Using the method of control questions in marketing

Аuthors

Sidelnikov Y. V.^*, Kalmykov N. S.^*, Shevyrenkov M. Y.^*

Moscow Aviation Institute (National Research University), 4, Volokolamskoe shosse, Moscow, А-80, GSP-3, 125993, Russia

*e-mail: sidelnikovy@mail.ru

Abstract

Both the subject and the purpose of the articles research «Using the method of control questions in marketing (CQM)» are stated in its title.
In our research, the authors demonstrated that the application of the CQM as one of the marketing tools could help to reduce the time and financial losses in R&D department of the company. Also, CQM together with kaidzen could establish a great source of new ideas and proposals for the modernization of the company.
Until recently the description of using the CQM has been uncommon in the Russian marketing projects.
In this work, we present the identification of the CQM.
As a result, we showed that the principles of including the method to the list of CQM are the following: mutual purpose of study, specific form of description of the method text structure and, of course, the historical tradition.
The possibility of using one of the options of the CQM (Parnes general-purpose list) for development of recommendations to reduce the negative effect of the crisis of ship-building market to the Board of these companies was demonstrated in this article.
In our research, we presented and justified the use of not only the universal but also the specific lists of control questions in marketing. The full description of one of these methods can be found in the article.
Also, we suppose that using different lists of CQM will greatly assist in solving economic problems related to the development of the new product.
In our research, we establish the new hypothesis of the possibility of the joint use of the CQM and kaidzen.
In our opinion, such combination could be very useful in various cases.
Thus CQM in terms of kaidzen plays the following roles:

• filtration — using CQM can filter the most unsound ideas, saving time to the product devision;
• improvement.

Keywords:

marketing, method of test questions, kaidzen

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