- The main purpose of the course is to equip the students with the concepts and techniques pertaining to the sphere of marketing research. The course also aims to provide the learners with an opportunity to apply the obtained knowledge to an array of real business and research problems.
- (1) understand how to apply marketing research to management
- (2) provide a detailed overview of the steps of the marketing research process and explain the key activities within each step
- (3) identify sources of reliable external secondary data
- (4) discuss the main research designs
- (5) identify the conceptual differences between qualitative and quantitative research methods and explain the main methods of either group
- (6) develop data collection forms
- (7) design a sampling approach and a sampling frame
- (8) manage the data collection process
- (9) use statistical packages to analyse quantitative data
- (10) interpret the result of a data analysis, later reporting and communicating the results
- Topic 1. Introduction to Marketing ResearchMarketing research and decision making. Definition of marketing research. A classification of marketing research. The marketing research industry. The marketing research process. The limitations of marketing research. Ethics in marketing research practices. The marketing research proposal and the marketing research brief
- Topic 2. Secondary data.Primary versus secondary data. Advantages and disadvantages of secondary data. Classification of secondary data. Sources of secondary data. Criteria for evaluating sources of secondary data and data itself.
- Topic 3. Research design.Research design definition. Research design classification. Exploratory research. Descriptive research. Causal research.
- Topic 4. Qualitative research methods. In-depth interviews.Rationale for using qualitative research. Advantages and disadvantages of qualitative research methods. A classification of qualitative research methods. Questioning techniques in qualitative research. Steps in developing the guide and conducting an in-depth interview. Focus group interviews.
- Topic 5. Qualitative data analysis. Content analysis.Definition of content analysis. Objects of content analysis. Software for content analysis. Steps of content analysis.
- Topic 6. Quantitative research methodsSurvey methods. A classification of survey methods. Questionnaire design. Questionnaire development. Scale measurement. Basic level of scales. Scales to measure attitudes and behavior. Pilot-testing. Sampling methods and planning. Steps in developing a sampling plan.
- Topic 7. Data analysis.Fieldwork and data preparation. Exploratory factor analysis. Cluster analysis.
- Topic 8. Online research.Typology of online research. Design of online surveys. Big data. Online Ethnography.
- Topic 9. Mixed-method research design.Сlassic advice on making decisions about research methods. The different strengths of different methods. Three motivations for combining methods. Sequential priorities model. Research cycle for sequential priorities. - Preliminary Qualitative Inputs to Quantitative Projects. - Preliminary Quantitative Inputs to Qualitative Projects. - Qualitative Follow-up to Quantitative Projects. - Quantitative Follow-up to Qualitative Projects. More Complex Designs.
- Topic 10. Observation techniques. Commercial ethnography.Overview of observation techniques. Ethnography for marketing and consumer research.
- TestsStudents will have three tests during the course. Tests will be given at the beginning or at the end of the class, and they will take around 15-20 minutes. All tests will be based on students’ home reading, guest lectures’ materials, information obtained during the previous classes or the current class.
- Workshops / Practicums
- Individual task
- Group projectStudents will conduct a real marketing research. Group project is carried out in the group of 5-6 students. Deadline of the whole project: the last class of the course according to the course schedule.
- ExamWritten test with 40 closed-ended questions at the end of the course. Time for exam: 60 min.
- Interim assessment (4 module)0.2 * Exam + 0.3 * Group project + 0.1 * Individual task + 0.2 * Tests + 0.2 * Workshops / Practicums
- The Marketing Research Guide Stevens, Robert E.; Loudon, David L.;and more Routledge 2005 ISBN: ISBN number:9780789024169, ISBN number:9781136422126
- Poynter, R. (2010). The Handbook of Online and Social Media Research : Tools and Techniques for Market Researchers. Chichester, West Sussex, U.K.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=339147
- Taylor, S. J., DeVault, M. L., & Bogdan, R. (2016). Introduction to Qualitative Research Methods : A Guidebook and Resource (Vol. 4th edition). Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1061324