The constant change in every business in the past few years prompts a need for using information when making important decisions. More specifically the course will teach the students how to gather and analyze data used for various decision making processes. The course is designed to familiarize you with the different types of research methods, how research is conducted, application and the limits of using research to answer questions, and acquire new skills. The objective of this course is to help students develop research skills that will help them execute small scale research projects or use research information in everyday work.
In this course you will:
• Learn how to design and develop proper questionnaire
• Understand the role of market research in designing and implementing successful marketing strategies
• Learn the steps involved in questionnaire design and guidelines for developing an appropriate questionnaire
• Develop necessary skills to apply data collection and analysis methods to marketing research problems
• Learn concepts and terminology used by marketers and market researchers
The main course content:
- Introduction to research and how to use research in business
- Research design
- Secondary data collection and analyses
- Survey and quantitative research techniques
- Questionnaire design
- Sampling
- Qualitative research design: Focus groups
- Qualitative research design: Interviews
- Research ethics
- Data analysis
- Report preparation
Status: Elective
ECTS: 7
Duration: 4 weeks
Lecturers
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