Marketing Research 2600-DSMdz2BM
1. Marketing research – idea and essence
2. Market research methods review with the practical examples:
a. Qualitative research
b. Quantitative research
c. Secondary data research
d. Syndicate research
e. Experimental research
f. New directions in marketing research – neuro, eyetracking, gamification
3. A review of the market research fields: brand, communication, innovation, U&A (usage and attitude), CX (customer experience), UX (user experience)
4. Know-how in cooperation with marketing research agencies: learning how to write a research brief and a relevant research offer.
5. Practical tasks: brand’s archetype analysis, writing positioning concepts, designing a quantitative questionnaire and qualitative discussion guide.
6. Acquiring and analysis of research data
Type of course
Mode
Learning outcomes
Student after completing the course:
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 propose solutions to research problems under conditions of uncertainty by selecting appropriate marketing research methods and interpreting results (K_U04).
• Is able to plan and organize the research process and collaborate effectively in a team when conducting marketing research projects (K_U07).
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 think and act in an entrepreneurial manner by identifying market information needs and applying research results in business practice (K_K04).
• Is ready to comply with ethical principles of marketing research and professional standards in relations with respondents and research agencies (K_K05).
Assessment criteria
The course assignments are practical and performed in a form of team tasks:
Team work (2-4 person teams):
Analysis of the secondary data (e.g. brand’s archetype analysis or analysis of marketing communication in a given category) : max. 30 points.
Running a simple marketing research, data analysis and preparation of the presentation: max. 70 points.
Additional requirement is course attendance. Two absences are acceptable during the entire semester. Exceeding this limit will cause additional assignments to be done.
The final grade depends on the number of collected points (max. 100):
0-50 points – final grade 2
51-60 points – final grade 3
61-70 points – final grade 3,5
71-80 points – final grade 4
81-90 points – final grade 4,5
91-100 points – final grade 5
Bibliography
Core 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.) (2018). 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.
Additional bibliography:
Gorączka, A. i Protasiuk, M. (2020). Gamification. Jak wygrać zaangażowanie respondenta? Warszawa: PWN.
Jemielniak, D. (2012). Badania Jakościowe (tom 1 i 2). Wydawnictwo Naukowe Warszawa: PWN.
Stasiuk, K. i Maison, D. (2014). Psychologia konsumenta. Warszawa: PWN.
Wójcik, P. (2017). Psychografia Konsumentów. Lublin: Słowa i Myśli.
Zaltman, G. (2008). Jak myślą klienci. Podróż w głąb umysłu rynku. Poznań: Rebis.
Zaltman, G. i Zaltman, L. (2010). Metafora w Marketingu. Jak przeniknąć umysły klientów dzięki metaforom głębokim. Poznań: Rebis.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: