The role of storytelling in marketing research Cover Image

Rola opowieści w badaniach marketingowych
The role of storytelling in marketing research

Author(s): Jolanta Tkaczyk
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: storytelling; marketing; marketing research

Summary/Abstract: 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.

  • Issue Year: 2011
  • Issue No: 236
  • Page Range: 301-310
  • Page Count: 10
  • Language: Polish