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UNIWERSYTET WARSZAWSKI

WYDZIAŁ ZARZ ĄDZANIA

Kod przedmiotu (course cod) 04700 (Sokrates), 2600-ERSM1MR (USOS)

Nazwa przedmiotu (course title) Marketing Research

Typ przedmiotu (type of course) Workshop

Poziom przedmiotu (Level of course) Advanced

Rok studiów, semestr (year of study, semestr) I year, winter semester

ECTS (number of credit) 4

Metody nauczania (teaching methods) lectures and case studies

Język wykładowy (language of instruction) English

Imi ę i nazwisko wykładowcy (name of lecturer)

doc. dr Krzysztof Cybulski

Wymagania wstępne (prerequisites)

Principles of Marketing, Economics, Psychology, Sociology, Basic of Statistics

Cele przedmiotu (objectives of the course, prefrerably expressem in terms of learning outcomes and competences)

Skills in preparing and conducting simple marketing research project, ability of practical applications of different marketing research techniques (e.g. surveys, observation, focus group interviews). Know-how in cooperation with marketing research agencies.

Skrócony opis przedmiotu (brief course descrition)

Role of marketing research data in the marketing-mix decisions-making.Marketing research process. Problem definition, formulating objectives, gatheting data. Quantitative, qualitative, and experimental research. Secondary, Syndicated, and primary data.Constructing marketing Research tools. Analysis and interpretation of data. Reporting the results.

Pełny opis przedmiotu (full course description)

1 Introduction to Marketing Research

The Role of Marketing Research

2

The Marketing Research Process: An Overview

Conducting Marketing Research or Buying Market Research Data

The Human Side of Marketing Research: Organizational and Ethical Issues

2 Designing Research Studies

Exploratory Research and Qualitative Analysis

Secondary Data Research in a Digital Age

Survey Research

Observation

Experimental Research

3 Questionnaires

Planning the Questionnaire

Questionnaire Design

Questioning and Types of Questions

Bias in Questions

Mail, Telephone & Internet Survey

4 Interviewing

Forms of Interview

Techniques of Asking Questions

Interviewing Biases

5 Measurement

Scaling and Types of Measurement Scales

Measurement and Attitude Scaling

6 Qualitative Research & Attitude Research

Techniques of Qualitative Research

Principal Methods of Researching Consumer Products

7 Sampling and Statistical Theory

Sampling Designs and Sampling Procedures

Types of Sampling

Determination of Sample Size: A Review of Statistical Theory

8 Forecasting Future Demand and Sales, Estimating Sales (Demand) Potential

The Role and Importance of Forecasting

Basic Forecasting Approach

3

Basic Types of Forecasting

Interpreting the Forecasting

Sales (Demand) Potential Estimation Techniques

9 Specific Research Applications

Continous Marketing Research

Test Marketing

Advertising Research

Consumer Market Research

Business–to–Business Research

International Marketing Research

10 Analysis and Reporting

Editing, Coding, Tabulation

Basic Data Analysis: Use Weight, Statistical Matching

Differences between Groups and Relationships among Variables

Data Handling and Interpretation

Communicating Research Results: Research Reports, Oral Presentation, and Research Follow - Up

Metody oceny (assessment methods) Final test

Literatura (bibliography)

William G. Zikmund, Essentials of Marketing Research, The Dryden Press, 1999.

Peter Chisnall Marketing Research, 6th Edition, Mc Graw Hill

Alvin C. Burns, Ronald F. Bush, Marketing Research Online Research Applications, Pearson Education International – Prentice Hall, 4 th. Ed., 2003.

Paul D. Leedy, Jeanne Ellis Ormrod, Practical Research. Planning and Design, 7 th. Ed, Pearson Education International – Prentice Hall, 2001.