Objectives and competences
In this course students:
1. Gain knowledge about the process of marketing research
2. Understand the possibilities of use of quantitative and qualitative methods of marketing research
3. Can use quantitative and qualitative methods of marketing research.
4. Learn to use simple analytical techniques for analysing marketing data.
Content (Syllabus outline)
1. Introduction in marketing research
2. Marketing research process and types of data
3. Marketing research plan and types of data
4. Sampling
5. Structural interviewing, questionnaire design, measurement and scaling
6. Observational techniques
7. Qualitative survey techniques
8. Experiment
9. Panel research
10. Data analysis
Learning and teaching methods
- ex-cathedra lecturers;
- analyzing case studies;
- active group work;
- software use.
Intended learning outcomes - knowledge and understanding
Students:
1. Can describe the process of marketing research.
2. Learn how to prepare marketing research plan.
3. Can differentiate between several methods of marketing research.
4. Learn to identify sources of information.
5. Can implement marketing research with quantitative and qualitative methods of marketing research
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students:
.
1. Gain the skill to develop measurable marketing. research questions and methods.
2. Gain the skills to evaluate and analyse market research data.
Key/Transferable skills
Students:
1. Upgrade the ability to apply information technology.
2. Upgrade the ability to work in pairs and groups.
3. Further develop their communication skills in an effective manner to effectively and professionally communicate.
Practical skills:
Students:
1. Get practical experience in the field of marketing research.
2. Are able to act autonomously with defined guidelines and certain level of supervision.
Readings
Obvezna študijska literatura (Compulsory textbooks):
1. Radonjič, D., Iršič, M. (2006). Raziskovanje marketinga. Učbenik. Maribor. EPF.
Dodatna (neobvezna) študijska literatura:
1. Nunan, D., Malhotra, N. K., & Birks, D. F. (2020). Marketing research: Applied insight. Harlow: Pearson
2. Kumar, V., Leone, R. P., Aaker, D. A., & Day, G. S. (2019). Marketing Research. Hoboken, NJ: John Wiley & Sons.
Additional information on implementation and assessment - project; 40%
- written exam or two midterm exams 60%
Written exam can be substituted with two midterm exams during the study semester. The students can attend the midterm exams if they fulfil 70% attendance criteria at the lectures.
