Study Guide

Learning outcomes

After completing the course student is able to
- identify different types marketing research
- plan a marketing research step by step
- collect primary and secondary research data
- plan and apply different types of surveys, interviews, observations and experiments
- report research results
- use marketing research as decision-making support

Implementation and methods of teaching

Contact lessons on campus, compulsory assignments

Timing and attendance

Lessons according to timetable, schedule of the assignments at the beginning of the course

Learning material and recommended literature

Lecture material by the teacher, assignments and their presentations, course book: Tony Proctor: Essentials of Marketing Research (selected chapters).

Exam retakes

Course exam on the last lessons according to timetable.
Reexam dates announced at the beginning of the course.

Learning environment

Lessons and Moodle

Student time use and work load

4 cr = 108 hours of student work: lessons 44 hours, assignments 25 hours, self-studying

Contents

Features, types and process of marketing research; Research plan; Sampling; Measurement and scaling; Surveys and questionnaire design; Interviews; Projective techniques; Observations and experiments; Data collection and Reporting.

Additional information for students: previous knowledge etc.

Quantitative research methods and Qualitative research methods courses completed
or Research and development course completed
or respective knowledge and skills required.

Assessment criteria

Assignments passed/not passed
Exam graded 0-5

Assessment scale

1-5

Failed (0)

Failing to reach level 1 according to the evaluation criteria

Assessment criteria: level 1 (assessment scale 1–5)

1 = Student understands the basic concepts and steps of marketing research and remembers their definitions. Student is able to plan the main steps of marketing research.

Assessment criteria: level 3 (assessment scale 1–5)

3 = Student understands the basic concepts and steps of marketing research and is able to explain them. Student is able to plan and implement the main steps in a simple marketing research project by using the basic methods.

Assessment criteria: level 5 (assessment scale 1–5)

5 = Student masters and is able to use of the basic concepts of marketing research fluently. Student is able to apply different methods and tools in planning and implementing different types of marketing research projects. Student is able to justify the selection and use all research methods on the course. Student understands the practical implications of research results in marketing management and decision making.