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of increased stress, especially in the retail and service environment. The research will be carried out using an experimental design using a combination of explicit (questionnaire scales, cognitive
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developing brewery strategies. The research will combine qualitative methods (interviews and focus groups) and quantitative methods (surveys, experiments and decision‑ process modelling) to validate
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with the creation of innovations. The combination of these methods will allow us to verify which innovations are actually effective for small breweries, what factors hinder their implementation and what
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various combinations of price, sustainability labeling, package size and visual presentation of the product. The data obtained will be processed using multivariate statistical methods, consumer segmentation