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International Market Research and Analysis

2020/2021
Учебный год
ENG
Обучение ведется на английском языке
4
Кредиты
Кто читает:
Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"
Статус:
Курс по выбору
Когда читается:
1-й курс, 4 модуль

Преподаватель

Course Syllabus

Abstract

Prerequisites: International Marketing. Analysis of a market or a target consumer bears relevance far beyond academic domain of Marketing Research science or Marketing departments. It is equally relevant for any mission requiring collection of any information about mass patterns of human behavior, thus may be also relevant in domains of Politics, HR, Health Care, Social Security, Crime, behavior of investors and many others. The course also gives relevant basics of statistical analysis, which are then immediately applicable in analysis of any normally distributed data set resulting from human activity (i.e. logistics data, financial markets behavior, etc.) This course will be of interest to anyone who is planning to work for a multinational company, launching, expanding and managing products into a new market. Beyond giving a broad overview of common business practices in collecting data about a market or a target audience, the course will focus on practical operational skills required for independent planning, executing and presenting results of marketing research. The course closely imitates flow of pre-product launch marketing research project in a typical corporation and features desktop, qualitative and quantitative methods.
Learning Objectives

Learning Objectives

  • Provide the graduating class of students with hands-on, practical experience in finding out what respondent (be it a consumer, recruiter or electorate) really thinks and what would make him or her change mind.
Expected Learning Outcomes

Expected Learning Outcomes

  • know the purpose of market research and analysis
  • be able to formulate collection and research plans
  • know how to run basic independent open-source data collection on a target market or audience
  • be able to plan and run fieldwork
  • be able to tabulate, clean and validate data
  • be able to present and defend own point of view
  • know how to avoid major methodological mistakes and be able to identify false and deceiving statements in reports of others
Course Contents

Course Contents

  • Why do Marketing Research
  • How to formulate research objectives
  • Research types and general design considerations
  • Desk Research (pre-work phase)
  • Qualitative Research: Understanding Consumer
  • Qualitative Research: Observing Shopper
  • Quantitative Research: Scoping and Planning Output
  • Quantitative Research: Sampling and Questionnaire design
  • Quantitative Research: Fieldwork
  • Quantitative Research: Data tabulation, cleaning and validation
  • Analysis and recommendations
  • Reporting and defending your PoV
  • Careers in Marketing Research
Assessment Elements

Assessment Elements

  • non-blocking course online participation
  • non-blocking Online webinars attendance
  • non-blocking team project
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.2 * course online participation + 0.2 * Online webinars attendance + 0.6 * team project
Bibliography

Bibliography

Recommended Core Bibliography

  • Malhotra, N. K., Birks, D. F., & Wills, P. (2012). Marketing Research (Vol. Fourth edition). Harlow, England: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417950
  • Ravi Pathak. (2013). Basics of Marketing Research Methods. [N.p.]: Anmol Publications PVT. LTD. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1816123

Recommended Additional Bibliography

  • Qualitative Marketing Research Carson, David J.; Gilmore, Audrey;and more SAGE Publications 2001 ISBN: ISBN number:9780761963660, ISBN number:9781446205358
  • The Marketing Research Guide Stevens, Robert E.; Loudon, David L.;and more Routledge 2005 ISBN: ISBN number:9780789024169, ISBN number:9781136422126