Badania znaczeń produktów rynkowych z wykorzystaniem programu komputerowego ANTHROPAC

• Autorzy: Adam Sagan

Warianty tytułu

Studies on the Meanings of Marketable Products, Using the Computer Program ANTHROPAC

• Języki publikacji: PL

Abstrakty

W artykule zaprezentowano propozycję metodologii badań znaczeń produktów opartą na powiązaniu technik badań interpretacyjnych z analizą treści. Pozwala ona na identyfikację znaczeniowych efektów strategii komunikacji marketingowej.

EN

The paper is a presentation of theoretical and methodological aspects of the studies on the meanings of marketable products. Here, cultural and anthropological approaches, connected with the use of ethnoscientific techniques and the domain analysis, as their important element, are of special importance. In the paper the results of the carried out empirical studies on the symbolics of marketable products (refreshing drinks), with the use of the computer program ANTHROPAC, are presented. (original abstract)

Słowa kluczowe

PL

Badanie rynku; Metody badań marketingowych; Metody pomiarowe; Analiza wielowymiarowa

EN

Market research; Marketing research methods; Measuring methods; Multi-dimensional analysis

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 2000
• Numer: nr 540
• Strony: 49--64

Twórcy

autor

Adam Sagan

Bibliografia

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