Practice of Marketing Research ZSU03547

Usability market research, qualitative market research methods, ethnographic marketing research, projective techniques, methods of tracking experiment schoping mystery, telemetry study of TV viewing, analysis of the content of the content, the use of panel methods in terms of sales volumes, using the Internet in the light of omnibusowych, loyalty test using the method of TR * M, personal and telephone interviews in the study of behavior characteristics affluent banking, principles and method of analysis of the FGI, the use of in-depth interview on the internet, use of research in strategic marketing planning

(in Polish) Rodzaj przedmiotu

(in Polish) Obieralny

Course coordinators

Tadeusz Kowalewski

Learning outcomes

EK1 student possesses knowledge on the essence of usability of selected methods of marketing research Z_W07
EK2 student: possesses knowledge of the use of selected methods of marketing research and can put thm into practice, creates case study Z_W04
EK3 student: student: can analyze quantitative data Z_U12, Z_U08
EK4 student: properly analyzes and interprets qualitative data Z_U15, Z_U08
EK5 student: he can work in a team Z_K02

Assessment criteria

Lecture - writing vealuation, exercises - interactive multimedia presentation, evaluation of teamwork, case studies and other activation exercises, colloqium/test

Bibliography

Basic literature :Marketingowe badania bezposrednie, R. Milec-Czerniak (red.), Difin, Warszawa 2005; Maison D., Noga-Bomilski A., Badania marketingowe: od teorii do praktyki, GWP, Gdańsk 2007
Further reading:
Mazurek-Łopacińska K. (red.) Badania marketingowe. Teoria i praktyka, PWN, Warszawa 2005; Hague P. Badania marketingowe. Planowanie, metodologia i ocena wyników, One Press, 2006; Kaden R. J., Badania marketingowe, PWE Warszawa 2008; Babbie E., Badania społeczne w praktyce, PWN, Warszawa 2007;