Wykorzystanie jakościowej analizy porównawczej w badaniach postaw i zachowań konsumentów
The application of Qualitive Comparative Analysis in the research on consumer attitudes and behaviour.

Summary/Abstract: The paper aims at presenting Qualitive Comparative Analysis (QCA) as a research method in consumer studies. Realizing this objective, it starts with limitations of linear regression methods in describing consumer behaviours and their determinants. Then, the QCA is presented as a research method that may complement weakness of the tradtional data analysis tools. The empirical example adresses the relationship between consumer values and their attitudes to cause-related marketing. It demonstrates how using QCA may extand our understaing of consumer prosocial attitudes and choices.

• Details
• Contents