Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Currently: Marketing i Zarządzanie
Przyczynowość w badaniach marketingowych
(Causality in Marketing Research)
DOI: 10.18276/pzfm.2015.38-25
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| ISSN: | 1509-0507 |
| eISSN: | 2353-2874 |
| Authors: |
Adam
Sagan
Uniwersytet Ekonomiczny w Krakowie |
| Keywords: | causal research causality rules metaanalysis marketing research |
| Issue / book publication date: | 2015 |
| Page range: | 12 (273-284) |
| OAI-PMH: | Metadata |
 
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Abstract
The aim of the paper is to outline of methodological problems of causality in marketing research. The causal research is one of the most important research designs in marketing communication research especially in advertising effectiveness assessment. The key issue tackled in the paper are the understanding of causality in marketing, types of causality research plans and problems of identification of causal relations in non-experimental designs. The paper presents the analysis of empirical papers published in „Marketing i Rynek” journal from the years of 2005–2014.
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