Raziskave v marketingu

Avtorji

Matjaž Iršič
niverza v Mariboru, Ekonomsko-poslovna fakulteta
https://orcid.org/0009-0009-0194-1260
Borut Milfelner
Univerza v Mariboru, Ekonomsko-poslovna fakulteta
https://orcid.org/0000-0003-4469-3972

Ključne besede:

primarni in sekundarni podatki, oblikovanje vzorca, spraševanje, opazovanje, analiza podatkov, priprava raziskovalnega projekta

Kratka vsebina

Monografija celovito predstavlja faze raziskovalnega procesa v marketingu, od opredelitve problemov do zbiranja, analize podatkov in oblikovanja poročil. Razlaga metode, kot so strukturirane in nestrukturirane tehnike spraševanja, opazovanja, panelne raziskave in druge metode. Poudarjena je kakovost raziskovalnega procesa, ki zahteva usklajeno sodelovanje med managementom in marketinškimi raziskovalci. Obravnavano je tudi vzorčenje, kjer raziskovalci uravnavajo natančnost podatkov. Monografija se osredotoča tudi na metode zbiranja podatkov, ključne za razumevanje ustreznega raziskovanja vedenja odjemalcev in delovanja trgov. Poudarjeni sta ustrezna interpretacija podatkov za učinkovito odločanje in zaključna faza raziskovalnega procesa, ki vsebuje pripravo poročila in implementacijo rezultatov raziskave. Monografija ponuja smernice za preprečevanje napak in omogoča uvajanje relevantnega pristop k raziskavam v marketingu.

Prenosi

Podatki o prenosih še niso na voljo.

Biografije avtorja

Matjaž Iršič, niverza v Mariboru, Ekonomsko-poslovna fakulteta

Matjaž Iršič je doktor znanosti na področju marketinga in docent Univerze v Mariboru. Zaposlen je na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Predava predmete s področja marketinga na dodiplomskih in podiplomskih študijskih programih. Njegovi znanstveno-raziskovalni področji sta predvsem strateški marketing in marketing povezav. Ima dva magistrska naslova –MBA in znanstveni magisterij. Doktoriral je leta 1998 s področja nabavnega marketinga. Je znanstveni sodelavec Inštituta za marketing na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Njegovo znanstveno raziskovalno in strokovno delo obsega več kot 300 bibliografskih enot, od tega je 16 izvirnih znanstvenih člankov, več kot 20 strokovnih člankov, 4 učbeniki. Je soavtor treh znanstvenih monografij.

Maribor, Slovenija. E-pošta: matjaz.irsic@um.si

Borut Milfelner, Univerza v Mariboru, Ekonomsko-poslovna fakulteta

Borut Milfelner je redni profesor za področje marketinga in docent za področje turizma na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Doktoriral je leta 2008 na Ekonomski fakulteti Univerze v Ljubljani. Njegova področja raziskovanja so raziskava marketinga, interni marketing, marketing v turizmu in teorija marketinga. Njegova bibliografija obsega več kot 350 enot literature, od tega izvirnih znanstvenih člankov, več objavljenih prispevkov na znanstvenih konferencah, znanstvenih monografij in samostojnih znanstvenih sestavkov ali poglavij v monografskih publikacijah. Sodeloval je v več (temeljnih in ciljnih) projektih Ministrstva za izobraževanje, znanost, kulturo in šport, Javne agencije Republike Slovenije za raziskovalno dejavnost, Ministrstva za gospodarstvo in Slovenske turistične agencije in v projektih Evropske unije. Je član uredniškega odbora treh mednarodnih znanstvenih revij s področja poslovnih ved in recenzent v več domačih in tujih znanstvenih revijah.

Maribor, Slovenija. E-pošta: borut.milfelner@um.si

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Izdano

07.04.2025

Podrobnosti o monografski publikaciji

ISBN-13 (15)

978-961-286-968-7

COBISS.SI ID (00)

THEMA Subject Codes (93)

KJS

Date of first publication (11)

07.04.2025

Kako citirati

Raziskave v marketingu. (2025). Univerzitetna založba Univerze v Mariboru. https://doi.org/10.18690/um.epf.1.2025