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Winter Semester 2009/10
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Winter Semester 2020/21
Marketing Research ZS05160
Course content:
Introduction. Marketing research and process of decision making in management. Data sources. The methods of data collection in the base of original and secondary sources. Sample construction. The designing of marketing research. The construction of research tools. Quantitative and Qualitative research methods. The methods of research presentation and valuation.
Learning outcomes:
The learning outcome will be realization of objectives indicated above and specifically, learning of full range of sunject issues.
(in Polish) E-learning
(in Polish) Rodzaj przedmiotu
Course coordinators
Term 2009Z: | Term 2017Z: | Term 2014Z: | Term 2015Z: | Term 2018Z: | Term 2016Z: | Term 2012Z: | Term 2019Z: | Term 2013Z: | Term 2010Z: | Term 2020Z: |
Learning outcomes
SS define terms and explains the essence of marketing research
SS runderstand the need for data collection
SS describe methods of marketing research
SS know the rules for creating research tools and report
SS are able to create research tools
SS can construct a research report
SS preparie marketing presentations of research results
SS are able to work in a team
Assessment criteria
written exam for lectures, colloquiums/tests for exercises , case studies and situational analysis, goal-oriented discussion, multimedia presentation, evaluation of students’ activities
Bibliography
a) basic references:
1. Kaczmarczyk S., „Badania Marketingowe. Metody i Techniki”, PWE, Warszawa 2007 r.
2. Hague P.: Badania marketingowe: planowanie, metodologia i ocena wyników. Wyd. Helion, Gliwice 2006
b) supplementary references:
1. Badania marketingowe / Robert J. Kaden; tł. Grzegorz Łuczkiewicz. - Warszawa: Polskie Wydawnictwo Ekonomiczne, 2008
2. Badania marketingowe: od teorii do praktyki / redakcja Dominika Maison, Artur Noga-Bogomilski. - Gdańsk; Sopot : Gdańskie Wydawnictwo Psychologiczne, 2007
3. Badania marketingowe: teoria i praktyka, red. K. Mazurek-Łopacińska, Wyd. PWN, Warszawa 2008
4.. Babbie E., „Badania Społeczne w Praktyce”, PWN, Warszawa 2005
5. Bradley N, „Marketing Research. Tools & Techniques”, Oxford University Press, New York 2007
6. Szwarc P., „Research Customer Satisfaction and Loyalty”, Kogan Press, London 2007
7. Sagan A.: Badania marketingowe: podstawowe kierunki. Wyd. AE w Krakowie 2004
8. Badania marketingowe: metody, tendencje, zastosowania, red. Krystyna Mazurek-Łopacińska. Wyd. AE, Wrocław, 2003 3.