prof. dr hab. Katarzyna SZCZEPAŃSKA – Politechnika Warszawska, Wydział Zarządzania, ul. Narbutta 85, 02-524 Warszawa, Polska, e-mail: Katarzyna.Szczepanska@pw.edu.pl
Received 17.12.2025. Accepted 12.01.2026
Abstract
Purpose: Discussion of the concept of marketing research quality and presentation of criteria for assessing the quality of the marketing research process.
Design/methodology/approach: The aim of the study was to identify criteria for assessing the quality of the marketing research process that can be used to evaluate its quality level and to propose measures and indicators for determining the quality level of the marketing research process. The following methods were used to achieve the aim of the study: literature analysis and logical analysis and construction.
Findings/conclusions: It was found that: (1) the quality of the marketing research process is determined on the basis of two aspects: functional – the process of conducting marketing research, and formal – compliance with the general methodology of science, (2) the criteria for assessing the quality of the marketing research process are: effectiveness (taking into account qualitative and quantitative criteria) and efficiency, which can be measured using the proposed metrics and indicators.
Research limitations: Types of marketing research, elements of statistical methods, fields of science, research procedure.
Practical implications: Conducting quality assessments of marketing research in organisations.
Originality/value: Identifying the relationships between research procedures in general scientific methodology and in the field of social sciences, defining measures and indicators for assessing the quality of the marketing research process.
Keywords
methodology, marketing research, marketing research process, marketing research quality, marketing research quality indicators