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Zastosowanie zogniskowanego wywiadu grupowego do oceny jakości obsługi pacjentów przewlekle chorych

Author(s): Iga Rudawska / Language(s): Polish Issue: 336/2014

An important element of the assessment of the quality of service of chronically ill patients is to identify their unmet needs, expectations and experiences with health care in chronic conditions. For this purpose qualitative studies have been applied. Qualitative study included focused group interview in the form of an open discussion with chronic patients. The main objective of this paper is to present the use of focus groups to identify the attributes of service quality of chronically ill patients.

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Zogniskowane wywiady grupowe w badaniach zachowań młodych dorosłych na rynku usług finansowych

Author(s): Grzegorz Maciejewski / Language(s): Polish Issue: 336/2014

The article aims to show the application of the focus group interview method (FGI) in the research of the young-adults behaviors on the market for financial services. The author presents the advantages and disadvantages of the method illustrated with his own research conducted in October 2013 on two groups of respondents representing young-adults of the Silesian Voivodeship. With the use of this method it was possible to get much information about the nature of the phenomenon examined and to prepare the scope of quantity research.

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Badania kodów kulturowych w tworzeniu marketingowych modeli biznesu

Author(s): Magdalena Sobocińska,Krystyna Mazurek-Łopacińska / Language(s): Polish Issue: 336/2014

The ongoing changes in consumers’ behaviour rise the need to construct new business models on one hand, and on another market research needs to be performed in an innovative way in order to identify new trends in consumption. The position of the respondent of the research process is also changing: the respondent becomes a partner in creating offers. Research which the results can be basis for building new marketing models of business requires recognition of cultural codes and a holistic view of the research and often the use of different approaches and research methods. Ethnographic and semiotic research programs are among others applied in this area.

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Zastosowanie podejścia interpretacyjnego w badaniu zmian zachowań nabywczych konsumentów podlegających akulturacji

Author(s): Agata Stolecka-Makowska / Language(s): Polish Issue: 336/2014

The article presents the possibilities of using a case study to acquire knowledge about the changes in consumers’ purchasing behaviour. A case study methodology based on the triangulation of data and research methods is classified into the research strand of an interpretative approach, which is different from a normative approach. The article describes basic guidelines of the interpretative approach and its application in the study of purchasing behavior changes in consumers acculturation.

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Zastosowanie modelowania ścieżkowego do wyznaczenia przebiegu procesu lojalnościowego wśród klientów lubelskich centrów handlowych

Author(s): Łukasz Skowron / Language(s): Polish Issue: 336/2014

In the article the author presents results of the primary research conducted among the group of over 1000 clients of shopping centers located in Lublin. The analyses which were carried out allowed to construct the path relation model of the process of building customer satisfaction and loyalty on the analyzed market. Obtained data show how clients evaluate value of the offer of separate shopping centers located in Lublin. What is more they additionally prove that every shopping center possesses different set of key success factors which are the main determinants of decision making process on the market.

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Metody CMMI i SGMM oceny dojrzałości procesu innowacji i wprowadzania produktu na rynek

Author(s): Ireneusz P. Rutkowski / Language(s): Polish Issue: 336/2014

This article discusses some of theoretical and empirical evidence of value obtained from investing in product innovation process improvement and introduction of a product on the market using the Capability Maturity Model (CMM) and SGMM (Smart Grid Maturity Model). Business drivers for process improvement and some challenges in organization change are described, along with data on the impact on the new product success of achieving the five maturity levels in the CMM. From an executive perspective, the crucial point is that the continual improvement depends on systematically addressing the problems facing the organization − regardless of the improvement framework selected in the product innovation process − irrespective of the chosen structure improvements..

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Interpretacyjne konsekwencje oceny stabilności opinii respondentów w badaniach konsumpcji, oszczędzania i inwestowania

Author(s): Jadwiga Stobiecka / Language(s): Polish Issue: 336/2014

In the paper the attention is paid to the specificity of research relying on the consumers’ opinions. A method of opinion stability measurement using the modified constant sum scale was presented. The influence of stable and unstable opinions on the final results of the analysis of the importance of purposes for which the household could allocate its financial resources was discussed. The analysis of the multitrait-multimethod matrix revealed the purposes which were difficult for consumers to assess. Neither convergent nor discriminant validity was present for classes defined as extremely unstable and unstable. The results for people representing moderately unstable opinions should be interpreted with caution too.

