kiTxvebis tipebi, maTi raodenoba da
Tanmimdevroba anketaSi.
rogorc ukve aRiniSna, kiTxvebi, ZiriTadad, ori saxisa: Ria, anu
arastruqturizebuli (Open Response/Unstructured Question) da daxuruli, anu
struqturizebuli (Closed Response/Structured Question). Ria kiTxvis dros
respondenti pasuxobs Tavisi sityvebiT, rac mas Tavisuflad yofnis,
magaliTebisa da ilustraciebis moyvanis saSualebas aZlevs. Ria
kiTxvebi, rogorc wesi, mocemulia anketis dasawyisSi respondentis
,,moTelvis~ mizniT. magram, unda aRiniSnos, rom aseTi kiTxvebi met dros
moiTxovs, xolo miRebuli pasuxebi sxvadasxvanairad SeiZleba iyos
interpretirebuli. daxuruli kiTxvebis dros mieTiTeba pasuxis
SesaZlebeli variantebi, romlidanac respondenti sasurvel variants
irCevs an momxmarebels, gansazRvruli kriteriumebis safuZvelze,
saqonlis markis an kompaniis ranJirebas sTxoven.
kiTxvebis raodenobis gansazRvrisas mizanSewonilia,
vixelmZRvaneloT Semdegi principiT: rac naklebia maTi raodenoba, miT
metia pasuxis miRebis Sansi.
sasurvelia, rom kiTxvebi anketaSi ganlagdes garkveuli logikuri
TanmimdevrobiT, kerZod, gadasvla unda moxdes martividan rTulze,

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zogadidan _ specialurze, arasavaldebulodan _ delikaturze. ar unda

gamoviyenoT metismetad bevri sxvadasxva instrumenti (magaliTad, jer
oTxsafexuriani, xolo Semdeg Svidsafexuriani skala). SedarebiT rTuli
kiTxvebi, romlebzec pasuxis gacema specialuri skalis gamoyenebas an
gonebis metismetad daZabvas saWiroebs, rekomendebulia anketis SuaSi.
ganTavsdes
anketis bolo nawilSi mocemulia saklasifikacio kiTxvebi,
romlebsac miekuTvneba respondentis asaki, ganaTleba, erovneba,
Semosavlebis done da a.S. maTi ganlageba anketis dasawyisSi araa
mizanSewonili, vinaidan pirovnuli maxasiaTeblebi zogjer
respondentSi kiTxvebze pasuxis gacemis Sewyvetis survils iwveven.
anketa SeiZleba iyos anonimuri da konfidencialuri. pirvel SemTxvevaSi
respondenti unda darwmundes, rom misi saxeli da sxva rekvizitebi
mkvlevarisaTvis cnobili ar iqneba. meore SemTxvevaSi igulisxmeba, rom
respondentis saxeli cnobilia mxolod mkvlevarisaTvis da ara kvlevis
SemkveTisaTvis. interviueris monawileobiT Catarebuli gamokiTxva
mxolod konfidencialuri xasiaTisaa.
anketis bolos madloba aucileblad unda gadavuxadoT
respondents kvlevaSi monawileobisaTvis.

g) pilotirebis stadia. mas Semdeg, roca SemuSavdeba anketis

winaswari varianti, saWiroa misi winaswari testireba (Pretesting) raime
Secdomis gamovlenis mizniT. aseTi ,,pilotireba~ winaswari kvleva
rodia. winaswari kvleva uzrunvelyofs kvleviTi proeqtis Sesaxeb
gadawyvetilebis miRebas. ,,pilotireba~ ki gaTvaliswinebulia mxolod
anketis maketis Semowmebisa da masTan dakavSirebuli danaxarjebis
SefasebisaTvis. pilotirebis dros SemuSavebul anketebze tardeba
logikuri kontroli, mowmdeba yvela kiTxva da pasuxebis variantebi,
agreTve, anketis kompozicia mTlianobaSi. sasinji gamokiTxva tardeba
respondentTa mcire jgufSi (10 – 15 kaci), romlis safuZvelzec anketa
sabolood damuSavdeba da zustdeba. Tu pilotirebis Sedegebi
damakmayofilebelia, SeiZleba anketis saboloo variantis gamoyeneba
Sesabamisi SerCevisaTvis.

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8.2 dakvirvebis Sedegebis Caweris formebi

dakvirvebis Sedegebis Caweris formebis (dakvirvebis formebi)

Sedgena gacilebiT martivia, vidre anketis. mkvlevars ar sWirdeba
mxedvelobaSi miiRos kiTxvebis fsiqologiuri gavlena da arc maTi
dasmis wesi. misTvis aucilebelia mxolod SeimuSavos forma, romelic
mkafiod gansazRvravs aucilebel informacias, rom savele muSakma
zustad SeZlos misi Cawera. agreTve amartivebs monacemTa kodirebis,
aRricxvis da analizis process.
dakvirvebis formebma unda miuTiTon vin, ra, sad, rodis, ratom da
rogor gamoikvlevs qcevas. kargad SemuSavebuli forma saSualebas
aZlevs savele muSaks Caweros TiToeuli dakvirveba, magram ar
gamoitanos daskvna, radgan es miiyvans SecdomasTan. da bolos, iseve
rogorc anketa Sedegebis Casaweri formebi saWiroeben winaswar
testirebas.

8.3. marketingul kvlevebSi gamoyenebuli gazomvis skalebi

anketis SevsebisaTvis informaciis Segroveba gazomvis gziT

xorcieldeba. gazomva (Measurement) gansazRvruli maCveneblis mixedviT
obieqtebis Sedarebis proceduraa. gazomva SeiZleba iyos subieqturi an
obieqturi da raodenobriv an Tvisebriv xasiaTs atarebdes. obieqturi
gazomvebi tardeba sazomi xelsawyoebis meSveobiT, xolo subieqturi
gazomvebi _ adamianebis mier.
nebismieri gazomva moicavs gazomvis obieqts, maCvenebelsa da
Sedarebis proceduras. gazomvis obieqtia momxmareblebi, maRaziebi,
saqonlis markebi, reklama da a.S. obieqtebis Sedarebis maCveneblad

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gamoiyeneba obieqtebis fizikuri, fiziologiuri, sociologiuri,

fsiqologiuri, droiTi da sxva maxasiaTeblebi. Sedarebis procedura
obieqtebs Soris damokidebulebis dadgenasa da maTi Sedarebis wess
gulisxmobs. arsebobs obieqtebis Sedarebis sxvadasxva xerxi, magaliTad,
etalonTan mimarTebiT, sxva obieqtebTan SedarebiT da a.S. obieqturi
Tvisebebis (asaki, Semosavali da sxv.) gazomva ufro advilia, vidre
subieqturis (gemo, Cvevebi, damokidebulebebi da sxva). ukanasknel
SemTxvevaSi respondenti Tavis Sefasebas axdens romelime ricxobrivi
sistemiT, romelic mkvlevarma unda SeimuSaos.
gazomva sxvadasxva skalis gamoyenebiT tardeba. arsebobs oTxi
saxis skala: saxelobiTi, rigobiTi, intervaluri da fardobiTi.

saxelobiTi, anu nominaluri skalis (Nominal Skale) meSveobiT

SeiZleba mxolod erTi obieqti ganvasxvavoT meorisagan. Tu obieqtebi
danomrilia, maSin nomrebi Taviseburi etiketis, iarliyis rolSi
gamodian. arsebiTad, saxelobiTi skala ubralod klasifikaciis skalas
warmoadgens. amitomac saxelobiTi skalis cifrebze daweril obieqtebze
ariTmetikuli moqmedebis Catareba ar SeiZleba. aseTi skalis gradaciis
magaliTia Semdegi: ,,diax – ara~ da ,,veTanxmebi~ _ ,,ar veTanxmebi~. 8.2
cxrilSi moyvanilia sxvadasxva skalaSi formirebuli kiTxvebis
magaliTebi.

rigobiTi, anu ordinaluri skaliT (Ordinal Scale) xdeba Sefasebuli

obieqtebis ranJireba maTTvis damaxasiaTebeli romelime Tvisebis (niSnis)
zrdadobis mixedviT. rigobiTi skalis gamoyenebis magaliTia saqonlis
Tvisebebis ranJireba maTi wonadobis zrdis mixedviT.

intervaluri skalis (Interval Scale) ricxvebs Soris erTnairi

gansxvavebani Sesafasebeli obieqtis erTnair (fsiqologiuri azriT)
manZils Seesabamebian. am skalis meSveobiT SesaZlebelia aramarto
obieqtebis ranJireba, aramed gazomvis dadgenil erTeulebSi erTi
obieqtis meoresTan Sedareba. magram vinaidan aTvlis dasawyisi am
skalaSi Semotanilia pirobiTad (TviTneburad), amitomac misi daxmarebiT

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zustad ver ganisazRvreba, Tu erTi obieqti ramdenad didia an naklebia

meoreze. intervaluri skalis magaliTia celsiusis skala.
cxrili 8.2
gazomvis sxvadasxva skalaSi formirebuli kiTxvebis magaliTebi
IA_saxelobiTi skala
1. miuTiTeT Tqveni sqesi: mamrobiTi / mdedrobiTi
2. SearCieT eleqtornuli produqciis markebi, romlebsac Tqven
yidulobT:
 ,,Sony~
 ,,Panasonic~
 ,,Philips~
 ,,LG Electronics~
 da a.S.
3. eTanxmebiT Tu ara mtkicebulebas, rom firma ,,sonis~ imiji
dafuZnebulia maRalxarisxovani produqciis gamoSvebaze?
 veTanxmebi /ar veTanxmebi

IIA_ rigis skala

moaxdineT eleqtronuli produqciis mwarmoebeli firmebis ranJireba
upiratesobis miniWebis TvalsazrisiT: ,,1~ dausviT firmas, romelic
Tqveni azriT yvelaze saukeTesoa, ,,2~ _momdevnos da a.S.
 ,,Sony~
 ,,Panasonic~
 ,,Philips~
 ,,LG Electronics~
 da a.S.

IIIA_ intervalebis skala

moaxdineT saqonlis TiToeuli markis ranJireba misi xarisxis mixedviT.

marka reitingi (SemoxazeT erTi cifri)

Zalian dabali Zalian maRali

,,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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fardobiTi skala (Ratio Scale) gazomvis yvelaze ufro maRali donis

miRwevis saSualebas iZleva, vinaidan misi saSualebiT ganisazRvreba,
erTi obieqti Tu ramdenad didia meoreze (aTvlis wertili aq ukve aRar
warmoadgens TviTneburad Semotanils). am skalaze miRebuli gazomvebis
Sedegebi ricxvis yvela Tvisebas moicaven da maTze nebismieri
statistikuri operaciis Catarebaa SesaZlebeli. aseTi skalis magaliTia
kelvinis temperaturuli skala. aseve, dasaSvebia, rom erTi respondenti,
meoresTan SedarebiT, 2-jer ufrosi iyos, samjer meti fuls xarjavdes
da a.S.

marketinguli kvlevis praqtikaSi gamoiyeneba skalis ori ZiriTadi

saxeoba: zomiTi (magaliTad, fuladi) da uzomo. meore saxeoba aerTianebs
skalebs, romlebic gamosaxulia erTeulebSi, procentebSi an balebSi.
erTeulebSi an procentebSi gazomva SeiZleba balobrivi gazomvebiT
SevcvaloT. magaliTad, skala 0 _ 4, gradaciiT 0,1 ganixileba, rogorc
skala 0_40 baliT, xolo skala 0_100%, rogorc skala 0_100 baliT da
a.S. amitomac simartivisaTvis am saxeobis skalebs xSirad balobriv
skalebs uwodeben.
skalis gaqaneba _ esaa gradaciebis raodenoba, romelsac igi
Seicavs. aucilebelia aRvniSnoT, rom balobrivi sistemis gaqanebis
ganxilvisas unda gaviTvaliswinoT swored gradaciebis ricxvi da ara
balebis ricxvi, vinaidan balebi, Tavis mxriv, zogjer iyofa wilobrivad
(0,1; 0,2; 0,5 bali), romlebic ganixileba, rogorc balebis nairsaxeoba
(,,subbalebi~). magaliTad, xSirad gamoyenebulia 5 -baliani skala 0,5
balis gradaciiT. mas, faqtobrivad, iseTive gaqaneba gaaCnia, rogorc 10
balian skalas 1 balis gaqanebiT.

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Tavi 9. marketinguli informaciis Sekrebis organizacia,

damuSaveba da wardgena

9.1. SerCevis gegmis SemuSaveba da amonakrebis

moculobis gansazRvra

9.1.1. SerCevis arsi

monacemebis Segrovebis meTodis Sesaxeb gadawyvetilebis moRebis

Semdeg marketologebi SearCeven momxmareblebs, romlebzedac kvlevebi
unda ganxorcieldes. magaliTad, marketingis menejerebi cdiloben
monacemebis mopovebas sxvadasxva tipis maRaziebSi (jgufSi) TavianTi
saqonlis gayidvis moculobis Sesaxeb. aseT jgufs statistikaSi hqvia
generaluri mTlianoba an ubralod mTlianoba. zogjer mTlianoba
sakmaod mcirea ricxovnobis TvalsazrisiT da mkvlevars misi yvela
wevris Seswavla SeuZlia, magram umetes SemTxvevaSi amis gakeTeba
dauSvebelia. amitom Seiswavleba mTlianobis mxolod nawili, romelsac
amonakrebs uwodeben. amasTan, momxmarebelTa amonakrebi unda
axasiaTebdes mTlianobas, e.i. bazars, romelic mkvlevars ainteresebs.
magaliTad, telekomunikaciis sferoSi sakmaod cnobilma amerikulma
kompaniam AT & T -m gamoikvlia aSS mcire sawarmoebi, romlebsac sami an
naklebi satelefono xazi (nomeri) gaaCndaT. SerCevis moculobam am
SemTxvevaSi Seadgina 1600 firma, romlebic aSS mcire sawarmoebs
(mTlianobas) warmoadgendnen. momxmarebelTa SerCeva iseTnairad unda
Catardes, rom maTi reaqciis Seswavlis safuZvelze mkvlevars mTlianad
mosaxleobis qcevis Sefaseba SeeZlos.
SerCevis Sedgenisas pasuxi unda gaeces sam kiTxvas: pirveli _ vin
unda gamoikiTxos (e.i. ganisazRvros SerCevis erTeuli). pasuxi am
kiTxvaze yovelTvis cxadi rodia. magaliTad, vin unda gamokiTxos
mkvlevarma saojaxo avtomobilis yidvaze gadawyvetilebis miRebis
procesis Seswavlis dros _ qmari, coli, ojaxis sxva wevri Tu yvela
erTad? ojaxis wevrebis pasuxebi SeiZleba mniSvnelovnad

