Work program as a necessary strategic marketing research paper

The article is dedicated to one of the methodological problems of conducting marketing research, namely, the necessity and obligation of the research program development. During the study of this problem the author used the secondary analysis of various sources and documents, applied such universal methods of learning as analysis, synthesis, summarizing. This article presents the opinions review on the issue under consideration, provides author’s practical recommendations on the program structure. The research underlines that the reasonable marketing research program can be a guarantor of its implementation at a decent level.