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Author
Kačániová Magdaléna (Constantine the Philosopher University in Nitra, Slovakia), Szabová Edita (Constantine the Philosopher University in Nitra, Slovakia)
Title
Perception of International Web Pages : a Repertory Grid Approach
Percepcja międzynarodowych stron internetowych : podejście Repertory Grid
Source
Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach, 2014, nr 205, s. 59-71, rys., tab., bibliogr. 30 poz.
Issue title
Marketing communication - selected issues
Keyword
Komunikowanie marketingowe, World Wide Web (WWW), Percepcja produktu
Marketing communication, World Wide Web (WWW), Product perception
Note
summ.
Abstract
Niniejszy referat przedstawia Repertory Grid Technique jako uprzedmiotowienie teorii konstruktów osobistych autorstwa G. Kelly'ego. Głównym celem jest przedstawienie Repertory Grid Technique jako psychosemantycznej metody badawczej wraz całym jej potencjałem i ograniczeniami oraz wskazanie potencjału aplikacyjnego w dziedzinie komunikacji marketingowej. Ponadto prezentuje badanie percepcji stron internetowych jako narzędzie bieżącej i przyszłej promocji on-line realizowanej metodą grupowej administracji Repertory Grid Technique.(abstrakt oryginalny)

Presented paper is introducing Repertory Grid Method as an objectification of Kelly´s Theory of Personal Constructs. The main goal is to introduce Repertory Grid as a psychosemantic research method with all of its potential and possible obstacles and point towards the application potential of Repertory Grid in the domain of marketing communication, as well as present a research of the perception of web pages as a medium for current and potential online promotion by the means of group administration of Repertory Grid Technique.(original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
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Bibliography
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ISSN
2083-8611
Language
eng
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