Analysis of general and pharmaceutical world and national marketing research

I. V. Pestun, Z. M. Mnushko


Marketing research is the basis of formation enterprise’s information policy and implementation of management system grounded on adoption of informed management decisions based on modern information. Since information has a price, it is considered as service or commodity. The life cycle of modern pharmaceutical information is characterized by short-term, and information itself is valuable, difficult to gather and interpreted. Market research market participants mark trends in increasing the number of errors, which leads to a rethinking of marketing research methods aimed at personalization and specification of individual research, the introduction of modern information products, programs, information systems.

Aim. To analyze the world market of marketing research and the state of commercial marketing research in the pharmaceutical market ofUkraine.

Results. The area of marketing research in the world is growing dynamically. TheUSA andGreat Britain are considered to have the largest markets,Ukraine occupies the 6th place among the European markets. Research of the pharmaceutical market rank the 3rd among all directions. The paper presents an analysis of the research types and use of automation in the process of marketing research. The analysis of commercial pharmaceutical marketing research, characteristics and directions of marketing companies specializing in research of the pharmaceutical market are presented. The Ukrainian marketing research companies specializes in pharmacy research and there are those for which this is one of the directions of their work.

Conclusions. Research allowed to assess the state of marketing research in the world and inUkraine, among which a sufficiently large share is occupied by the the pharmaceutical market study. At the same time, it has been shown that for today in the periodical literature there is no systematic analysis and generalization of the pharmacy marketing research inUkraine, further analysis in this direction is still relevant.


marketing research; pharmaceutical information; pharmaceutical market


Greenbook research industry trends report. (2018). Available at:

Aitken, M., Clancy, B., Nass, D. (2017). Edited by IQVIA Institute for Human Data Science, USA. Available at:

Iskusstvennyj intellekt v Farme: gde i kak ispol'zovat'? (2017). Available at:

Schmidt, S. (2017). Predicted Market Research Trends for 2017. Available at:

Murphy, L. (2015). The Top 10 Challenges in the Market Research Industry. Available at:

Global Market Research. (2017). Published by ESOMAR, Amsterdam. Available at:

Lylyk, I. (2018). Marketynh v Ukraini,1, 4–24.

GOST Style Citations

1. Greenbook research industry trends report. – 2018. [Електронний ресурс]. – Режим доступу :

2. Aitken, M.The growing value of digital health. Evidence and impact on human health and the healthcare system / M. Aitken, B. Clancy, D. Nass // Edited by IQVIA Institute for Human Data Science, USA. – 2017. [Електронний ресурс]. – Режим доступу :

3. Искусственный интеллект в Фарме: где и как использовать? – 2017. [Електронний ресурс] – Режим доступу:

4. Schmidt, S. Predicted Market Research Trends for 2017. [Електронний ресурс]. – Режим доступу :

5. Murphy, L. The Top 10 Challenges in the Market Research Industry. –2015. [Електронний ресурс]. – Режим доступу :

6. Global Market Research 2017. An ESOMAR Industry Report in cooperation with BDO Accountant & Advisors / Published by ESOMAR, Amsterdam. – 2017. [Електронний ресурс]. – Режим доступу :

7. Лилик, І. Ринок маркетингових досліджень в Україні 2017 рік: експертна оцінка та аналіз УАМ / І. Лилик // Маркетинг в Україні. – 2018. – № 1. – С. 4–24.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Abbreviated key title: Upr. ekon. zabezp. âkostì farm.

ISSN 2519-8807 (Online), ISSN 2311-1127 (Print)