Studia i Prace WNEiZ US

Information alongside the human factor or capital is a resource that can become an important source of competitive advantage for an enterprise. This aspect has become one of the reasons for taking up this topic. The knowledge acquired on the way of research, based on facts, allows to verify the intuition of entrepreneurs, which reduces risk. The research problem was to determine which methods of researching innovations, in particular marketing innovations, should be carried out. The determination of these methods became the purpose of the article, in which the methods of analyzing existing data were used. As a result, it was found that the methods of researching innovations in enterprises are still developing and there is no definite, one most appropriate method. What’s more, general research methods can be used to study marketing innovations, but it is necessary to explore the specificity of marketing activities in a particular company and to adapt the research tool to marketing issues. It can be concluded in the case of innovation research that the most appropriate is the use of a broad methodological approach and triangulation of methods.