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- Title
Metod posmatranja u marketinškim istraživanjima.
- Authors
Vuković, Aleksandra; Vuković, Milovan; Riznić, Dejan
- Abstract
In this paper, the key features of obervation, as a specific research method that is used to research variouis social phenomena (including business and marketing), have been considred. The study focuses on the advantages and drawbacks of this method during its application. Also, an obervation method is compared to the other methods to collect data, especially to survey which uses recognizable measurement instruments (questionnarie and interview, first of all). This analyis has shown that observation, if it is conducted in a systematic way, may be a more objective method than the survey.
- Publication
Marketing (0354-3471), 2017, Vol 48, Issue 2, p86
- ISSN
0354-3471
- Publication type
Article