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Marketing
2017, vol. 48, br. 2, str. 86-95
jezik rada: srpski
vrsta rada: prethodno saopštenje
objavljeno: 05/04/2018
doi: 10.5937/Markt1702086V
Creative Commons License 4.0
Metod posmatranja u marketinškim istraživanjima
aVisoka železnička škola strukovnih studija, Beograd
bUniverzitet u Beogradu, Tehnički fakultet u Boru

e-adresa: mvukovic@tfbor.bg.ac.rs, driznic@tfbor.bg.ac.rs

Projekat

Održivost identiteta Srba i nacionalnih manjina u pograničnim opštinama istočne i jugoistočne Srbije (MPNTR - 179013)

Sažetak

U ovom radu su razmotrene osnovne odlike posmatranja kao posebnog istraživačkog metoda koji se koristi u istraživanju najrazličitijih društvenih fenomena, uključujući i pojave iz domena poslovanja i marketinga. Težište rada je na analizi prednosti i nedostataka koje prate primenu posmatranja. Takođe, posmatranje je upoređeno sa tehnikama prikupljanja podataka u okviru metoda ispitivanja u kojima se koriste prepoznatljivi merni instrumenti (anketa i intervju). Analiza ove vrste pokazuje da učesničko posmatranje, ukoliko se obavlja na sistematski način, može biti objektivnije od od tehnike anketiranja.

Ključne reči

posmatranje; vrsteposmatranja; prednosti i nedostaci; ispitivanje

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