Marketing Research 1 Zaiga Oborenko, assoc professor



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1 Marketing Research

Marketing Research 1

Zaiga Oborenko, assoc.professor,

Tel.+371 29259511

Zaiga.oborenko@isma.lv


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 zaiga.oborenko@isma.lv.

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