Marketing research applying Internet and electronic media
Informacje ogólne
Kod przedmiotu: | 230231-D |
Kod Erasmus / ISCED: | (brak danych) / (brak danych) |
Nazwa przedmiotu: | Marketing research applying Internet and electronic media |
Jednostka: | Szkoła Główna Handlowa w Warszawie |
Grupy: | |
Punkty ECTS i inne: |
4.50 (zmienne w czasie)
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Język prowadzenia: | angielski |
Efekty uczenia się: |
Wiedza: 1. Student knows the theoretical background of qualitative and quantitative marketing research applying the Internet and electronic media. 2. Student knows which research method to choose depending on the specificity of the research problem and the research questions formulated with reference to it. 3. Student knows how to develop a plan of qualitative and quantitative marketing research applying the Internet and electronic media. Umiejętności: 1. Student is able to identify a research problem and correctly define research questions in relation to it. 2. Student is able to choose a research method appropriate to the indicated research questions. 3. Student is able to conduct marketing research projects using the Internet and electronic media in cooperation with his team. Kompetencje społeczne: 1. Student is able to cooperate with the team dealing with marketing research applying the Internet and electronic media. 2. Student understands the ethical challenges of conducting marketing research using the Internet and electronic media. |
Zajęcia w cyklu "Preferencje - Semestr letni 2024/25" (jeszcze nie rozpoczęty)
Okres: | 2025-02-15 - 2025-09-30 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Zajęcia prowadzącego
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Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Anna Grudecka | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Zajęcia prowadzącego - Ocena |
Zajęcia w cyklu "Semestr letni 2024/25" (jeszcze nie rozpoczęty)
Okres: | 2025-02-15 - 2025-09-30 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 45 godzin
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Koordynatorzy: | (brak danych) | |
Prowadzący grup: | (brak danych) | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
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Skrócony opis: |
The course covers key theoretical and practical issues related to both qualitative and quantitative marketing research carried out using electronic media and modern Internet technologies. |
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Pełny opis: |
The aim of the course is to familiarise students with the issue of conducting qualitative and quantitative marketing research applying the Internet and electronic media, and to develop the ability to choose the most appropriate research method of marketing research for a given research problem and the practical skills of conducting it in the realities of a digital economy. |
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Literatura: |
Literatura podstawowa: M. Angrosino, Doing etnographic and obervational research, SAGE, Los Angeles-London-New Dehli-Singapore 2007. A. Charan, Marketing analyutics. A practitioner`s guide to marketing analytics and research methods, Word Scientific, New Yersey 2015. N.K. Malhotra, Marketing research: an applied orientation, Pearson Education, Harlow 2013. E. Mooi, M.A. Sarstedt, A concise guide to market research: the proces, data and methods using IBM SPSS Statistics, Springer Verlag, Heideberg 2011. M. Styśko-Kunkowska, Interviews as a qualitative research method in management and economics sciences, Warsaw School of Economics, Warszawa 2014. R. Yin, Case study research. Design and methods, SAGE, Los Angeles-London-New Dehli-Singapore 2009. Literatura uzupełniająca: J.F. Hair, Essentials of marketing research, McGrwa-Hill, New York 2010. S. Kaczmarczyk, Badania marketingowe. Podstawy metodyczne, PWE, Warszawa 2014. D. Maison, Jakościowe metody badań marketingowych: jak zrozumieć konsumenta, PWN, Warszawa 2015. N.K. Malhotra, Basic marketing research: a decision-making approach, Prentice Hall, Upper Saddle River 2009. Publikacje własne: Anna Grudecka, Marzanna Witek-Hajduk, ?Made-In? Label, Socio-Demographic Characteristics and Income as Moderators of the Brand Types in Terms of the Country-of-Brand-Origin Impact on Consumers` Purchase Intentions, W: European Research Studies Journal,2021; Marzanna Witek-Hajduk, Anna Grudecka, Anna Napiórkowska, E-commerce in the Internet-enabled foreign expansion of Polish fashion brands owned by SMEs, W: Journal of Fashion Marketing and Management,2022; Anna Grudecka, Marzanna Witek-Hajduk, Does the developed-country brand name still matter? Consumers? purchase intentions and ethnocentrism and materialism as moderators, W: Journal of Product and Brand Management,2022 |