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Metody badań marketingowych na rynku dóbr luksusowych

Author(s): Agata Dziakowicz-Grudzień / Language(s): Polish Issue: 336/2014

Conducting marketing research is a big challenge for luxury goods manufacturers, requiring the identification of consumers’ needs in the target segment and market conditions, which determine to a large extent the choice of methods of data collection. The article presents three groups of research methods, namely survey, interview and observation, taking into account the specifics of the analyzed market. As a result, the extracted six different methods have been evaluated according to the criteria such as the degree of standardization, cost effectiveness, exclusivity, the method of data measurement, the possibility of analysis and interpretation of data, the awareness of participation in the study, time consumption and the anonymity of measurement.

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Potencjał wykorzystania serwisów społecznościowych w badaniach jakościowych

Author(s): Olgierd Witczak / Language(s): Polish Issue: 336/2014

The article concerns the potential use of social network sites (SNS) in qualitative research. The possibilities and limitations of social network sites as a plane and the instrument to use in selected methods and techniques of qualitative research are described. Social networks tend to be attractive, but so far they have been used to a limited extent as a plane to conduct qualitative research. In the near future the increase of supply of marketing research agencies in the area of qualitative research in social networking sites is expected.

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Niejednoznaczność statusu metodologicznego internetowego wywiadu grupowego i jego poszczególnych odmian

Author(s): Iwona Escher / Language(s): Polish Issue: 336/2014

A group interview (its classical form, i.e. interview in which there is a direct contact between respondents and moderator) is the main method employed in qualitative marketing research. Therefore it is not surprising that most cases of transferring the qualitative research methods to the virtual space precisely concern the method of group interview. The author of the article notices that as a result of these attempts this method, however, loses (to a much greater extent than the IDI method which is moved to the Internet) a lot of its key attributes which determine the specificity of the method and its belonging to the categories of group interviews and qualitative research methods (and in the case of its two types based on written communication, it seems they lose even crucial attibutes to call them an interview).

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Metodyczne aspekty badania postaw konsumentów (na przykładzie rynku produktów ekologicznych)

Author(s): Lucyna Witek / Language(s): Polish Issue: 336/2014

The paper characterizes the consumers’ attitudes and analyzes functions and their measures. It shows a role of Fishbein model in the consumers’ attitudes analyses. The work presents problems of research of consumers’ attitudes on example the market of green products.

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Skuteczność wybranych metod komunikacji z respondentami w badaniach internetowych

Author(s): Krzysztof Kapera,Mariusz Kuziak / Language(s): Polish Issue: 336/2014

Continuing growth in the number of interview surveys conducted online results in the decreasing survey response rates. Already huge and still growing non-response error is a serious concern for online researchers, as it affects population coverage and may lead to biased results. In this article a few factors that affect response rates in online surveys have been investigated, especially with regard to surveying companies. These include social proof and influence, authority (academic survey affiliation), and survey topic scope and salience. The obtained results of the two-phase experiment show that informational content of e-mail invitations may significantly increase and decrease the response rate in online surveys.

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Triangulacja podejść metodologicznych w badaniach naukowych z dziedziny marketingu

Author(s): Paweł Chlipała / Language(s): Polish Issue: 336/2014

The article presents the problem of triangulation of methodological approaches in the research field of marketing. There are presented the theoretical and methodical aspects considering the scope and components of the methodological approaches’ integration and proposals how to conduct an analysis of research projects’ triangulation. This article presents the results of the analysis of the scale and areas of triangulation in scientific marketing research published in the journal “Marketing i Rynek” in the years 2012-2013. The analysis indicated that the triangulation of methodology is used rarely as a research orientation, but it is applied. We can also find many examples of different types of triangulation in terms of NK Denzin.

