Artykuł ma charakter empiryczny i zawiera przegląd literatury oraz wyniki badań własnych na temat zachowań konsumentów w czasie pandemii COVID-19. Celem artykułu jest diagnoza skali i kierunków zmian polskich konsumentów w zakresie nabywania, użytkowania i pozbywania się produktów. Badania przeprowadzono na kwotowo wybranej próbie 750 respondentów dobranych ze względu na wiek, płeć i wykształcenie. Badania potwierdzają światowe trendy zachowań konsumenckich w zakresie paniki zakupowej we wstępnej fazie kryzysu, ograniczenia wydatków na niektóre kategorie asortymentowe (odzież, obuwie) czy też wzrost zakupów internetowych. Pokazują też odrębność polskich konsumentów odnośnie do asortymentów nabywanych przez Internet czy też planów zakupowych w okresie po pandemii. Analiza wyników wskazuje zależności między obawami przed koronawirusem a miejscem nabywania produktów oraz skłonnością do odkładania zakupów na przyszłość.

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Purpose: The main goal of the paper is to provide an overview of possible applications of the integration of methodological approaches in research projects that aim to complete and verify data. Design/methodology/approach: The paper is methodological. Critical literature analysis was used. The range of possibilities of methodological integration was based on the achievements of Creswell & Plano Clark and Harrison & Reilly. The authors' own research experience allowed outlining the ways of data integration, both in parallel procedures of data collection, where quantitative research in the positivist trend and qualitative research in the interpretative trend were conducted separately and in sequential research, where quantitative research was first carried out, then the results were interpreted and designed, and qualitative research was carried out. The embedded approach was also illustrated, where quantitative data constituted a valuable extension and confirmation of conclusions obtained in qualitative research. Findings: Methodological analysis shows that the third path allows the accumulation of broader and deeper knowledge in research projects than using a single methodological approach. Considering various ways of integrating research approaches, the authors show that the best results in completing and verifying data are achieved using a sequential approach. Practical implications: The article is a methodological guide to the application of an integrated approach in research practice in social sciences, particularly in consumer behavior. Originality/value: The third methodological path is beyond the dominant research trend in social sciences, and in the field of consumer behavior, it is a niche approach. The possible use of this approach is the original contribution of the authors. Keywords: data completion; data verification; third methodological path; mixed methods. Category of the paper: General review.

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Streszczenie: Artykuł ma charakter metodyczny. Jego celem jest zaprezentowanie wyników rozważań na temat możliwości wykorzystania nurtu krytycznego do badań marketingu. Badania marketingu (w odróżnieniu od badań marketingowych) dotyczą gromadzenia wiedzy o marketingu w celu konstruowania i porządkowania jego teorii. Studia literatury przedmiotu pozwalają stwierdzić, że nurt krytyczny jest jedną z trzech metodologii poznania marketingu, jednak marginalizowaną i wykorzystywaną rzadko, ustępującą miejsce przede wszystkim badaniom w nurcie pozytywistycznym, a także interpretacyjnym. W artykule wykazano, że z punktu widzenia kształtowania paradygmatów i koncepcji teoretycznych marketingu podejście krytyczne, ujęte w ramy ontologiczne, epistemologiczne i metodologiczne, jest szczegól-nie przydatne. Może też ono stanowić istotny element integracji procesu gromadzenia wiedzy o marketingu z badaniami pozytywistycznymi i/lub interpretacyjnymi. Słowa kluczowe: nurt krytyczny, badania krytyczne, metodologia badań, marketing, badanie marketingu. Summary:The main goal of this article is to present the results of deliberations on the use of critical trend to study marketing. Marketing studies (as opposed to marketing research) focus on gathering knowledge about marketing to construct and organize its theory. Literature studies allow to conclude that the critical trend is one of three research methodologies in marketing, but marginalized and rarely used, replaced first of all by mainstream positivist research and interpretation research. From the point of view of development of paradigms and theoretical marketing concepts critical approach, framed in ontological, epistemological and methodological rules is particularly useful. It can also be an element of integration of knowledge gathering about markting with positivist and /or interpretative research.

<p><em>In social studies, including marketing studies, proposals for applications of an integrated methodology appear, based on the so-called third methodological path, which is also referred to as the mixed methods. In the article, an attempt is made to outline the cognitive orientation in marketing and picture the ways of connecting approaches in the social sciences as the inspiration for marketing. The aim of the article is to propose a methodology of researching forms and degrees of methodological integration in marketing studies along with diagnosing the scale and forms of methodological integration in marketing studies. Studies of analyses on the application of integrated approaches in marketing research and the author’s own analysis have helped to determine that attempts to research along the third methodological path are being made, however, such studies are rare. Methodological integration is used most often as a research support for the positivist interpretative research. </em></p>

The presented paper is methodical in character. Marketing methodology is an important matter looking from the prism of identifying its scientific status. There are differing views on the scientific status of marketing, nevertheless marketing, from the perspective of scientific cognition, has developed dynamically throughout its entire history. The main objective of this article is to present the methodological dilemmas of marketing in the context of social and economic sciences.The foundations of the methodology of research on marketing cannot be separated from the methodology of social sciences. Marketing belongs to social sciences, so it is based on similar assumptions with regard to the character of reality and scientific cognition. Marketing is engaged in exploring human behaviour and, similarly to other social sciences, makes use of such research methods and techniques. It is difficult to conduct research in the area of marketing without referring to the methodology of social sciences.The article presents the foundations of marketing research methodology, assumptions of the analysis of methodology of research on marketing in comparison to methodology of social and economic research and final remarks.

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