Badania marketingowe wobec wyzwań przyszłości: ograniczenia i możliwości ich znoszenia
Marketing research against the challenges of the future: limitations and possibilities of overcoming them.

Summary/Abstract: Contemporary economy of developed countries is dominated quantitatively by small units belonging to the services sector, with weaker potential than big organizations in the sphere of gaining knowledge of the environment of their activities. This situation is influenced by the environment which is more and more complicated over time, The author of the paper tries to draw the readers’ attention to certain possibilities of compensating such drawbacks by the wide incorporation of the personnel of particularly small firms into the area of marketing research and leading them by leaders with relatively broad knowledge of marketing research. The paper is of theoretical character. Its author has not formulated any important creative hypothesis which could be verified or falsified by applying scientific methods describable in such short work. The reflections undertaken in this paper make use of the information from secondary sources and methods applicable to utilizing information from such sources.

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