USER - skala do pomiaru wykorzystania wyników badań marketingowych w przedsiębiorstwie

• Autorzy: Radosław Mącik

Warianty tytułu

USER - Scale for Measurement of Usage of Marketing Research Results in Enterprise

• Języki publikacji: PL

Abstrakty

Celem referatu jest przedstawienie koncepcji metodologicznych skali USER (Use of Market Research) autorstwa Anil Menon i Jamesa B. Wilcoksa oraz propozycji jej adaptacji wraz z wybranymi wynikami badania pilotażowego na male; próbie menedżerów. (fragment tekstu)

EN

Proper management of information becomes a crucial thing for enterprise success in intensely competitive business environment. Measuring information and knowledge usage - both generated from undertaken research is important in such circumstances.
The paper presents methodology and usage possibilities of USER - reliable and valid multidimensional scale measuring the types and extent of knowledge utilization based on the usage of market research - proposed by A. Menon and J. В Wilcox. Advantages of this scale were a main reason for the author to begin translation into Polish and adaptation procedure.
The article contains selected results of the initial preliminary study on small sample of Polish managers using early form of adapted scale. The author also compares some results from original samples used by Menon and Wilcox with results of his own preliminary tests. Main limitations of preliminary tests are considered, as well as full text of scale items (in Polish). (original abstract)

Słowa kluczowe

PL

Badania marketingowe

EN

Marketing research

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu
• Rocznik: 2006
• Numer: nr 1107 Badania marketingowe w przestrzeni europejskiej
• Strony: 528--534

Twórcy

autor

Radosław Mącik

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie

Bibliografia

• Churchill, G. Jr., A Paradigm for Developing Better Measures of Marketing Concepts, "Journal of Marketing Research" 1979 vol. 26.
• Churchill G. A., Badania marketingowe. Podstawy metodologiczne, WN PWN, Warszawa 2002.
• Mącik R., Wykorzystanie Internetu w badaniach marketingowych, Wydawnictwo UMCS, Lublin 2005.
• McDaniel C., Gates R., Marketing Research. The Impact of the Internet, J. Wiley & Sons, New York 2002.
• Menon A., Wilcox J.B., USER. A Scale to Measure Use of Market Research, [w:] R. Deshpandé [red.], Using Market Knowledge, SAGE Publications, Thousand Oaks 2001.