30332 - MARKETING RESEARCH SKILLS FOR PUBLIC POLICY

Marketing research is the art of understanding how people make decisions. For good policy makers, such skills are just as crucial to design and evaluate new policies. Therefore, this course explains qualitative and quantitative tools as we commonly use them in marketing and help students to apply them to the political domain.

• Identifying and analyzing marketing research problems in public policy.
• Designing research projects.
• Collecting and using different types of data.
• Explaining and transferring results to practitioners in public policy.
• Understanding benefits and conditions of various research strategies.
• Discussing recent trends of marketing research for public policy.
• Monitoring ethical constraints and dilemmas when executing marketing research.

• Understanding of marketing research in the context of public policy.
• Design and conduct of marketing research projects for policy making.

• Assess the quality of reported marketing research in the context of public policy.
• Contribute actively to larger marketing research projects for policy making.
• Develop autonomously research question(s) and derive the appropriate corresponding research design.

• Face-to-face lectures
• Exercises (exercises, database, software etc.)
• Individual assignments

For those who attend the course, there is no formal requirement of attendance. However, there will be two (unannounced) quizzes about the course material.

As attending student, the quizzes count towards your course grade.

• Quizzes
• Individual assignments (instructions are given during the course)

Exam based on course textbook

• N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
• Digital resources that will be distributed throughout the semester.

• N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
• Digital resources that will be distributed throughout the semester.