Article 2017
Podejście scenariuszowe w badaniach marketingowych - zastosowanie i ograniczenia
Authors / editors: Ilona Bondos, Marcin Lipowski
Published in: Marketing i Zarządzanie
The purpose of this article is to explain the essence of the scenario approach in marketing research and to evaluate its limitations and applications. This research approach is rarely used by Polish researchers (much more often by authors of publications in reputable foreign jour…
DOI: 10.18276/miz.2017.49-01 · ISSN: 2450-775X