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Liczba wyników
2011 | nr 236 Badania marketingowe - metody, nowe podejścia i konteksty badawcze | 301-310
Tytuł artykułu

Rola opowieści w badaniach marketingowych

Autorzy
Warianty tytułu
The Role of Storytelling in Marketing Research
Języki publikacji
PL
Abstrakty
Artykuł stanowi próbę przedstawienia metody badań, jaką jest narracja (storytelling), a także oceny przydatności jej wykorzystania na potrzeby marketingu. W artykule zaprezentowano perspektywy badawcze i typy opowieści oraz proces badawczy oparty na tej metodzie. Zostały także przedstawione zalety i wady analizy narracji jako metody badań marketingowych. Dodatkowo całość zilustrowano empirycznym przykładem badań realizowanych przez autorkę. (abstrakt oryginalny)
EN
The article attempts to provide storytelling method of research, and also assesses the suitability of its use for marketing purposes. It presents research perspectives and types of stories and the research process based on this method. The advantages and disadvantages of narrative analysis/storytelling as a method of marketing research were presented. Additionally, all the article was illustrated by an empirical study carried out by the author. (original abstract)
Słowa kluczowe
Twórcy
  • Akademia Leona Koźmińskiego w Warszawie
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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