Marketing Research 1 Zaiga Oborenko, assoc professor

Marketing Research 1

Zaiga Oborenko, assoc.professor,

Tel.[phone]

[e-mail]

Introduction

CONTENTS

• Nature of marketing research
• The role of marketing research
• Planning research project
• Methods of marketing research
• Primary and secondary research
• Questionnaire
• Quantitative and qualitative research
• Research for B2C and B2B segments
• Marketing research services and internet marketing
• Global marketing research
• Ethics of marketing research

LITERATURE

• Burns C.A., Bush F.R. Marketing Research (6th Edition)., New Jersey Prentice Hall, 2010. – 672 pp
• Naresh K.Malhotra. David F.Birks. Marketing Research: An Applied Orientation( 6th Edition), Prentice Hall, 2009. – 714 p.
• Paurav Shukla. Essentials of Marketing Research. Bookboon.com. – 2008. – 117 p.
• Tony Procetor. Essentials of Marketing Research, Pearson Education Limited, 2005.- 592 p.
• Zikmund W.G.,Babin B.J. Essentials of Marketing Research, Fifth Edition, South-Western, Cengage Learning, 2013 – 438 p

MARKETING RESEARCH RESULT

• Credit points 2 (3 ECTS)
• 32 Contact hours in the auditorium
• 48 Hours of individual, independent studies
• Final testing form: Examination

Assesment to get 2 credit points

The Course evaluation will be based on the following point breakdown:

• 10% Class participation and activity
• 30% Individual home assignments
• 20% Class assignments
• 40% Exam test

Rules for classes

• 1. Mobile phones and laptops are off and are not used during classes unless they are needed for learning purposes and indicated by the teacher.
• 2. Students do registration at each lesson. In a case the student can not attend the lecture, it must be notified in writing by e-mail [e-mail].