Marketing research

Description: The discipline reveals the theoretical and practical foundations of marketing research in the consumer market. Students should know the basic basics, the conceptual apparatus and the algorithm for conducting research, Be able to compile questionnaires, conduct surveys and, based on them, issue recommendations for making managerial decisions.

Amount of credits: 5

Пререквизиты:

• Principles of Marketing

Course Workload:

Component: Component by selection

Cycle: Base disciplines

Goal

• Formation of students' professional competencies related to the successful conduct and organization of marketing research.

Objective

• Familiarity with the methodology of organizing and conducting quantitative research
• Familiarity with the methodology of organizing and conducting qualitative research
• Familiarity with the methodology of organizing and conducting data digital research

Learning outcome: knowledge and understanding

• technologies for organizing the research and analytical function of marketing in an organization
• forms of modern types of marketing research
• features of existing sources of marketing information for research

Learning outcome: applying knowledge and understanding

• independent development of a marketing research program
• organization and coordination of a marketing research project

Learning outcome: formation of judgments

• the expediency of using various forms of marketing research
• economic validity of the applied analytical methods

Learning outcome: communicative abilities

• the ability to conduct a constructive dialogue and maintain the right contact
• tolerance to the manifestations of the external communication environment

Learning outcome: learning skills or learning abilities

• ability to form your own conclusion and opinion
• the ability to think critically

Teaching methods

- interactive lecture (application of the following active forms of learning: guided discussion or conversation; moderation; demonstration of slides or educational films; brainstorming; motivational speech); - creation of scenarios for the development of various situations based on specified conditions; - information and communication (for example, classes in a computer classroom using professional application software packages); - search and research (independent research activity of students in the learning process); - solving educational tasks.

Assessment of the student's knowledge

Teacher oversees various tasks related to ongoing assessment and determines students' current performance twice during each academic period. Ratings 1 and 2 are formulated based on the outcomes of this ongoing assessment. The student's learning achievements are assessed using a 100-point scale, and the final grades P1 and P2 are calculated as the average of their ongoing performance evaluations. The teacher evaluates the student's work throughout the academic period in alignment with the assignment submission schedule for the discipline. The assessment system may incorporate a mix of written and oral, group and individual formats.

The evaluating policy of learning outcomes by work type

Evaluation form

The student's final grade in the course is calculated on a 100 point grading scale, it includes:

• 40% of the examination result;
• 60% of current control result.

The final grade is calculated by the formula:

 

Where Midterm 1, Midterm 2are digital equivalents of the grades of Midterm 1 and 2;

E is a digital equivalent of the exam grade.

Final alphabetical grade and its equivalent in points:

The letter grading system for students' academic achievements, corresponding to the numerical equivalent on a four-point scale:

Topics of lectures

• Basic fundamentals of marketing research
• Classification of marketing research
• The main stages of marketing research
• Methods and types of marketing research
• Marketing research information system
• Consumer market research
• Research of the prospects for the development of the enterprise
• The study of the audit of the conducted marketing research

Key reading

• 1. Ким Ч., Моборн Р. Стратегия голубого океана. - М.: Издательство "МИФ", 2018. - 204с. 2. Третьяк П.В. Форсайт как технология активного предвидения, 2014 3. Друкер П. Бизнес и инновации. – М.: Издательство "Питер", 2018. – 160 с. 4. Секерин В.Д. Маркетинг / Учебно-практическое пособие. – М.: ЗАО «Бизнес-школа Интел-Синтез», 2014. – 160 с. 5. Голубков Е.П. Маркетинговые исследования: теория, методология и практика. – М.: Издательство «Финпресс», 2015. – 416 с. 6. Гончарова Н.П., Перерва П.Г. и др. Маркетинг инновационного процесса: Учебное пособие. – К.: 2012. – 267 с.

Further reading

• 1. Scenarios: The Art of Strategic Conversation by Kees Van Der Heijden. John Wiley, Feb 2009 2. The Scenario Planning Handbook by Bill Ralston and Ian Wilson, Thomason, 2016 3. Learning from the Future : Competitive Foresight Scenarios by Liam Fahey (Editor), Robert M.Randall (Contributor). John Wiley, 2015 4. Issues Management: How You Can Plan, Organize and Manage for the Future by Joseph Coates. Lomond 2000 5. 20/20 Foresight: Crafting Strategy in an Uncertain World by Hugh Courtney. Harvard Business School Press, 2015