Zastosowanie podejścia interpretacyjnego w badaniu zmian zachowań nabywczych konsumentów podlegających akulturacji
The use of an interpretative approachin a study of purchasing behaviour changesof consumers acculturation

Summary/Abstract: The article presents the possibilities of using a case study to acquire knowledge about the changes in consumers’ purchasing behaviour. A case study methodology based on the triangulation of data and research methods is classified into the research strand of an interpretative approach, which is different from a normative approach. The article describes basic guidelines of the interpretative approach and its application in the study of purchasing behavior changes in consumers acculturation.

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