Marketing Research

Course Description
This advanced course describes the role of marketing research in the current marketing environment and in marketing-oriented organizations, and its applications, concepts, methodologies, techniques, and terminologies. Designed to make the student a knowledgeable marketing research consumer, and a beginning practitioner, it demonstrates how research contributes to the effectiveness of marketing, advertising, sales, and product design and development. In particular, the course illustrates the importance of market research for successful decision-making concerning the final consumer / customer –B2C, as well as in B2B.
The course details the stages of the market research process, starting with the definition of the problem, brief setting, and proposal evaluation, through data collection, analysis, and interpretation, to presentation of research findings, and the application of findings and analysis in management decision-making. The focus is on qualitative (exploratory) research techniques, quantitative research execution, and the latest developments in technology. New internet related market research techniques are described.

Course Learning Outcomes
Upon completion of this course, students should be able to:
–Comprehend and have a clear understanding of the relationship between market research and decision-making;
–Comprehend and have a clear understanding of the processes used in formulating and conducting market research projects;
–Place in context and lend perspective to the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted, including methodologies and project management;
–Comprehend and have a clear understanding of the range of qualitative and quantitative techniques and methods available in marketing research, including applicability and limitations;
–Comprehend and have a clear understanding of how to design a market research to obtain actionable information as a decision support and be able to make a Request for proposal for a market research project;
–Place in context and lend perspective to the language of marketing research as it is used by practitioners and businesspeople;
–Place in context and lend perspective to some of the more common qualitative and quantitative techniques, including proposal / survey construction, data collection / fieldwork and analysis and reporting.