Marketing Research

The overall aims of the course in Marketing Research is to teach how to develop a proper conceptual framework for a study, select the right research design and employ common research techniques, in particular focus group interviews and cross-sectional surveys. The contents do not include advanced statistical analysis, which is beyond the scope of the elementary course in Marketing Research, but familiarity with the basics of statistics will be helpful in gaining a deeper understanding of some of the discussed topics. Since Marketing Research is building upon the theory and practice of marketing it is recommended that students are familiar with principles, tools and strategies of marketing.

The course aims to present the role, functions, principles and methods of contemporary marketing research with the focus on the survey method supplemented by exploratory qualitative techniques, including focus group and depth interviews. Out of all the stages in the marketing research process, special attention will be given to the phase of planning and designing an effective and efficient research study.

Literatura podstawowa:

N. Malhotra, Marketing Research: An Applied Orientation, Prentice Hall, 6th edition, 2010;

Literatura uzupełniająca:

Zaborek P., Elements of Marketing Research, Warsaw School of Economics Press, 2016.

Mooi Erik, Sarstedt M., A Concise Guide to Market Research: The Process, Data and Methods Using IBM SPSS Statistics, Springer Verlag, Heidelberg, 2018.

Evaluation criteria

Multiple Choice Test (A multiple choice test): 80.00%

Papers/Essays (Homework assignments.): 20.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 40%

Detailed passing conditions:

The test exam includes 20 multiple-choice questions.

Throughout the semester, five homework assignments are given. Each correctly completed assignment awards the student one bonus point. Collecting five bonus points raises the exam grade by one (e.g., from 3 to 4), while three points raise the grade by 0.5. However, the amendments are only applicable if the exam is passed with a score of at least 11 out of 20 (55% correct answers).

Students with absences can get credit for the course by passing the regular exam and - in addition - writing an extra individual assignment involving designing a marketing research project.

The overall aims of the course in Marketing Research is to teach how to develop a proper conceptual framework for a study, select the right research design and employ common research techniques, in particular focus group interviews and cross-sectional surveys. The contents do not include advanced statistical analysis, which is beyond the scope of the elementary course in Marketing Research, but familiarity with the basics of statistics will be helpful in gaining a deeper understanding of some of the discussed topics. Since Marketing Research is building upon the theory and practice of marketing it is recommended that students are familiar with principles, tools and strategies of marketing.

The course aims to present the role, functions, principles and methods of contemporary marketing research with the focus on the survey method supplemented by exploratory qualitative techniques, including focus group and depth interviews. Out of all the stages in the marketing research process, special attention will be given to the phase of planning and designing an effective and efficient research study.

Literatura podstawowa:

N. Malhotra, Marketing Research: An Applied Orientation, Prentice Hall, 6th edition, 2010;

Literatura uzupełniająca:

Zaborek P., Elements of Marketing Research, Warsaw School of Economics Press, 2016.

Mooi Erik, Sarstedt M., A Concise Guide to Market Research: The Process, Data and Methods Using IBM SPSS Statistics, Springer Verlag, Heidelberg, 2018.

Evaluation criteria

Multiple Choice Test (A multiple choice test): 80.00%

Papers/Essays (Homework assignments.): 20.00%

The threshold percentage of absences (excluding lectures)

defined as the proportion of class hours beyond which the achievement of learning outcomes is deemed unattainable: 40%

Detailed passing conditions:

The test exam includes 20 multiple-choice questions.

Throughout the semester, five homework assignments are given. Each correctly completed assignment awards the student one bonus point. Collecting five bonus points raises the exam grade by one (e.g., from 3 to 4), while three points raise the grade by 0.5. However, the amendments are only applicable if the exam is passed with a score of at least 11 out of 20 (55% correct answers).

Students with absences can get credit for the course by passing the regular exam and - in addition - writing an extra individual assignment involving designing a marketing research project.

The overall aims of the course in Marketing Research is to teach how to develop a proper conceptual framework for a study, select the right research design and employ common research techniques, in particular focus group interviews and cross-sectional surveys. The contents do not include advanced statistical analysis, which is beyond the scope of the elementary course in Marketing Research, but familiarity with the basics of statistics will be helpful in gaining a deeper understanding of some of the discussed topics. Since Marketing Research is building upon the theory and practice of marketing it is recommended that students are familiar with principles, tools and strategies of marketing.

The course aims to present the role, functions, principles and methods of contemporary marketing research with the focus on the survey method supplemented by exploratory qualitative techniques, including focus group and depth interviews. Out of all the stages in the marketing research process, special attention will be given to the phase of planning and designing an effective and efficient research study.

Literatura podstawowa:

N. Malhotra, Marketing Research: An Applied Orientation, Prentice Hall, 6th edition, 2010;

Literatura uzupełniająca:

Zaborek P., Elements of Marketing Research, Warsaw School of Economics Press, 2016.

Mooi Erik, Sarstedt M., A Concise Guide to Market Research: The Process, Data and Methods Using IBM SPSS Statistics, Springer Verlag, Heidelberg, 2018.

The overall aims of the course in Marketing Research is to teach how to develop a proper conceptual framework for a study, select the right research design and employ common research techniques, in particular focus group interviews and cross-sectional surveys. The contents do not include advanced statistical analysis, which is beyond the scope of the elementary course in Marketing Research, but familiarity with the basics of statistics will be helpful in gaining a deeper understanding of some of the discussed topics. Since Marketing Research is building upon the theory and practice of marketing it is recommended that students are familiar with principles, tools and strategies of marketing.

The course aims to present the role, functions, principles and methods of contemporary marketing research with the focus on the survey method supplemented by exploratory qualitative techniques, including focus group and depth interviews. Out of all the stages in the marketing research process, special attention will be given to the phase of planning and designing an effective and efficient research study.

Literatura podstawowa:

N. Malhotra, Marketing Research: An Applied Orientation, Prentice Hall, 6th edition, 2010;

Literatura uzupełniająca:

Zaborek P., Elements of Marketing Research, Warsaw School of Economics Press, 2016.

Mooi Erik, Sarstedt M., A Concise Guide to Market Research: The Process, Data and Methods Using IBM SPSS Statistics, Springer Verlag, Heidelberg, 2018.