The module presents the main qualitative and quantitative research
methodologies. The topics dealt with are: introduction to marketing
research, research design, use of secondary data, qualitative techniques
(focus group, observation, in-depth interview), qualitative techniques
(questionnaires, measurement scales), social /mobile media research.
Malhotra N., Nunan D., Birks D., 2017, Market research; an applied
approach, Pearson
(chapters: 1,2,3,4,5,6,7,8,9,10,12,13,16,17,18)
Learning Objectives
The training objectives are the following ones:
- setting up a marketing research plan
- skills related to the use of qualitative research techniques
- skills related to the use of quantitative research techniques
Prerequisites
Knowledge of strategic and operational marketing.
Teaching Methods
Frontal lessons
Exercises
Testimonials in the classroom
Type of Assessment
Oral exam
Course program
Introduction to marketing research
Defining the marketing research problem
Research design
Secondary data collection
Qualitative research
Focus group discussions
In-depth interviews
Qualitative data analysis
Observation Technique
Measurement and scaling
Questionnaire design
Social media reseach
Mobile Research