Abstract:

Marketing research is a subject that engages students both in terms of knowledge and ability to apply its methods, as well as in the context of interest in the potentially obtained results. It follows from the above that already in the learning process, students have an opportunity to obtain information regarding the problem being solved and the environment in which the phenomena and processes under study occur. Therefore, students during their university education can become creators of knowledge, which they will develop with the help of a teacher based on research obtained in the marketing research process. This duality in teaching makes students see not only the possibility of acquiring knowledge but also the research potential, whose practical use gives an opportunity to create new knowledge.