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gansxvavdebodes erTmaneTisagan. amitom mkvlevarma jer unda

gansazRvros, Tu ra informacia sWirdeba mas da visgan unda miiRos igi.
meorea kiTxva _ ramdeni adamiani unda gamoikiTxos (anu, rogoria
SerCevis moculoba)? didi SerCeva SedarebiT sando Sedegs iZleva, vidre
patara. magram sarwmuno informaciis miRebisaTvis aucilebeli rodia
mTeli bazris an misi udidesi nawilis gamokvleva. rogorc frangebi
amboben, Rvinis xarisxis Sesafaseblad mTeli kasri saWiro araa. Tu
SerCeva sworadaa Sedgenili, sando Sedegebis miRweva mosaxleobis 1%-
is gamokiTxviTac SeiZleba.
mesame kiTxva aseTia _ romeli kriteriumis mixedviT unda SeirCes
adamianebi (anu, rogoria SerCevis procedura)? arsebobs SerCevis ori
meTodi: saalbaTo (SemTxveviTi) da arasaalbaTo (araSemTxveviTi).
saalbaTo SerCevis gamoyenebisas mTlianobis nebismier erTeuls
SerCevaSi moxvedris Sansi aqvs da mkvlevars Sedegebis cdomilebis
gaangariSeba ZaluZs. im SemTxvevaSi, roca saalbaTo SerCeva sakmaod
Zviria an misi Sedegebis damuSaveba did dros moiTxovs, marketologebi
arasaalbaTo SerCevas iyeneben maSinac ki, roca Sedegebis cdomilebis
zusti gansazRvra SeuZlebelia. SerCevis SedgenisaTvis am ori
gansxvavebuli meTodis gamoyeneba sxvadasxva finansur da droiT
danaxarjebs moiTxovs. garda amisa, maT gansxvavebuli sizuste da
statistikuri maxasiaTeblebi gaaCniaT. TiToeuli meTodis SerCeva
kvlevis amocanebiT ganisazRvreba. maTi SedarebiTi daxasiaTeba
mocemulia 9.1 cxrilSi.
cxrili 9.1
SerCevis tipebi
A. saalbaTo SerCeva
martivi SemTxveviTi SerCevis wesi SeiZleba gaxdes miznobrivi
SerCeva jgufis nebismieri momxmarebeli
struqturirebuli miznobrivi jgufi iyofa gansxvavebul
SemTxveviTi SerCeva qvejgufebad (magaliTad, asakis mixedviT),
romlidanac xorcieldeba SemTxveviTi
SerCeva
teritoriuli SemTxveviTi wina tipis msgavsia, magram qvejgufebad
SerCeva dayofa damyarebulia teritoriul
principebze (magaliTad, mikroraionis
mcxovreblebi)

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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

9.1.2. SerCevis gegma

SerCevis gegma moicavs Semdeg etapebs:

1) Sesabamisi mTlianobis gansazRvra;
2) mTlianobis nusxis miReba;
3) SerCevis gegmis proeqtireba;
4) SerCevisaTvis saWiro moculobis gansazRvra;
5) moTxovnebisadmi Sesabamisobaze SerCevis Semowmeba;
6) aucilebel SemTxvevaSi axali SerCevis formireba.

mokled davaxasiaToT TiToeuli etapi.

pirvel etapze ganisazRvreba miznobrivi mTlianoba (jgufi),

romelic kvlevis miznebidan gamomdinareobs. am dros zustad dgindeba
is maxasiaTeblebi, romliTac erTi maxasiaTebeli meorisagan
gansxvavdeba.
meore etapze dgindeba, Tu saidan miiReba mTlianobaSi Semavali
erTeulebis CamonaTvali. aq gamoiyeneba Sesabamisi cnobarebi,
mosaxleobis aRwerisa da adgilobrivi organoebis monacemebi, agreTve
sxvadasxva sakonsultacio organizaciebis masalebi. mocemul etapze
aucilebelia SerCevis cdomilebis Sefaseba. amisaTvis saWiroa: a)
ganvsazRvroT, SerCevaSi CarTuli adamianebis (iuridiuli pirebis) sia

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ramdenad gansxvavdeba mTlianobisagan; b) davadginoT, adamianebis romeli

kontingenti ar Sevida SerCevaSi.
mesame etapze zemoaRwerili samuSaoebis safuZvelze xorcieldeba
TviTon SerCeva. am dros aucilebelia balansis moZebna SerCevis
struqturas, moculobasa da monacemebis SegrovebisaTvis saWiro
danaxarjebs Soris. aseve detalurad unda gaanalizdes SerCevis
meTodebi. SerCevis gegma Catarebuli kvlevis miznebs da arsebul
resursebs unda Seesabamebodes.
SerCevisaTvis saWiro moculobis miRweva or etapad mimdinareobs.
pirvel rigSi dgindeba SerCevis erTeuli, xolo Semdeg am erTeulisgan
miiReba saWiro informacia. magram cxadia, rom SerCeuli
respondentebidan ama Tu im mizezis gamo yvela rodi gamoTqvams pasuxis
gacemis survils. warmoiSoba respondentebis Secvlis problema, romlis
gadaWrisaTvis gamoiyeneba Semdegi xerxebi: amoirCeva siaSi Semdegi
respondenti (magaliTad, Semdegi nomeri satelefono cnobarSi),
gamoiyeneba didi moculobis SerCeva an formirdeba ganmeorebiTi SerCeva.
ukanasknel SemTxvevaSi, Tu pasuxebis procenti mosalodnelze mcirea,
SerCevis moculoba SeiZleba gafarTovdes damatebiTi respondentebis,
Tundac, SemTxveviTi SerCevis xarjze.
SerCevis Semowmeba moTxovnebTan Sesabamisobaze sxvadasxvanairad
xorcieldeba, magaliTad, mocemuli SerCevis profilis SedarebiT sxva
SerCevis profilTan, romelic adre analogiuri kvlevis Casatareblad
gamoiyeneboda. aseTi Semowmebis mizania is, rom klienti SerCevis
reprezentaciulobaSi davarwmunoT. amasTan, SerCevis Semowmeba mxolod
im SemTxvevaSi tardeba, roca SesaZlebelia mocemuli SerCevis Sedareba
analogiur SerCevasTan, romelic adre gamoiyenes.
axali SerCeva ki formirdeba maSin, roca Semowmeba aCvenebs, rom
SerCeva mTlianobas ar warmoadgens. am SemTxvevaSi SeirCeva axali
respondentebi da isini adre gamoyenebul SerCevas daemateba. es procesi
grZeldeba manam, sanam reprezentaciulobis sasurveli Sedegi. ar
miiRweva

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9.1.3. SerCevis moculobis gansazRvra

praqtikaSi SerCevis moculobis gansazRvris ramdenime wesi arsebobs.

pirvel rigSi ganvixiloT SedarebiT martivi xerxebi.
Tavisufali midgoma damyarebulia e.w. ,,cera TiTis” wesis
gamoyenebaze. magaliTad miCneulia, rom zusti Sedegebis miRebisaTvis
SerCeva mTlianobis 5%-s unda Seadgendes. mocemuli wesi sakmaod
martivia da advilad gamosayenebeli, magram didi moculobis mTlianobis
SemTxvevaSi sakmaod ZviradRirebulia.
SerCevis moculoba winaswar daTqmuli pirobebis mixedviT
ganisazRvreba. magaliTad, marketinguli kvlevis SemkveTma icis, rom
sazogadoebrivi azris Sesaswavlad SerCeva, Cveulebriv, 1000-1200 kacs
Seadgens, amitom is rekomendacias uwevs mkvlevars, mocemuli cifri
gamoiyenos. im SemTxvevaSi, roca romelime bazris yovelwliuri kvleva
tardeba, SerCevis moculoba yovelTvis erTnairia.
SerCevis moculobis gansazRvris yvelaze ufro Teoriulad
dasabuTebuli modgoma dafuZnebulia statistikuri analizis meTodis
gamoyenebaze.
mizanSewonilia, SerCevis moculoba (n) ganisazRvros mocemuli
sando albaTobiT (α) da cdomilebiT (ε). amisaTvis unda gamoviyenoT
albaTobis Teoriis rekomendaciebi, romlis mixedviTac SerCevis
moculoba ganisazRvreba formuliT:

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.

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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

vTqvaT, saburavebis mwarmoebeli firma avtomoyvarulebis

gamokiTxvas atarebs. kvlevis mizans warmoadgens avtomoyvarulebis im
procentis gansazRvra, romlebic radialur saburavebs iyeneben. amitom
kiTxvaze _ ,,iyenebT Tu ara radialur saburavebs?” _ SesaZlebelia
mxolod ori pasuxi _ ,,diax” da ,,ara” (saxelobiTi skala). Tu
vivaraudebT, rom avtomoyvarulTa mTlianoba variaciis dabali
maCvenebliT xasiaTdeba, es niSnavs, rom TiTqmis yvela gamokiTxuli
radialur saburavebs iyenebs. am SemTxvevaSi SesaZlebelia, rom SerCeva
sakmaod dabali moculobiT formirebuli iyos.
vTqvaT, mTlianobis 90% radialur saburavebs iyenebs. es niSnavs,
rom pq = 900. Tu CavTvliT, rom variaciis maCvenebeli maRalia (p=70%),
maSin pq = 2100.
udidesi variacia miiRweva im SemTxvevaSi, roca mTlianobis erTi
naxevari (50%) gamoiyenebs radialur saburavebs, xolo meore naxevari
(50%) _ ara. am dros namravli pq aRwevs maqsimalur mniSvnelobas,
romelic tolia 2500-is.
kvlevis Catarebisas miRebuli Sedegebis sizuste unda mieTiTos.
vTqvaT, dadginda, rom respondentebis 44% radialur saburavebs iyenebs.
am SemTxvevaSi gazomvis Sedegebi, mizanSewonilia, warmovadginoT Semdegi
saxiT: ,,procenti avtomoyvarulebisa, romlebic radialur saburavebs,
iyeneben Seadgens 40%-s plius-minus ,,...%~. dasaSvebi cdomilebis sidides
kvlevis SemkveTi da mkvlevari winaswar erToblivad gansazRvraven.
rac Seexeba sandoobis dones, anu sando albaTobas (α),
marketinguli kvlevis Catarebisas, Cveulebriv, ganixileba mxolod misi
ori mniSvneloba: 95% an 99%. pirvels Seesabameba mniSvneloba t = 1,96,
meores _ t = 2,58. Tu SeirCeva sando albaToba 99%-iT, es niSnavs imas,
rom Cven 99%-iT varT darwmunebuli imaSi, rom ± ε % cdomilebis

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diapazonSi moxvedrili mTlianobis wevrebis procenti imave cdomilebis

diapazonSi moxvedrili mTlianobis SerCevis wevrebis procentis tolia.
Tu variaciis mniSvnelobas miviRebT 50%-s, sizustes ±10%-s, 95%-iani
albaTobiT gaangariSebuli moculoba toli iqneba:

1,96 2
n 50  50  96 .
10 2

99%-iani sando albaTobisa da ±3%-iani cdomilebis SemTxvevaSi n=1067.

SerCevis moculobis gansazRvra SesaZlebelia agreTve saSualo

mniSvnelobebis gamoyenebiT da ara procentuli sidideebis meSveobiT,
rogorc es zemoTaa gakeTebuli. vTqvaT, sando albaToba tolia 95%-is
(t=1,96), gaangariSebuli saSualo kvadratuli gadaxra (s) udris 100-s da
sasurveli cdomileba Seadgens ±10-s. am SemTxvevas am SemTxvevaSi
SerCevis moculoba (n) gaiangariSeba formuliT:

2
S 2 t 100 2 1,96 2
n   384 . (9.2)
2 10 2

praqtikaSi, roca SerCeva axlad formirdeba da msgavsi gamokiTxvebi

ar Catarebula, S ucnobia. am SemTxvevaSi, mizanSewonilia, cdomileba
aviRoT ara absoluturi cdomilebis ε saxiT, aramed fardobiTi
cdomilebis ε1 saxiT, romelic gamoisaxeba S-is wilobiT formaSi. amitom
saangariSo formula Rebulobs Semdeg saxes:

2
t
n , (9.3)
 12


sadac 1  .
S

magaliTad, roca cdomileba ε = 10%-s, xolo udidesi variacia S=

50%-s, ε1 = 0,2. maSin 95%-iani sando albaTobis SemTxvevaSi

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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.

magaliTad, vTqvaT, maRazia gansazRvruli periodis manZilze

emsaxureba, daaxloebiT, 100 000 adamians. wina gamokiTxvis safuZvelze
dadginda, rom dispersia Seadgens ±25% $/adamiani. ndobis koeficienti
tolia 2-is. xolo cdomileba _ 1$. maSin SerCevis moculoba iqneba:

4  25 100000
n  99,9.
1100000  4  25

SerCevis moculoba damrgvalebulad Seadgens 100 kacs. Sesabamisad,

sando warmomadgenlobiTi monacemebis misaRebad 100 adamianis
gamokiTxvaa saWiro.
Sesaswavli mTlianobis erTgvarovnobisa da gaangariSebis sizustis
amaRlebisaTvis axdenen mTlianobis stratificirebas, e.i. yofen mas

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gansazRvrul jgufebad, raime niSnis mixedviT. marketingul kvlevebSi,

umetesad, gavrcelebulia dayofa socialur jgufebad (kerZod,
Semosavlebis donis mixedviT). SerCevis raodenobis gasaangariSebeli
formula wina formulisagan gansxvavdeba mxolod imiT, rom SerCevis
dispersia saSualo Sidajgufuri dispersiiT icvleba. amitom mocemul
SemTxvevaSi mizanSewonilia TiToeuli jgufis SerCevis gansazRvra
niSnis (ni) diferenciaciis proporciulad. aseTnairad, SerCevis
gaangariSebis formula (TiToeuli jgufis mixedviT) mniSvnelovnad
martivdeba:

nN i  i
ni  k
, (9.5)
 N i i
i 1

sadac k aris mosaxleobaSi i-uri jgufis raodenoba;

Ni _ mosaxleobis i-uri jgufis raodenoba;
δi _ i-ur jgufSi niSnis mixedviT saSualo kvadratuli gadaxra.

satelefono intervius an anketirebis dros yvelaze metad

gamoiyeneba meqanikuri SerCevis xerxi. magaliTad, satelefono wignis an
mobinadreTa siebis daxmarebiT SerCeva yoveli meaTe telefoni an yoveli
meSvide bina. am meTodis gamoyenebiT SerCevis moculoba ganisazRvreba
(9.4) formulis mixedviT.
magaliTad, imisaTvis, rom gamovikvlioT axali saqonlis Sesaxeb
momxmarebelTa azri im regionSi, romelSic 50 000 ojaxi cxovrobs,
aucilebelia anketirebis Catareba. pirobiTad miiCneva, rom TiToeul
binaSi cxovrobs erTi ojaxi da maT erTi anketa gadaecema. winaswari
kvleviT dadginda, rom saSualo moculobis yidvis dispersia Seadgens
±25% $; t = 2, sasazRvro Secdomam ar unda gadaaWarbos 0,3 aTas $-s. aqedan
gamomdinare, SerCevis moculoba (n) iqneba:

4  25  50000
n  980,4.
0,1 50000  4  25

miRebuli sidide mrgvaldeba 1000 ojaxamde, e.i. dgindeba 2%-iani

SerCeva. amasTan, praqtikaSi miRebulia, rom zogierTi anketa ar brundeba

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(vTqvaT, yoveli mesame). amitom anketebis ricxvi izrdeba 500-iT.

