Introduction to market research methodology, understanding the necessity of market research, acquiring basic knowledge about how to implement individual market research methods, and developing the ability to design and implement various market research methods.
1. Introduction to market research
2. The importance of market research in business management
3. Market research demarcation
4. Marketing-information and marketing-decision-making
5. Market research process
6. Defining the problem and drafting a market research project
7. Types of market research
7.1. Exploratory market research
7.2. Descriptive market research
7.3. Cause-and-effect (causal) market research
8. Secondary and primary data
9. Market research methods
9.1. Historical method
9.2. Observation method
9.3. Test method
9.4. Experimental method
10. Measurement and scales
11. Instruments for collecting primary data
12. Samples and sampling
13. Analysis and interpretation of obtained 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 adequate market research method to solve a specific problem
4. Design a research project
5. Evaluate the results obtained from the research project
