The Market Research course aims at providing students with a wide view of marketing research and its most common research techniques to understand markets and measuring market success. The course consists of four main sections.
Section 1 defines market research and set out the market research process leading to the research design
Section 2 addresses the qualitative research tools and techniques useful to explore the managerial issue and formulate the research design.
Section 3 presents the quantitative techniques commonly used to measure a phenomenon and to test hypotheses, with a special attention to market segmentation and positioning analyses.
Section 4 addresses the final report preparation and presentation.
Each section is enriched by practical sessions devoted to the field projects and/or to assignments.
Section 1 defines market research and set out the market research process leading to the research design
Section 2 addresses the qualitative research tools and techniques useful to explore the managerial issue and formulate the research design.
Section 3 presents the quantitative techniques commonly used to measure a phenomenon and to test hypotheses, with a special attention to market segmentation and positioning analyses.
Section 4 addresses the final report preparation and presentation.
Each section is enriched by practical sessions devoted to the field projects and/or to assignments.
Curriculum
teacher profile teaching materials
- Marketing process and Market Research
- Knowledge Management and Marketing Information System
- Market Research process: steps, goals and output
Section 2: Qualitative research
- Qualitative techniques: in-depth interview; focus groups
- Qualitative data analysis
Section 3: Quantitative research
- Survey and observation - Experimentation and causal research
- Questionnaire design - Measurement and scaling - Sampling design and procedures
- Data collection and preparation
- Data analysis introduction
Section 4: Research Report
- Report preparation & presentation
- Improving communication skills
Lecture slides, additional teaching material and assignments will be downloadable from the official moodle page at Roma Tre (https://economia.el.uniroma3.it/course/view.php?id=53)
Programme
Section 1: The research process- Marketing process and Market Research
- Knowledge Management and Marketing Information System
- Market Research process: steps, goals and output
Section 2: Qualitative research
- Qualitative techniques: in-depth interview; focus groups
- Qualitative data analysis
Section 3: Quantitative research
- Survey and observation - Experimentation and causal research
- Questionnaire design - Measurement and scaling - Sampling design and procedures
- Data collection and preparation
- Data analysis introduction
Section 4: Research Report
- Report preparation & presentation
- Improving communication skills
Core Documentation
Malhotra N.K. 2015. Essentials of Marketing Research. An Applied Orientation, 1st Ed., Pearson.Lecture slides, additional teaching material and assignments will be downloadable from the official moodle page at Roma Tre (https://economia.el.uniroma3.it/course/view.php?id=53)
Reference Bibliography
-Type of delivery of the course
On line video lessons (Teams)Attendance
Lessons on Tuesdays (08.30 to 10.30) Thursdays (17.00 to 19.00) and Fridays (17.00 to 19.00)Type of evaluation
Final oral exam. For attending students, preliminary written tests will be taken into account in the final assessment. teacher profile teaching materials
- Marketing process and Market Research
- Knowledge Management and Marketing Information System
- Market Research process: steps, goals and output
Section 2: Qualitative research
- Qualitative techniques: in-depth interview; focus groups
- Qualitative data analysis
Section 3: Quantitative research
- Survey and observation - Experimentation and causal research
- Questionnaire design - Measurement and scaling - Sampling design and procedures
- Data collection and preparation
- Data analysis introduction
Section 4: Research Report
- Report preparation & presentation
- Improving communication skills
Lecture slides, additional teaching material and assignments will be downloadable from the official moodle page at Roma Tre (https://economia.el.uniroma3.it/course/view.php?id=53)
Programme
Section 1: The research process- Marketing process and Market Research
- Knowledge Management and Marketing Information System
- Market Research process: steps, goals and output
Section 2: Qualitative research
- Qualitative techniques: in-depth interview; focus groups
- Qualitative data analysis
Section 3: Quantitative research
- Survey and observation - Experimentation and causal research
- Questionnaire design - Measurement and scaling - Sampling design and procedures
- Data collection and preparation
- Data analysis introduction
Section 4: Research Report
- Report preparation & presentation
- Improving communication skills
Core Documentation
Malhotra N.K. 2015. Essentials of Marketing Research. An Applied Orientation, 1st Ed., Pearson.Lecture slides, additional teaching material and assignments will be downloadable from the official moodle page at Roma Tre (https://economia.el.uniroma3.it/course/view.php?id=53)
Reference Bibliography
-Type of delivery of the course
On line video lessons (Teams)Attendance
Lessons on Tuesdays (08.30 to 10.30) Thursdays (17.00 to 19.00) and Fridays (17.00 to 19.00)Type of evaluation
Final oral exam. For attending students, preliminary written tests will be taken into account in the final assessment.