Seabamisad, aucilebelia, rom SerCevaSi CavrToT 1500 ojaxi, e.i.
gavzardoT igi 3%-mde.

zemoT saubari iyo sakmaod didi mTlianobis Sesaxeb, rac, umetesad,

damaxasiaTebelia farTo moxmarebis saqonlis bazrisaTvis. zogierT
SemTxvevaSi mTlianoba araa didi, magaliTad, samrewvelo daniSnulebis
produqciis bazrisaTvis.
Cveulebriv, roca SerCeva mTlianobis 5%-ze naklebs Seadgens,
iTvleba, rom mTlianoba didia da gaangariSebebi zemoaRwerili wesiT
tardeba. Tu SerCeva mTlianobis xuT procents aWarbebs, es ukanaskneli
mcirea da zemomoyvanil formulebSi Sesworebis koeficientiSemoitaneba.
SerCevis moculoba mocemul SemTxvevaSi gaiangariSeba Semdegi
formuliT:

N n
n'  n  , (9.6)
N 1

sadac n' aris SerCevis moculoba mcire mTlianobisaTvis;

n _ SerCevis moculoba, romelic gaiangariSeba zemomoyvanili
formulebiT;
N _ generaluri mTlianobis moculoba.

magaliTad, Seiswavleba 1000 kompaniisagan Semdgari mTlianobis

wevrebis mosazrebebi, rac dakavSirebulia gansazRvruli regionis
xelisuflebis organoebis mier sagadasaxado politikis cvlilebebTan.
variaciis Sesaxeb informaciis uqonlobis gamo mxedvelobaSi miiReba
uaresi varianti 50 : 50. sando albaToba miCneulia 95%-is tolad. kvlevis
SemkveTma ganacxada, rom mas awyobs Sedegebis sizuste ±5%. (9.1) da (9.6)
formulebis gamoyenebiT miviRebT:

t 2 ( pq) N n 50  50 1000  384

n'    1,96 2    303.
 2
N 1 52 100  1

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cxadia, rom mcire moculobis SerCevis gamoyeneba droisa da

saxsrebis ekonomias iZleva.
SerCevis moculobis gaangariSebis zemomoyvanili formulebi
damyarebulia im daSvebaze, rom SerCevis formirebis yvela wesi
daculia, rac miRebuli Sedegis reprezentaciulobas ganapirobebs.

9.2. monacemebis Segrovebis organizacia

arsebobs monacemebis Segrovebis sami meTodi: monacemebis Segroveba

damoukideblad, monacemebis Segroveba specialurad Seqmnili jgufisa da
monacemebis Segroveba specializebuli komerciuli organizaciebis mier.
pirvel SemTxvevaSi firmebis marketinguli samsaxuris
TanamSromlebi TavianTi ZalebiT agroveben monacemebs, magaliTad,
gamokiTxvis gziT. cxadia, amisaTvis saWiroa sakmao raodenobis Stati. am
meTodiT monacemebis Segroveba farTo, magaliTad, qveynis masStabiT,
metad problemuria.
specialuri jgufi, Cveulebriv, kompleqtdeba arc Tu ise maRali
kvalifikaciis specialistebisagan, magaliTad, studentebisagan,
romlebic satelefono an personalur gamokiTxvebs axorcieleben. am
SemTxvevaSi aucilebelia, rom interviuerebs ramdenime sawvrTneli
mecadineoba Cautardes da Segrovili informaciis xarisxi
gakontroldes (unda dadgindes, interviuerebi anketebs TviTon xom ar
avseben).
ukanasknel xanebSi mravali mcire da msxvili firma xSirad
mimarTavs specializebuli kompaniebis momsaxurebas, romlebic
komerciul safuZvelze marketingul kvlevebs axorcieleben. aseTi
kompaniebis CarTvas marketinguli kvlevebis Catarebis praqtikaSi Semdegi
upiratesobebi gaaCnia:

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1) kvlevas maRalkvalificiuri da gamocdili specialistebi atareben,

xolo monacemebs gawafuli interviuerebi agroveben, romlebsac
aseTi kompaniebi samuSaod iwveven;
2) kvleviTi kompaniebi aRWurvilni arian Tanamedrove teqnikuri
saSualebebiT da specialuri klasebiT, sadac interviuerebs
avarjiSeben realuri pirobebis gaTvaliswinebiT;
3) kvleva swrafad mimdinareobs maSinac ki, roca kompania asobiT
kilometriTaa daSorebuli respondentebisagan;
4) monacemebis Segroveba mkacr kontrols eqvemdebareba. kvleviTi
kompaniebi interviuerebis keTilsindisierebisa da maT mier
Segrovili monacemebis Semowmebis sxvadasxva xerxs floben.
magaliTad, am mizniT isini adre CarTul respondentebTan meorad
kontaqtebs axorcieleben.
amasTan, unda aRiniSnos isic, rom marketinguli kompaniebis
momsaxurebis Rirebuleba xuTjer da ufro metad aWarbebs sxva meTodiT
monacemebis Segrovebis Rirebulebas.
didi mniSvneloba aqvs monacemebis Segrovebis sworad Catarebas.
piradi gamokiTxvis dros aucilebelia gavecnoT respondents da
mimdinare kvlevis mniSvnelobis Sesaxeb ramdenime sityva vuTxraT.
anketis gamoyenebisas aseTi informacia Sesaval nawilSi unda iyos
mocemuli. amasTan, mizanSewonilia, xazi gavusvaT pasuxebis
konfedencialobas. respondents unda gavagebinoT, Tu ramden xans
gagrZeldeba gamokiTxva da mas rTuli kiTxvebis garkvevaSi davexmaroT.

monacemebis Segrovebis dros dasaSvebia mravali Secdoma. aseTi

Secdomebi, zogadi saxiT, kvleviTi proeqtis daxasiaTebisas ukve
ganvixileT. exla SevecdebiT dawvrilebiT warmovadginoT monacemebis
Segrovebisas daSvebuli Secdomebis Taviseburebebi. isini, ZiriTadad,
ori saxisaa: a) Secdomebi, romlebic SerCevis bralia; b) Secdomebi,
romlebic araa SerCevis brali.
SerCevis procesSi dasaSvebia Semdegi Secdomebi: interviuerisaTvis
SerCevis arasaTanado elementebis amorCeva, im respondentebis
mosazrebebis gauTvaliswinebloba, romlebmac interviuze uari Tqves an
saxlSi ar iyvnen; interviueris mier araswori Sefasebis gakeTeba an

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miRebuli Sedegebis falsificireba. Secdomebi SeiZleba

keTilsindisierma interviuermac dauSvas anketebidan informaciis
gadaweris dros.
Secdomebi, romlebic araa SerCevis brali, or jgufad iyofa:
interviueris da respondentis mier daSvebuli. isini, Tavis mxriv, iyofa
winaswarganzraxul da winaswarganuzraxvel Secdomebad.
interviueris Secdomebs adgili aqvs maSin, roca igi Segnebulad
arRvevs mkvlevaris mier dadgenil informaciis Segrovebis wesebs
(magaliTad, TviTon avsebs anketebs, respondentebs ubiZgebs garkveuli
pasuxisken sxvadasxva sityvis, intonaciis, mimikis gamoyenebiT an
karnaxobs mas gansazRvrul pasuxebs da a.S.). rac Sexeba interviueris
mier winaswarganuzraxvel Secdomebs, maT, ZiriTadad, monacemebis
Segrovebis Sesaxeb calkeuli instruqciis araswori gageba ganapirobebs.
garda amisa, Scdomis mizezi SeiZleba iyos interviueris daRliloba,
romlis Sedegadac mosalodnelia anketis Sesrulebaze kontrolis
Sesusteba.
respondentebis mier winaswarganzraxul Secdomas iwvevs maTi
mcdeloba, xeli SeuSalon kvlevebs araswori pasuxebis gacemiT, agreTve,
pirad sakiTxebze (Semosavlebis done, asaki, erovnuloba, ojaxuri
mdgomareoba da sxva) pasuxis gacemisaTvis survilis uqonloba.
respondentebis mxridan winaswarganuzraxveli Secdomebi warmoiSoba im
SemTxvevaSi, roca respondents hgonia sworad ambobs, magram
sinamdvileSi SecdomiT pasuxobs. amis mizezia kiTxvebis an anketis
SevsebisaTvis gamoyenebuli instruqciis araswori gageba, yuradRebis
gafantva pasuxis gacemis dros (telefonis zari, xmauri da a.S.),
mocemuli sakiTxis ucodinaroba, respondentis daRla an pasuxis
swrafad gacemis survili da sxva.
interviuerebis winaswarganzraxuli Secdomebis gakontroleba
SesaZlebelia ornairad: maT samuSaoze zedamxedvelobiTa da
Sesrulebuli samuSaos SemowmebiT. zedamxedveloba xorcieldeba,
magaliTad, im satelefono xazze SeumCnevlad CarTviT, romliTac
interviu tardeba. Sesrulebuli samuSaos kontrolis mizani
interviueris mxridan falsificirebis gamovlenaa. amisaTvis adre
gamokiTxul respondentebTan myardeba kontaqti da dgindeba, miiRes Tu

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ara maT monawileoba gamokiTxvaSi, agreTve mowmdeba zogierTi maTganis

pasuxebi. garda amisa, gamocdili mkvlevarebi Sevsebuli anketebis
SemowmebiT advilad aRmoaCenen raime Seusabamobas.
interviueris winaswarganuzraxveli Secdomebis Tavidan acilebis
mizniT tardeba imitaciuri RonisZiebebi da rolebis gaTamaSeba.

9.3. monacemebis momzadeba analizisaTvis

monacemTa Segrovebis Semdgom mkvlevars saSualeba aqvs Seudges

Segrovebuli monacemebis momzadebasa da analizs. amisaTvis saWiroa
monacemebis gardaqma analizisaTvis misaReb formebSi. statistikuri
analizis xarisxi didadaa damokidebuli imaze, Tu rogori
gulmodginebiT ganxorcielda monacemTa gardaqmna. aRniSnuli
sakiTxisadmi arasaTanado yuradRebis miqceva kvlevis Sedegebis
damaxinjebas iwvevs.
analizisaTvis monacemTa momzadebis gegma naCvenebia 9.1 naxazze.
aRniSnuli procesis pirvel etapia anketebis vargisianobis Semowmeba,
Semdgom xdeba monacemTa redaqtireba, kodireba, gardaqmna, gasufTaveba
da, saWiroebis SemTxvevaSi, gamotovebul monacemebTan garkveuli
samuSaoebis Catareba. xSirad saWiroa arsebuli monacemebis
statistikuri koreqtireba, raTa maTi reprezentaciulobis donis
amaRldes. saboloo etapia monacemTaA analizisaTvis misadagi
strategiis SemuSaveba.
monacemTa momzadebis procesi maSinaTve, savele samuSaoebis
msvlelobisas unda daiwyos, rogorc ki pirveli anketa xelmisawvdomi
gaxdeba. aseTi moqmedeba, raime saxis problemis warmoqmnisas, savele
samuSaoebis koreqtirebas uzrunvelyofs.

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monacemTa analizis Catarebis

winaswari gegmis SemuSaveba

anketis Semowmeba

redaqtireba

kodireba

gardaqmna

monacemTa gawmenda

monacemTa statistikuri koreqtireba

monacemTaA analizis strategiis

SerCeva

nax. 9.1 analizisaTvis monacemTa momzadebis procesi

anketebis Semowmeba. anketebis Semowmebis pirvel etapze dgindeba

maTi srulad Sevsebisa da interviuirebis xarisxi. xSirad es procesi
savele samuSaoebis paralelurad mimdinareobs. Tu anketirebas
specialuri saagento atarebs, maSin mkvlevari valdebulia, samuSaos
dasrulebisTanave anketebi damoukideblad Seamowmos. Segrovebis
wertilebidan miRebuli anketebi SeiZleba dawunebuli iqnes rigi
mizezebis gamo: (1) anketis calkeuli nawilebi Sevsebuli araa; (2)
pasuxebi imaze metyveleben, rom respondentma kiTxva ver gaigo an
Sevsebis instruqciebs ar misdevda; (3) pasuxebis varireba umniSvneloa an
saerTod araa warmodgenili, magaliTad, yvela kiTxvaze respondentma
pasuxis mxolod pirveli varianti moniSna; (4) anketa arasruladaa
dabrunebuli, mas erTi an ramdenime gverdi aklia; (5) anketa miRebulia
Cabarebis vadis amowurvis Semdgom; (6) anketaSi mocemulia pasuxebi im
respondentis mier, romelic kvleviT jgufSi ar Sedioda.
miRebuli anketebi unda daiTvalos da dajgufdes SerCevis
kvotebis mixedviT. amasTan, Tu SerCevasTan dakavSirebuli raimea
problema warmoiqmneba, makoreqtirebeli samuSaoebi unda

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ganxorcieldes droulad, sanam monacemebis redaqtirebis procesis

daiwyeba.

monacemebis redaqtireba.. redaqtirebis procesi gulisxmobs

Segrovebul anketebSi warmodgenili monacemebis aqtualurobisa da
sizustis amaRlebisaken mimarTul muSaobas. am dros gadaixedeba
anketebi da vlindeba iseTi wuni, rogoricaa anketis rTuli garCevadoba,
arasrulad Sevseba, ligikurad araTanmimdevruli pasuxebis arseboba.
redaqtireba zrdis anketaSi mocemuli informaciis sizustes da
adeqvaturobis dones. zogjer anketebSi pasuxebis GgarCeva Znelia.
amgvari situacia gansakuTrebiT damaxasiaTebelia im anketebisaTvis,
romlebic didi raodenobiT arastruqturirebul kiTxvebs Seicaven.
monacemTa srulad kodirebisaTvis saWiroa maTi garCevadobis maRali
done. garda amisa, xSirad anketebi arasruladaa Sevsebuli, kerZod,
ramdenime pasuxgaucemel kiTxvas Seicaven.
amasTan, arastruqturirebul kiTxvebze gacemuli pasuxebi,
umetesad, araerTmniSvnelovania, rac maT swor interpretacias arTulebs.
aseve pasuxebi Cawerilia Semoklebulad an gamoyenebul sityvebs
ramdenime mniSvneloba aqvs. im SemTxvevaSic ki, rodesac kiTxvebi
struqturirebulia, iSviaTi rodia SemTxveva, rodesac respondenti
ramdenime pasuxs uTiTebs maSin, roca saWiroa mxolod erTi variantis
aRniSvna. Seqmnili viTareba rTuldeba imiTac, rom kodirebis procedura
mxolod mTeli cifrebis gamoyenebiT mimdinareobs.

