Market Research

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.

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

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.

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.

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.