Metoda obserwacji – zastosowania w badaniach marketingowych
The method of observation – application in marketing research

Summary/Abstract: The observational research can be used simultaneously with other research methods, but it can also be carried out independently. The purpose of the article is to identify determinants of applying the method of observation in marketing research. The types of observation are discussed, possibilities of their implementation in consumer behaviour research are identified as well as directions of further development of this method. As an example of an application of the observation method, customer behaviour while using cash machines was analyzed.

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