Marketing Research Techniques

N/A

The programmatic contents will be developed by combining lectures with practical sessions and the resolution of exercises or analysis and discussion of cases.

Developing the skills to make a marketing research.

1. Introduction to marketing research

1.1.           Defining marketing research

1.2.           The development of marketing research as a profession

1.3.           The uses of marketing research

2.              The research  process

2.1.           Determine the research question

2.2.           Sources of information

2.3.           Chosse the research approach

2.4.           Planning the research method

2.5.           Conducting research and reporting findings and recommendations

2.6.           Research aprroaches

2.6.1.       Descriptive research

2.6.2.       Exploratory research

2.6.3.       Causal research

2.7.           Research methods

2.7.1.       Quantitative vs. qualitative research

2.7.2.       Reseacrh methodologies

3.              Determining the research question

3.1.           Critical thinking process

3.2.           Puropose of the research question and writing the question

4.              The research proposal

5.              Secondary data

6.              Qualitative research

7.              Analysing and reporting findings

• - Class participation - 10.0%
• - Individual work - 40.0%
• - Group work - 50.0%

• - Exam - 50.0%
• - Paper - 50.0%

NAO

Birks, D. et al (2021). Marketing Research: Applied insight 6e. Pearson education.

Burns, A. C. et al. (2017). Marketing Research: an applied orientation. 7th edition. Pearson education.

Malhotra, N et al (2013). Essentials of Marketing Research. Pearson education.

McGivern, Y. (2021). The Practice of Market Research (5th Edition). Pearson International Content.