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Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 0.00% egzamin ustny: 0.00% kolokwium: 40.00% referaty/eseje: 40.00% ocena z ćwiczeń: 0.00% inne: 20.00% |
Zajęcia w cyklu "Semestr zimowy 2024/25" (w trakcie)
Okres: | 2024-10-01 - 2025-02-14 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 45 godzin
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Koordynatorzy: | (brak danych) | |
Prowadzący grup: | (brak danych) | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course covers key theoretical and practical issues related to both qualitative and quantitative marketing research carried out using electronic media and modern Internet technologies. |
|
Pełny opis: |
The aim of the course is to familiarise students with the issue of conducting qualitative and quantitative marketing research applying the Internet and electronic media, and to develop the ability to choose the most appropriate research method of marketing research for a given research problem and the practical skills of conducting it in the realities of a digital economy. |
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Literatura: |
Literatura podstawowa: M. Angrosino, Doing etnographic and obervational research, SAGE, Los Angeles-London-New Dehli-Singapore 2007. A. Charan, Marketing analyutics. A practitioner`s guide to marketing analytics and research methods, Word Scientific, New Yersey 2015. N.K. Malhotra, Marketing research: an applied orientation, Pearson Education, Harlow 2013. E. Mooi, M.A. Sarstedt, A concise guide to market research: the proces, data and methods using IBM SPSS Statistics, Springer Verlag, Heideberg 2011. M. Styśko-Kunkowska, Interviews as a qualitative research method in management and economics sciences, Warsaw School of Economics, Warszawa 2014. R. Yin, Case study research. Design and methods, SAGE, Los Angeles-London-New Dehli-Singapore 2009. Literatura uzupełniająca: J.F. Hair, Essentials of marketing research, McGrwa-Hill, New York 2010. S. Kaczmarczyk, Badania marketingowe. Podstawy metodyczne, PWE, Warszawa 2014. D. Maison, Jakościowe metody badań marketingowych: jak zrozumieć konsumenta, PWN, Warszawa 2015. N.K. Malhotra, Basic marketing research: a decision-making approach, Prentice Hall, Upper Saddle River 2009. Publikacje własne: Anna Grudecka, Marzanna Witek-Hajduk, ?Made-In? Label, Socio-Demographic Characteristics and Income as Moderators of the Brand Types in Terms of the Country-of-Brand-Origin Impact on Consumers` Purchase Intentions, W: European Research Studies Journal,2021; Marzanna Witek-Hajduk, Anna Grudecka, Anna Napiórkowska, E-commerce in the Internet-enabled foreign expansion of Polish fashion brands owned by SMEs, W: Journal of Fashion Marketing and Management,2022; Anna Grudecka, Marzanna Witek-Hajduk, Does the developed-country brand name still matter? Consumers? purchase intentions and ethnocentrism and materialism as moderators, W: Journal of Product and Brand Management,2022 |
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Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 0.00% egzamin ustny: 0.00% kolokwium: 40.00% referaty/eseje: 40.00% ocena z ćwiczeń: 0.00% inne: 20.00% |
Zajęcia w cyklu "Semestr letni 2023/24" (zakończony)
Okres: | 2024-02-24 - 2024-09-30 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 45 godzin
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Koordynatorzy: | (brak danych) | |
Prowadzący grup: | (brak danych) | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course covers key theoretical and practical issues related to both qualitative and quantitative marketing research carried out using electronic media and modern Internet technologies. |
|
Pełny opis: |
The aim of the course is to familiarise students with the issue of conducting qualitative and quantitative marketing research applying the Internet and electronic media, and to develop the ability to choose the most appropriate research method of marketing research for a given research problem and the practical skills of conducting it in the realities of a digital economy. |
|
Literatura: |
