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.
