Machine-building complex is a system-forming element of Ukrainian economy. Functioning of other industries in many respects depends on the results of its activity. Harsh conditions of globalized economic environment and geopolitical changes taking place in the country have negatively affected the state of machine-building enterprises and determined the need for increasing the level of their economic sustainability. As a result of using the systemic-structural approach, which is being developed in the context of the provisions of systemic economic theory, systemic-structural analysis of economic sustainability of several machine-building enterprises was performed. The study was conducted based on a sample of 16 machine-building enterprises and covered the 2015−2016 period. Economic sustainability was analyzed by way of defining in the structure of enterprises, econometric modeling and assessing the state of four subsystems with different space and time localization and further defining the level of mutual balance. The set of individual parameters for modeling every subsystem was determined mainly by way of regrouping of baseline statistical indicators, as well as expert assessments. Using such an approach enabled to determine structural peculiarities of machine-building enterprises development during the analyzed period and their effect on formation of volatility and stability properties, which ensure their sustainability in space and time. During the analyzed period, the determined disproportions of the subsystems in the structure of enterprises had systemic nature. The identification of economic manifestations of the determined disproportions enabled to formally define non-trivial dependencies between the economic phenomena, which took place in machine building, and to define the nature of their influence on the mechanism of economic sustainability formation. The risks affecting every subsystem under study had volatile nature, that’s why the issue of systemic risk management remains relevant.
It is generally recognized that marketing research determines and/or adjusts the decision-making stages at the enterprise, which ultimately determines the profit or loss from the activity. There has been a slight increase in the volume of marketing research in the hryvnia equivalent on Ukrainian market in recent years. For a complete determination of the sectoral distribution and future trends of this market development, it is advisable to supplement the classification of marketing research and to find out the mutual influence on the results of economic activity. The marketing research has been investigated by foreign researchers, such as I. Ansoff, P. Dixon, F. Kotler, M. Porter, and D. Saunders. Domestic scientists, including S. Garkavenko, Y. Krykavskyy, І.Lylyk, P. Pererva, T. Reshetilova, A. Starostina, Y. Yakovets also concentrated on these issues. However, some aspects of marketing research for ensuring the effective operation of enterprises need to be improved and further developed. The of the article is to study the nature of marketing research, generalize and add classification. Besides, the aim is to determine and to monitor market research in Ukraine and their impact on the results of economic activity of enterprises. In the article defined the marketing research as a process of recognizing a problem, collecting, identifying, and interpreting data. It should be in accordance with the purpose of the study to make a decision or confirmation of a previously approved one. It has been summarized the classification according to the subject of the study: research of market and counteragents, research of the marketing environment, research of the complex of marketing instruments. It has been stated that marketing research should be systematic and complex. It is necessary to identify the problem and opportunities for further decision. Besides, it also needs to consider marketing research as a coherent and pre-planned process to cover most aspects of the subject. The Ukrainian market of marketing research in 2017 has undergone significant changes. According to the Ukrainian Association of Marketing (UAM), the turnover of the market in 2017 amounted to about 992.07 million UAH. or $ 35.35 million [8]. It was observed that peak volumes of Ukrainian market were in 2008 and 2013. However, the smallest mark of UAH 32.3 million was in 2016. It should be noted that the volume of the market has been growing in the hryvnia equivalent throughout the period under study. The results of the analysis show a general growth of the market by 9.3% in 2017 compared to the previous one. The food industry, beer and low-alcohol beverage producers, and the perfume industry play significant role on the business-to-consumer (B2C) market. This market takes the largest share of marketing researches. Thus, in 2016, the category of the food industry had almost 10% in a whole structure; in 2017 the category has been increasing to 13.4%. Producers of tobacco products showed a significant increase from 3.23% to 8.20%. In the sectoral distribution of marketing research, the B2B market has a relatively small share, but in 2017 it was already 27.58%. The pharmaceutical industry has been growing significantly from 10.4% in 2016 to 18.7% in 2017 [8]. The existence of the link between the conducted marketing researches and increase of profit at the enterprises has been defined. It has been included the following areas: industry; wholesale and retail trade; information and telecommunications; financial and insurance activities; professional, scientific and technical activities. To summarize, the marketing researches ensure the effective functioning of the company in the market through the detection of problems, search, and collection of relevant data for decision making. It is appropriate to consider marketing research according to the category of customers - B2B and B2C, or by sectoral distribution. The growth of the Ukrainian market of marketing research has shown the gradual increase in demand, and the growth of its role for modern enterprises in the recent years.