Rozwój badań marketingowych – w kierunku nowych podejść i kontekstów badawczych związanych z funkcjonowaniem przedsiębiorstwa
Development of marketing research – towards new approaches and contexts of research related to the functioning of a company

Summary/Abstract: A creation of the new competitive situations, which are accompanied by changes in consumption expressed through new styles of life, leads to a point in which decision-making processes in companies are becoming more complicated. This is related to the creation of new approaches and research contexts which imply the development of methods, techniques and products of research in various areas of business management. The increasing variability and complexity of the market environment make the study of market phenomena and processes requiring more and more adoption of different methodological perspectives in the examination process, as well as the integration of qualitative and quantitative methods. Consequently it should help generate knowledge at different levels and allow going beyond the knowledge possible to achieve by using only one approach.

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