Research Methodology and Organisation of the Research

• Autorzy: Růžena Lukášová , Aleksandra Nizielska , Janka Petrovičova
• Języki publikacji: EN

Abstrakty

EN

In a majority of research approaches, the way the reality subject to research is treated is a key dilemma. The dilemma is manifested in the question whether the reality is external and objective with reference to entities subject to research or whether it is internal and subjective. In social sciences some division into two major directions, i.e. positivistic (quantitative, objective, emic) and interpretative (qualitative, subjective, emic) has been adopted. Such assumptions affect the way the research in question is carried out . In order to reach the research objectives, which were formulated, the combination of the quantitative and qualitative approaches was chosen. This, on the one hand, enabled the quantitative ascertaining of the degree of occurrence of selected indicators of the extent of relationship marketing implementation (in companies and municipal offices investigated) and, on the other hand, the qualitative ascertaining of the way of thinking, feeling, and behaving of the subjects investigated (in relation to the stakeholders). Because the study could not follow up any relevant empirical findings about the degree of relationship marketing implementation and attitudes towards stakeholders in micro and small enterprises and local authorities in the Czech Republic, Poland and Slovakia and with the respect to the nature of the research (pilot research), the research was conceived as an exploratory one and no hypotheses were formulated. (fragment of text)

Słowa kluczowe

EN

Relationship marketing; Marketing research; Tests; Interview method; Small business; Government offices

PL

Marketing relacji; Badania marketingowe; Testy; Metoda wywiadu; Małe i średnie przedsiębiorstwa; Urząd państwowy

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2009
• Tom: Relationship Marketing in Micro and Small Enterprises and Local Authorities - International Comparison
• Strony: 81--90

Twórcy

autor

Růžena Lukášová

autor

Aleksandra Nizielska

• University of Economics in Katowice, Poland

autor

Janka Petrovičova

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