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.
Course coordinators
Type of course
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.