Journals Proceedings

Abstract

The paper deals with the necessity to acquire new information about the requirements and needs of customers on the market. The basic tool to collect information about market is marketing research, which is dealt from the theoretical aspects in the first part of this paper. In the second part, we applied marketing research on the mobile operators market. The aim of this paper is to provide information obtained from marketing research, customer preferences, focused on services provided by mobile operators, performed on the market of mobile and data services in the Žilina region.