Course 2015-2016 a.y.

Go to class group/s: 31

CLEACC (6 credits - II sem. - OBS  |  SECS-P/08)

Course Director:
THOMAS EICHENTOPF

Course Objectives

We might intuitively associate marketing research with big companies and advertising agencies. However, marketing research is a vital tool for cultural institutions and creative enterprises, too. As this setting consists of large multinational enterprises, small local initiatives, and public institutions alike, the course covers a wide range of problems and methodologies. That richness enables students to understand and use quantitative tools in their professional life. The course aims to be a laboratory that allows for first-hand experiences of marketing research projects: students analyze typical problems, select and apply statistical techniques to investigate empirical data, and identify relevant managerial conclusions.

Course Content Summary

• Identifying and analyzing marketing research problems.
• Designing research projects.
• Collecting and analyzing qualitative data.
• Managing data collection with surveys.
• Using internal and external secondary marketing data.
• Analyzing marketing data with appropriate (multivariate) statistical techniques.
• Explaining and transferring results to managerial practice.
• Understanding benefits and conditions of various research strategies.
• Ethical aspects of marketing research.

Detailed Description of Assessment Methods

Attending Students
- Field project (50%)
- Final Exam (50%)
During the course, there are occasions to earn extra credits

Non Attendig
- Final Written exam (100%)
During the course, there are occasions to earn extra credits

Textbooks

Attending students
• Malhotra, N.K. (2009), Marketing Research - An Applied Orientation, 6th edition, Pearson Prentice Hall (chapter 1 to 13).
• A small (!) selection of electronic resources

Non - Attending students
• Malhotra, N.K. (2009), Marketing Research - An Applied Orientation, 6th edition, Pearson Prentice Hall (chapters 1 to 20).
• A small (!) selection of electronic resources

Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

This is not a course on statistics, but students should feel advised to have some understanding of key statistical concepts, i.e. multivariate statistics and linear regression models, which we use throughout the course.

Last change 13/05/2015 09:15