This course provides a comprehensive introduction to marketing research and discusses key concepts, processes and techniques, as well as their applications. The course addresses the use of marketing studies as support for marketing decision making by management; specifically, how data and information are collected and analyzed with different research methodologies. In addition to a summary of marketing research, the course includes designing a request for proposal document, designing methodology, and implementing a quantitative online study.

Kjo lëndë synon që tu sigurojë studentëve formim në metodat e kërkimit, problematikat e procesit të kryerjes së studimeve marketing, analizës së të dhënave, dhe metodat e vlerësimit të lidhura me marketingun si dhe raportimin e tyre. Me konkretisht: This course aims to provide students with training in research methods, problems of the process of marketing studies, data analysis and their reporting. More concretly: • Be able to translate a marketing problem into a hypothese or potential research objectives • Formulate a request for proposal, positioning themselves in the role of a business that requires marketing studies • Evaluate marketing research as a process that includes a sequence of activities and identify each of them – • Have a general understanding of the strengths and weaknesses of different quantitative and qualitative research models • Be aware of the different sources of data collection and the different ways of gathering such information • Be more sensitive to the prejudices and limitations of marketing data and data analysis and ethics in their collection and use. • Recognize and use online platforms for building quantitative questionnaires and collecting basic data such as Google forms and Survey Monkey • The course also aims to help students gain the ability to evaluate and interpret marketing research designed and conducted by external providers.