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Marketing Research
Major: Management
Code of subject: 6.073.00.O.068
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Ph.D., Associate Professor Hayvanovych Nataliya
Semester: 6 семестр
Mode of study: денна
Learning outcomes: PLO 4. Demonstrate skills to identify problems and justify management decisions.
PLO 11. Demonstrate skills of situation analysis and communication in various areas of the organization.
PLO 15. Demonstrate the ability to act socially responsibly and socially consciously based on ethical considerations (motives), respect for diversity, and interculturalism.
PLO 17. Perform research individually and/or in a group under the guidance of a leader.
PLO 26. Ability to research foreign markets, to form technologies of international economic operations, conclude and execute agreements with foreign counterparties, to develop international projects.
COM 1. Deliver information, ideas, problems, solutions, and personal experience in the area of professional activity to experts and non-experts.
Required prior and related subjects: prerequisites: Statistics.
corequisites: blok of selective disciplines.
Summary of the subject: Marketing research in the structure of marketing. The essence and practice of organizing marketing research. Research of the market, competitive environment, and consumers. Structure and process of marketing research. Secondary marketing information. Primary marketing information. Formation of samples and statistical evaluation of the sample observations results. Measurement and scaling in MR. Collection, preparation, and analysis of MR data. Preparation of a report on the results of MR and its presentation.
Assessment methods and criteria: Current control (30%): performance and defense of laboratory works; execution of practical tasks; execution and protection of individual control works (only for extramural studies). Final control (semester exam, 70%): control testing, oral examination.
Recommended books: 1. Маркетингові дослідження з використанням SPSS: навч. посіб. / [В. Т. Лозинський, С. В. Леонова, Н. В. Гайванович та ін.]. – Львів: «ГАЛИЧ-ПРЕС», 2020. 282 с.
2. Косар Н.С., Мних О.Б., Крикавський Є.В., Леонова С.В. Маркетингові дослідження: підручник. Львів: Видавництво Львівської політехніки, 2018. 460 с.
3. Квятко Т.М. та ін. Маркетингові дослідження: навч. посібник. Харків: ХНТУСГ, 2020. 163 с.
4. Жегус О. В. Парцирна Т.М. Маркетингові дослідження: навч. посібник. Х.: ФОП Іванченко І.С., 2016. 237 с. 5. Решетілова Т.Б., Довгань С.М. Маркетингові дослідження: підручник. Дніпропетровськ: НГУ, 2015. 357 с.
6. Сотніков Ю.М. Маркетингові дослідження з використанням пакету SPSS: навч. посібник. Одеса, 2016. 145 с.
7. Hague P., Cupman J., Harrison M., Truman O. Market Research in Practice: An Introduction to Gaining Greater Market Insight. Third Edition. Kogan Page Publisher, 2016. 401 р.
8. Malhotra N. Marketing Research: An Applied Orientation 6th Edition. Pearson, 2009. 877 p.
9. Sarstedt M., Mooi E. A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS. Sringer Texts in Business and Economics. 2014. 2nd Edition.347 p. URL: https://www.guide-market-research.com/.
10. Burns A., Veeck A., Bush R. Marketing Research. 8th Edition. Pearson Publisher. 2016. 496 p.
11. Nigel Bradley. Marketing Research: Tools & Techniques. Oxford University Press, 2017, 560 p.
Marketing Research (курсова робота)
Major: Management
Code of subject: 6.073.07.E.198
Credits: 2.00
Department: Marketing and Logistics
Lecturer: Ph.D., Associate Professor Hayvanovych Nataliya
Semester: 6 семестр
Mode of study: денна
Learning outcomes: PLO 4. Demonstrate skills to identify problems and justify management decisions.
PLO 11. Demonstrate skills of situation analysis and communication in various areas of the organization.
PLO 15. Demonstrate the ability to act socially responsibly and socially consciously based on ethical considerations (motives), respect for diversity, and interculturalism.
PLO 17. Perform research individually and/or in a group under the guidance of a leader.
