Marketing research course 2019

Описание

Rapid changes in the business world are creating new decision-pressing situations that demand better skills for the acquisition and use of management and marketing information. Marketing research plays an important role in supporting both management and marketing decision-making processes by providing an accurate, relevant, and timely information. Therefore, the course pays significant attention to such activities as identification, search, collection, analysis, and interpretation of primary and secondary marketing research information. The course covers a vast range of topics - in particular, basic marketing research classifications, primary and secondary information, the major steps of the marketing research process, research design, sampling, qualitative and quantitative research, the strategy of mixed-method research, and data analysis (mainly content analysis, factor analysis, and cluster analysis). The main purpose of the course is to equip the students with the concepts and techniques pertaining to the sphere of marketing research. The course also aims to provide the learners with an opportunity to apply the obtained knowledge to an array of real business and research problems. Those who take the course will, upon its completion, be able to understand the marketing research process in detail and manage it efficiently.