O DYLEMATACH POMIARU PROZDROWOTNEGO STYLU ŻYCIA W KONTEKŚCIE BADAŃ MARKETINGOWYCH
ABOUT DILEMMAS OF HEALTH MEASUREMENT OF LIFESTYLE IN THE CONTEXT OF MARKETING RESEARCH

Summary/Abstract: An identification of methodology and instruments of the measurement of prohealth lifestyle is a purpose of the article. The work came into existence based on legal resources, literature studies and the experience gathered during the quantitative primary research carried out in the period from March to May 2015 in Lower Silesia on a sample of 415 respondents − children and teenagers, applying a questionnaire having “face to face”(237 respondents) and online (178 respondents) forms. With the subject of the quantitative research there was an identification of knowledge about pro-health conditioning and the implementation of this knowledge in everyday life. The examinations which were carried out allowed for expressing the conclusions concerning the methodology of the measurement of lifestyle. Standardized WHOQoL questionnaires are universally used in medical sciences. However, they do not take into account the number of research problems which would let identify the influence of lifestyle on medical condition and consumer behaviors.

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