Metody badań marketingowych na rynku dóbr luksusowych
Methods of marketing researchfor the luxury goods market

Summary/Abstract: Conducting marketing research is a big challenge for luxury goods manufacturers, requiring the identification of consumers’ needs in the target segment and market conditions, which determine to a large extent the choice of methods of data collection. The article presents three groups of research methods, namely survey, interview and observation, taking into account the specifics of the analyzed market. As a result, the extracted six different methods have been evaluated according to the criteria such as the degree of standardization, cost effectiveness, exclusivity, the method of data measurement, the possibility of analysis and interpretation of data, the awareness of participation in the study, time consumption and the anonymity of measurement.

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