Course title

Marketing Research

Code

 MKT 410

Professor

Prof. Nikolina Palamidovska-Sterjadovska, Ph.D.

Course objectives (competences): 

·               To acquire knowledge of the role of marketing research in marketing decision making

·               To acquire knowledge of marketing research institutions and their organization

·               To acquire knowledge of the individual stages of the marketing research process

·               To acquire knowledge and skills for conducting a marketing research project

·               To acquire knowledge of the qualitative and quantitative marketing research methods

Course content: 

Part I Introduction to marketing research

Chapter 1: Determining marketing research

Chapter 2: Marketing research carriers 

Part II Marketing research process

Chapter 3: Research process

Chapter 4: Defining the marketing research problem

Chapter 5: Research design

Chapter 6: Data and sources

Chapter 7: Data collection methods

Chapter 8: Data collection forms

Chapter 9: Sampling

Chapter 10: Data processing and analysis

Chapter 11: Research reporting 

Part III Applied research

Selected topics