Informacja i badania marketingowe jako podstawa podejmowania decyzji

Abstract

Basic aims and characteristic features of marketing information necessary for decision making. Diagnosis and prognosis of marketing researches in Poland. In particular different variants of areas of application and techniques of marketing research adequate for: different assumptions concerning evironmental variables, time factor (short and long run) and level of management on which the decisions are made were underlined. As a result pragmatic conclusions pertaining to necessary changes in the planning and management system were formulated. Different sources and means of communication were characterized. That analisis gave the posibility to determine the role of which types of information would increase or decrease in the future.