aradamakmayofilebeli xarisxis mqone monacemebTan muSaoba.

aradamakmayofilebeli pasuxebis mqone anketebi brundeba ukan
Segrovebis wertilebSi an aradamakmayofilebel pasuxebs gamotovebuli
mniSvnelobebi mieniWeba an isini srulad daiwuneba.

monacemebis dabruneba Segrovebis wertilebSi. anketebi, romlebic

aradamakmayofilebel pasuxebs Seicaven, Segrovebis adgilebSi brundeba
da interviueri valdebulia, respondents xelmeored Sexvdes da
gamokiTxva Caataros. aseTi midgoma damaxasiaTebelia sawarmoo
marketinguli kvlevebisaTvis, rodesac SerCeva arc ise didia da im
respondentis identificireba, romelmac arasruli pasuxebi gasces, didi
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SromasTan araa dakavSirebuli. magram monacemebi, romlebic meoradi

gamokiTxvisas miiReba, Tavdapirveli pasuxebisagan SeiZleba Zlier
gansxvavdebodnen, rasac gamokiTxvebs Soris arsebuli drois intervali
an sxvadasxva meTodis gamoyeneba (magaliTad, pirvelad-telefonis, xolo
meored-personaluri intervius) ganapirobebs.
gamotovebuli mniSvnelobebis dadgena. Tu anketis dabruneba
Segrovebis wertilSi ekonomikurad gaumarTlebelia, maSin redaqtors
SeuZlia pasuxs gamotovebuli mniSvneloba damoukideblad mianiWos. am
meTodis gamoyeneba rekomendebulia Semdegi pirobebis arsebobisas: arc
Tu ise didia im respondentTa raodenoba, romelTa pasuxebi miCneulia
aradamakmayofileblad; aradamakmayofilebeli pasuxebis xvedriTi wona
mniSvnelovani araa; aradamakmayofilebeli pasuxebi axasiaTeben
cvladebs, romlebic arc ise mniSvnelovania.
aradamakmayofilebeli pasuxebis Semcveli anketebis gafiltvra. am
midgomis gamoyenebisas im respodentebis anketebi, romlebmac
aradamakmayofilebeli pasuxebi daafiqsires, ubralod, daiwuneba da
analizisaTvis ar gamoiyeneba. aRniSnuli meTodi misaRebia Semdeg
SemTxvevebSi: aradamakmayofilebeli pasuxebis wili araa mniSvnelovani
(<10%), SerCevis masStabi didia, aradamakmayofilebeli pasuxebi
damakmayofileblebisagan mkveTrad ar gansxvavdebian (magaliTad,
demografiuli maxasiaTebliT an saqonlis moxmarebis ZiriTadi
TvisebebiT), calkeuli respondentis pasuxebSi aradamakmayofilebeli
pasuxebis wili maRalia, gamotovebulia pasuxebi im kiTxvebze,
romlebic ZiriTad cvladebs exeba.

kodireba. kodirebis procedura gulisxmobs pasuxis TiToeuli

variantisaTvis garkveuli kodis, xSir SemTxvevaSi cifrulis, miniWebas.
kodireba warmoadgens konkretul kiTxvaze konkretuli pasuxisaTvis
kodis miniWebas. kvlevis Sedegad miRebuli da kodis warmomqneli
informacia svetebSi nawildeba.
kodi moicavs miniSnebas svetebis mdebareobisa da informaciis
Sesaxeb, romelic maTSi mocemulia. ase, magaliTad, respondentis sqesi
SeiZleba kodirebuli iqnas Semdegi saxiT: 1-qalebisaTvis da 2-
mamakacebisaTvis. Canaweri Sedgeba Sesabamisi svetebis rigisagan: sqesi,

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ojaxuri mdgomareoba, asaki, ojaxis Semadgenloba, respondentis

samianobis sfero da a.S. respondentis yvela demografiuli da
pirovnuli maxasiaTeblebi, rogorc wesi, mocemulia erT CanawerSi.
Cveulebriv, TiToeuli Canaweri Sedgeba 80 svetisagan, magram aRniSnuli
ar warmoadgens aucilebel pirobas. erT respondentze SeiZleba
arsebobdes ramdenime Canaweri.

monacemebis gardaqmna. monacemebis gardaqmnis procesi gulisxmobs

kodirebuli monacemebis gadatanas cifrul formatSi, diskze, an/da
kompiuteris mexsierebaSi Seyvanas. kompiuterSi monacemebis Seyvana
SesaZlebelia rogorc klaviaturis meSveobiT, ise blankebidan
markerebis/niSnebis aTvliTa da optikur-sensoruli analizis meTodebiT.
blankidan markerebis/niSnebis aTvlis meTodis gamoyenebisaTvis
saWiroa anketis gansazRvrul velebSi specialuri fanqriT pasuxebis
Cawera. mxolod aseTi formiT dafiqsirebuli informaciaa
kompiuterisaTvis aRqmadi. optikuri skanireba gulisxmobs manqanis mier
monacemebis erTdroulad wakiTxvasa da gardaqmnas. optikuri skanirebis
magaliTia Strix-kodebis wakiTxva maRaziaTaA salaroebSi. teqnikurma
progresma xeli Seuwyo sensoruli analizis kompiuterizebuli
meTodebis ganviTarebas, romliTac SesaZlebelia monacemTa Segrovebis
procesis avtomatizeba. kiTxvebi mocemulia specialur kompiuterul
panelze, xolo pasuxebis gadatana kompiuterSi xdeba pirdapir,
sensoruli mowyobilobebis meSveobiT.
klaviaturiT monacemTa Seyvanisas sakmaod rTulia Secdomebis
Tavidan arideba. aqedan gamomdinare, aucilebelia Seyvanili monacemebis
nawilobrivi gadamowmeba. monacemTaA gadasamowmeblad gamoiyeneba
sakontrolo kompiuteri da meore operatori. meore operatori
xelmeored axdens anketebidan monacemebis Seyvanas, Semdgom xdeba
operatorebis mier Seyvanili monacemebis Sedareba. unda gairkves
Seyvanil monacemTa Soris nebismieri Seusabamoba, raTaA aRmoifxvras
Secdoma. damatebiTi droisa da fuladi saxsrebis danaxarjebisa da
imis gaTvaliswinebiT, rom gamocdili operatorebi sakmaod zustad da
praqtikulad uSecdomod muSaoben, sakmarisia monacemebis 20-25%-is
gadamowmeba.

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monacemTa gasufTaveba. monacemTa gasufTaveba gulisxmobs

Segrovebuli monacemebis yovelmxriv Semowmebas da gamtovebul
pasuxebTan muSaobas. marTalia, redaqtirebis etapze monacemebi winaswar
mowmdeba, magram gasufTavebis stadaze Catarebuli Semowmeba ufro
zustia, radgan igi kompiuteruli teqnologiebis gamoyenebiT
xorcieldeba.

9.4.monacemebis analizi da interpretacia

monacemebis Segrovebis Semdeg marketingis mkvlevarebi aanalizeben

monacemebs, romlis mizani Sedegebis ganzogadeba da ZiriTad
maCveneblebs Soris urTierTkavSiris dadgenaa.
yvelaze martivia sabazo analizi. igi gulisxmobs monacemebis
Tavmoyras cxrilebis saxiT, romlis safuZvelzec gaiangariSeba ZiriTadi
maCveneblebis saSualo mniSvnelobebi da dispersia. SedarebiT rTulia
kombinaciuri analizi, romelic ZiriTad maCveneblebs Soris
urTierTkavSiris dadgenas iTvaliswinebs. am miznis misaRwevad
marketingul kvlevebSi statistikuri meTodebi gamoiyeneba. maTi mokle
daxasiaTeba mocemulia qvemoT.
regresiuli analizis saSualebiT ganisazRvreba damokidebuleba
erTi cvladisa meoreze (martivi regresia) an ramdenime cvladisa
erTmaneTze (mravalfaqtoruli regresia). mgaliTad, firmas SeuZlia
Seafasos, Tu rogoraa damokidebuli sxvadasxva saqonlis gayidvis
moculoba sareklamo danaxarjebze, gamyidvelebis raodenobasa da
fasebze.
diskriminaciuli analizis meSveobiT winaswar mocemuli obieqtebis
jgufebi iyofa mraval damoukidebel cvladad, romlis safuZvelzec
ganisazRvreba jgufebs Soris gansxvavebani. magaliTad, maRaziebis
qselis mflobelma kompaniam SeiZleba gansazRvros niSnebi, romliTac

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xelsayrel adgilze ganlagebuli maRaziebi erTmaneTisagan

gansxvavdebian.
faqtoruli analizi saSualebas iZleva mTlianobidan gamovyoT
damoukidebeli cvladebi, romlis mizania moqmedi faqtorebis
raodenobis Semcireba da maTi dayvana ufro arsebiT faqtorebamde.
magaliTad, satelevizio kompanias SeuZlia uamravi teleprograma mcire
raodenobis ZiriTad tipamde daiyvanos.
klasteruli analizis meSveobiT obieqtebis mTlianoba iyofa
calkeul erTgvarovan obiqtebad. aseTia, magaliTad, mosaxleobis dayofa
msgavsi moTxovnilebebis mixedviT.
mravalganzomilebiani skalirebis meTodi gvexmareba obieqtebs
Soris arsebuli damokidebulebis sivrciTi gamosaxvis miRebaSi.
magaliTad, kompiuterebis mwarmoebelma firmam SeiZleba gaanalizos
adgili, romelsac ikavebs misi produqcia konkurentebis markebTan
mimarTebiT.
variaciuli analizis safZvelze ganisazRvreba damoukidebeli
cvladebis damokidebulze gavlenis done. aseTia, magaliTad, imis
dadgena, Tu rogor gavlenas axdens saqonlis SefuTva gasaRebis
moculobaze.

monacemebis raodenobrivi analizi, rogorc wesi, kompiuteris

daxmarebiT sruldeba. marketinguli analizis ZiriTadi saxeebi SeiZleba
Catardes personalur kompiuterze programuli analizis iseTi paketebis
gamoyenebiT, rogoricaa SNAP an MARQUIS , xolo ufro rTuli SPSS-is
daxmarebiT. marketinguli kvlevis kompiuteruli analizi mxolod
raodenobrivi monacemebiT ar Semoifargleba. ukanasknel xanebSi iseTi
programuli paketebi, rogoricaa NUD, IST, kompiuterul potencials
sakmaod rTuli da didi moculobis Tvisebrivi monacemebis
gaanalizebisaTvis iyeneben. magaliTad, teqsturi informacia SeiZleba
mowesrigebuli iyos iseTi maCveneblebis mixedviT, rogoricaa _ `ucolo
mamakaci~, `coliani mamakaci~ da `coliani mamakaci bavSviT~. kompiuteris
meSveobiT SeiZleba movZebnoT iseTi informacia, romelic, coliani
mamakacebis warmodgeniT, avtomobilebSi usafrTxoebis CamonaTvals exeba.

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gansakuTrebul yuradRebas moiTxovs marketinguli kvlevis

Sedegebis interpretacia. erT-erT gavrcelebul Secdomas warmoadgens
mizezisa da Sedegis dadgenis ucodinroba im SemTxvevaSi, roca ori
movlenis Sesaxeb cnobilia mxolod is faqti, rom isini raRacnairad
urTierTdakavSirebulni arian. magaliTad, sareklamo danaxarjebsa da
gayidvis moculobis zrdas Soris kavSiris dadgena aucileblad rodi
niSnavs imas, rom reklamaze danaxarjebis zrda gamoiwvevs gayidvis
moculobis matebas. dasaSvebia, rom reklamis danaxarjebTan erTad
Seicvala sxva marketinguli cvladebi (magaliTad, gamyidvelebis Stati
an samuSao dRis xangrZlivoba).
aRniSnulis gaTvaliswinebiT, Sedegebis interpretaciaSi
mkvlevarebTan erTad monawileoba unda miiRos mareketingis menejerma,
vinaidan igi ufro metad erkveva gamokvleuli problemis arsSi da
kompetenturia saTanado gadawyvetilebebi miRebaSi. zogjer kvlevis
Sedegebis interpretacia SeiZleba sxvadasxvanairad moxdes. amitom
marketingis menejeri da mkvlevarebi, masalebis erToblivad ganxilvis
Sedegad, saukeTeso interpretacias arCeven.

9.5. angariSisa da prezentaciis momzadeba

marketologma angariSi ise unda moamzados, rom monacemebis

statistikuri damuSavebis Sedegad SesaZlebeli iyos mmarTvelobiTi
gadawyvetilebebis miReba. angariSis daweramde mkvlevarma unda
gaiTvaliswinos gadawyvetilebis mimRebi pirebis rekomendaciebi, rac
iqneba imis safuZveli, rom angariSi klients moewoneba.
marketinguli kvlevis Sedegi warmodgenili unda iyos werilobiT
angariSis saxiT. ZiriTadad, is win uswrebs zepir prezentacias.
angariSisa da misi prezentaciis wardgenis Semdeg marketologisa da
klientis urTierToba ar mTavrdeba. mkvlevari klients unda daexmaros
angariSSi garkvevaSi da miRebuli Sedegebis realizaciaSi, Semdgomi

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kvlevebis ganxorcielebasa da misi procesis SefasebaSi. angariSisa da

prezentaciis momzadebis Tanmimdevroba mocemulia 9.2 naxazze.

problemis gansazRvra, problemasTan midgoma, kvlevis gegmis

samuSaoebi

monacemebis analizi

interpretacia, daskvnebi da rekomendaciebi

angariSis momzadeba

zepiri prezentacia

klientebisTvis angariSis wakiTxva

angariSis miRebis Semdeg klientebTan muSaoba

nax. 9.2 angariSisa da prezentaciis momzadeba

angariSis momzadeba. marketologebi TavianTi kvlevebis Sedegebze

angariSs sxvadasxvanairad amzadeben. angariSis formasa da
Sedgenilobaze gavlenas axdens rogorc SemkveTis, ise mkvlevaris
Taviseburebebi (pirovneba, gamocdileba, kvalifikacia). angariSis
Sedgenisas aucilebelia gansazRvruli wesebis gaTvaliswineba.

angariSis forma. anfariSis forma damokidebulia rogorc kvleviT

organizaciebis, aseve TviTon proeqtis bunebaze. qvemoT moyvanilia
rekomendaciebi, romlebze dayrdnobiTac mkvlevars advilad SeuZlia
angariSis dasawerad formis SerCeva. angariSebi, ZiriTadad, moicavs
Semdeg elementebs:
1) saTauri teqsti;
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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.

