Triangulacja podejść metodologicznych w badaniach naukowych z dziedziny marketingu

Chlipała, Paweł

doi:10.15611/pn.2014.336.04

Cited by 7 publications

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“…The second inspiration for these analyzes were the author's own, previous experience with the study of methodological triangulation, also on the basis of publications in Marketing i Rynek (Chlipała, 2014).…”

Section: Methodsmentioning

confidence: 99%

Analysis of Research Approaches Integration in Marketing—Methodological and Empirical Aspects

Chlipała¹

2018

JBTP

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<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>

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Section: Methodsmentioning

confidence: 99%

Analysis of Research Approaches Integration in Marketing—Methodological and Empirical Aspects

Chlipała¹

2018

JBTP

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“…Wiedza marketingowa zdobywana jest przede wszystkim w oparciu o dominujący nurt pozytywistyczny, rzadziej wykorzystuje się także podejście interpretacyjne [Chlipała 2014]. Porównanie tych trzech metodologii pozwala zauważyć duże różnice pomiędzy nimi.…”

Section: Miejsce Nurtu Krytycznego W Metodologii Badań Marketingupersunclassified

Nurt krytyczny w metodologii badań marketingu / Critical trend in marketing survey methodology

Chlipała¹

2016

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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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.

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Synergy of Quantitative and Qualitative Marketing Research − Capi and Observation Diary

Lipowski¹,

Pastuszak²,

Bondos³

2018

ECONOMETRICS

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The purpose of the publication is to indicate the need for a well thought-out combination of quantitative marketing research with qualitative research. The result of this research approach should be a fuller understanding of the research problem and the ability to interpret results more closely, while maintaining the reliability of the whole research process. In the theoretical part of the article, the essence of quantitative and qualitative research, with particular emphasis on the limitations and strengths of both research approaches, is presented. The increasing popularity of qualitative research does not absolve researchers from the prudent attitude towards the whole marketing research process − including the need to verify hypotheses or research questions. Excessive simplification in the approach to qualitative research can distort the essence of marketing research. In the empirical part of the article, the authors presented an example of combining quantitative marketing research with qualitative research − for this purpose, the results of their research will be used (scientific grant from National Science Centre). The CAPI technique (n = 1103) was used in the quantitative study, and observation diaries (n = 110) were used for qualitative research.

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Triangulacja podejść metodologicznych w badaniach naukowych z dziedziny marketingu

Abstract: Informacje o naborze artykułów i zasadach recenzowania znajdują się na stronie internetowej Wydawnictwa www.wydawnictwo.ue.wroc.pl Kopiowanie i powielanie w jakiejkolwiek formie wymaga pisemnej zgody Wydawcy

Cited by 7 publications

References 0 publications

Analysis of Research Approaches Integration in Marketing—Methodological and Empirical Aspects

Analysis of Research Approaches Integration in Marketing—Methodological and Empirical Aspects

Nurt krytyczny w metodologii badań marketingu / Critical trend in marketing survey methodology

Synergy of Quantitative and Qualitative Marketing Research − Capi and Observation Diary

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