Objectives and competences
In this course students:
1. Gain knowledge about the process of market research
2. Understand the possibilities of use of quantitative and qualitative methods of market research
3. Gain the knowledge to use the selected quantitative methods of marketing research
Content (Syllabus outline)
1. Marketing as a concept, process and system in the company and the role of market research.
2. Decision-making process in marketing, marketing research and market research.
4. The process of market research.
5. Quantitative techniques of data collection
6. Qualitative techniques of data collection.
6. Methods of analyzing data.
7. Organizational methods in the process of collecting data.
8. Market measurement and forecasting.
Learning and teaching methods
- ex-cathedra lecturers;
- analyzing case studies;
- active group work;
- software use.
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding
Students:
1. Can describe the process of market research.
2. Learn how to prepare market research plan.
3. Can differentiate between several methods of market research.
4. Learn to identify sources of information.
5. Can implement market research with quantitative methods of research.
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students:
1. Gain the skills in the field of marketing research.
2. Gain the skill to develop measurable marketing research questions.
Key/Transferable skills
Students:
1. Upgrade the skill to apply information technology.
2. Upgrade the skill 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 Written exam or two midterm exams 60%
Project 40%
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.
