Marketing Research (3 cr)

Evaluation scale

1-5

Content scheduling

• Introduction to marketing research
• The marketing research process
• Problem definition
• Research design and planning
• Research methodology
• Qualitative research methods
• Data collection and field Work
• Questionnaire design & phrasing questions
• Sampling and field work
• Data analysis and interpretation
• Reporting and presenting research findings
• Ethical considerations in marketing research
• Report writing and presentation

Objective

The student is capable of planning a marketing research project to support decision-making in an international marketing environment. The course covers an examination of the product, consumer, competitive, and market research, types of research by technique or function, stages in the empirical research process, survey research methods, questionnaire construction, an analysis of the various types of secondary data, types of sampling designs and procedures, data collection methods, data analysis, and elementary statistical applications.

Content

- marketing research planning process: research purpose and objective, research approach, research tactics, data collection, analysis, and reporting
- the creation of a research design for a case company, including a questionnaire
- market research proposal
- creating a questionnaire design
- carry out a market research project

Materials

• Malhotra, N.(2009). Marketing Research, an Applied Orientation. 6th edition. Upper Saddle River, NJ: Prentice Hall.
• Brown, T. J., Suter, T. A., & Churchill, G. A. (2018). Basic marketing research (9th ed.). Cengage Learning.
• All materials from the lecture and case study will be available in MOODLE.

Teaching methods

Teaching methods can really shape how students absorb and apply market research concepts. The teaching methods for this Market Research course, tailored for engaging and practical learning: lectures with real-world examples, interactive discussion, assignment or hands-on activities, case study analysis, group project, peer reviews & presentations.

Student workload

There will be total of 81 hours.
- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out market analyses in an international company.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out market analyses and effectively use them in an international company's marketing decision-making.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out market analyses and effectively use them in an international company's marketing decision-making.

Qualifications

Basics of Marketing