Modern Marketing Research Tools

Major: Management
Code of subject: 8.073.00.M.037
Credits: 3.00
Department: Marketing and Logistics
Lecturer: Doctor of Economics, Prof. Mnykh O.B., practical classes - Doctor of Economics, Prof. Mnykh O.B.
Semester: 4 семестр
Mode of study: денна
Learning outcomes: Learning outcomes: As a result of studying the discipline, the student must be able to demonstrate the following learning outcomes:1. Know the essence of different methods of marketing research and the criteria for their selection to solve management or marketing problems. 2. Know the features of descriptive and exploratory marketing research.3. Be able to form a research project of marketing research and structure it by main stages.4. Understand the benefits of economic and mathematical methods used in marketing research.5. Be able to competently apply standardized marketing information services. 6. Be able to apply economic and mathematical methods to solve managerial research problems
Required prior and related subjects: Pre-requisites: Historical paradigms and modern management theories. Communication management Co-requisites: Evaluation and regulation of socio-economic efficiency of management systems. Process-structured management
Summary of the subject: Marketing research and practical value for management decisions. Descriptive and exploratory marketing research. The process of marketing research. Formation of a research project and construction of a decision tree. Standardized marketing information service. Methods of correlation-regression analysis and discriminant analysis and their application in marketing research. Methods of cluster analysis and their application in marketing research of management structures. Software products and modern databases of management systems in marketing research.
Assessment methods and criteria: current control: written component, oral component Final control - semester exam Current control (30%), written component (50%), oral component (20%)
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. Рут Майк Дейл. Маркетинговые исследования в сфере B2B . Изд-во: Баланс-Клуб, 2006.- 432 С. 3. Маркетингові дослідження: підручник: / Т.Б. Решетілова, С.М. Довгань ; М-во освіти і науки України, Нац. гірн. ун-т. – Дніпропетровськ : НГУ, 2015. – 357 с. 4. Старостіна А.О. Маркетинг: підручник / А. О. Старостіна [та ін.] ; ред. А. О. Старостіна. К.: Знання, 2009. 1071 С. 5. 2019 Predictions on the Future of Market Research.-URL: https://www.digital-mr.com/blog/view/2019-predictions-future-market-research 6. TRANSPARENCY MARKET RESEARCH https://www.transparencymarketresearch.com/pressrelease/application-level-encryption-market.htm 7. Інформаційний ресурс Google Analytics.-URL: https://analytics.google.com/analytics/web/provision/#/provision 8. Google Analytics Get the insights you need.-URL: https://services.google.com/fh/files/misc/analytics_product_overview.pdf