Rola opowieści w badaniach marketingowych
The role of storytelling in marketing research

Summary/Abstract: The article attempts to provide storytelling method of research, and also assesses the suitability of its use for marketing purposes. It presents research perspectives and types of stories and the research process based on this method. The advantages and disadvantages of narrative analysis/storytelling as a method of marketing research were presented. Additionally, all the article was illustrated by an empirical study carried out by the author.

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