TRANSFORMATION OF MARKETING RESEARCH INSTRUMENTS IN THE ERA OF DIGITALIZATION

The article analyzes the impact of digital transformation on the field of marketing research. The author emphasizes that the changes are manifested not only in the emergence of innovative methods, but also in the introduction of digital technologies into traditional existing research approaches, which contributes to their updating, significantly increases the possibilities of application, flexibility, accuracy and effectiveness. The role of specialized online services that expand the possibilities of data collection, processing and interpretation is considered. The key advantages of digital tools are noted, such as the speed of obtaining information, scalability and expanding the geographical reach of the audience. At the same time, there are also existing challenges: risks of distortion of results, problems of personal data security and compliance with ethical standards. The article also focuses on the trends in the further development of marketing research tools and assessing their impact on management decision-making in the context of accelerating digitalization and a dynamically changing market environment.