- Code
- IMC 303
- Name
- Market Research
- Semester
- 5
- Lecture hours
- 4.00
- Seminar hours
- 0.00
- Laborator hours
- 0.00
- Credits
- 4.00
- ECTS
- 5.00
- Description
-
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.
- Objectives
- Java
- Tema
- 1
- Introduction to Marketing Research. - In this chapter will be learned the relationship of marketing research to marketing and how to define marketing research. The function and uses of marketing research and different needs than research can fulfill per sector. Finally, the job skills that are useful in marketing research.
- 2
- Processes of research and study objectives - In this chapter will be learned the steps of the marketing research process. The importance and process of defining the problem. How to formulate research objectives and research hypotheses.
- 3
- Request for Proposal - In this chapter students will learn how to create a request for proposal, putting themselves int h position of real business which they are familiar with. The structure of the request for proposal, the objectives and other mythological details. This knowledge this be applied in the semi year paper.
- 4
- Secondary data and packaged information In this chapter students will learn the differences between primary and secondary data. The different classifications of secondary data, including internal and external databases. The advantages and disadvantages of secondary data. The different sources where to find secondary data for Albania and in general. Chapter 5
- 5
- Qualitative studies - In this chapter students will learn the differences between quantitative and qualitative research techniques. The pros and cons of using observation as a means of gathering data. What focus groups are and how they are conducted and analyzed . Other qualitative methods used by marketing researchers, including in-depth interviews, protocol analysis, projective techniques, and neuromarketing. Chapter 6
- 6
- Quantitative studies -In this chapter student will learn the advantages of surveys, including standardization, ease of administration, and so forth. The various modes of survey administration, based on whether or not an interviewer and/or a computer is present . Descriptions of differed different methods of data collection. Why marketing researchers work with panel companies to collect data. Various considerations when selecting a specific method of data collection
- 7
- Survey measurement and questionnaires - In this chapter students will learn about the basic concepts of measurement. What are the types of measures used in marketing research . Three interval scales that are commonly used in marketing research. How to develop questions, including dos and don’ts. Chapter 8
- 8
- Semi exam/paper
- 9
- Selecting the sample - In this chapter students will learn the basic concepts involved with samples and sampling. The reasons for taking a sample. Differences between probability and nonprobability sampling. How to perform each of four different types of probability sampling. About online sampling techniques
- 10
- Dealing with fieldwork and data quality issues -In this chapter students will learn what constitutes nonsampling error About errors that occur during field data collection . How to control field data collection errors. All about nonresponse error.
- 11
- Analyses used in research - In this chapter students will learn what the different types of statistical analyses used in marketing research. What descriptive analysis is and how to do it . When to use a particular descriptive analysis measure. Additionally, will be introduced shortly to other type of analyses used in research. Chapter 12 in book
- 12
- Online platform - In this chapter student will learn how to use one f the free online platform, specifically survey monkey. They will get familiar with the type of question offered by the platform, How to contrast a survey. How to share to respondent for collecting data and how to analyze the results.
- 13
- Visit in a local research agency office- Real study demonstration "Barometri Politik"- Analyses of an electoral research in Albania
- 14
- Data visualization Learning different methods for presenting data in graphic forms but not only as well as working methods for highlighting and presenting the main findings.
- 15
- Individual consultation session for the final project- online survey
- 16
- Final Exam
- 1
- Studentët do të demonstrojnë njohuri të koncepteve dhe metodave të studimit të marketingut.
- 2
- Studentët do të aftësohen në hartimin e pyetësorëve dhe mënyrat e marrjes së kampioneve.
- 3
- Studentët do të jenë në gjendje të kuptojnë metodat cilësore dhe sasiore të kërkimit dhe zbatimin e tyre në studime marketingu.
- Quantity Percentage Total percent
- Midterms
- 1 30% 30%
- Quizzes
- 1 20% 20%
- Projects
- 0 0% 0%
- Term projects
- 0 0% 0%
- Laboratories
- 0 0% 0%
- Class participation
- 1 15% 15%
- Total term evaluation percent
- 65%
- Final exam percent
- 35%
- Total percent
- 100%
- Quantity Duration (hours) Total (hours)
- Course duration (including exam weeks)
- 16 4 64
- Off class study hours
- 14 4 56
- Duties
- 0 0 0
- Midterms
- 1 1 1
- Final exam
- 1 2 2
- Other
- 1 2 2
- Total workLoad
- 125
- Total workload / 25 (hours)
- 5.00
- ECTS
- 5.00