Marketing research is defined as a topic with a clear demonstration of how it may support effective decision-making. The limitations of marketing research are recognised. The process of conducting marketing research is described in six stages. At the end of the course students should be able to cope with the technical challenges to plan, gather, analyse and interpret market information.
Since the 1980s, brands and the management of brands have attracted enormous amounts of interest. Companies have become aware of how their brand image could mean the difference between success and failure. This course gives an insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands.
The course is based on OR6-100 Marketing and ME6-200 Methods in Social Science and Statistics.
Working out an approach and research design is discussed as a foundation to administrating techniques. The justification for the use of qualitative and quantitative techniques will be made. A broad range of qualitative and quantitative techniques will be presented. Sampling issues will be discussed. Techniques as focus-groups, ANOVA, regression-analysis and factor analysis will be studied in depth.
Lectures, groupwork, practice
Two compulsory written assignments
The assignments can be delivered individually or in groups up to three persons. The students are expected to present their assignments in class.
A six-hour written exam.
The final mark will based on the written exam and a portfolio containing copies of the two compulsory assignments.
The reading list will be provided at the commencement of the course.