Familiarisation with market research methodology, understanding the importance of market research, acquiring fundamental knowledge of various market research methods and their implementation, and developing the ability to design and conduct different types of market research.
1. Introduction to Market Research
2. The Importance of Market Research in Business Management
3. Distinction and Scope of Market Research
4. Marketing Information and Marketing Decision-Making
5. The Market Research Process
6. Problem Definition and Market Research Project Design
7. Types of Market Research
7.1. Exploratory Market Research
7.2. Descriptive Market Research
7.3. Causal Market Research
8. Secondary and Primary Data
9. Market Research Methods
9.1. Historical Method
9.2. Observation Method
9.3. Survey Method
9.4. Experimental Method
10. Measurement and Scales
11. Instruments for Collecting Primary Data
12. Sampling and Sampling Methods
13. Analysis and Interpretation of Collected Data and Report Preparation
1. Compare individual market research methods and techniques
2. Interpret the application of market research methods
3. Evaluate and select an appropriate market research method for solving a specific problem
4. Design a research project
5. Evaluate the results obtained from the research project
