Znaczenie i rozwój metod jakościowych w badaniach empirycznych w marketingu
The importance and development of quality methods in empirical research in marketing

Summary/Abstract: The author of the article discusses the significance of quality methods in market research and marketing research. The paper presents theoretical concept of quality research and advantages and disadvantages of quantity and quality methods and clarifies the concept of mixed methods as well as the gaining of importance of quality methods. Then the application of empirical methods of the market research and marketing research are presented, especially the quality methods, applied in the field of study of marketing in scientific research in Western Europe and the USA. Next the results of research concerning the significance and the range of application of quality methods in market research practice on Austrian and German markets are shown. Finally there is presented the forecast of development of quality methodology and teaching method concerning the market research and marketing research.

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