Determinanty jakości badań marketingowych
Intensification of competitive phenomena in times of economic slowdown in the second decade of the twenty-first century has brought a change of outlook and perception of the quality assessment of marketing research. This article aims to analyse the factors affecting the assessment of the quality of research services based on the results of research conducted in 2015 among managers of enterprises using marketing research. The results indicate that the key determinants are research agency experience in the industry and ability to build relationships with customers. These assessments are slightly differentiated by features of the surveyed companies.
More...