Przedmiot i metodyka badań marketingowych w praktyce polskich przedsiębiorstw
Subject matter and methods of marketing research in the practice of Polish enterprises

Summary/Abstract: The article elaborates on the role of marketing research in the context of management processes. In the course of conducted studies, the analysis concerned the way enterprises fulfill information needs through marketing research. The subjects of the analysis were marketing problems for the solution of which adequate knowledge was acquired as well as the research methods and explored sources of information. This paper was prepared based on the results of empirical research conducted in 2011-2013 by the Department of Marketing, University of Lodz on a sample of companies from Lodz Voivodeship.

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