Research methodology of innovative behaviour

Abstract

This book is a substantive culmination of the works in the innovative testing project titled ‘With the matrix to innovative entrepreneurship’. It was planned as a methodological work in its structure along with the contents addressed to the students a nd scientific employees of universities (to some extent), to the entrepreneurs who wish to extend th eir knowledge in the area of innovation management, innovation in marketing and marketing i nnovation. The book takes into consideration not only the theoretical bases of the project, references to its methodological assumptions (complex triangulation procedure and mixed methodology), results of own research (mainly, essential for the project, in the field of micro, small and medium-sized enterprises), but also some practical uses of the Matrix of Marketing Needs tool.