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36INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 1 ISSUE 5 UIF-2022: 8.2 | ISSN: 2181-3337
WAYS TO ORGANIZE AND DEVELOP MARKETING RESEARCH IN THE LABOR
MARKET Musayeva Shoira Azimovna
Professor of Samarkand Institute of Economic and Service https://doi.org/10.5281/zenodo.7016918
Abstract. In this article, in order to develop the right plan for the development of technical schools, the segmentation and location of the buyers of educational services, and the development of a strategic plan for the development of the educational institution have been developed.
Keywords: labor market, educational service, buyer, segment, development, strategy, education.
ПУТИ ОРГАНИЗАЦИИ И РАЗВИТИЯ МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ НА
РЫНКЕ ТРУДА
Аннотация. В данной статье в целях разработки правильного плана развития техникумов разработана сегментация и расположение покупателей образовательных услуг, разработан стратегический план развития образовательного учреждения.
Ключевые слова: рынок труда, образовательная услуга, покупатель, сегмент, развитие, стратегия, образование.
INTRODUCTION
The modern conditions of the activity of the educational institution are characterized by increasing instability, increasing uncertainty in the external environment, reduction of budget funds and increasing competition in the market of educational services. According to many scientists, an important tool for the successful operation of an educational institution can be the use of strategic planning. Most of the experts are concerned about the spread of existing strategic plans and strategiesemphasizes that it is not sufficiently adapted to the changing market conditions, that the main attention is mainly focused on solving internal problems, and that the interaction with the consumers of educational services is weak. In order to improve the university activity planning system, in our opinion, it is necessary to use marketing tools more actively in making management decisions.
The most important marketing tool for making management decisions in an educational institution is marketing research of the educational services market. In order to unify information in the analytical stage of developing a strategic plan for the development of an educational institution, several existing methods of studying the market of educational services should be supplemented with the analysis of factors affecting the actions and decisions of two market subjects - consumers.
MATERIALS AND METHODS
Our proposed methodology for studying the educational services market includes several
stages.
1) At the first stage of the research, a marketing research concept is developed, which is a document reflecting the main idea of the research. The concession must justify the relevance of the research, determine its goals and tasks, the object and subject of the research, and indicate the time. Choosing and justifying methods, providing research with information is of great importance. A marketing research program is being developed based on the research concept.
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2) In the second stage, according to the research concept, it is necessary to analyze the market of educational services: to assess the size of the market, its capacity, "corporate" structure, the level and seriousness of competition, and to identify the main trends. The task of a comprehensive study of the educational services market is to obtain complete information about the market, its characteristics and development trends. An important stage of the research can be an expert survey, which allows not only subjective, but also objective analysis of the situation in the market of educational services, its development prospects, factors affecting consumers and purchases. Heads of educational institutions, employees of the region's education, youth policy and others can participate as experts.
3) At the third stage of research, it is necessary to analyze the actions of consumers of educational services: life goals, interests, evaluations, desires, motivations for actions, preferences and aspirations related to their internal value system. By studying their consumers, their wishes and privileges, Technical Colleges can offer them exactly what they need and do it better than their competitors. The main task in studying the consumer is to identify the factors affecting their behavior and to analyze the purchasing behavior models (the decision-making process and motives for choosing educational services).
In order to successfully compete in the market of educational services, the management of Pasdargom Service Technical College should know in advance the changes in the wishes of consumers, if not in the educational program, to make timely changes in the equipment of the educational process, organization of consumers. This information is the communication of the educational institutionIt is especially important to develop a marketing and pricing policy, to form a brand. It is necessary to know exactly what is valuable and important for the consumers in shaping the advertising message, developing the advertising activity.
In most markets, less expensive purchases are made or the consumer and buyer can act as one person, and this information may be sufficient to make management decisions. In the market of educational services, it is necessary to analyze the actions of another target audience - buyers of educational services. Studying buyers is one of the most important types of research, because it is they who bring the main benefit to the educational institution by influencing the choice of the consumer and purchasing the educational service. Therefore, regardless of its size and specific features of its activity, the customer is the center of attention of any successful organization. In order to develop the right plan for the development of the technical school, it is necessary to identify the most attractive segments in order to segment the buyers of educational services and determine their location. It is necessary to evaluate the level of influence of various factors at the stages of the purchase decision-making process. It is necessary to analyze the price and other assumptions of buyers.
4) On the basis of data analysis, it is necessary to create a detailed portrait of the consumer of educational services, to distinguish the types and factors of the actions of consumers in the market of educational services. The result of the analysis of the buying behavior should be the segmentation of buyers and the evaluation of the factors of buying behavior in the market.
5) The first stage of research is the development of recommendations for the development of a strategic plan for the development of an educational institution. Also, it is necessary to analyze the research conducted at this stage, the difficulties and mistakes encountered, and develop recommendations for further marketing research.
RESULTS
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In recent years, the analysis of the state of the market of educational services in the Samarkand region made it possible to identify the main trends in the development of this market: The market of educational services in the region is represented by a number of educational institutions of primary, secondary and professional education. The activities of all institutions are interconnected to a certain extent: consumers of primary vocational education may become consumers of secondary and secondary specialized and professional education in the future.
