Triangulacja jako strategia metodologiczna wykorzystywana w badaniach marketingowych
Triangulation as a Methodological Strategy Used in Marketing Research

Summary/Abstract: The purpose of this article is to present the triangulation as a strategy adopted in empirical research by reviewing the ways of its interpretation and functions performed by it, while pointing out, for example its application in the study of price positioning. The basis of methodological considerations is the study of source literature with the scope of the subject undertaken. The knowledge of triangulation´s usage possibilities in its different dimensions (e.g. data, theories, methods or researchers) has the value of application, because it should provide a basis for process design for research companies making marketing decisions in a turbulent environment. Key findings led the author to formulate conclusions highlighting the benefits of adopting a triangulation approach in methodology, such as data validation and confirmation of requests and allowed to look critically at the dangers arising from the use of different theoretical perspectives and different research methods adopted for the description and analysis of the same subject of the study

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