Course aims:

The aim of course is to provide a fundamental understanding of marketing research process.
The course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions, and develop an appreciation for the potential contributions and limitations of marketing research data.
The course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions, and develop an appreciation for the potential contributions and limitations of marketing research data.

Course Entry Requirements:

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Course contents:

1. The role of marketing research; 2. Types of Marketing research methods; 3. Marketing research process; 4. Measurement of marketing research phenomena; 5. Gathering data in marketing research; 6. Questionnaire design; 7. Sampling methods; 8. Data analysis in marketing research.

Teaching methods:

Lecture, Discussions.

Learning outcomes:

• To understand the complex process of marketing research • To provide the students with aspects about the knowledge and measurement of marketing phenomena • To analysis the items of information obtained as result of their search project.

Learning outcomes verification and assessment criteria:

Written test examination - 70%. Verification during the semester- 30%.

Recommended reading:

-, • BURNS, A.C., BUSH, R., MARKETING RESEARCH, PRENTINCE HALL, NEW YORK, 2006, -, -, -, -.
-, • HOUSDEN M, MARKETING RESEARCH AND INFORMATION, 2007 - 2008, -, -, -, -.
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