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Бакалаврская программа «Социология и социальная информатика»

07
Апрель

Modern Marketing Research

2023/2024
Учебный год
ENG
Обучение ведется на английском языке
5
Кредиты
Статус:
Курс по выбору
Когда читается:
4-й курс, 1, 2 модуль

Преподаватель

Course Syllabus

Abstract

This course will introduce students to the main types of modern marketing research. Within the framework of the course program, various methods and techniques used in the online format, their advantages and disadvantages, varieties and features of use, the process of organizing research and providing results will be considered. In particular, the course deals with online surveys, conducting online focus groups and in-depth interviews, using eye-tracker, as well as conducting desk research such as conducting competitive analysis, social media listening, etc. In general, the course is applied in nature, but the topics are considered both from a theoretical point of view and partially worked out in practice by considering research cases for solving various tasks of specific companies and implementing their own projects. The course is intended for 3-4 year students who already have basic knowledges of the methods of sociological and marketing research.
Learning Objectives

Learning Objectives

  • to acquaint students with modern methods of marketing research, to develop skills of collecting and analyzing the obtained data, making decisions based on them. This course is useful for future work directly related to marketing, and in particular marketing research, counseling, making business decisions. In order to achieve the set goal it is necessary to fulfill the following tasks: 1. To form a general idea of marketing research, as well as the most commonly used modern research methods; 2. To form an idea of the impact of information obtained in the course of marketing research on decision-making in the company; 3. To form skills to choose appropriate research methods and approaches depending on the marketing goal of the company. The academic discipline "Modern marketing research" is a discipline of choice.
Expected Learning Outcomes

Expected Learning Outcomes

  • Know the basic concepts and terms used in this discipline
  • Know the stages of research design development
  • Know the main methods of marketing research
  • Explain the choice of the most appropriate research methods and approaches to solve a specific business problem
  • Know the principles of ESOMAR ethics
  • Apply the principles of research design development based on the set business problem
  • Know the principles of forming a research sample, to argue its choice
  • Know the general principles of writing a marketing research report
  • Be able to obtain marketing information necessary for the research from various sources
  • Know and apply the online surveys
  • Have an understanding of eye-tracking technology and situations of its application
  • Apply the method of webcam in-depth interviews, live chat and video focus groups and interpret the results
  • Apply the method of social media listening
  • Conduct competitive analysis
  • Know the types of segmentation and be able to analyze the target audience
  • Apply AI services in marketing research
Course Contents

Course Contents

  • 1. Introduction into marketing research
  • 2. Marketing research planning
  • 3. Online Surveys as a method of marketing research
  • 4. Eye tracking technology in marketing research
  • 5. Online video and chat focus group
  • 6. Webcam in-depth interview
  • 7. Social media listening
  • 8. Competitive analysis in marketing research
  • 9. Target audience analysis in marketing research
  • 10. Using AI in marketing research
Assessment Elements

Assessment Elements

  • non-blocking Activity in practical classes
    In each seminar class the student receives "pluses" for his/her work. 0- Absence from the class, no work handed in for the class 1+ - attended the class, but did not speak 2+ - spoke within his/her subgroup, did not ask questions, did not participate in discussions at all or hardly at all 3+ - spoke within his/her group, actively participated in discussions, asked questions All pluses from the seminar sessions are summarized and converted into a 10-point system. The maximum number of "pluses" for 10 classes is 29 (in the 4th seminar maximum number of points is 2)
  • non-blocking Midterm test:
    The midterm test consists of 20 questions on lecture and seminar material for 1 module. Each question has 4 answer options, one answer is correct. A correct answer to a question gives 0.5 points. The sum of points for correct answers is summed up and corresponds to the final grade for the test. The test is conducted simultaneously on the appointed day for all participants of the course in the LMS system.
  • non-blocking Home tasks
    Homework tasks are provided in module 2 when conducting a group marketing study 1. Conducting in-depth interview/focus group and transcribing interviews using trint.com 2. Thematic coding the interviews
  • non-blocking Exam (presentation of group final project)
    The grade for the final project consists of two grades: a group grade received after the presentation of the final project by the instructor and the group's evaluation of each participant's contribution. The final grade depends on the student's personal contribution to the realization of the project objectives. In this case, the decision is made by the team members independently, taking into account the opinions of each team member. The final decision of the team members must be agreed upon by all team members. The agreement should be sent to the instructor by corporate e-mail no later than 2 days after the defense. The difference between the team member's individual grade and the grade received by the team must not exceed 3 points.
Interim Assessment

Interim Assessment

  • 2023/2024 2nd module
    Final evaluation: activity in practical classes (0,2) + midterm test (0,2) + home task1 (0,1) + home task2 (0,1) + exam (presentation of group final project) (0,4)
Bibliography

Bibliography

Recommended Core Bibliography

  • Marketing research, McDaniel, C., 2007
  • Marketing research: an applied approach, Malhotra, N.K., 2005
  • Qualitative Marketing Research Carson, David J.; Gilmore, Audrey;and more SAGE Publications 2001 ISBN: ISBN number:9780761963660, ISBN number:9781446205358

Recommended Additional Bibliography

  • Rajagopal, R. (2018). Marketing Research: Fundamentals, Process, and Implications. Nova.