Podejście scenariuszowe w badaniach marketingowych - zastosowanie i ograniczenia
Scenario Approach in Marketing Research – Applications and Limitations

Summary/Abstract: The purpose of this article is to explain the essence of the scenario approach in marketing research and to evaluate its limitations and applications. This research approach is rarely used by Polish researchers (much more often by authors of publications in reputable foreign journals). Meanwhile, the scenario approach is very useful in solving many scientific problems because of the possibility of circumventing the limitations of anticipating the influence of certain dependent variables on the behaviours of the investigated entities. Scenarios allow testing in one study tools that would ordinarily require longitudinal approaches to measure dependent variables. In this sense, scenarios provide valuable information with a significant reduction in input expenditure from primary sources. The basis for the evaluations and conclusions were examples of the scenario approach in research articles as well as authors’ own research experience. The last part of the paper presents the authors’ position of recommending the scenario approach as extremely useful in marketing research as well as valuable tips on how to use the method.

• Details
• Contents