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Marketing Research in the Commercial Enterprise Management (Badania marketingowe w zarzadzaniu przedsiebiorstwem handlowym )

Author

Listed:
  • Bogdan Gregor

    (Uniwersytet Lodzki, Katedra Marketingu)

  • Magdalena Kalinska-Kula

    (Uniwersytet Lodzki, Katedra Marketingu)

Abstract

Managing a business requires constant decision-making and should be supported by accurate information. Current, reliable information and its exploitation is a prerequisite for effective business management, regardless of the type of business or industry. The way to improve the relevance of marketing decisions is ably planned and conducted marketing research, which is a kind of bridge between the company and the market. The article presents an attempt to assess the role of marketing research in obtaining information, as a premise for the decision-making in commercial enterprises. The subject of discussion was the degree and scope of marketing research, methods and research tools as well as usefulness in supporting decision-making processes taking place in the wholesale and retail business. The study was based on the results of empirical research that was conducted on a sample of enterprises from the area of £ódzkie Voivodeship.

Suggested Citation

  • Bogdan Gregor & Magdalena Kalinska-Kula, 2016. "Marketing Research in the Commercial Enterprise Management (Badania marketingowe w zarzadzaniu przedsiebiorstwem handlowym )," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(57), pages 42-56.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:42-56
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    File URL: http://pz.wz.uw.edu.pl/sites/default/files/artykuly/pz_2016_1-1_gregor_kalinska-kula.pdf
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    More about this item

    Keywords

    internationalization; de-internationalization; retailing; grocery; Poland;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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