Market Research
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Course informations
| Study program level |
Graduate |
| Study program |
Management |
| Study program direction |
Destination management |
| Course year |
1. |
| Course semester |
I |
| Course status |
Core |
| ECTS |
6 |
| Lectures (h) |
30 |
| Excercises (h) |
15 |
| Seminars (h) |
15 |
Course objectives
- Raise the level of understanding of the role of market research as a basis for making business decisions
- Enable students to create and conduct market research activities
- Enable students to independently analyze and integrate market research results into the process of making strategic decisions
Course outcomes
- Assess the meaning of market research in business decision making
- Select secondary data sources
- Apply market research methods
- Identify a sample of market research
- Create a market research project
- Select a statistical method for data analysis
- Process the collected data and make conclusions based on the results
- Present the results of the market research
Course content
Concept and definition of market research. Role and meaning of market research in business decision making. Scientific method and ethics in market research. Research process and project research. Exploratory research. Descriptive research. Causal investigations. Secondary data. Primary data. Method of observation. Test method. Measuring attitudes. Samples and sampling. Data collection. Analysis using statistical tools and data interpretation. Results of research and compilation of reports. Research needed for: market segmentation, product development, advertising, pricing. Satisfaction research. Brand value research.
