Key words
market research, marketing
Objectives
To explore the basics of market research
Topics
- Defining the market research problem and developing a research approach
- Formulating a research design
- Sampling
- Survey techniques
- Questionnaire design
Prerequisites
Fair knowledge of English
Final Objectives
- Student is knowledgeable concerning market research
Indicators:- Student has knowledge of defining a market research problem and developing a research approach
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Student has knowledge of the components of a research design
- Student has knowledge of sampling, survey techniques and questionnaire design
- Student is able to apply the knowledge regarding market research
Indicators:- Student is able to define a market research problem an to develop a research approach
- Student is able to formulate a research design
- Student is able to choose the correct sampling technique and survey technique
- Student is able to design a questionnaire
- Student is able to work in team
Indicators:- Student is able to integrate in a team
- Student is able to give his/ her opinion in an team
Materials used
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Notes of the lecturer
Study costs
Cost of copies
Study guidance
Individual questions may be addressed to the lecturer before, during and after courses or by email.
Teaching Methods
Lecturing, interactive discussion, assignments and exercises
Assessment
- First exam session: assignments 30% and oral exam 70%
- Second exam session: assignment 30% and oral exam 70%
Lecturer(s)
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