Competences as a core factor impacting market research usage in Poland : luxury of thriving business or necessity of struggling one : state of market research industry in Poland

Almost two-thirds of Polish companies declare that the most important source of information are their own observations and personal experience (Kaper & Kuziak, 2006, p. 6). Only 32% of companies use benchmarking as an external source of information, while over two thirds of the companies do not measure their effectiveness at all (Bednarowska, 2015). They do not mention market research, which is an essential element in the management and development of enterprises. Not only they provide knowledge about the environment, but also support knowledge management in the enterprise. In order to proceed with acquiring knowledge, it is necessary to overcome a group of internal and external determinants that prevent many Polish companies from proceeding with market research. However, one of the crucial one are competences of decision makers and power sponsors of market research projects.