Marketing Research 120111-D
Ćwiczenia (CW) Semestr letni 2024/25

Introduction to marketing research: Types of marketing research, scope and function of research, marketing research process.

Conceptual framework of a research study: Decision problem, research problem and research questions

Conceptual framework of a research study: Analytical model, hypotheses and the use of past research in developing new studies.

Exploratory and confirmatory research designs: Overview of popular qualitative and quantitative methods

Qualitative research: Focus group interviews

Qualitative research: Focus group interviews cont.

Qualitative research: Depth interviews, projective techniques and methods of qualitative data analysis

Survey methods: Primary and comparative scales of measurement.

Survey methods: Non-comparative measurement scales and principles of questionnaire design.

Survey methods: Designing digital questionnaires and common errors in questionnaire design.

Sample size and sample collection methods

Survey data coding, transcribing and cleaning.

Introduction to software for statistical data analysis in marketing research

Overview of selected specialist applications of marketing research

Marketing research and marketing information system.