Market Research and Analysis

Teaching Hours and Credit Allocation: 30 Hours, 6 Credits
Course Assessment: Exam & Coursework

 

Aims

One of the most popular quotes in statistic is “In God we trust, others must provide data”. In today’s globalized digital economy, it becomes more evident that data-driven decisions are gaining ground on the traditional approach that is based on experience, intuition and limited information. Business and marketing managers now rely on informative and market analyses to gain evidence-based insight οn the dynamics of the economic landscape. This requires a systematic research and analysis if the target market in order to evaluate their products and services against the competition. To achieve this, they should be able to conduct quantitative and qualitative research that involves tasks that expand from the correct formulation of the research question, the critical study of the available literature, the collection and analysis of relevant data and the delivery of the results in professional, well-structured and informative reports and presentations.

Learning Outcomes

  • Foundations of marketing/management research
  • Conducting a literature review
  • Collecting data
  • Quantitative and qualitative data analysis
  • Formulating research questions
  • Questionnaire design
  • Business writing

Content

  • Introduction to market research
  • Review of market research concepts and definitions
  • Research design formulation
  • Data collection and preparation
  • Quantitative analysis (hypothesis testing)
  • Qualitative analysis
  • Exploratory and descriptive analysis
  • Market reporting and business writing

Reading

  • Naresh Malhotra, Marketing Research: an Applied Orientation, Sixth Edition, ISBN 13: 978-0-13-608543-0, Pearson Prentice Hall
  • Saunders, M., Lewis, P. and Thornhill, A. (2012). Research Methods for Business Students.
  • Corbin, Juliet and Anselm Strauss (2008). Basics of Qualitative Research.
  • Exploring Marketing Research, 8th edition, by William G. Zikmund, Thomson/South-Western, 2003.