Market Research 2600-0550211006
The purpose of this course is to teach modern approach to marketing research. The teacher is a practician and has worked for many market research agencies. During a course students will learn different types of marketing research: methods and techniques. All important fields of research will be covered: brand, communication, innovation, CX (customer experience), exploration and U&A (usage and attitudes). Lots of practical task are planned during a course and also the assessment is designed is such way – students will have to plan, conduct and report a marketing research.
Type of course
Course coordinators
Learning outcomes
Student after completing the course:
In terms of knowledge:
• Knows and understands terminology and basic theoretical models in the field of marketing research (K_W01)
• Knows and understands at an advanced level the principles, procedures and practices of conducting marketing research (K_W02).
• Knows and understands technological, social, political, legal, economic and ecological processes and phenomena and their impact on the interpretation of marketing research results (K_W05)
• Knows and understands the basic principles of creating and developing various forms of marketing research (K_W06)
In terms of skills:
• Is able to use knowledge in the field of marketing research to recognize, diagnose and solve problems related to the functioning of the organization on the market (K¬_U01)
• Is able to correctly interpret technological, social, political, legal, economic and ecological processes and phenomena and their impact on the interpretation of marketing research results (K_U02)
• Is able to independently and collectively prepare analyses, diagnoses and reports from conducted marketing research and present them communicatively, using IT and communication tools (K_U03)
• Is able to plan and organize own and team work as part of marketing research (K_U05)
• Has the ability to self-educate and improve acquired qualifications in the field of marketing research (K_U06)
In terms of attitudes:
• Is ready to assess and critically approach situations and phenomena related to conducting marketing research (K_K01)
• Is ready to think and act in an entrepreneurial way in the field of marketing research (K_K02)
• Is ready to comply with ethical standards related to conducting marketing research (K_K03)
Assessment criteria
Mixed methods research project (qual+quant research – setup, fieldwork and reporting) – 70%
Brand research analysis – 30%
All the details will be provided during the first meeting.
Bibliography
Belk, R., Fisher, E. & Kozinets, R.V. (2012). Qualitative Consumer and Marketing Research. Sage Publishing.
Burns, A.C., Veeck, A. F. & Bush, R.F. (2017). Marketing Research 8th edition. Pearson.
Maison, D. (2018). Qualitative Marketing Research. Understanding Consumer Behaviour. Routledge.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: