- Author
- Springer Agnieszka, Kulig Arkadiusz
- Title
- Rola i ocena metod psychologicznych stosowanych w jakościowych badaniach marketingowych
Role and Evaluation of Psychological Methods Used in Qualitative Marketing Research - Source
- Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2000, nr 852, t. 2, s. 512-522, bibliogr. 14 poz.
- Keyword
- Materiały konferencyjne, Badania marketingowe, Psychologiczne aspekty marketingu, Metody badań marketingowych
Conference materials, Marketing research, Psychological aspects of marketing, Marketing research methods - Note
- summ.
- Abstract
- Omówiono takie zagadnienia jak: psychologiczne aspekty jakościowego badania marketingowego, wybór teorii psychologicznej jako przesłanka doboru metod badawczych i sposobu interpretacji materiału. Na koniec przedstawiono zagrożenia wynikające ze stosowania metod psychologicznych w badaniach jakościowych.
When using qualitative methods in marketing research we often forget about their origin. It leads to certain irregularities (i.e. improper use of certain methods). The paper attempts to remind the sources of origin of qualitative methods of research. The methods have been classified in 3 basic theoretical psychological trends: psychodynamic, cognitive-behavioral psychology and social psychology. This classification has been the basis for presentation of qualitative methods. The starting point for analysis was adaptation of the process of marketing research to the needs of qualitative research. The completion was an attempt to show dangers and pitfalls awaiting a researcher when realising the project with the use of qualitative methods. (original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics - Cited by
- ISSN
- 0324-8445
- Language
- pol