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angariSis aseTi struqtura mWidro kavSirSia marketinguli

kvlevebis procesebTan. dasaSvebia angariSis ramdenime Tavad
warmodgena. magaliTad, Tu kvlevas CavatarebT romelime erovnul
erTeulze da Semdeg oTx sxvadasxva geografiul regions cal-calke
gavaanalizebT, maSin Sedegebi SeiZleba xuT Tavad warmovadginoT.
saTauri teqsti unda Seicavdes angariSis saxels, mkvlevaris an
kvlevis Camtarebel organizaciis Sesaxeb informacias (saxeli, misamarTi
da telefoni), klienti organizaciis saxels, angariSis Sedgenis TariRs.
Tanmxlebi werili moicavs proeqtis mokle mimoxilvas, klientis
mxridan Semdgomi qmedebis aucileblobas (miRebuli Sedegebis
realizacias, momavali kvlevebis Catarebas da sxv).
kvlevebis Catarebis sanebarTvo werilebi. aseTi werili mkvlevars
egzavneba proeqtis dawyebamde, igi kanoniers xdis saqmianobas da adgens
samuSaoebis Catarebis pirobebs. xSirad sanebarTvo werili Casmulia
Tanmxleb werilSi. am SemTxvevaSi aucilebelia aslis arseboba.
saTauri moicavs angariSis nawilebs Sesabamisi gverdebis
miTiTebiT. bevr maTganSi mocemulia mxolod ZiriTadi Tavebisa da
qveTavebis saxelwodebebi. saTauris Semdgom modis cxrilebisa da
grafikebis, aseve danarTebisa da angariSebis sia.
reziume xelmZRvanelebisaTvis angariSis mniSvnelovani nawilia,
vinaidan mas klienti kompaniis xelmZRvanelebi kiTxuloben. reziumeSi
mokled unda aRiweros kvlevis problema, meTodi da gegma. misi erTi
nawili unda daeTmos ZiriTad Sedegebs, daskvnebs da rekomendaciebs.
reziumes adgenen mTliani angariSis daweris Semdeg.
problemis gansazRvra. angariSis am ganyofilebaSi mocemulia
rekomendaciebi, Tu rogor unda ganixilon problemebi gadawyvetilebis
mimRebma pirebma da eqspertebma. aqve ganixileba meoradi monacemebis
analizi da ganxorcielebuli kvlevebi. garda amisa, masSi aisaxeba
marketinguli kvlevebis problemis mokle formulireba.
problemasTan midgoma. am nawilSi ganxilulia midgoma, Tu rogor
unda gadawydes problema. igi unda Seicavdes Teoriul safuZvlebs,
romliTac xelmZRvaneloben mkvlevarebi. aseTia analitikur modelebi,
saZiebo kiTxvebi, hipoTezebi da faqtorebi, romlebic kvlevis gegmaze
gavlenas axdenen.

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kvlevis gegma. am TavSi Cans ganxorcielebuli kvlevis detalebi.

masSi gaerTianebulia kvlevis gegmis struqtura, saWiro informacia,
pirveladi da meoradi wyaroebis monacemebi, skalirebis meTodebi,
anketis momzadeba da testireba, gadawyvetilebis miRebis meTodis
gansazRvra da samuSaoebi. aRniSnuli sakiTxebi gadmoicema advilad
gasageb stilSi, specialuri terminebis gamouyeneblad. am ganyofilebaSi
aseve ganimarteba arCeuli meTodebis siswore.
monacemebis analizi. aq aRwereba monacemebis analizis gegma da
gamoyenebuli meTodebi (martivad, teqnikuri terminebis gareSe).
Sedegebi. angariSis es nawili yvelaze didia da ramdenime Tavisagan
Sedgeba. xSirad Sedegebi mocemulia ara saerTo xedSi, aramed
gansazRvruli jgufebadac (sabazro segmenti, geografiuli regioni da
a.S.). Sedegebi unda aRiweros SeTanxmebidan gamomdinare an logikuri
TanmimdevrobiT. Sedegebis ganlageba unda eTanxmebodes marketinguli
kvlevis komponentebs. detalebi mocemuli unda iyos cxrilebisa da
grafikebis saxiT.
SezRudvebi da gafrTxilebebi. marketinguli kvlevis yvela proeqti
SezRudulia droSi, biujetSi da sxva faqtorebSi. garda amisa,
SemuSavebuli gegma SeiZleba SeizRuos sxvadasxva Secdomis gamo,
romelTagan zogierTi xSirad sakmaod seriozulia da Sesabamis
ganxilvas moiTxovs. amitom es ganyofileba yuradRebiT unda daiweros.
erTi mxriv, mkvlevari darwmunebuli unda iyos, rom xelmZRvaneloba
Sedegebs daniSnulebis sawinaaRmdegod ar gamoiyenebs. meore mxriv, am
nawilis dacvam ar unda Seasustos SemkveTis ndoba kvlevisadmi an
Seamciros misi mniSvneloba.
daskvnebi da rekomendaciebi. angariSSi sakmarisi ar aris kvlevis
Sedegebis mxolod statistikuri damuSaveba. saWiroa, rom kvlevis
Sedegebsa da daskvnebze dayrdnobiT, mkvlevarma gadawyvetilebis mimReb
pirebs rekomandaciebi misces. amasTan, rekomendacia unda iyos
ganxorcielebadi, praqtikuli da gamoyenebadi gadawyvetilebis miRebis
dros.

prezentacia. marketinguli kvlevis mTeli proeqti waredgineba

klienti firmis xelmZRvanelebs. prezentacia exmareba maT gaigon

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werilobiTi angariSi. amave dros SemkveTi firmis xelmZRvanelobas

SeuZlia nebismieri kiTxvis dasma, romelic mas ainteresebs. vinaidan
mmarTvelTa umetesobas pirveli da saboloo STabeWdileba prezentaciis
daxmarebiT uCndeba, amitom misi roli umniSvnelovanesia.
efeqturi prezentaciis sawindaria gulmodgine momzadeba. gamosvlis
teqsti unda pasuxobdes werilobiTi angariSis logikas da momzaddes
Sesabamisi auditoriis gaTvaliswinebiT. unda ganisazRvros
dainteresebuli pirebisa da monawileebis kvlevis SedegebiT
dainteresebis done, amitom gamosvlis win umjobesia repeticiis
ramdenimejer gavla.
cxrilebi da grafikebi naCvenebi unda iqnes sxvadasxva meTodiT.
flomasteriT an carciT saweri dafebi saSualebas iZleva vaCvenoT
aucilebeli nawilebi. isini gansakuTrebiT sasargebloa SekiTxvebze
pasuxebis gacemis dros. magnituri dafebis daxmarebiT SesaZlebelia
winaswar momzadebuli masalebis wardgena. proeqtoris daxmarebiT
SesaZlebelia, rogorc martivi grafikebis, aseve rTuli sqemebis ekranze
gamotana da misi auditoriisaTvis gacnoba. arsebobs ramdenime
kompiuteruli programa, romliTac efeqturi da mimzidveli slaidebi
miiReba. fokus-jgufebis muSaobisa da sxva samuSao aspeqtebis
saCveneblad gansakuTrebiT efeqturia feradi plakatebi, slaiebi,
videomagnitofonebi da saproeqcio aparatebi.
prezintaciis dros auditoriasTan unda SevinarCunoT mWidro
kavSiri da damswreebs kiTxvebis dasmis SesaZlebloba mivceT.
prezentacia, masSi mocemuli istoriebis, SemTxvevebis, cxovrebiseuli
magaliTebiTa da citatebiT, saintereso da damarwmunebeli unda iyos. ar
unda gamoviyenoT iseTi sityvebi, romlebic msmenelTa gaRizianebas
gamoiwveven. angariSis wakiTxvis dros unda gamoviyenoT Jestikulacia.
dakvirvebuli da Sesabamisi Jestebi azusteben da aZliereben informaciis
zepir gadacemas. gamomxatvel Jestebs iyeneben naTqvamis dasazusteblad.
gamomwvevi Jestebi auditoriaSi momxmareblisaTvis sasurvel gamoZaxils
iwvevs. momxsenebelma unda icvalos xmis simaRle, tembri da
artikulacia. imisaTvis, rom xazi gaesvas prezentaciis mniSvnelobas,
umjobesia, igi Catardes klientis organizaciaSi, maRali rangis
mmarTvelebis TandaswrebiT.

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prezentaciis Semdeg SemkveTi firmis top_menejerebs eZlevaT

gansazRvruli dro angariSis detaluri ganxilvisaTvis.

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Tavi 10. marketinguli kvlevis gamoyenebiTi aspeqtebi

10.1. momxmarebelTa qceva saqarTvelos mineraluri

wylebis bazarze*

momxmarebelTa qcevis Seswavla marketingis umniSvnelovanesi

problemaa.1 ukanasknel xanebSi, gansakuTrebiT, me-20 saukunis bolodan
moyolebuli, marketingul kvlevebSi udidesi yuradReba eqceva
momxmarebelTa qcevasTan dakavSirebul sakiTxebs. Bbarksdalma da
dardenma (Barksdale & Darden) pirvelebma gamoikvlies marketingis mimarT
momxmarebelTa damokidebuleba.2 mogvianebiT, gaskim da eTzelma (Gaski &
Entzel) aRmoaCines, rom marketingis mimarT momxmareblebis damokidebuleba
droTa ganmavlobaSi gaumjobesda.3 vebsterma (Webster) daadgina
mniSvnelovani sxvaoba momxmareblis damokidebulebaSi iseTi
marketinguli elementebis mimarT, rogoricaa produqciis warmoeba,
fasdadgena, reklama da gayidva. 4 momxmarebelTa qcevis Seswavla
aqtiurad mimdinareobs postkomunistur qveynebSi. magaliTad, endriusma
sxvebTan erTad (Andrews et.al) Seiswavla reklamis mimarT momxmarebelTa
damokidebuleba ruseTSi da Seadara igi aSS-s analogiur maCveneblebs.5
vondorma da akimovam (VonDorn & Akimova) gamoikvlies reklamis mimarT
ukraineli da rusi momxmareblebis damokidebuleba da aRmoaCines maTi
msgavseba, rac erTnairi kulturuli garemoTi iyo ganpirobebuli. 6
aseTive kvlevebi Caatares petroviCma da marinovam (Petrovici & Marinova)

*masala emyareba statias: e.urotaZe. momxmarebelTa qceva saqarTvelos mineraluri

wylebis bazarze. Jurnali `ekonomika da biznesi~, 2009. #3, gv. 135-145.

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.

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bulgareTSi da rumineTSi7, lisonskim (Lysonski) malaiziaSi8, Caom da suim

(Chan & Cui) CineTSi9 da sxvebma.
momxmarebelTa qcevis kvleva SedarebiT axalia saqarTveloSi.
n.Toduam, a.apilma da e.qainaqma Seiswavles qarTveli momxmareblebis
damokidebuleba ucxouri produqciisadmi da daadgines, rom
momxmareblebis mier yidvis Sesaxeb gadawyvetilebis miRebaze yvelaze
did gavlenas axdens produqtis warmoSobis qveyana. 10 amasTan, unda
SevniSnoT, rom dRemde naklebadaa Seswavlili calkeuli sasaqonlo
jgufebis mimarT qarTveli momxmareblebis damokidebulebis sakiTxebi.
isini kvlavac saWiroeben saTanado mecnierul damuSavebas. Cven
SevecadeT Segvevso es xarvezi mineraluri wylebis sasaqonlo
jgufisaTvis.
Mmineraluri wyali umniSvnelovanesi produqtia. igi Seicavs
adamianis organizmisTvis sasargeblo elementebs da samkurnalo
TvisebebiT xasiaTdeba. misi miReba aumjobesebs sisxlis mimoqcevas, kuW-
nawlavis traqtis moqmedebas da xels uwyobs organizmidan mavne
komponentebis gamodevnas. Tanamedrove etapze, msoflio masStabiT
garemos dabinZurebam da jansaRi cxovrebis wesis damkvidrebam,
ganapiroba gansakuTrebuli moTxovna sufTa wyalze, romelmac, Tavis
mxriv, mineraluri wylebis moxmareba gazarda. magaliTad, 1980 wels
saSualo amerikeli weliwadSi svamda 6 l butilirebul wyals, 2001
wels ki am maCvenebelma Seadgina 100 l. 11 mineraluri wylebis moxmareba
aseve gaizarda evropaSi. Aamitom mineraluri wylis eqsporti mravali
qveynisTvis Semosavlis mniSvnelovani wyaroa. mineraluri wylebis
msoflio bazarze konkurencia sakmaod Zlieria. Aam mxriv lideroben
aSS, inglisis, germaniis, safrangeTis da espaneTis kompaniebi.12

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

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cnobilia, rom saqarTvelo, miwisqveSa sasmeli wylebis resursuli

potencialis mixedviT, erT-erTi umdidresia msoflioSi. Ggasuli
saukunis 80-iani wlebis bolomde mineraluri wylebi saqarTveloSi
sakmaod maRali tempebiT iwarmoeboda. qarTuli mineraluri wylebi
popularobiT sargeblobda ara marto Cvens bazarze, aramed ucxoeTSic.
samwuxarod, 90-iani wlebis SuaxanebisaTvis, saqarTvelos statistikis
saxelmwifo departamentis monacemebiT, igi Semcirda TiTqmis 30-jer (223
mln 0,5 l boTlidan 10 mln-mde). Ggasuli saukunis bolosaTvis
sxvadasxva sawarmoebSi Semovida investiciebi, dainerga axali
teqnologiebi da warmoebis moculobac mniSvnelovnad gaizarda. MTumca,
rusuli politikis gamo, mdgomareoba isev gauaresda. amJamad kompaniebi
eZeben gasaRebis axal bazrebs, risTvisac aucilebelia swori
marketinguli strategiis SemuSaveba. Ddasaxuli miznis miRweva ki
warmoudgenelia potenciur momxmareblebelTa qcevis marketinguli
kvlevis gareSe.
KaRniSnulis gaTvaliswinebiT, CavatareT marketinguli kvleva,
romlis areals warmoadgenda qalaqi Tbilisi. sul SeirCa 500
respondenti, romlebic mineralur wylebs aqtiurad moixmaren
(ZiriTadad, 18-65 wlis mosaxleoba). kvlevaSi gamoyenebulia
reprezentaciuli raodenobrivi kvlevis, kerZod, pirispir intervius
meTodi. Kkvlevis umniSvnelovanes amocanas warmoadgenda momxmarebelTa
segmentacia.
rogorc cnobilia, bazris segmentaciaSi ganusazRvreli
raodenobis kriteriumi gamoiyeneba. Tumca, unda SevniSnoT, rom ar
arsebobs universaluri kriteriumi, romelic nebismieri sasaqonlo
jgufisaTvis iqneba gamosadegi. Aamitom yovel konkretul SemTxvevaSi
aucilebelia kerZo xasiaTis unikaluri algoriTmis SemuSaveba.
mineraluri wylebis momxmarebelTa tipologiis kvlevaSi ZiriTadi
pirobaa informaciis miReba erTi da igive maCveneblebis safuZvelze. Aam
mizniT CavatareT marketinguli kvleva da SevimuSaveT Semdegi
hipoTezebi:
 mineraluri wylebis momxmarebelTa Soris arseboben erTnairi
jgufebi myidvelobiTi qcevis TvalsazrisiT saerTod da, kerZod,

