Zmiana paradygmatu w marketingowych badaniach jakościowych?
Change of paradigm in qualitative market research?

Summary/Abstract: For many years, both in Poland and all around the world, nearly 20 percent out of the total expenditure on market research has been incurred on qualitative research methods. The crisis accelerated the renewal of this research formula. As they wanted to economize, qualitative researchers resorted to on-line forms of contacting respondents. Due to high variability and too much relativism on the part of the respondents, the researchers started to use again projection and support techniques. Paradoxically, the lack of trust in declarations became a great opportunity for qualitative research, as it is not so easy to cheat in reactions, gestures, mimics and behaviour as in declarations. At the same time, there is a great deal of methodological freedom in qualitative market research, so an experienced researcher becomes the only guarantor of quality.

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