AM301302 Marketing Research
Semester: Fall
Credits: 15 ECTS Credits
Attendants: Bachelor Degree students in Export Marketing
Entry requirements:
Mathematics, Statistics, Organisation and management, Marketing, Introduction to international marketing
Aims and objectives:
- To teach the students how a company can identify and define market opportunities and oversee and improve marketing initiatives by means of marketing analyses
- To present the most commonly used research methods and when they may be applied
- To provide basic knowledge about consumer behaviour and economic psychology in marketing
- Students should get an insight into industrial marketing/ relationship marketing
- Students should learn the most basic statistical methods by using the statistical package SPSS
- Students should get practical knowledge of how to elaborate marketing analyses and present reports
- Students should get an overview of marketing research in an international context
List of topics:
Market analysis:
Basic concepts (diagnosing the situation and defining the problem, research design, information research gathering, choice of population and field work, organisation of data, interpretation, analysis and report writing)
Theoretical basis of marketing research:
- Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.)
- Attitudes - attitudes and actions - attitude studies
- Social influence on attitude (culture, group dynamics, reference groups, family influence on attitude)
- Decision behaviour in organisations
- Industrial marketing
- Relationship marketing (market and customer orientation)
- Other topics adjusted to problem areas chosen by the students
Practical implications:
Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty)
Statistical analysis - SPSS:
Descriptivs, crosstabs, correlation analysis, t-tests, variance analysis, factor analysis, regression analysis, cluster and discriminant analysis.
International marketing surveys:
Examples of international marketing surveys.
Teaching methods:
Lectures and exercises. Compulsory group paper.
Mandatory requirements: A paper presenting research problem(s), theories, models and hypotheses has to be prepared before the questionaire can be worked out. The market survey can be started when both this paper and the questionnaire have been accepted by the lecturer.
Assessment: Evaluation of compulsory group paper - maximum 3 students.
Mandatory literature: To be announced
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