Market Research

Teaching results

The main educational goal of the course is:
• to acquaint students with the basic principles, knowledge, main goals in the field of marketing research,
• to acquaint students with the stages of implementation of sampling, types of sampling methods and approaches, the essence of creating sample files,
• teach students to practically carry out marketing research,
• get acquainted with primary and secondary data sources that are suitable for conducting market research,
• gain knowledge about the possibilities of data processing from marketing research using software products,
• teach students to correctly draw conclusions from marketing research,
• gaining an analytical approach to solving economic problems that they can apply to the field of marketing research and economic practice.
Knowledge:
Successful graduates of the course will gain knowledge in the field of marketing research, primary and secondary data sources for market research, the method of creating sample files, the method of evaluating qualitative and quantitative data, application of software products in processing analyzes, drawing conclusions from analytical procedures, which can apply decision-making in various areas of economic practice and will use them appropriately in the study of other subjects and the processing of final theses.
Skills:
The graduate is able to take steps to implement marketing research, apply appropriate methods of analysis of qualitative and quantitative data of the primary resp. secondary market research, uses a suitable statistical software product in solving analyzes, draws relevant conclusions from the applied procedures. The student applies the acquired theoretical knowledge to the practical solution of specific tasks in the field of marketing research.
Competences:
After completing the course, the student is able to solve and analyze problems related to market research, assess the context in the organization of marketing research activities, can think analytically, apply creative thinking in obtaining and processing relevant data, can orient in basic databases for selecting indicators of secondary research, implement research and evaluate its conclusions, present conclusions and recommendations for the next period in an appropriate way.