Literatura podstawowa: M. Angrosino, Doing etnographic and obervational research, SAGE, Los Angeles-London-New Dehli-Singapore 2007. A. Charan, Marketing analyutics. A practitioner`s guide to marketing analytics and research methods, Word Scientific, New Yersey 2015. N.K. Malhotra, Marketing research: an applied orientation, Pearson Education, Harlow 2013. E. Mooi, M.A. Sarstedt, A concise guide to market research: the proces, data and methods using IBM SPSS Statistics, Springer Verlag, Heideberg 2011. M. Styśko-Kunkowska, Interviews as a qualitative research method in management and economics sciences, Warsaw School of Economics, Warszawa 2014. R. Yin, Case study research. Design and methods, SAGE, Los Angeles-London-New Dehli-Singapore 2009. Literatura uzupełniająca: J.F. Hair, Essentials of marketing research, McGrwa-Hill, New York 2010. S. Kaczmarczyk, Badania marketingowe. Podstawy metodyczne, PWE, Warszawa 2014. D. Maison, Jakościowe metody badań marketingowych: jak zrozumieć konsumenta, PWN, Warszawa 2015. N.K. Malhotra, Basic marketing research: a decision-making approach, Prentice Hall, Upper Saddle River 2009. Publikacje własne: Anna Grudecka, Marzanna Witek-Hajduk, ?Made-In? Label, Socio-Demographic Characteristics and Income as Moderators of the Brand Types in Terms of the Country-of-Brand-Origin Impact on Consumers` Purchase Intentions, W: European Research Studies Journal,2021; Anna Grudecka, Marzanna Witek-Hajduk, Does the developed-country brand name still matter? Consumers? purchase intentions and ethnocentrism and materialism as moderators, W: Journal of Product and Brand Management,2022; Marzanna Witek-Hajduk, Anna Grudecka, Anna Napiórkowska, E-commerce in the Internet-enabled foreign expansion of Polish fashion brands owned by SMEs, W: Journal of Fashion Marketing and Management,2022 |
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Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 0.00% egzamin ustny: 0.00% kolokwium: 40.00% referaty/eseje: 40.00% ocena z ćwiczeń: 0.00% inne: 20.00% |
Zajęcia w cyklu "Semestr zimowy 2023/24" (zakończony)
Okres: | 2023-10-01 - 2024-02-23 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 45 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | (brak danych) | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course covers key theoretical and practical issues related to both qualitative and quantitative marketing research carried out using electronic media and modern Internet technologies. |
|
Pełny opis: |
The aim of the course is to familiarise students with the issue of conducting qualitative and quantitative marketing research applying the Internet and electronic media, and to develop the ability to choose the most appropriate research method of marketing research for a given research problem and the practical skills of conducting it in the realities of a digital economy. |
|
Literatura: |
Literatura podstawowa: M. Angrosino, Doing etnographic and obervational research, SAGE, Los Angeles-London-New Dehli-Singapore 2007. A. Charan, Marketing analyutics. A practitioner`s guide to marketing analytics and research methods, Word Scientific, New Yersey 2015. N.K. Malhotra, Marketing research: an applied orientation, Pearson Education, Harlow 2013. E. Mooi, M.A. Sarstedt, A concise guide to market research: the proces, data and methods using IBM SPSS Statistics, Springer Verlag, Heideberg 2011. M. Styśko-Kunkowska, Interviews as a qualitative research method in management and economics sciences, Warsaw School of Economics, Warszawa 2014. R. Yin, Case study research. Design and methods, SAGE, Los Angeles-London-New Dehli-Singapore 2009. Literatura uzupełniająca: J.F. Hair, Essentials of marketing research, McGrwa-Hill, New York 2010. S. Kaczmarczyk, Badania marketingowe. Podstawy metodyczne, PWE, Warszawa 2014. D. Maison, Jakościowe metody badań marketingowych: jak zrozumieć konsumenta, PWN, Warszawa 2015. N.K. Malhotra, Basic marketing research: a decision-making approach, Prentice Hall, Upper Saddle River 2009. Publikacje własne: Anna Grudecka, Marzanna Witek-Hajduk, ?Made-In? Label, Socio-Demographic Characteristics and Income as Moderators of the Brand Types in Terms of the Country-of-Brand-Origin Impact on Consumers` Purchase Intentions, W: European Research Studies Journal,2021; Anna Grudecka, Marzanna Witek-Hajduk, Does the developed-country brand name still matter? Consumers? purchase intentions and ethnocentrism and materialism as moderators, W: Journal of Product and Brand Management,2022; Marzanna Witek-Hajduk, Anna Grudecka, Anna Napiórkowska, E-commerce in the Internet-enabled foreign expansion of Polish fashion brands owned by SMEs, W: Journal of Fashion Marketing and Management,2022 |
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Uwagi: |
Kryteria oceniania: egzamin tradycyjny-pisemny: 0.00% egzamin ustny: 0.00% kolokwium: 40.00% referaty/eseje: 40.00% ocena z ćwiczeń: 0.00% inne: 20.00% |
Właścicielem praw autorskich jest Szkoła Główna Handlowa w Warszawie.