The objectives of the Marketing Research course are the following: a) To understand the concept of marketing research and apprehend its contribution to the management decision- making process, b) to introduce students to the alternative research methods and enable them to assess their relative strengths and limitations, c) to identify the various data collection methods and subsequently understand the process of data analysis and d) to determine which marketing research methods will be appropriate to address particular types of marketing problems.
Course Content (Syllabus)
This course is organised into four parts. The first part entails students' exposion to the concept of Marketing Research (MR) and its processes, as well as the presentation of the research problem and of the problem solving strategies. The second part involves the presentation of the research design in exploratory and descriptive types of research. In this part, students are exposed to the conceptual distinction between primary and secondary data and Qualitative and Quantitative Research. The third part deals with the description and analysis of the research tools (questionnaires), the sampling processes/strategies, as well as the processes of data collection. Moreover, students are exposed to the qualitative research tools, namely Focus Groups, In-depth Interviews, Projective Techniques, Observation Techniques and Case Study. Marketing Decisions Tools for Quantitative Research are: Questionnaire Design, Sampling, Methods of Statistical Analysis in Market Research & Presentation of Research Findings, Pilot Market Research. Moreover, the reseach field, the data preparation and issues concerining the validity and reliability of the findings are presented. Methods of statistical data analysis and techniques for the presentation of the results are presented in the last section of the course, as well as the methods of capturing and presenting the research data and their application in the strategic market penetration. Lectures include the analysis of the theoretical background and the practical application of the research methdos in the Sector of the Services and Business Administration. Moreover, the lectures involve the presentation of case studies that relate to the aims of the course.
Research Problem, Qualitative Research, Quantitative Research, Primary and Secondary data.
Course Bibliography (Eudoxus)
Γιώργος Σιώμκος & Δημήτρης Μαύρος (2008), Έρευνα Αγοράς, 2008, Εκδόσεις Σταμούλη.
Σταθακόπουλος, Μέθοδοι Έρευνας Αγοράς, εκδ. Σταμούλη, Αθήνα 2005.
Additional bibliography for study
Dawson, C. (2009). Introduction to Research Methods: A Practical Guide for Anyone Undertaking a Research Project. 4th Revised edition: How To Books Ltd: United Kingdom.
Flick, U. (2009). An Introduction to Qualitative Research. 4th Edition: Sage Publications Ltd: London.
McDaniel, C.D. (2015). Marketing Research. 8th edition (International student edition).Hoboken, NJ: John Wiley.
Ghauri, P. & Gronhaug, K. (2010). Research Methods in Business Studies. 4 edition: Financial Times/ Prentice Hall: England.
Saunders, M., Thornhill, A. & Lewis, P. (2009). Research Methods for Business Students. 5th edition: Financial Times/ Prentice Hall: England.