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iseTebi, romlebic emsgavsebian mineraluri wylebisadmi wayenebul

moTxovnebSi;
 momxmarebelTa analogiuri jgufebi avlenen msgavs samomxmareblo
qcevebs da mineraluri wylebisadmi erTnair damokidebulebas;
 mineraluri wylebis momxmarebelTa tipologis agebisas ZiriTadi
kriteriumi unda iyos yidvisadmi damokidebulebisa da moTxovnis
formirebis done.
aRniSnulis gaTvaliswinebiT, marketinguli kvlevis Sedegad gamoiyo
mineraluri wylebis momxmarebelTa Semdegi segmentebi:
1) konservatori momxmareblebi (10%) - yiduloben erTi da igive
markis, cnobil, adgilobrivi warmoSobis sasmel wyals.
axloblebis azris miuxedavad, isini moixmaren maTTvis sasurvel
produqts;
2) individualuri momxmareblebi (15%) – svamen iseT sasmelebs,
romlebic TviTgamoxatvaSi exmarebaT;
3) novatori momxmareblebi (13 %) – maT moswonT axali sasmelebis
gasinjva da prestiJuli sasmelebis daleva, bezrdebaT erTi da
igive sasmeli da moswonT megobrebisTvis axali sasmelebis
gacnoba;
4) fasze orientirebuli momxmareblebi (17%) – ZiriTadad moixmaren
yvelaze iaf, fasdaklebiT nayid produqcias. isini erTmaneTisagan
ver ansxvaveben mineralur da sasmel wylebs, agreTve butilirebul
da onkanis wylebs;
5) janmrTelobaze orientirebuli momxmareblebi (13%) – mineralur
wylebs moixmaren samkurnalod, TviTSegrZnebis amaRlebisa da
formaSi yofnisaTvis. maTTvis mniSvnelovania, rom sasmeli jansaRi
cxovrebis saSualebas iZleodes.
6) xarisxze/prestiJze orientirebuli momxmareblebi (16%) –
upiratesobas aniWeben maRal xarisxis/fasis mineralur wylebs.
isini umaRlesi xarisxis (Zvirfasi markis) sasmelebs yiduloben
piradi moxmarebisa da stumrebisaTvis;
7) pretenziuli momxmareblebi (16%) – did mniSvnelobas aniWeben
mineraluri wylebis qimiur Semadgenlobas da kaloriulobas.

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M mineraluri wylebidan 100 %-iani cnobadoba aqvs borjoms da

nabeRlavs (ix.diagrama 10.1), Tumca, momxmarebelTa yvelaze didi
nawili (62 %) pirvelad borjoms asaxelebs, 26 %- nabeRlavs, sairmes -
4%, mwvane da msubuq borjoms - TiToeuls 2%, borjomis wyaroebs da
raWis wyals – TiToeuls 1%. danarCeni wyali pirvelad arc
dasaxelebula.
Ddiagrama 10.1
Mmineraluri wylebis brendebis cnobadoba

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%

0% 20% 40% 60% 80% 100%

qarTveli momxmarebeli mineraluri wylebis SeZenisas iTvaliswinebs

sxvadasxva saimijo faqtors. sakuTari imijis, prestiJulobisa da
sandoobis TvalsazrisiT lideria borjomi, samkurnalo maxasiaTeblis
mixedviT – sairme da nabeRlavi, sasiamovno da bunebrivi maCveneblis
mixedviT – bakuriani, optimaluri fasis mixedviT – msubuqi borjomi da
nabeRlavi, kargi SefuTvis mixedviT – sairme da msubuqi borjomi.
yvelasaTvis misaRebi markaa mwvane da msubuqi borjomi.
regularul da sayvarel markebSi wamyvania borjomi (ix. Ddiagrama
10.2). momxmarebelTa 57,8 % borjomis, xolo 28,5 % nabeRlavis
regularuli momxmarebelia. amasTan, sufraze, qeifis, megobrebTan
Sexvedrisa da bunebaSi piknikis dros borjomis momxmarebelTa wili
aRemateba mis regularul momxmarebelTa wils.

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 n.Todua, e.urotaZe

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%

nataxtari 0.3% bakurianis wyaros wylebi 0.3%

bakurianis wyaros geva 0.2%
0.3%
wylebi
baxmaro 0.1% nataxtari 0.2%
baxmaro 0.1%
lomisi 0.1%
lomisi 0.1%
geva 0.1%
TeleTi 0.1%
TeleTi 0.1%
kavkasia 0.1%
kavkasia 0.1%
0% 20% 40% 60% 80%
0% 20% 40% 60% 80%

sayvarel brends momxmarebelTa 54,8 %-saTvis warmoadgens borjomi,

xolo 30,3 %-saTvis nabeRlavi. Yyvelaze erTguli momxmarebeli hyavs
mwvane borjoms, xolo nabeRlavis momxmareblebSi yvelaze metia imaTi
wili, vinc savaraudod regularul brends Seicvlis. sainteresoa is
faqti, rom regularuli brendis moxmareba ufro metad gazardes
qalebma, vidre mamakacebma. amasTan, regularuli brendis moxmareba
yvelaze metad gazardes nabeRlavis nonxmareblebma (22 %-iT). Ees niSnavs
imas, rom bolo erTi wlis manZilze yvelaze didi mateba nabeRlavis
bazarma ganicada. rac Seexeba brendebis urTierTCanacvlebas, kvlevis
Sedegad dadginda, rom borjomis momxmarebelTa 58,8 %, am brendis
gayidvdan gaqrobis SemTxvevaSi, nabeRlavis momxmarebeli gaxdeboda,
xolo igive situaciaSi, nabeRlavis momxmarebelTa 43 % gaxdeboda
borjomis momxmarebeli. aRsaniSnavia, rom alternatiul mineralur
wylebs yvelaze metad nabeRlavis, xolo yvelaze naklebad – mwvane

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borjomis momxmareblebi moixmaren. Aaqve unda SevniSnoT, rom borjomis

momxmarebelTa 76 % alternatiul markad nabeRlavs ganixilavs, xolo
nabeRlavis momxmarebelTa 80 % alternatiulad borjoms moixmars.
kvlevidan gamomdinare, yvelaze didi xnis momxmarebeli hyavs borjoms,
Semdeg modis sairme, mwvane borjomi da nabeRlavi (ix. diagrama 10.3).
amasTan, mineraluri wylebis momxmareblebi ZiriTad brends kviraSi
ramdenimejer moixmaren. kerZod, aseTia momxmarebelTa 45%, yoveldRe –
18%, kviraSi erTxel – 22 %, TveSi 2-3 –jer – 12 %, TveSi erTxel – 3%.
mineraluri wylebis momxmareblebi erT jerze saSualod 300 gram wyals
moixmaren.
Ddiagrama 10.3
Mmineraluri wylebis regularuli brendebis moxmarebis xangrZlivoba

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

10 welze meti 2- 5 wlamde

1 - 2 wlamde 5- 10 wlamde
6 Tvidan 1 wlamde 3- 6 Tvemde
3 Tve da naklebi

qarTveli momxmareblebi mineralur wylebs sxvadasxva mizniT

moixmaren (ix. cxrili 10.1). qalebisaTvis ZiriTadi mizezia
janmrTelobasTan dakavSirebuli problemebis mkurnaloba (37,2 %), xolo
mamakacebisaTvis nabaxusevze TviTSegrZnebis gaumjobeseba (21,8%).
regularuli markis moxmarebis ZiriTadi mizezi borjomisa da

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 n.Todua, e.urotaZe

sairmesaTvis aRniSnuli wylebis gamokveTili samkurnalo efeqtia, xolo

nabeRlavisa da mwvane borjomisaTvis - am markebis gemo (ix. cxrili 10.2).
cxrili 10.1
mineraluri wylebis moxmarebis mizezebi
qali, Kmama- sul
mizezebi % kaci,
%
%
janmrTelobis profilaqtika 62,7 55,9 59,6
janmrTelobasTan dakavSirebuli problemebis 62,2 42,1 53,0
mkurnaloba
wyurvilis mokvla 46,0 50,2 47,9
onkanis wylis dabinZureba 34,9 26,1 30,9
nabaxusevze TviTSegrZnebis gaumjobeseba 3,9 61,1 30,0
sicxeSi gagrileba 27,9 30,0 28,9
sakuTari TavisTvis siamovnebis miniWeba 23,4 27,7 25,4
sakvebis monelebis gaumjobeseba 25,1 24,8 25,0
cxovrebis jansaRi wesis SenarCuneba 22,5 25,2 23,7
ubralod, SeCveva 12,1 13,0 12,3
ojaxSi moxmarebis tradicia 13,4 11,0 12,3
gamxneveba 8,9 12,2 10,4
energiis aRdgena 7,0 11,5 9,0
sxva 28,9 20,3 24,9

K kvlevis Sedegad dadginda is savaWro wertilebi, sadac

momxmareblebi mineralur wylebs iZenen. UZiriTadad, esaa mcire maRaziebi
(73 %). Semdegi adgilebi uWiravs sursaTis maRaziebs (25%),
supermarketebs (21%), daxlebs (9%) da jixurebs (7%). sakmaod mcirea
restornebSi, kafeebsa da barebSi, agreTve saxinkleebsa da sasadiloebSi
mineraluri wylebis myidvelTa raodenoba. Kvlevis safuZvelze
gamoikveTa, agreTve, erTi saintereso tendencia. kerZod, aragazirebul
wylebs regularulad moixmars momxmarebelTa 3,7 %. es niSnavs imas, rom
aragazirebuli wylebis bazari jer kidev asaTvsebelia.
Aamrigad, Catarebuli kvleva saSualebas gvaZlevs gamovavlinoT
mineraluri wylebis momxmarebelTa qcevis Taviseburebebi da bazris
miznobrivi segmentisaTvis SevimuSaoT Sesabamisi marketinguli

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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

programebi. aseTi midgoma ki uzrunvelyofs firmebis

konkurentunaranobas da, Sesabamisad, Semosavlebis zrdas.

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10.2. saqarTvelos bazarze socialuri qselebisadmi momxmarebelTa

damokidebulebis marketinguli kvleva*

21-e saukunis dasawyisSi msoflio ekonomikuri da politikuri

resursebis mTavari mamoZravebeli Zala da globaluri sazogadoebis
formirebis saSualeba gaxda interneti. igi uzrunvelyofs qveynis
ekonomikur ganviTarebas da arsebiTad cvlis pirobebs codnis
ekonomikisaTvis.13 informaciuli teqnologiebis gamoyenebiT sazogadoeba
mudmiv ganviTarebaSia. amitom interneti warmoadgens adamianTa Soris
ideebis gacvlis, samTavrobo da biznes-procesebis mzardaWeris
platformas, romelic sazogadoebrivi azris mobilizebis saSualebas
iZleva.14 interneti afarToebs samoqalaqo cxovrebaSi sazogadoebis
aqtiur CarTvas, qmnis barierebs avtoritaruli reJimebisaTvis.15 ucxoel
mecnierTa (Kevin Hill, John Hughes da sxv) SefasebiT, interneti gavlenas
axdens qveynis demokratiul da ekonomikur ganviTarebaze, agreTve
arsebuli resursebis gonivrul gamoyenebaze. 16, 17

gansakuTrebiT unda aRiniSnos internetis, rogorc Tanamedrove

media saSualebis roli, romelic sxva sakomunikacio arxebTan
SedarebiT, sakmaod efeqturi marketinguli RonisZiebebis
ganxorcielebis saSualebas iZleva. swored internetSi fokusirdeba
socialuri qselebis gamoyenebis mravalferovneba, romelic miznobrivi
auditoriis dakmayofilebis saSualebas iZleva. termini `socialuri
qseli~ pirvelad gamoiyena profesorma j.barnesma (J. A. Barnes). man gasuli

*masala emyareba statias: n.Todua. saqarTvelos bazarze socialuri qselebisadmi

momxmarebelTa damokidebulebis marketinguli kvleva. saqarTvelos ekonomikur
mecnierebaTa akademiis Sromebi. me-9 tomi, gamomcemlobs `siaxle~, Tbilisi, 2011, gv. 240-
260.

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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saukunis 60-ian wlebSi aRwera adamianTa gaerTianeba, romlis mizania

ojaxis, samuSaos, hobis da sxvaTa Sesaxeb erToblivi urTierTqmedeba. 18
socialuri qseli moicavs individualuri pirebis an organizaciebisagan
Seqmnil konstruqcias, romlebsac aerTianebs konkretuli specifikuri
urTierTdamokidebuleba, magaliTad, faseuloba, idea, xedva, finansuri
garigeba, megobroba, konfliqti, vaWroba da sxva. socialuri qseli
sazogadoebrivi normebis swrafi cvalebadobisa da transformaciis
mZlavri instrumentia `socialuri dainficirebis~ procesis meSveobiT. 19

mas aseve ganixilaven, rogorc onlain sazogadoebas, sadac adamianebi

erTmaneTs uziareben mosazrebebs Tavisi an sxvisi saqmianobisa da
interesebis Sesaxeb.20 socialuri qselis saits, rogorc web-ze
dafuZnebul serviss, fizikuri sazogadoebrivi adgilisagan gansxvavebiT,
gaaCnia Semdegi maxasiaTeblebi: Senaxvadoba, mudmivi Canaweri,
informaciis moZieba, mobiloba, faruli auditoria, faruli audiencia. 21

marketologebi socialur qsels komunikaciis umniSvnelovanes

instrumentad miiCneven. socialuri qselis arxi warmoadgens brendis
aRqmisa da produqtis aTvisebis ZiriTad platformas. internet-
momxmareblebisaTvis auditoriis rekomendacia saukeTeso sareklamo
saSualebaa. amitom socialuri qseli ganixileba, rogorc momgebiani
SesaZlebloba, romlis Sedegadac icvleba marketinguli
urTierTqmedebis wesebi. Sesabamisad, marketologebi unda SeeTanawyon
qselur msoflios, romlis mimarTulebiTac moZraobs marketingis
strategia. aRniSnulis gaTvaliswinebiT, k.vebsteri (Webster K.L.) gamoyofs
xuT Zalas, romelic gavlenas axdens socialuri qselebze da
uzrunvelyofs socialuri strategiis efeqtur ganviTarebas. es Zalebia:
TviTorientirebuli Zala, Tanxmobaze orientirebuli Zala, ndobaze
orientirebuli Zala, droze orientirebuli Zala da mizezebze

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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orientirebuli Zala.22 socialuri qselis web-saitebis analizSi

gamoiyofa 5 ZiriTadi principi: ZiriTadi ekonomikuri ganzomilebebi,
Sesabamisi efeqti, socialuri qselis tipologia, virtualuri
identuroba da qseluri organizacia. 23 socialuri qseli muSaobs
avtonomiuri biznes-modelis reJimSi, romlis wevrebi gvevlinebian
rogorc kontentis mimwodeblis, ise momxmareblis rolSi. misi
Semosavlis ZiriTadi wyaroebia: Semosavlebi reklamidan,
xelmowerebidan, grantebidan da socialuri samewarmeo saqmianobidan.
324

socialuri qselebisadmi interesi da misi popularoba mkveTrad

gaizarda onlain socialuri qselebis saitebis ganviTarebasa da
gavrcelebasTan erTad. msoflioSi milionobiT adamiani Tavis
yoveldRiur cxovrebaSi aqtiurad iyenebs socialuri qselis saitebs,
romelic, aseve, mniSvnelovnad zrdis internetis moxmarebas.
Tanamedrove biznesSi sakmaod gavrcelebulia, agreTve, kompaniebis
mier socialuri qselebis gamoyeneba. dReisaTvis, roca drois faqtori
metad mniSvnelovania, xolo konkurencia sakmaod maRali, yvela
organizacia cdilobs, sakuTari SeTavazebebi samizne auditorias
droulad miawodos. Tanac, msoflioSi mimdinare ekonomikuri krizisis
fonze, socialuri saitebi yvelaze reitinguli da popularuli
aRmoCnda. maT hyavT milionobiT aqtiuri momxmarebeli, rac kompaniebs
saSualebas aZlevs moaxdinon sakuTari produqciis gacnoba farTo
auditoriisaTvis da miznobriv momxmareblebTan daamyaron
xangrZlivvadiani urTierTobebi. socialuri qselebi xels uwyoben
brendis cnobadobis Seqmnas da mis popularizacias, kompaniis imijis
formirebas, axali momxmareblebis SeZenas, maT waxalisebas da
umciresi danaxarjebiT (zogjer finansuri danaxarjebis gareSec)
warmatebuli Sedegebis miRwevas.

