Syllabus

Select major*

Ternopil Ivan Puluj National Technical University

Факультет економіки та менеджменту

Кафедра промислового маркетингу

Market Research

syllabus

Major 073 - Менеджмент (бакалавр)
Field of knowledge 7 Управління та адміністрування
Academic degree bachelor's
Course
Course type elective
general education
Study start course 2
Semesters 3
Form of education full-time
Study hours structure
32– lectures
16– practical classes
Amount of hours for individual work 72
ECTS credits 4
Form of final examination credit
Lecturer
Academic degree PhD
Academic title Assoc. Prof.
Full name Shpylyk Svitlana Vasylivna
Prerequirements (prerequisite courses)
Маркетинг, Маркетингові дослідження 
Course goals and learning objectives
The purpose of studying the discipline is the acquisition of knowledge and skills in the theoretical, methodological, technological and content aspects of the organization and implementation of market research; formation of the idea of the possibility of using the results of market research for the adoption of effective organizational and production decisions. 
Course description
Lectures lecture 1. The role of marketing research in management decision making
lecture 2. Problem definition and the research process
lecture 3. Focusing your research design
lecture 4. Secondary sources of information
lecture 5. The key uses and tools of primary research
lecture 6. Introduction to qualitative research
lecture 7. Conducting interviews
lecture 8. Interviewing modes: personal - call - send
lecture 9. Sampling procedures in research
lecture 10. Experimentation
lecture 11. An introduction to questionnaire design
lecture 12. Turning data into findings
Practical classes 1. Introduction to marketing research. Defining the marketing research problem and developing an approach
2. Research process and research design, research brief and research proposal
3. Exploratory research design: secondary data
4. Descriptive research design survey & observ
5. Focus group, depth interviews and other non-quantitative research methods
6. Questionnaire design
7. Primary data collection: experimentation and test markets
8. Basic sampling issues
Assessment criteria
Оцінювання знань з курсу “Дослідження ринку” проводиться за рейтинговою системою. Загальний рейтинг з дисципліни складає 100 балів. Загальна кількість балів між видами контролю розподіляється наступним чином:

- 1-ий модуль – 30 балів
- 2-ий модуль – 30 балів ;
- Усні відповіді за темами – 15 балів (до 5 балів оцінюється усна відповідь студента за темами змістовного модуля)
- Виконання додаткових завдань із дисципліни - до 5 балів оцінюється додаткове завдання студента за темами змістовного модуля
Залік - 25 балів 
Recommended reading list. Subject Resources
1. Baines, N. K. and Malhotra, D. F. (2003) Marketing Research: An applied approach, 2nd European edition, Financial Times Prentice Hall, Harlow. Chapters 6-9, pp. 130-222.
2. Churchill, G. A. and Iacobucci, D. (2002) Marketing research: methodological foundations, 8th edition, South-Western/Thomson Learning, Mason, Ohio.
3. Crouch, S. and Housden, M. (2003) Marketing research for managers, 3rd edition, Butterworth-Heinemann, Oxford.
4. Easterby-Smith, M., Thorpe, R. and Lowe, A. (2000) Management research: An introduction, Sage, London.
5. Hague, P, Hague, N, Morgan, C (2004) Market Research In Practice, Kogan Page, London
6. Hague, P. N. (2002) Market research: a guide to planning, methodology and evaluation, 3rd edition, Kogan Page, London.
7. Ilieva, J., Baron, S. and Healey, N. M. (2002) ‘Online surveys in marketing research: Pros and cons’, International Journal of Market Research, 44 (3), 361.
8. Kumar, V., Aaker, D. A. and Day, G. S. (2002) Essentials of marketing research, 2nd edition, Wiley, New York.
9. Malhotra, N. K. (2004) Marketing research: an applied orientation, 4th edition, Prentice-Hall International, London.
10. Saunders, M., Lewis, P. and Thornhill, A. (2003) Research methods for business students, 3rd edition, Financial Times Prentice Hall, Harlow.
11. Ticehurst, G. W. and Veal, A. J. (2000). Business research methods. London, Longman.
12. Wright, L. T. and Crimp, M. (2000) The marketing research process, 5th edition, Financial Times Prentice Hall, Harlow. 
Course author
PhD, Assoc. Prof. Шпилик Світлана Василівна 
Дата останнього оновлення: 2020-11-16 13:02:36