Teoretyczny i realny teren diagnostyki marketingowej
Scientific and Realistic Terrain Diagnostics Marketing

Summary/Abstract: The new rules of marketing studies are possible after the transfer the knowledge from other fields. They will allow us to convert accurate data to necessary information useful in decision-making and development of the company. New methods of the research were called „marketing diagnostics”. Its task will be to recognize the current state (dangerous, harmful, disruptive, normal, favorable development) and to indicate the factors that make existence of any state other than normal. The study area was divided into two parts. First part is the theoretical area (concerning quantitative methods) - there are charts and tables that use for positioning. The second part is the real area where the survey or interviews (qualitative methods) were carried out, where the concept of grounded theory will be applied: theoretical notes, coding, sampling, sorting notes, theoretical sensitivity and triangulation. The marketing diagnostics can activate undeveloped resources in companies. In addition, adequately prepared programs of studying on the management faculties can help to make the students more attractive on the labor market.

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