Market Research
Informacje ogólne
Kod przedmiotu: | 2600-ERSM1MR |
Kod Erasmus / ISCED: | (brak danych) / (brak danych) |
Nazwa przedmiotu: | Market Research |
Jednostka: | Wydział Zarządzania |
Grupy: |
Przedmioty dla studentów ERSAMUS na Wydziale Zarządzania UW w semestrze letnim Przedmioty dla studentów ERSAMUS na Wydziale Zarządzania UW w semestrze zimowym |
Punkty ECTS i inne: |
4.00
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Język prowadzenia: | angielski |
Rodzaj przedmiotu: | fakultatywne |
Skrócony opis: |
(tylko po angielsku) Role of marketing research data in the marketing-mix decisions-making. Marketing research process. Problem definition, formulating objectives, gathering 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: |
(tylko po angielsku) 1 Introduction to Marketing Research The Role of Marketing Research Conducting Marketing Research or Buying Market Research Data The Human Side of Marketing Research: Organizational and Ethical Issues Polish and international market research companies 2 Consumer’s psychology Decision making and cognitive biases Role of cognitive processes and emotions Needs and motivation Use of trends in marketing research 3 The Marketing Research Process Different stages of the research process Brief for the research agency Research offer Research output Activation workshops 4 Qualitative Research Reasons for doing qualitative research Recruitment for qual Qualitative research methods Projective techniques 5 Qualitative Research examples Exploration Brand research (positioning, image) Advertisment research 6 Ethnography in marketing research Role of ethnography Fields of use Techniques Examples 7 Online qual research Online research techniques Supporting platforms (Miro, Mural, Mentimeter) Online communities 8 Quantitative research Sampling Designs and Sampling Procedures Types of Sampling Planning the Questionnaire Questionnaire Design Questioning and Types of Questions Research examples Statistical methods in quant 9 Segmentation research Role of the segmentation in building and managing brands Types of segmentation research and examples 10 Syndicate and desk research research Primary and secondary research data Examples and methodology of desk research Examples of big syndicate research 11 Beyond consumers’ declarations Neuromarketing research Other non-direct research methods 12 Gamification in the marketing research Role and functions of gamification Examples of gamified research tools Current research results on the role of gamification |
Literatura: |
(tylko po angielsku) Belk, R., Fisher, E. & Kozinets, R.V. (2012). Qualitative Consumer and Marketing Research. Sage Publishing. Burns, A.C., Veeck, A. F. & Bush, R.F. (2017). Marketing Research 8th edition. Pearson. Maison, D. (2018). Qualitative Marketing Research. Understanding Consumer Behaviour. Routledge. |
Efekty uczenia się: |
(tylko po angielsku) 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. |
Metody i kryteria oceniania: |
(tylko po angielsku) Mixed methods research project (qual+quant research – setup, fieldwork and reporting) – 70% Brand research analysis – 30% All the details will be provided during the first meeting. |
Zajęcia w cyklu "Semestr zimowy 2023/24" (zakończony)
Okres: | 2023-10-01 - 2024-01-28 |
Przejdź do planu
PN WT ŚR CZ KON
PT |
Typ zajęć: |
Konwersatorium, 30 godzin
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Koordynatorzy: | Michał Ścibor-Rylski | |
Prowadzący grup: | Michał Ścibor-Rylski | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: | Zaliczenie na ocenę |
Właścicielem praw autorskich jest Uniwersytet Warszawski.