Zastosowanie badań marketingowych w przedsiębiorstwach usługowych funkcjonujących na terenie Polski
The use of marketing research in service companies operating in Poland

Summary/Abstract: The aim of this papers is to present results of the research concerning, among others, the use of marketing research in Polish enterprises, conducted by employees of the Department of Marketing and Commerce at Nicolaus Copernicus University in 2010. The survey was conducted by a questionnaire method using a sample of 350 enterprises in Poland. In this study, for the accomplishment of the purpose, data concerning only 79 service enterprises was used. The results of the research conducted indicate implicitly that the level of advancement of marketing research in service companies operating in the area of Poland remains relatively low. Out of the researched entities only 16,5% admitted that during the previous three years they had either carried out their own market research or outsourced it.

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