Market Research 2600-ERSM1MR

1 Introduction to Marketing Research
The Role of Marketing Research
Conducting Marketing Research or Buying Market Research Data
The Human Side of Marketing Research: Organizational and Ethical Issues
Polish and international market research companies
2 Consumer’s psychology
Decision making and cognitive biases
Role of cognitive processes and emotions
Needs and motivation
Use of trends in marketing research
3 The Marketing Research Process
Different stages of the research process
Brief for the research agency
Research offer
Research output
Activation workshops
4 Qualitative Research
Reasons for doing qualitative research
Recruitment for qual
Qualitative research methods
Projective techniques
5 Qualitative Research examples
Exploration
Brand research (positioning, image)
Advertisment research
6 Ethnography in marketing research
Role of ethnography
Fields of use
Techniques
Examples
7 Online qual research
Online research techniques
Supporting platforms (Miro, Mural, Mentimeter)
Online communities

8 Quantitative research
Sampling Designs and Sampling Procedures
Types of Sampling
Planning the Questionnaire
Questionnaire Design
Questioning and Types of Questions
Research examples
Statistical methods in quant
9 Segmentation research
Role of the segmentation in building and managing brands
Types of segmentation research and examples
10 Syndicate and desk research research
Primary and secondary research data
Examples and methodology of desk research
Examples of big syndicate research
11 Beyond consumers’ declarations
Neuromarketing research
Other non-direct research methods
12 Gamification in the marketing research
Role and functions of gamification
Examples of gamified research tools
Current research results on the role of gamification