PRZYCZYNOWOŚĆ W BADANIACH MARKETINGOWYCH
CAUSALITY IN MARKETING RESEARCH
Author(s): Adam SaganSubject(s): Economy, Sociology, Methodology and research technology, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: causal research; causality rules; metaanalysis; marketing research;
Summary/Abstract: The aim of the paper is to outline of methodological problems of causality in marketing research. The causal research is one of the most important research designs in marketing communication research especially in advertising effectiveness assessment. The key issue tackled in the paper are the understanding of causality in marketing, types of causality research plans and problems of identification of causal relations in non-experimental designs. The paper presents the analysis of empirical papers published in „Marketing i Rynek” journal from the years of 2005–2014.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 38
- Page Range: 273-283
- Page Count: 11
- Language: Polish