The importance of applying qualitative methods in surveying consumer behavior and satisfaction

For a long period of time, quantitative research style has dominated market research. However, in recent years, thanks to the diversity of topics on the market, as well as the development of new technologies, the advent of the Internet, research has increasingly applied the use of qualitative methods with various data collection instruments. The paper points out the importance of market research, especially research on consumer behavior and satisfaction in modern society - a society of constant, accelerated and major changes. This research has an indisputable value for the functioning, organization of the company, development of strategies for good positioning and maintaining the competitiveness of the company, in general for its survival and success in the market. The main goal of this paper is to demonstrate the importance of qualitative methods and point out the need for methodological pluralism in market research. The paper emphasizes two qualitative methods - the method of observation and qualitative content analysis. The most important properties of these methods, the way of their application, justification and scope of their use in the research of consumer behavior and satisfaction are presented.