Brief information about educational institutions
2022 as of January
No Educational institutions TM number TM strength Number of available students (2020/2021 academic year) Filling coefficient
1 Vocational schools 37 24190 17479 0.7
2 Technical schools 23 20220 15688 0.8
3 Colleges 14 11605 8664 0.8
Total 74 56015 4181 0.8
In Samarkand region, the potential demand for secondary specialized and professional education services is 41,831 people, but this indicator is constantly decreasing. This is explained by the increasing coverage of family education on the one hand, and the fact that middle school education is paid for on the other hand. The level of migration cannot significantly improve the situation, because the level of emigration is quite high. Against the backdrop of steady decline in demand, the obvious imbalance of this market is an increase in supply. According to statistical data, the offer in the educational services market of Samarkand region in January 2022 amounted to 56,015 people. The price equivalent to the offer in the market is the capacity of the educational services market in the region. A reduction in market opportunities leads to a fiercely competitive environment, which is particularly evident in the field of vocational training. This is also related to the increase in the number of non-state universities. Analyzing the competitive environment of the province gave an opportunity to evaluate it according to two main indicators: the material and technical base of technical schools (the presence of their own territory equipped for the educational process) and the number of students. From the point of view of the material and technical base of technical schools, the market of educational services is described as medium concentration. 74 professional educational institutions in the region from 1998 to today received 26 billion 822 million soums from the Republic and local budgets, including 15 billion 866 million soums from loans from foreign countries, a total of 42 billion 708 million soums for educational laboratories, computer equipment, cars and tractors technique, equipped with mini workshop and workshop equipment. These devices are used in the training process.
DISCUSSION
Analyzing the portfolio of educational services of regional market entities showed that the specialties required in technical schools are healthcare (67%), engineering (11.7%), business and management (3.7%), agriculture, forestry and fisheries (2.9), architecture and construction.
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(2.7%), veterinary medicine (2.7%), computer technologies and informatics (2.6%), service and transport (3.3%), law (1.2%), environmental protection and agricultural machinery (0.8%), production and communication, information (1.2%). Medical and engineering specialties (nursing, paramedic-midwifery, pharmaceutics, installation of water and sewage systems, installation of gas networks, real estate registration) make up the largest share in the training of middle-level specialists.
About the number of students studying full-time education at technical schools in
Samarkand region
INFORMATION
Total so: From the total number of
educa students
T/ Number of educational tion the run pay ment 1st step 2nd stage
r fields numb lat acco gr a nt con trac t
er of gran unt Tota gran cont To
childr en t canc er l t ract tal
Total by region: 14599 2325 1227 4 6773 1306 5395 77 14 9 9 2 672 2
1 Pedagogy - 110,000 1 1 0 1 1 0 0 0 0
2 Art - 210,000 0 0 0 0 0 0 0 0 0
3 Humanities - 220,000 0 0 0 0 0 0 0 0 0
4 Journalism and social information - 310,000 0 0 0 0 0 0 0 0 0
5 Business and management - 320,000 552 142 410 217 85 132 33 5 5 7 278
6 Rights - 330,000 184 27 157 72 0 0 0 0 0
7 Natural sciences - 410,000 0 0 0 0 0 0 0 0 0
8 Engineering work -510,000 1720 286 1434 938 162 776 78 2 1 2 4 658
9 Computer technologies and informatics - 520,000 384 188 196 151 107 44 23 3 8 1 152
10 Production and processing industries - 530,000 133 78 55 66 39 27 67 3 9 28
11 Architecture and construction - 540,000 395 131 264 178 85 93 21 7 4 6 171
Communication and
12 information, telecommunication technologies - 550,000 41 9 32 17 5 12 24 4 20
13 Agriculture, forestry and 431 274 157 143 113 30 28 1 127
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fisheries - 610,000 8 6 1
14 Agricultural machinery -620,000 91 65 26 29 23 6 62 4 2 20
15 Veterinary medicine -630,000 387 217 170 135 135 0 25 2 8 2 170
16 Agricultural irrigation and melioration - 640,000 0 0 0 0 0 0 0 0 0
17 Healthcare - 710,000 9777 609 9168 4600 441 4159 51 77 1 6 8 500 9
18 Social security - 720,000 0 0 0 0 0 0 0 0 0
19 Service - 810,000 264 195 69 93 36 57 17 1 1 5 9 12
20 Transport - 820,000 215 88 127 119 63 56 96 2 5 71
21 Environment - 830,000 24 15 9 14 11 3 10 4 6
22 Security of vital activities -840,000 0 0 0 0 0 0 0 0 0
There is a significant gender difference in the selection of specialties, which is especially noticeable in the selection of a profession in secondary and higher educational institutions. So, among the students studying in education, healthcare, culture and art, economy and management, women made up 74-80%. Males predominate (79-92%) among the students studying higher and secondary engineering-technical education in such specialties as motor vehicles, geology, mineral exploration and exploitation, energy, energy and electrical engineering, metallurgy, mechanical engineering and material processing, automation. In the labor market, graduates with primary and higher vocational education are in greater demand than those with secondary vocational education.
5 professional educational institutions in the 2020-2021 academic year194 junior specialists graduated.The address of residence, passport information of the graduates was collected and a list of names was created.
Today, 185 of the 194 graduates of professional educational institutions (95.4%) have been employed.
Of them, 181 people (93.3%) were employed, 4 people (2.1.0%) entered family educational institutions.
Among the employed graduates, 101 are employed in enterprises and organizations, 25 are working as sole entrepreneurs, 22 are running family businesses, and 33 are engaged in real estate business.
CONCLUSIONS
It is possible to determine the most demanded specialties in the labor market. Professionals of workers for work in mining, production, agriculture, construction and transport and communication fields in primary vocational training. In secondary vocational education -
INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 1 ISSUE 5 UIF-2022: 8.2 | ISSN: 2181-3337
automation and management, culture and art, education and pedagogy, economy and management, construction and architecture, vehicles. The specialties most in demand in the labor market in higher professional education are metallurgy, mechanical engineering, material processing, vehicles, informatics and computer technologies, instrumentation and optics engineering, automation and control, construction and architecture, education and pedagogy, culture and art, energy, energy. and electrical engineering.
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