20.500.12556/DKUM-58372 ANALIZA VEDENJA NAROČNIKOV MARKETINŠKIH RAZISKAV NA OSNOVI TEORIJE NAČRTOVANEGA VEDENJA BEHAVIORAL ANALYSIS OF MARKETING RESEARCH OF CLIENTS BASED ON THEORY OF PLANNED BEHAVIOUR V teoretičnem delu smo predstavili storitve na medorganizacijskem trgu in jih opredelili, ponazorili zgodovinski razvoj medorganizacijskega trga ter njegov pomen. V naslednjem poglavju smo preučili vedenje uporabnikov storitev tako, da smo ga opredelili in opisali njegov pomen. Sledi osrednje poglavje, namenjeno preučitvi teorije načrtovanega vedenja. Najprej smo prikazali razvoj in nato še modele omenjene teorije. V raziskovalnem delu naloge smo na podlagi kvantitativne raziskave analizirali vedenje naročnikov marketinških raziskav v Sloveniji. Predstavili smo rezultate raziskave, preverili vse zastavljene hipoteze, podali ključne ugotovitve in predloge ter sklep. Temeljna ugotovitev naloge je, da v slovenskih srednje velikih in velikih podjetjih obstaja statistično značilna pozitivna povezanost med stališči naročnikov marketinških raziskav in njihovo vedenjsko namero za nakup ter da subjektivne norme prav tako vplivajo na nakup. Ugotovili smo tudi, da zaznana kontrola vedenja izvajalcev marketinških raziskav prav tako vpliva na vedenjsko namero za naročilo marketinških raziskav. In the theoretical part, we discussed services on the inter-organizational market, provided their definition, and illustrated the historical development of the inter-organizational market and its significance. In the next chapter, we examined the behavior of service users by giving a definition of the service users behavior and describing the significance of service users and their behavior. This is followed by the main chapter in which we explored the theory of planned behavior. Firstly, we demonstrated its development and then portrayed the models within the theory of planned behavior. In the research part of the thesis, we analyzed the behavior of marketing research clients in Slovenia by using quantitative research. We presented the research results, successfully tested the proposed hypotheses, established the essential findings, provided suggestions, and formulated a conclusion. Our key findings show that, in medium sized and large Slovenian enterprises, there is a statistically significant positive correlation between the attitudes of marketing research clients and their behavioral purchase intentions, as well as that subjective norms also influence the purchase. Additionally, we have established that the perceived behavioral control of marketing research providers also affects the behavioral intentions of ordering marketing research services. teorija načrtovanega vedenja marketinške raziskave storitve Theory of Planned Behavior marketing research services true true false [A. Serec] Slovenski jezik Angleški jezik Magistrsko delo 2016-04-16 15:12:20 2016-07-06 10:54:50 2022-06-16 03:08:13 2019-07-11 10:37:27 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 12387100 URN:SI:UM:DK:CQIEA80G MAG_Serec_Andreja_2016.pdf MAG_Serec_Andreja_2016.pdf 1 CE154016B7D54B5BE62A22E26B34C310 b12ea72805f55e7c23c8b904e2a4b924414eea9a893bd1942c6888ed022362c6 112a1700-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=88791 Ekonomsko-poslovna fakulteta 0 0 0