Rola opowieści w badaniach marketingowych

• Autorzy: Jolanta Tkaczyk

Warianty tytułu

The Role of Storytelling in Marketing Research

• Języki publikacji: PL

Abstrakty

Artykuł stanowi próbę przedstawienia metody badań, jaką jest narracja (storytelling), a także oceny przydatności jej wykorzystania na potrzeby marketingu. W artykule zaprezentowano perspektywy badawcze i typy opowieści oraz proces badawczy oparty na tej metodzie. Zostały także przedstawione zalety i wady analizy narracji jako metody badań marketingowych. Dodatkowo całość zilustrowano empirycznym przykładem badań realizowanych przez autorkę. (abstrakt oryginalny)

EN

The article attempts to provide storytelling method of research, and also assesses the suitability of its use for marketing purposes. It presents research perspectives and types of stories and the research process based on this method. The advantages and disadvantages of narrative analysis/storytelling as a method of marketing research were presented. Additionally, all the article was illustrated by an empirical study carried out by the author. (original abstract)

Słowa kluczowe

PL

Marketing; Badania marketingowe

EN

Marketing; Marketing research

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2011
• Numer: nr 236 Badania marketingowe - metody, nowe podejścia i konteksty badawcze
• Strony: 301--310

Twórcy

autor

Jolanta Tkaczyk

• Akademia Leona Koźmińskiego w Warszawie

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