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Facebook jako obszar prowadzenia badań marketingowych

Author(s): Agnieszka Dejnaka / Language(s): Polish Issue: 336/2014

Social media are currently the field of marketing research in three main areas: site-centric, user-centric and quality-centric. These studies are an extremely important source of information especially about the behavior of consumers and their needs. In addition, the research in the area of site-centric and quality-centric allows to adjust service area managed by the company to meet the needs of Internet users in order to increase conversions and interactivity in communication. The paper presents selected methods of marketing survey on the Internet and in social media on the example of the social networking site Facebook.

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Rozwój innowacji społecznych a badania marketingowe

Author(s): Anna Olejniczuk-Merta / Language(s): Polish Issue: 336/2014

Social innovation is not a new phenomenon. It has existed and developed for a century. It changes with socio-economic development. Particularly large changes in its content and meaning are taking place today. Social innovation, like other types of innovation, is a pro-development factor. The awareness of this makes it more widely regarded as a factor of development of innovative economy and an innovative society. Its share in shaping this development has remarkably increased. This in turn contributes to the increase in demand for information and marketing research. The article shows the relationship between the development of social innovation and the use of marketing research.

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Zmiana paradygmatu w marketingowych badaniach jakościowych?

Author(s): Arkadiusz Wódkowski / Language(s): Polish Issue: 336/2014

For many years, both in Poland and all around the world, nearly 20 percent out of the total expenditure on market research has been incurred on qualitative research methods. The crisis accelerated the renewal of this research formula. As they wanted to economize, qualitative researchers resorted to on-line forms of contacting respondents. Due to high variability and too much relativism on the part of the respondents, the researchers started to use again projection and support techniques. Paradoxically, the lack of trust in declarations became a great opportunity for qualitative research, as it is not so easy to cheat in reactions, gestures, mimics and behaviour as in declarations. At the same time, there is a great deal of methodological freedom in qualitative market research, so an experienced researcher becomes the only guarantor of quality.

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Kontrfaktyczno-porównawcze studium przypadku w marketingu usług zdrowotnych

Author(s): Ewa Nowakowska,Adam Sagan / Language(s): Polish Issue: 336/2014

The aim of the paper is to present the rules of using qualitative comparative analysis in counterfactual comparative case study. The analysis includes an identification of the structures of relationships that form the patient satisfaction in the diagnostic department of one of hospitals in Krakow. Boolean algebra using QCA library of the R statistical package was applied in the analysis.

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Techniki pomiaru kompatybilności marek i idei kulturowych

Author(s): Monika Hajdas / Language(s): Polish Issue: 336/2014

The article presents the current state of research on strategic fit between a brand and various initiatives connected with it. Numerous studies have shown that high strategic fit positively affects the communication effects associated with a brand. However, there were no research previously conducted on strategic fit between a brand and selected cultural idea. The article presents an outline of the concept of cultural branding and existing literature postulates about how to connect brands and cultural ideas. Despite the evolving concept of cultural branding, there is lack of research methodology to evaluate the degree of strategic fit between brands and cultural ideas. This article is an attempt to fill this gap - it offers test methodology that allows the evaluation of strategic fit and choosing the right cultural idea for a brand.

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Zróżnicowanie technik badawczych w badaniu motywacji zakupowych konsumentów żywności funkcjonalnej

Author(s): Magdalena Olejniczak / Language(s): Polish Issue: 336/2014

The fast development of quantitative and qualitative functional food market in Poland causes that producers are looking for in-depth information about the consumer behavior purchasing analyzed food products. However, they meet a number of problems connected with the fact that still the most of consumers have problems with identifying a functional food products. This article attempts to present the use of different research techniques for determining consumer purchasing motivations on the functional food market.

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Techniki badawcze wykorzystywane w badaniu cyklu życia gospodarstwa domowego

Author(s): Tomasz Olejniczak / Language(s): Polish Issue: 336/2014

Determinants of consumer behavior process and mechanisms of behavior are reflected in models of consumer behavior. A variety of factors determining consumer behavior is taken into account in models to a varying extent. One of important determinants is the household life cycle, which involves changing the behavior of consumers (household members) together with the maturation of people who form it. Research of the life cycle, as well as the study of consumers behavior that are at different stages of its duration, is based on the use of various techniques. The article is illustrative and its goal is to present the application of various techniques for determining household behavior (and its members) on different phases of its life cycle.

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