ITA | ENG
B030602 - MARKET RESEARCH
Main information
Teaching Language
Course Content
Suggested readings
Learning Objectives
Prerequisites
Teaching Methods
Type of Assessment
Course program
Academic Year 2023-24
Course year
Second year - Second Semester
Belonging Department
Economics and Management (DISEI)
Course Type
Single education field course
Scientific Area
SECS-P/08 - MANAGEMENT
Credits
6
Teaching Hours
48
Teaching Term
19/02/2024 ⇒ 31/05/2024
Attendance required
No
Type of Evaluation
Final Grade
Course Content
show
Course program
show
Lectureship
Teaching Language
Lessons in Italian Language
Books and Slides in English Language.
Books and Slides in English Language.
Course Content
The module presents the main qualitative and quantitative research
methodologies. The topics dealt with are: introduction to marketing
research, research design, use of secondary data, qualitative techniques
(focus group, observation, in-depth interview), qualitative techniques
(questionnaires, measurement scales), social /mobile media research.
methodologies. The topics dealt with are: introduction to marketing
research, research design, use of secondary data, qualitative techniques
(focus group, observation, in-depth interview), qualitative techniques
(questionnaires, measurement scales), social /mobile media research.
Suggested readings (Search our library's catalogue)
Malhotra N., Nunan D., Birks D., 2017, Market research; an applied
approach, Pearson
(chapters: 1,2,3,4,5,6,7,8,9,10,12,13,16,17,18)
approach, Pearson
(chapters: 1,2,3,4,5,6,7,8,9,10,12,13,16,17,18)
Learning Objectives
The training objectives are the following ones:
- setting up a marketing research plan
- skills related to the use of qualitative research techniques
- skills related to the use of quantitative research techniques
- setting up a marketing research plan
- skills related to the use of qualitative research techniques
- skills related to the use of quantitative research techniques
Prerequisites
Knowledge of strategic and operational marketing.
Teaching Methods
Frontal lessons
Exercises
Testimonials in the classroom
Exercises
Testimonials in the classroom
Type of Assessment
Oral exam
Course program
Introduction to marketing research
Defining the marketing research problem
Research design
Secondary data collection
Qualitative research
Focus group discussions
In-depth interviews
Qualitative data analysis
Observation Technique
Measurement and scaling
Questionnaire design
Social media reseach
Mobile Research
Defining the marketing research problem
Research design
Secondary data collection
Qualitative research
Focus group discussions
In-depth interviews
Qualitative data analysis
Observation Technique
Measurement and scaling
Questionnaire design
Social media reseach
Mobile Research