PLO 26. Ability to research foreign markets, to form technologies of international economic operations, conclude and execute agreements with foreign counterparties, to develop international projects.
COM 1. Deliver information, ideas, problems, solutions, and personal experience in the area of professional activity to experts and non-experts.
Required prior and related subjects: prerequisites: Statistics.
corequisites: blok of selective disciplines.
Summary of the subject: Marketing research in the structure of marketing. The essence and practice of organizing marketing research. Research of the market, competitive environment, and consumers. Structure and process of marketing research. Secondary marketing information. Primary marketing information. Formation of samples and statistical evaluation of the sample observations results. Measurement and scaling in MR. Collection, preparation, and analysis of MR data. Preparation of a report on the results of MR and its presentation.
Assessment methods and criteria: • review course project (50%) - written form,
• control measure (50% protection course project, test) - oral form.
A week before the official defense of the course project, the student sends the work to the supervisor for review. The work is allowed to be defended if its quality meets the basic requirements and the student is fluent in the material. Errors discovered during the revision of the work must be eliminated before the official defense of the course project without postponing the defense term. Students who have prepared and completed the work in accordance with the established requirements are allowed to defend the course project. During the defense, the student reports for 10 minutes, after which he answers additional questions of the commission.
The coursework is assessed according to a mark distribution map that highlights the main sections of the coursework and points for completeness of disclosure (100 points: 50 points for the design and writing of the paper and 50 points for the oral defense). The student receives the highest grade if the content of his coursework corresponds to the assigned task (theme), current statistical materials are given (if necessary), and the method of the task meets the established requirements. The evaluation of the coursework is reduced in the case of errors that indicate the insufficient relevance and argumentation of the proposed solutions: irrelevant sources of information, erroneous input data in the practical or analytical part, partial preliminary calculations, arithmetical or logical errors.
The reason for lowering the grade is incomplete work with specific conclusions and comments of the student. The presence of such individual shortcomings as sloppy design of the work can also lead to a decrease in the overall rating (a decrease in the rating from 1 to 5 points); non-fulfillment of the requirements for completing the coursework (reduction of the grade from 1 to 5 points); performance of course work on controversial or questionable materials (reduction of the grade by two points).
The teacher can credit the student's correction of deficiencies in individual tasks during the coursework defense and discussion
Recommended books: 1. Маркетингові дослідження з використанням SPSS: навч. посіб. / [В. Т. Лозинський, С. В. Леонова, Н. В. Гайванович та ін.]. – Львів: «ГАЛИЧ-ПРЕС», 2020. 282 с.
2. Косар Н.С., Мних О.Б., Крикавський Є.В., Леонова С.В. Маркетингові дослідження: підручник. Львів: Видавництво Львівської політехніки, 2018. 460 с.
3. Квятко Т.М. та ін. Маркетингові дослідження: навч. посібник. Харків: ХНТУСГ, 2020. 163 с.
4. Жегус О. В. Парцирна Т.М. Маркетингові дослідження: навч. посібник. Х.: ФОП Іванченко І.С., 2016. 237 с. 5. Решетілова Т.Б., Довгань С.М. Маркетингові дослідження: підручник. Дніпропетровськ: НГУ, 2015. 357 с.
6. Сотніков Ю.М. Маркетингові дослідження з використанням пакету SPSS: навч. посібник. Одеса, 2016. 145 с.
7. Hague P., Cupman J., Harrison M., Truman O. Market Research in Practice: An Introduction to Gaining Greater Market Insight. Third Edition. Kogan Page Publisher, 2016. 401 р.
8. Malhotra N. Marketing Research: An Applied Orientation 6th Edition. Pearson, 2009. 877 p.
9. Sarstedt M., Mooi E. A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS. Sringer Texts in Business and Economics. 2014. 2nd Edition.347 p. URL: https://www.guide-market-research.com/.
10. Burns A., Veeck A., Bush R. Marketing Research. 8th Edition. Pearson Publisher. 2016. 496 p.
11. Nigel Bradley. Marketing Research: Tools & Techniques. Oxford University Press, 2017, 560 p.