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- Title
METHODOLOGICAL AND PRACTICAL ISSUES OF SCIENTIFIC RESEARCH ON THE RETAIL MARKET.
- Authors
BĂLĂŞESCU, Marius
- Abstract
This paper highlights the role and importance of marketing research in a dynamic and complex sector such as retail. The paper approaches the theoretical issues related to the methods and instruments of marketing research appropriate for the retail market. The theory about qualitative and quantitative research methods is supported by relevant examples which lead to a better understanding of the marketing research process and of its effectiveness on retail activities.
- Subjects
RETAIL industry research; MARKETING research; QUALITATIVE research; MARKETING effectiveness; QUANTITATIVE research; CONSUMER behavior
- Publication
Bulletin of the Transilvania University of Brasov, Series V: Economic Sciences, 2014, Vol 7, Issue 1, p9
- ISSN
2065-2194
- Publication type
Article