“…Marketing research can be traced back to the first part of the 19 th century when the first market-focused data collections took place in the USA (Lockley, 1950). Since then marketing research has gone a long way and today there have accumulated an abundance of literature on both qualitative (Carson, Gilmore, Perry & Gronhaug, 2001;Belk, 2007) and quantitative research (Franses & Paap, 2001;Müller, Boda, Ráthonyi, Ráthonyi-Odor, Barcsák, Könyves et al, 2016;Lipowski, Pastuszak & Bondos, 2018) used in this field.…”