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Objectives and competences

1.Comprehension of the theoretical, methodological and practical components of the marketing research process; 2. Comprehension of the importance and the role of information for decision-making process; 3. Comprehension of the role of marketing research process in the context of marketing concept, process and system; 4. Comprehension of the process of field research work; 5. Comprehension of the modern elements of marketing research as well as with its ethical dimensions.

Content (Syllabus outline)

Introduction to marketing research; Defining the marketing research problem and developing a research approach; Research design; Secondary data collection and analysis; Internal secondary data and the use of databases; Qualitative research: its nature and approaches; Qualitative research: focus group discussions; Qualitative research: depth interviewing and projective techniques; Survey and quantitative observation techniques; Measurement and scaling: fundamentals, comparative and non-comparative scaling; Questionnaire design; Sampling: design and procedures; Sampling: final and initial sample size determination.

Learning and teaching methods

Ex-catedra lectures Analysis of case studies

Readings

Malhotra, N., Birks, D.F. (2006) MARKETING RESEARCH: An Applied Approach. New York (NY): Prentice Hall.

  • red. prof. dr. BORUT MILFELNER, univ. dipl. ekon.
  • doc. dr. DOMEN MALC, mag.psih.

  • Written examination: 100

  • : 10
  • : 5

  • English
  • English