BADANIA MARKETINGOWE W KONTEKŚCIE MOŻLIWOŚCI ICH WYKORZYSTANIA NA POTRZEBY KOMUNIKACJI W SEKTORZE PUBLICZNYM
MARKETING RESEARCH CONSIDERED IN THE CONTEXT OF USING IT FOR COMMUNICATION IN THE PUBLIC SECTOR

Summary/Abstract: The objective of the paper is to present the possibilities of using marketing research by public sector entities, against the evolution and development of methods and techniques relevant to the current market demand (in the light of the expenditure for each type of the research). The public sector is undergoing various transformations, including, among others, the fact that there has been a change in the stakeholders − a supplicant became a client. It is the reason that entities from the public sector begin to appreciate the role of research for better communication with their customers. It can be noticed that there is a growing interest in techniques which require less support from the material base, for instance individual interviews. There is also an increasing role of qualitative research, for instance in the creation of brand or customer service research. The paper discusses the types of research used in support of marketing communication of these entities. The authors intend to inspire a discussion in the presented issues. The paper primarily uses the literature study, comparative analysis and observation method.

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