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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msoflioSi cnobili brendebi TavianT marketingul

saqmianobaSi aqtiurad moixmaren socialur qselebs, rasac aseTi
sakomunikacio arxis momxmarebelTa zrda ganapirobebs. cifruli
samyaros kvlevebis sferoSi lideri kompaniis ComScore -is masalebze
dayrdnobiT, 2008 wels, wina welTan SedarebiT, socialuri qselebis
gamoyeneba msoflioSi gaizarda 25 %-iT, xolo calkeuli regionis
mixedviT socialuri qselis zrda 9 -dan 66 %-mde meryeobda (ix. cxrili
10.3). mocemul periodSi gansakuTrebiT gaizarda (65,7 %-iT) socialuri
qselis axlo aRmosavleTisa da afrikis regionis auditoria, evropis
auditoria - 43,9 %-iT, laTinuri amerikis auditoria - 32,8 %-iT, azia
-wynari okeanis regionis auditoria - 23,2 %-iT, xolo Crdilo amerikuli
auditoria - 9%-iT.

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

analitikuri kompania Compete, Kantar Media company-is monacemebiT,

socialuri qselebis msoflio bazarze 2009 wels liderobda Facebook.
globalur doneze zrdis maRal temps aCvenebdnen, agreTve, Myspace da
Twitter. xuTeulSi Sedis Flixster da Linkedin, xolo 25 saukeTesos aboloebs
Tickle. aRsaniSnavia is faqti, rom 2008 wels lider saits warmoadgenda

263
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Myspace, xolo meore da mesame adgilebs inawilebdnen Facebook da

Classmates. gansakuTrebuli aRniSvnis Rirsia Twitter, romelmac erT
weliwadSi 22-e adgilidan me-3-ze gadainacvla (ix. cxrili 10.4).

cxrili 10.4
msoflios 25 popularuli socialuri qselis saiti (2008-2009 wlebi)*

# unikaluri audiencia Tviuri viziti (ianvari)

saitebis rangi
2008 w 2009 w 2008 w 2008 w
1 Facebook.com 28563983 68557534 326418930 1191373339
2 Myspace.com 65744241 58555800 955057928 810153536
3 Twitter.com 629531 5979052 4166086 54218731
4 Flixster.com 3311187 7645423 6752495 53389974
5 Linkedin.com 3828407 11274160 11155614 42744438
6 Tagged.com 2376671 4448915 10599014 39630927
7 Classmates.com 11978068 17296524 22488912 35219210
8 Myyearbook.com 3019762 3312898 20022490 33121821
9 Livejournal.com 3269895 4720720 16549088 25221354
10 Imeem.com 3342502 9047491 9609990 22993608
11 Reunion.com 6741879 13704990 10109933 20278100
12 Ning.com 1181109 5673549 3816990 19511682
13 Blackplanet.com 2109069 1530329 13746246 10173342
14 Bebo.com 3540465 2997929 19282335 9849137
15 Hi5.com 2424699 2398323 11828458 9416265
16 Yuku.com 921186 1317551 5483587 9358966
17 Cafemom.com 1572890 1647336 6009659 8586261
18 Friensdter.com 1867423 1568439 3625522 7279050
19 Xanga.com 1897345 1831376 5939039 7009577
20 360.yahoo.com 2683277 1499057 9995483 5199702
21 Orkut.com 469664 494464 7093888 5081235
22 Urbanchat.com 385735 329041 3547773 2961250
23 Fubar.com 1667363 452090 6610080 2170315
24 Asiantown.net 147039 81245 3547773 1118245
25 Tickle.com 2105741 96155 6320987 109492

*wyaro: www.compete.com

informaciuli momsaxurebis saerTaSoriso kompaniis Hitwise-is mier

Catarebuli kvlevebiT, socialuri qselebis saitebis oceulSi, 2011 wlis
ianvris kvireuli vizitis monacemebiT, udao lideria Facebook,
romelzedac modis momxmarebelTa saerTo raodenobis 63,25 %. meore
adgilzea YouTube - 19,19 %-iT. maT mniSvnelovnad CamorCeba Myspace,

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momxmarebelTa 2,14 %-iT da Yahoo!Answers - 1,12%-iT. danarCen saitebze

momxmarebelTa vizitis wili 1%-sac ar aRemateba (ix. cxrili 10.5).

cxrili 10.5
socialuri qselis web-saitebis oceuli
(2011 wlis ianvris kvireuli vizitis monacemi)

# saitebis rangi vizitebis wili (%-iT)

1 Facebook 63.25

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

10 Club Penguin 0.32

11 MocoSpace 0.28

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

socialuri qselebis saitebze vizitis sixSiris analizi

cxadyofs, rom socialur qselebs aqtiurad stumrobs momxmarebelTa
raodenobis naxevarze meti (53% ), kviraSi ramdenjerme _ 13 %, kviraSi 1-2

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dRe _ 15%, kviraSi erTxel _ 12 %, xolo TveSi erTxel _ 7 %.25 aseve

sakmaod sainteresoa socialuri qselebis gamoyenebis Taviseburebani
genderuli TvalsazrisiT. kvleviTi kompania ComScore-is angariSi
aCvenebs, rom 2010 wlis maisSi socialuri qselisadmi miswrafebiTa da
dainteresebiT qalTa segmenti, mamakacebTan SedarebiT, ufro aqtiuri
iyo. kerZod, msoflios masStabiT, socialuri qselebis momxmarebelia
qalebis 75.8% da mamakacebis 69.7%. amasTan, aseT saitebze qalTa
segmenti ufro met xansaa dakavebuli. amisaTvis isini yovelTviurad
xarjaven 5.5 saaTs, xolo mamakacebi - 4 saaTs.26
aseT tendencias aqtiurad ayvnen qarTuli kompaniebi, romlebmac
socialur qselSi, umetesad Facebook-ze, sakuTari profilebi Seqmnes. es
iwveves momxmarebelTa aqtiur CarTvas, kerZod, maT yoveldRiurad
TvalSi xvdebaT kompaniis saxeli, logo da produqcia, rac iwvevs
SemdgomSi brendis cnobadobis amaRlebas, axali momxmareblebis
mozidvas da Zveli brendebisadmi momxmarebelTa loialurobis zrdas.
mravali qarTuli kompania, kerZod, Tibisi banki, saqarTvelos banki,
uniqardi, piar kompania „jepra“, aseve gadacemebi - „nanukas Sou“, „dRis
Sou“, „biznes kurieri“, „Sua qalaqSi“, ansamblebi „suxiSvilebi“,
„rusTavi“, „mgzavrebi“ da sxva, aqtiurad moixmaros socialur qsels.
isini sxvadasxva aqtivobis saSualebiT yoveldRiurad Tavs axseneben
momxmareblebs. qarTuli kompaniebis gaaqtiurebas momxmarebelic
Sesabamisad ahyva. isini monawileoben kompaniebis mier SemoTavazebul
gaTamaSebebSi, gamoTqvamen sakuTar azrs sxvadasxva produqtisa da
momsaxurebis Sesaxeb. Sesabamisad, komunikacia ufro interaqtiuli gaxda.
kerZod, momxmareblebs da organizaciebs interaqtiul reJimSi aqvT
urTierTobebi. momxmareblebi yvela sasurvel kiTxvaze Rebuloben
pasuxs, xolo organizaciebi minimaluri danaxarjebiT iReben ukuSedegs.
yovelive es iwvevs saqarTveloSi socialuri qselebis momxmarebelTa
zrdas. aRsaniSnavia, rom dReisaTvis yvelaze popularuli socialuri
qselis Facebook-is momxmarebelTa raodenoba, oficialuri statistikuri

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

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monacemebiT, aWarbebs 360 aTass.27 amitom aucilebelia socialuri

qselebisadmi momxmarebelTa damokidebulebis dadgena marketinguli
kvlevebis safuZvelze. aseTi kvlevis Catareba saSualebas mogvcems
gamovavlinoT kriteriumebi, romlebsac momxmareblebi socialuri
qselis gamoyenebisas eyrdnobian.
saqarTvelos socialuri qselebis bazarze mimdinare procesebis
Sesaswavlad 2010 wels CavatareT marketinguli kvleva, romelic ori
etapisagan Sedgeboda. pirveli etapis ZiriTad amocanas warmoadgenda
Semdgomi gaRrmavebuli SeswavlisaTvis kvlevis jgufis gansazRvra.
aseTi midgomis mizanSewoniloba aixsneba kvlevis TaviseburebiT, kerZod,
saerTo stratificirebuli SerCevidan aucilebelia im fenebis gamoyofa,
romlebic dainteresebulni arian socialuri qselis momsaxurebiT.
amisaTvis ki saWiroa am fenebs Soris procentuli da raodenobrivi
Tanafardobis dadgena. aqedan gamomdinare, warmoiSva
reprezentaciulobis meTodis gamoyenebis aucilebloba. amisaTvis
visargebleT stratificirebuli SerCeviT. rogorc cnobilia,
stratificirebuli SerCeva warmoadgens generaluri mTlianobis
elementebis gardaqmnas sxvadasxva saxis erTgvarovan fenebad.28 Cvens
SemTxvevaSi esaa saqarTvelos mosaxleobis sxvadasxva jgufis gamoyofa,
romlis mizania SerCevis reprezentaciulobis dacva. am maxasiaTeblis
mixedviT Catarda mosaxleobis dajgufeba. Semdgom, TiToeuli jgufis
moculobis proporciulad, movaxdineT amonakrebis formireba iseTn-
nairad, rom igi reprezentaciuli yofiliyo. winaaRmdeg SemTxvevaSi,
momxmarebelTa sxvadasxva jgufis mier socialuri qselebis moxmarebis
monacemebi ar iqneboda sarwmuno.
amonakrebis moculobis gansazRvrisaTvis gamoviyeneT meqanikuri
SerCevis meTodi, romliTac amonakrebis raodenoba (n) gaiangariSeba
29
Semdegi formulis gamoyenebiT:
t2  2  
n 2 ,
t   2  2  

27
http://webimage.ge/index.php?option=com_content&view=article&id=20&Itemid=14
28
Черчилль Г., Браун Т. Маркетинговые исследования. 5-ое изд. / Пер. с англ. СПб.: Питер,
2007, c.421
29
Беляевский И., Кулагина Г., Коротков А. Статистика рынка товаров и услуг. – М.: Финансы и
статистика, 1995, с. 120.

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 n.Todua, e.urotaZe

sadac t aris normirebuli gadaxra, romlis mniSvneloba ganisazRvreba

statistikur cxrilSi mocemuli sando albaTobis mixedviT, 2 aris

dispersia,  - SerCevis cdomileba (Secdoma),  - generaluri
mTlianobis raodenoba.
rac Seexeba sandoobis dones, marketinguli kvlevis Catarebisas,
Cveulebriv, ganixileba misi ori mniSvneloba: 95 % an 99 %. Cven aviReT 95
%-iani sando albaToba, Sesabamisad, t = 1,96. 30

dispersia ganisazRvreba eqsperimentis, meoradi monacemebis, sacdeli

kvlevis an analogiuri kvlevis safuZvelze. Cvens SemTxvevaSi amonakrebi
axlad formirdeba, amitom dispersia ucnobia da viyenebT mis savaraudo
mniSvnelobas. cnobilia, rom udidesi variacia miiReba im SemTxvevaSi,
roca generaluri mTlianobis erTi naxevari (50 %) moixmars mocemul
produqts, xolo meore naxevari (50 %) – ara.31
Sedegebis saimedoobis dadgenisaTvis Cven gamoviyeneT marketingul
kvlevebSi miRebuli Sefasebis sistema. kerZod, maRali saimedooba
uSvebs amonakrebis Secdomas 3 %-mde, Cveulebrivi – 3-dan 10 %-mde,
miaxloebuli – 10-dan 20 %-mde, saorientacio - 20-dan 40 %-mde.32 Cvens
SemTxvevaSi cdomileba aris 4 %.
zemoaRniSnuli monacemebis, agreTve ZiriTadi socialuri qselis
Facebook-is momxmarebelTa saerTo raodenobis gaTvaliswinebiT,
amonakrebis moculoba Cvens SemTxvevaSi iqneba 600 adamiani.
marketingulma kvlevam gviCvena, rom socialur qsels, gasarTobi
daniSnulebis garda, sainformacio saxis datvirTvac aqvs. amasTan,
socialuri qselebis momxmareblebi, ZiriTadad, mandilosnebi arian,
kerZod, gamokiTxuli respondentebis 67% qalia, xolo 33% - mamakaci.
aseve, kvlevam cxadyo, rom ganaTleba mniSvnelovan rols TamaSobs
socialuri qselebis moxmarebaSi. aseTi qselebis momxmareblebi,
umetesad, ganaTlebuli adamianebi arian, kerZod, umaRlesi ganaTleba
aqvs respondentTa 76.5%-s, xolo saSualo ganaTleba - 23,5%-s.

30
Малхотра, Нэреш К. Маркетинговые исследования.. Практическое руководство, 3-е издание.:
Пер. с англ. – М.: Издательский дом `Вильямс~, 2003, с. 449.
31
Голубков Е. П. Маркетинговые исследования: теория, методология и практика. - М.:
Издательство `Финпресс~ , 1998, с. 223.
32
Ядов В. Социологическое исследование: методология, программа, методы. - М .: Наука,
1995, с. 72.

