Market Research and Analysis 2600-DMz1BAR
Course topics:
1. Formulating research questions in response to business objectives – a practical overview of briefs for research agencies.
2. Overview of the most important areas of research: brand, communication, exploration/U&A/segmentation, CX (customer experience), innovation, UX (user experience), satisfaction (marketing and HR)
3. Overview of types of research with examples from research practice
a. Qualitative research
b. Quantitative research
c. Secondary data research
d. Syndicated research
4. Methods of data analysis in market research
5. Acquiring practical skills related to the interpretation of market data: searching for and using consumer insights, segmentation analysis, brand audit, satisfaction indicators
6. An important practical part of the course will be searching for consumer insights in a selected category – students will be tasked with conducting in-depth interviews and online desk research analysis for previously created proto-personas (i.e. hypothetical profiles of our potential customers). The course will include a workshop during which we will refine the personas, develop consumer insights, and use them to build brand concepts that will be tested quantitatively.
Type of course
Learning outcomes
Upon completion of the course, student:
In terms of knowledge:
• define concepts and discuss market research and analysis methodology (K_W01).
• Discuss complex processes and phenomena occurring in various types of organisations and in the world around them, referring to management theory, including in particular market research and analysis (K_W02).
In terms of skills:
• apply market research and analysis theory to identify, diagnose and solve complex and unusual problems related to key functions in an organisation (K¬_U01).
• interpret complex technological, social and economic processes and phenomena and their impact on the functioning of an organisation (K_U02).
• adapts existing methods and tools or proposes new ones based on them, using advanced information and communication techniques and the appropriate selection of sources to identify, diagnose and solve problems related to product/service management within the organisation in the internal and external environment of the organisation (K_U03).
• Formulates and tests hypotheses related to simple research problems (K_U04).
• Proposes solutions to tasks set in unpredictable conditions (K_U05).
• prepares and presents the results of analyses in the field of product/service management within an organisation to diverse audiences, using specialist terminology (K_U06).
In terms of social competences:
• is ready to assess and critically approach complex situations and phenomena related to the functioning of an organisation (K_K01).
• Is ready to recognise the importance and value of scientific knowledge in the context of solving complex problems in the field of product/service management, as well as to seek expert advice in this process (K_K02).
• Is ready to observe, enforce and develop professional ethical standards in business relations and care for the ethos of the profession (K_K05).
Assessment criteria
The grade will be based on the result of the test.
An additional requirement for passing is attendance at classes. Two absences are permitted. After exceeding this limit, additional individual tasks will be assigned (preparing a presentation on a given topic, writing a summary of an article or book, etc.).
A total of 100 points can be earned during the test, which will translate into the final grade:
0-50 points – grade 2
51-60 points – grade 3
61-70 points – grade 3.5
71-80 points – grade 4
81-90 points – grade 4.5
91-100 points – grade 5
Practical placement
Internship is not required to complete the course.
Bibliography
Basic bibliography
Lutostański, M.J., Łebkowska, A. i Protasiuk, M. (red.) (2021). Badanie rynku. Jak zrozumieć konsumenta? Warszawa: PWN.
Lutostański, M.J., Galica, M. i Protasiuk, M. (red.) (2020). Data driven decisions. Jak odnaleźć się w natłoku danych?. Warszawa: PWN.
Maison, D. i Noga-Bogomilski, A. (red.) (2007). Badania marketingowe. Od teorii do praktyki. Gdańsk: GWP.
Supplementary bibliography:
Aczel, A.D. (2010). Statystyka w Zarządzaniu. Warszawa: PWN
Stasiuk, K. i Maison, D. (2014). Psychologia konsumenta. Warszawa: PWN.
Wójcik, P. (2017). Psychografia Konsumentów. Lublin: Słowa i Myśli.
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Term 2025Z:
Basic bibliography |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: