ISSN: 2450-775X
OAI
DOI: 10.18276/miz.2018.52-14
Issue archive /
nr 2 (52) 2018
Badania marketingowe ‒ korzyści z rezultatów wobec wewnętrznych ograniczeń podmiotów gospodarczych i środowiska ich działania
(Marketing Research-Benefits from the Results Compared with Internal Constraints of Economic Entities and Environments of their Activities)
| Authors: |
Dariusz
Oczachowski
Politechnika Koszalińska, Wydział Nauk Ekonomicznych |
| Keywords: | marketing research value front-line personnel cognitive culture |
| Data publikacji całości: | 2018 |
| Page range: | 9 (147-155) |
| Klasyfikacja JEL: | M31 |
Abstract
Marketing research undergoes changes along with social changes in the environment wherein it is conducted. The results of such research alter more for worse than for better in relation to the research cost. The paper focuses on this very problem. It has been proposed, in a very preliminary and not developed form, taking up certain measures against this situation, which may be also used in small business organizations: applying, in the widest possible scope, the ,,not-research’’ personnel in the process of conducting a marketing research (during the least demanding stages), creating a cognitive culture necessary to fulfill the previous condition. The present analysis makes use of information from secondary sources from different kinds of social science, thus making the work strictly theoretical.
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