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marketinguli kvevis Sedegad dadginda, rom socialuri qselebis

momxmareblebi, umetesad, axalgazrdebi arian. kerZod, 18-dan 24 wlamde
asakisaa respondentTa 48 %, 25-dan 34 wlamde asakisa - 42 %, 35-dan 44
wlamde asakis - 7 %, 45-dan 54 wlamde asakis - 2 %, 55 welze zeviT - 1%.
socialuri qselebis moxmarebis mizans gansazRvravs, agreTve,
momxmarebelTa demografiuli maxasiaTeblebi. gamokiTxuli respon-
dentebis 35% daojaxebulia, 61,5% - dasaojaxebeli, xolo 3,5% -
ganqorwinebuli.
socialuri qselebis moxmarebaSi erT-erTi mniSvnelovani
faqtoria adamianTa saqmianobis sfero. gamokiTxuli repondentebis
36,5% dasaqmebulia biznesSi, 18,5% - saxelmwifo seqtorSi, 8,5% -
arasamTavrobo seqtorSi, xolo TviTdasaqmebulia 6% da umuSevaria
2%. momxmarebelTa sakmaod mravalricxovani segmentia studentebi. isini
Seadgenen respondentTa 28,5% -s. socialuri qselebis moxmareba, aseve,
damokidebulia respondentTa Semosavlebze, rac, Tavis mxriv,
ganapirobebs internet-sivrcisadmi daSvebis dones. Semosavlebis mixedviT
respondentebi davyaviT Semdeg segmentebad: 600 laramde Semosavali aqvs
45 %-s, 600-dan 1000 laramde - 29,5%-s, 1000 larze zeviT Semosavali aqvs
momxmarebelTa 9,5 %-s, xolo Semosavlebis gareSea 16 % (ZiriTadad,
eseni arian studentebi da umuSevrebi).
marketinguli kvlevis Sedegad gamovlinda is socialuri
qselebi, romlebsac qarTveli momxmareblebi yvelaze metad moixmaren.
procentulad am maCvenebelma sxvadasxva socialur qselTan mimarTebiT
miiRo Semdegi saxe (ix. cxrili 10.6).
aseve saintereso iyo imis dadgena, Tu ramdenad xSirad stumroben
momxmareblebi socialur qselebs. aRmoCnda, rom dReSi ramdenjerme
(3-jer da ufro metad) socialur qselebs moixmars respondentTa 36,5%;
dReSi erTxel an orjer - 42%; sam dReSi erTxel - 10%; kviraSi erTxel
- 3%; iSviaTad (TveSi ramdenjerme) – 8,5%.
rogorc zemoT aRvniSneT, socialuri qselebis moxmarebas
sxvadasxva mizani SeiZleba hqondes. sainteresoa, rom qarTveli
momxmareblebis 94% socialur qselebs moixmars megobrebTan
urTierTobisaTvis, 52% - informaciis miReba-gavrcelebisTvis; 20% -
axali adamianebis gasacnobad; 12% - organizaciis an sakuTari

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saqmianobis reklamirebisaTvis; 12% - sakuTari Tavis realizaciis

mizniT.

cxrili 10.6
qarTveli momxmareblebis mier socialuri qselebis moxmareba

1 Facebook – 87,5%; 11 geoclass.ge – 0,5 %

2 oddnoklassniki.ru – 43% 12 face.ge – 1%
3 Skype – 31% 13 myface.ge – 0,5%
4 myspace.com – 4% 14 forum.ge – 1,5%
5 twitter.com – 2% 15 rumbler.ru – 0,5%
6 vkontakte.ru – 1% 16 Tsu.forum.ge – 1%
7 yahoo.com (e mail) – 2% 17 znakomstva.ru – 0,5%
8 gmail.com – 1% 18 scarf.com - 0,5%
9 hotmail.com – 1% 19 studieVZ.de - 0,5%
10 mail.ru – 0,5% 20 flirk.com - 0,5%

rogorc yvela sakomunikacio saSualebas, socialuri qselebis

moxmarebasac aqvs Tavisi dadebiTi da uaryofiTi mxareebi. Catarebuli
marketinguli kvlevidan Cans, rom mas aqtiurad moixmaren gamokiTxuli
respondentebi, Tumca, sxvadasxvanairad fiqroben isini imaze, Tu ra
dadebiTi Sedegebi moutana maT socialuri qselebiT sargeblobam.
kvlevis Sedegebi ase gamoiyureba: socialuri qselebiT sargeblobam
Zvel megobrebTan urTierTobebi aRudgina respondentTa 63 %-s;
megobrebTan yoveldRiuri kavSiri uzrunvelyo 42%-s; megobrebisa da
maTi megobrebis Sesaxeb ufro meti Setyobis saSualeba misca 32,5% -s;
megobari/partniori/momxmarebeli SesZina 6%-s; Tavisi saqmianobis
popularizaciaSi damexmara 5,5%-s; sapirispiro sqesis adamianebis
gacnobisa da kontaqtis saSualeba misca 3%-s. rac Seexeba
socialuri qseliT sargeblobis uaryofiT mxares, kvlevis Sedegebi
aseTia: 48%-s miaCnia, rom socialuri qselebi arTmeven drois
mniSvnelovan nawils; kompiuterTan xSiri urTierToba aisaxeba 12,5
%-is janmrTelobaze; 10% fiqrobs, rom virtualur urTierTobebs met
dros uTmobs da piradi urTierTobebisTvis naklebi dro rCeba; 16%-
is azriT, ucnob da arasasurvel adamianebs saSualeba eZleva miiRon
maTi piradi cxovrebis Sesaxeb informacia; 10% Tvlis, rom piradi

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monacemebi cnobili da xelmisawvdomi xdeba globaluri

momxmareblisTvis; respondentTa 20%-is dakvirvebiT, socialuri
qselebi iwvevs did damokidebulebas, rac miuRebelia maTTvis;
mxolod 5,5%-saTvis socialuri qselebiT sargeblobas maTTvis aranairi
uaryofiTi Sedegi ar moutania. uaryofiTi Sedegebis miuxedavad
(ZiriTadad, socialur qselebze Zlieri damokidebulebis gamo),
socialuri qselebidan sakuTari profilis waSlis survili saerTod ar
gasCenia respondentTa 57,5%-s, survilis miuxedavad gadawyvetileba ver
miiRo 23,5%-ma da mxolod 19%-ma waSala profili.
cnobilia, rom socialur qselebze sakmaod xSiria ama Tu im
produqtisa Tu servisis Taobaze sareklamo SemoTavazebebi. amitom
sainteresoa, socialuri qselebis saSualebiT, gamokiTxuli
respondentebi gamxdaran Tu ara romelime produqciis an momsaxurebis
momxmarebeli an SeutyviaT Tu ara maT romelime kompaniis arsebobis
Sesaxeb. kvlevam aCvena, rom respondentTa 20,5%-is azriT, gamxdara
aseTi momxmarebeli da kmayofilia kidec; 4% aseve gamxdara
momxmarebeli, magram ukmayofiloa; 59% aseT momsaxurebas ar
icnobs, xolo 16,5 %-s miaCnia, rom SesaZloa gaxdes msgavsi
momxmarebeli.
nebismier mediaSi sareklamo Wra didi doziT, rogorc wesi,
momxmarebelSi gaRizianebas iwvevs. socialuri qselebi socialuri
media marketingis erT-erTi mimarTulebaa da masSic xSiria sareklamo
SemoTavazebebi. amitom, sainteresoa socialur qselebSi sareklamo
Setyobinebebze momxmarebelTa damokidebulebis dadgena. socialuri
qselebi saSualebas iZleva, survilisamebr, gaecno reklamebs an
dabloko maTi miReba. aseT situaciaSi qarTveli momxmareblebis qceva
Semdegnairia: reklamebze ignorirebs respondentTa 61%; ubralod
ecnoba, magram ar interesdeba sareklamo SemoTavazebebiT 19%, xolo
sareklamo SemoTavazebebs Rebulobs 20%.
socialuri qselebis mimarT qarTveli momxmareblebis
damokidebulebis SeswavlisaTvis saintereso iyo gagvego, niSnavda Tu
ara socialuri qselis wevroba maTTvis raime statusis miniWebas.
kvlevis Sedegad dadginda, rom respondentTa 12,5% Tavs grZnobs
Tanamedrove sociumis nawilad; 20% - Tavs grZnobs axlobeli jgufis

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(samegobros, saaxloblos, klaselebis, kurselebis) wevrad; 1,5%-s

miaCnia, rom, realur cxovrebasTan SedarebiT, sakuTari Tavis ufro
metad warmoCenis saSualeba eZleva. respondentTa sakmaod didi nawili
(68%) socialuri qselis wevrobas ar aniWebs aranair statuss.
rogorc zemoT aRvniSneT, ucxouri socialuri qselebi sakmaod
aqtualuri da popularulia rogorc mTel msoflioSi, aseve
saqarTveloSic. maT Sesaxeb gamokiTxuli respondentebis umravlesobas
aqvs informacia da sxvadasxva sixSiriT moixmars kidec. magram ucxouri
socialuri qselebis garda, arsebobs qarTuli socialuri qselebic,
Tumca, maT mimarT qarTveli momxmareblebis damokidebuleba
araerTgvarovania. aseT qselebs saerTod ar icnobs respondentTa 12,5 %,
xolo momxmarebelTa 77%, marTalia, icnobs, magram maTSi gawevrianebuli
araa. qarTuli socialuri qselebis wevria mxolod 10,5%. rogorc
vxedavT, qarTul socialur qselebs cota momxmarebeli hyavs. amitom
sainteresoa imis gageba, Tu rogor aRiqvamen respondentebi qarTuli
socialuri qselebis upiratesobebs da naklovanebebs. kvlevam aCvena,
rom qarTul socialur qselebs aqvT Semdegi upiratesobebi:
SesaZlebelia ucnobi da nacnobi adamianebis Sesaxeb informaciis
martivad miReba (aseTia, magaliTad, tsu.ge); ganixileba nebismieri sakiTxi
da daculia kompetenturobis done, anu kiTxvebze pasuxis miReba
SesaZlebelia kompetenturi adamianebisagan onlain reJimSi; maRalia
informirebuloba, moqniloba (adamianis moZebna SesaZlebelia nebismier
adgilas); xelmisawvdomia zogadi, magaliTad, sauniversiteto
cxovrebasTan dakavSireuli informacia (tsu.forum.ge). amasTan, qarTul
socialur qselebs, respondentTa mosazrebiT, aqvT Semdegi
naklovanebebi: nebismieri socialuri qselis msgavsad, igi adamianebs
xdis masze damokidebuls da arTmevs misTvis Zvirfasi drois
mniSvnelovan nawils; qarTuli qselebi dasaxvewia; konkretul kiTxvaze
srulyofili pasuxis miReba SeuZlebelia. zemoaRniSnuli naklovanebebis
miuxedavad, qarTveli momxmareblebis samomavlo damokidebuleba
qarTuli socialuri qselebisadmi pozitiuria. kerZod, igive sixSiriT
moxmarebas gaagrZelebs respondentTa 59,9%, ufro gaaqtiurebas gegmavs
3%, nakleb dros dauTmobs 32%, xolo gverdis gauqmebas fiqrobs
gamokiTxulTa 5,5%.

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 n.Todua, e.urotaZe

Catarebuli marketinguli kvlevidan SesaZlebelia gavakeToT

Semdegi daskvnebi:
1. internetis ganviTarebam da axali sainformacio teqnologiebis
danergvam Tavisi wvlili Seitana biznesSi. axalma
tendenciebma gavlena moaxdines komunikaciis mimarT
momxmarebelTa damokidebulebaze. socialuri qselis
gansakuTrebuli roli imaSia, rom is interaqtiulia, rac
momxmarebels saSualebas aZlevs, ekontaqtos sasurvel
kompanias, dausvas mas kiTxvebi da iqve miiRos pasuxebi. es
Tavad kompaniisTvisac efeqtiania, radgan ecnoba momxmarebelTa
mosazrebebs miwodebuli produqciis Sesaxeb da SeuZlia
moaxdinos maTze swori reagireba.

2. socialuri qselebis mimarT qarTveli momxmareblis

damokidebulebis kvlevam aCvena, rom socialuri qselebi
maTTvis nacnobia da maT moxmarebas sxvadasxva mizani aqvs,
ZiriTadad, esaa megobrebTan urTierToba, axali adamianebis
gacnoba, informaciis miReba-gavrceleba, organizaciis an
sakuTari saqmianobis reklamireba da sakuTari Tavis
realizacia.

3. qarTveli momxmareblebi Tvlian, rom socialuri qselebis

ZiriTadi damaxasiaTebeli Tvisebaaa miCvevis, mijaWvulobis
gancda. kvlevam aCvena, rom gamokiTxuli respondentebis did
nawils hqonda sakuTari profilis gauqmebis survili, magram
ver moiyvana sisruleSi da agrZelebs mis moxmarebas. kvlevis
Sedegi kidev erTxel adasturebs msoflioSi aRiarebul faqts,
rom socialuri qselis wevroba adamianebs xdis masze
damokidebuls da Znelia misgan Tavis daRweva.

4. qarTulma kompaniebma daiwyes TavianT marketingul strategiaSi

socialuri qselebis aqtiurad CarTea da amas garkevuli
Sedegic mohyva. marketingulma kvlevam gviCvena, rom qarTveli
momxmareblebi ama Tu im produqcias iZenen socialuri
qselebis gavleniT. es niSnavs imas, rom socialuri qselebi ara

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mxolod miCvevas iwvevs, aramed yidvis Sesaxeb

gadawyvetilebis miRebaze axdens gavlenas.

5. qarTuli socialuri qselebisadmi respondentebis

damokidebulebis SeswavliT gamovlinda aseTi qselebis
upiratesobebi da naklovanebebi. kvlevam gviCvena, rom
repondentTa umravlesoba apirebs kidev ufro gaaqtiuros da
gaagrZelos socialuri qselebis moxmareba. es ki rogorc
kompaniebisTvis, aseve momxmareblebisTvis iqneba efeqtiani.
kompaniebi, SedarebiT naklebi danaxarjebiT, meti efeqtis
miRwevas SeZleben, xolo sxvadasxva produqtisa da servisis
Sesaxeb mudmivi informirebulobiT momxmarebelic kmayofili
darCeba.

vfiqrobT, rom Catarebuli marketinguli kvlevis Sedegebi

saintereso iqneba qarTuli kompaniebisaTvis, romlebic cdiloben
TavianT saqmianobaSi gamoiyenon uaxlesi informaciuli teqnologiebi,
biznesi warmarTon socialuri media-marketingis gamoyenebiT, moipovon
momxmarebelTa loialuroba da, Sesabamisad, miaRwion konkurentul
upiratesobas bazarze.

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literatura

1. Todua n. saqarTvelos bazarze momxmarebelTa qcevis marketinguli

kvleva. monografia. gamomcemloba `universali~, Tbilisi, 2012, 327
gv.
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