Modern Marketing Research Tools

Major: Marketing
Code of subject: 8.075.00.O.003
Credits: 3.00
Department: Marketing and Logistics
Lecturer: Doctor of Economics, Prof. Krykavskyi E.V.
Semester: 1 семестр
Mode of study: денна
Мета вивчення дисципліни: To deepen theoretical knowledge and practical skills and abilities in the field of management and administration with a specialty in marketing, to develop philosophical and linguistic competences, to conduct own scientific research, the results of which have scientific novelty, theoretical and practical significance
Завдання: The study of an educational discipline involves the formation of competencies in students of education: General competences: Ability to search, process and analyze information from various sources. Ability to work in an international context. Professional competences: The ability to plan and carry out original research, to achieve scientific results that create new knowledge in the theory, methodology and practice of modern marketing and related interdisciplinary areas. Ability to apply modern marketing methods and tools, digital technologies, resources and economic-mathematical methods and models in scientific and pedagogical activities. The ability to critically rethink and develop modern theory, methodology and practice of marketing in the course of conducting one's own original scientific research. The ability to identify, pose and solve problems of a research nature in the field of marketing, to evaluate and ensure the quality of the performed research and the publication of the results in specialized professional domestic and foreign publications that are included in international scientometric databases.
Learning outcomes: As a result of studying the academic discipline, the applicant must be able to demonstrate the following learning outcomes: Knowledge: theoretical and applied foundations of marketing research and their areas of application; classical and modern methodological-methodological base of researches of socio-economic phenomena and processes in various spheres of marketing; Skills: apply the acquired knowledge to formulate and substantiate new theoretical provisions and practical recommendations in a specific area of research; choose and apply the methodology and tools of scientific research when conducting theoretical and empirical research in the field of marketing.
Required prior and related subjects: Pre-requisites: - Co-requisites: Methods of research of operations in marketing
Summary of the subject: He studies the evolution of marketing research methods and the features of global marketing research, the practice of developing a research project, choosing various marketing tools for solving specific tasks, taking into account the specifics of the research object and force majeure situations in the market environment, reveals the possibilities of applying the methods of economic and mathematical modeling and cluster analysis, applied aspects regarding the application of cloud technologies in the process of marketing research in various directions.
Опис: Marketing research in a global world. . Descriptive and exploratory marketing research. Formation of a research project. Standardized marketing information service. Methods of correlation-regression analysis and their application in marketing research. Methods of discriminant and cluster analysis and their application in marketing research. Modern software products, their use in the process of marketing research and interpretation of research results
Assessment methods and criteria: Current work control: - oral survey at practical classes; - presenting the results of individual tasks in the form of reports and presentations; - performance of control works.
Критерії оцінювання результатів навчання: On-going control (100%), including oral interview 30%, performance of individual tasks (40%), performance of control work (30%).
Порядок та критерії виставляння балів та оцінок: Oral express survey - 30 points during the semester. You can get a maximum of 5 points for each oral express survey during the practical session. Performance of individual tasks - 40 points during the semester. A maximum of 10 points can be obtained for the completion of each individual task and presentation of the results in the form of a presentation. Control work - 30 points. In the control work, a maximum of 5 points is awarded for each correct answer to a test question. In particular, when assessing the completeness of answers when considering theoretical, problematic questions of the topic: an answer that characterizes the student's deep understanding of the essence of the problem, involves the processing of additional information and certifies a high level of assimilation of theoretical material and presentation of original proposals or solutions is evaluated at 100%; an answer that characterizes a sufficient level of assimilation of the theoretical material by the student and involves the submission of standard proposals or solutions is evaluated at 75%; 50% is given to an answer that characterizes the student's sufficient level of assimilation of the theoretical material, but the answer is incomplete in content or has certain inaccuracies in the wording or involves the submission of proposals or solutions that are not sufficiently substantiated; 25% is assessed for an answer that indicates a low level of knowledge of the material by the student and reveals the content of the question less than 50% or involves the submission of unsubstantiated proposals or solutions. The procedure and criteria for issuing evaluations: 88-100 points – certified with an excellent grade; 71-87 points – certified with a grade of good; 50-70 points – certified with a satisfactory grade; 26-49 points – not certified; 0-26 points – not certified with an unsatisfactory grade.
Recommended books: 1. Маркетингові дослідження: підручник / Н.С. Косар, О.Б. Мних, Є.В. Крикавський, С.В. Леонова. Львів: Вид-во Національний університет «Львівська політехніка», 2018. 460 с. 2. Решетілова Т.Б., Довгань С.М. Маркетингові дослідження: підручник. Дніпропетровськ, 2015. 357 с. 3. Старостіна А.О. Маркетингові дослідження національних і міжнародних ринків: підручник. Київ, 2012. 480 с. 4. Тєлєтов О.С. Маркетингові дослідження: навч. посібник. Київ, 2010. 299 с.
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