Marketing Research

2024/2025

Academic Year

ENG

Instruction in English

5

ECTS credits

Delivered at:

Department of Management

Course type:

Elective course

When:

4 year, 1, 2 module

Instructor

Лебедев Александр Владимирович

Course Syllabus

Abstract

The course "Marketing Research" is aimed at studying the methods and tools used to analyze the market, consumer behavior and evaluate the effectiveness of marketing strategies. As part of the course, students will become familiar with the main approaches to conducting marketing research, learn how to develop research projects and analyze the data obtained to make informed management decisions.

Learning Objectives

• To develop students' skills in developing and implementing marketing research
• To teach students to apply quantitative and qualitative methods of market analysis
• To develop students' understanding of the role of marketing research in the strategic management of a company
• To prepare students to independently conduct marketing research and interpret its results

Expected Learning Outcomes

• Ability to develop a marketing research plan in accordance with the company's goals.
• Mastery of the main methods of data collection, including surveys, interviews, focus groups and observation.
• Ability to analyze and interpret marketing research data using statistical methods.
• Ability to formulate recommendations for marketing strategy based on research results.

Course Contents

• Section 1: Introduction to Marketing Research
• Section 2: Data Collection Methods
• Section 3: Data Analysis
• Section 4: Interpreting Results and Developing Recommendations

Assessment Elements

• The Test
  The Test is written at the end of the Block 2 of the study of the discipline. The Test run in SmartLMS consisting of 15 questions. The Test time: 20 minutes.
• Case Studies Presentation
  Case studies presentation is oral presentation at seminars on a chosen case. The speech takes place in English and is written in the process of studying chapter 2. Max time of the speech: 15 minutes.
• Active work at seminars
• The Examination
  The Exam is a Test in SmartLMS, consisting of 40 questions of different formats. Test is written at the end of the last lesson of the course. The response time is 60 minutes.

Interim Assessment

• 2024/2025 2nd module
  0.2 * Active work at seminars + 0.3 * Case Studies Presentation + 0.3 * The Examination + 0.2 * The Test

Bibliography

Recommended Core Bibliography

• Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
• Malhotra, Naresh. Marketing Research: an Applied Orientation, Global Edition, Pearson Education, Limited, 2019. ProQuest Ebook Central, Retrieved from https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=5640382.

Recommended Additional Bibliography

• Carter, L. L. (2019). Equivalence and Research Design Optimization for International Market Segmentation. Journal of Marketing Development & Competitiveness, 13(3), 10–24. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=138601389
• Fallon, M. (2016). Writing up quantitative research in the social and behavioral sciences. Brill.
• Hackett, P. (2019). Quantitative Research Methods in Consumer Psychology : Contemporary and Data Driven Approaches. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1853813
• Inter-university Consortium for Political and Social Research. (2012). Guide to Social Science Data Preparation and Archiving: Best Practice Throughout the Data Life Cycle. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.AA22F59E
• Keith McNulty. (2021). Handbook of Regression Modeling in People Analytics : With Examples in R and Python. Chapman and Hall/CRC.
• Osondu, O. (2021). A First Course in Artificial Intelligence. Bentham Science Publishers Ltd.
• Rebecca Bryant, Brian Lavoie, & Constance Malpas. (2018). Realities of Research Data Management. Part Four. Sourcing and Scaling University RDM Services. https://doi.org/10.25333/C3QW7M
• Silverman, D. (DE-588)141743867, (DE-576)163079072. (2010). Doing qualitative research : a practical handbook / David Silverman. Los Angeles [u.a.]: SAGE. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.307026035

Authors

• BUDKO VIKTORIYA ALEKSANDROVNA
• LEBEDEV ALEKSANDR VLADIMIROVICH