02-077 Trženjsko raziskovanje/ Marketing Research
Content (Syllabus outline):
1.
Marketing research. Marketing information system, marketing research ethics,
THe process of marketing research.
2.
The definition and formulation of the marketing research problem. Research
goals, types of research, basic definitions.
3.
Collecting data. Secondary data – sources of secondary data. Primary data –
types and methods of collecting data
4.
5.
6.
Quality and use of internal data:
•
Data generated from sales,
•
data available from the purchasing process,
•
data available from accounting and finances.
Methods of collecting primary data
•
questionaire,
•
measuring purchasing behaviour,
•
perceptual maps,
•
conjoint analysis,
•
psychological measuring.
Sampling and data collection. Steps in determining sample type and sampling
methods. Probabilty and non-probability samples. Sample size – methods of
determining sample size, size of the population.
7.
8.
Data analysis:
•
Data collection and ordering
•
Coding
•
Presentation of data
•
Description statistics and simple hypotesis testing
Marketing research report
Objectives and competences:
Students will develop general competences:
•
ability to determine marketing problems, choose methods and execute marketing
research activities,
•
ability to define and execute qualitative and/or quantitative research using »low«
and »high« budget methods,
•
analyse quantitative data using basic univariate and multivariate statistics,
•
understand the terminology used in marketing research,
•
be able to work in a group an apply the knowledge learned in practice,
•
be able to analiticaly solve real life marketing problem through methods of
marketing research.
Students will develop course - specific competences:
•
ability to measure the effectiveness of marketing mix determinants through various
methods,
•
ability to look for secondary data,
•
ability to evaluate demographic, sociographic and behavioral data,
•
ability to determine information needed to solve a marketing research problem,
•
knowledge of using different methods of geting primary data such as: - telephone
interviewing, personal interviewing and focus groups,
•
ability to use marketing research knowledge in other areas of management
research,
•
understand the value of information for marketing decision making and for
determining the right marketing mix,
•
get the ability to use IT as a tool for marketing research, analyize and presentation
of results.
Intended learning outcomes:
Knowledge and understanding:
Student will:
•
understand the nature of marketing research, its value for business decision
making and the state of the art,
•
understand the link between the consumer and a company,
•
be able to determine good and bad research practice,
•
understand the ethical issues involved in marketing research,
•
know different types of marketing information systems,
•
understand the limits and use of free information available,
•
know the steps of a marketing research plan,
•
know how to prepare a marketing research plan,
•
know different sources for data,
•
know how to use internet as a tool for secondary data,
•
know EU and SLO sources of statistical data,
•
understand the difference between primary and secondary data,
•
know how to use and the limitations of »low« budget marketing research,
•
understand how to use internal data,
•
use sales data (monthly sales, sales by categories,=),
•
know how to use data from purchasing activities,
•
know how to use accounting data for marketing research purposes,
•
know how to use commercially available databases for research purposes,
•
understand differenty types of primary data,
•
know how to use questionaires,
•
know different types of variables used in quantitative research,
•
get insight in perceptual maps, conjoint analysis,
•
know the steps in determining a sample size as a function of research parameters,
•
know the sampling errors,
•
know how to code data in Excel and SPSS,
•
know software used for data analysis,
•
know how to graphicaly, verbaly and in written words make a presentation of
marketing research,
•
understand simple description statistics and simple hypothesis testing,
•
know the elements of a marketing research report and its tools.
Assessment:
Short written casework
Presentation
Final examination (writen/oral)