Social and Marketing Research

The aim of this course is to provide students with theoretical and practical skills related to social and marketing research problem analysis and interpretation, statistical data gathering and analysis. Having completed the course, students will be able to identify and solve managerial and marketing problems, apply methodological, analytical and statistical knowledge in practice, work in a group, participate in a discussion.

To teach students to apply the knowledge of social and marketing research by analyzing real marketing management problems in order to substantiate research methods and to formulate recommendations for decision making based on research results.

Fundamentals of Management, Principles of Marketing

1. Reasoning. Social research. The place of marketing research in the context of social sciences. 2. Marketing research process. Types of research by objectives. 3. Sampling. Variables. Scales. 4. Data grouping. Descriptive statistics 5. Fundamentals of probability theory. 6. Descriptive research: a survey. Compilation of the questionnaire. 7. Descriptive research: observation. 8. Statistical conclusions. Testing hypothesis. 9. Frequency tables. 10. Exploratory research. Qualitative research methods. 11. Causal research: experiment. 12. Non-parametric criteria. 13. Regression analysis. 14. Research report.

1. The student recognizes and explains at least half of the given theoretical concepts of social and marketing research. 2. The student demonstrates a minimal sufficient ability to identify and analyze the main stages of social and marketing research. 3. Student demonstrates minimally sufficient ability to select social and marketing research methodology: students are able to distinguish problem from its symptoms, formulate research hypotheses, formulate research goals. 4. The student demonstrates a minimal enough ability to identify the main methods of social and marketing research and to describe half of them in detail. 5. Data of the analyzed problem were collected, more than half of the main characteristics of descriptive statistics were described and calculated. 6. The student demonstrates at least a minimal sufficient knowledge of basic principles to formulate and test hypotheses, form conclusions correctly, ability to explain and interpret the results of social and marketing research. 7. The student demonstrates at least a minimal enough ability to analyze the selected marketing management problem independently and select its solutions at least half the established criteria. 8. The student prepares and defends group work on the problem of marketing management under analysis based on at least half of the given requirements. 9. The student is able to formulate his / her opinion and answer at least half of the questions about the problem being investigated. 10. The student works together with other members of the group, communicates with them and takes responsibility in order to achieve his/her personal results.