Description

1.Comprehension of the theoretical, methodological and practical components of the marketing research process;
2. Comprehension of the importance and the role of information for decision-making process;
3. Comprehension of the role of marketing research process in the context of marketing concept, process and system;
4. Comprehension of the process of field research work;
5. Comprehension of the modern elements of marketing research as well as with its ethical dimensions.

Instructors

red. prof. dr. BORUT MILFELNER, univ. dipl. ekon.

doc. dr. DOMEN MALC, mag.psih.

Contents

Introduction to marketing research;
Defining the marketing research problem and developing a research approach;
Research design;
Secondary data collection and analysis;
Internal secondary data and the use of databases;
Qualitative research: its nature and approaches;
Qualitative research: focus group discussions;
Qualitative research: depth interviewing and projective techniques;
Survey and quantitative observation techniques;
Measurement and scaling: fundamentals, comparative and non-comparative scaling;
Questionnaire design;
Sampling: design and procedures;
Sampling: final and initial sample size determination.

Recommended Readings and Tools

Malhotra, N., Birks, D.F. (2006) MARKETING RESEARCH: An Applied Approach. New York (NY): Prentice Hall.

Planned Activities

Ex-catedra lectures
Analysis of case studies

Assessment Methods and Criteria

Written examination: 100%