Refleksje nad metodami badań w obszarze promocji SMS-owej wśród pokolenia Z
Research methods in the area of SMS-communication within generation Z. Reflections and experiences

Summary/Abstract: The use of mobile devices for daily communication among young people is basically universal. The authors are interested in the attitudes of generation Z to various aspects of m-communication. The paper presents the experiences of using selected research tools aimed at diagnosing the scope of promotion via sms among Polish youth. The paper covers the analysis of failure of research study conducted on the basis of focus research and presents the results of pilot study of originally implemented research method – diary method, used to illustrate the range of use of sms by the generation Z. The results of using the diary method suggests that the generation Z does not favor the promotion via sms and represents a rather negative attitude against this form of marketing communication.

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