Ternopil Ivan Puluj National Technical University

Каф. промислового маркетингу

Market Research


1. Educational programs for which discipline is mandatory:

# Educational stage Broad field Major Educational program Course(s) Semester(s)
1 bachelor's 7. Управління та адміністрування 073. Менеджмент (бакалавр) 2 3

2. The course is offered as elective for all levels of higher education and all educational programs.

3. Information about the author of the course

Full name Shpylyk Svitlana Vasylivna
Academic degree PhD
Academic title Assoc. Prof.
Link to the teacher`s page on the official website of the University
Е-mail (in the domain

4. Information about the course

Study hours structure Lectures: 32
Practical classes: 16
Laboratory classes: 0

Amount of hours for individual work: 72
ECTS credits: 4
Teaching language english
Form of final examination credit
Link to an electronic course on the e-learning platform of the university

5. Program of discipline

Description of academic discipline, its goals, subject of study and learning outcomes

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.

The place of academic discipline in the structural and logical scheme of study according to the educational program

Prerequisites. List of disciplines, or knowledge and skills, possession of which students needed (training requirements) for successful discipline assimilation

Маркетинг, Маркетингові дослідження

List of disciplines based on learning results from this discipline

Дослідження ринку

Contents of the academic discipline

Lectures (titles/topics)

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 (topics)

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

Learning materials and 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.

6. Policies and assessment process of the academic discipline

Assessment methods and rating system of learning results assessment

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

Table of assessment scores:

Assessment scale
(100 points)
(4 points)
90-100 Excellent А
82-89 Good B
75-81 C
67-74 Fair D
60-66 E
35-59 Poor FX
1-34 F
Approved by the department
(protocol №
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