Koszty badań marketingowych – w kierunku zmian
Marketing research costs − towards changes

Summary/Abstract: Research services market is changing faster and faster. Internet, new technologies and the economic crisis are forcing the necessity of research cost reductions. This article is a theoretical and an empirical study to specify value and cost of marketing research. The paper sets the value that marketing research creates decision-making process in the enterprise in comparison with the costs of its implementation. The article shows price components of marketing research (what a principal of the research is paying for) and the factors determining its value (what determines the research price). The study presents the directions of changes in the market research services, including directions for reducing their costs. The content of the article shows that the cost reduction of research is possible thanks to the cheaper and cheaper information technology.

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