Veidlapa Nr. M-3 (8)
Study Course Description
Management of Market Research
Course Code
SBUEK_005
Branch of Science
-
ECTS
3.00
Target Audience
Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Kristīne Blumfelde-Rutka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To provide students with practical knowledge of the prerequisites for using market research, to develop understanding of the specifics of marketing and market research; to develop practical skills in identifying and analysing marketing decision problems and research problems, as well as in the selection and application of the most appropriate data collection technique.
Preliminary Knowledge
Basics of Marketing, Statistics.
Learning Outcomes
Knowledge
1.Understanding the peculiarities of business marketing problem analysis and research task definition in marketing and market research, research design and methodology, most appropriate methods and techniques for data collection, data processing and analysis.
Skills
1.Students have good knowledge of the prerequisites for using market research, the specifics of marketing and market research; orientate themselves in marketing decision problems and identifying and analysing the research problem, as well as in the selection and application of the most appropriate data collection technique.
Competences
1.Students have good knowledge of the logic, procedures and practical applications of market research and marketing research for the marketing decision making of a particular company/organisation.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Marketing Research Project.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Attendance of lectures and seminars – 20%,
Summaries – 20%,
Group work – research project – 20%,
Exam grade – 40%.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept and process of market/ marketing research; its justification and the specifics of its design. History and regularities of the development of the field.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Logical structure of market/ marketing research. Analysing the problem and defining the work task as the first step in market/ marketing research.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis of a marketing problem; peculiarities of the formulation of a work task in market/ marketing research; basics of research design.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of a market/ marketing research project: selecting methodology (Quantitative and Qualitative) and methods. Selection of research target group and planning of the sample in case of quantitative and qualitative research.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Data collection (Fieldwork) phase in market/ marketing research. Quantitative research methods. Questionnaire forms, observation, content analysis. Specifics of internet research.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of quantitative survey or data acquisition techniques: questionnaire, personal interview, telephone interview, mail survey, electronic survey. Advantages and disadvantages thereof.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of a set of quantitative survey tools. Scale selection and fundamental methodological principles for the formulation of questions in quantitative questionnaires.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Methods of data collection: qualitative research methods, possibilities for application thereof. In-depth interview and focus group.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentation and discussion of a questionnaire developed in a group, evaluation of its suitability for the tasks of the market/ marketing research.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Data analysis and interpretation in case of a qualitative and quantitative research in marketing research.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basic principles of research data presentation.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentation of group work “market/ marketing research project”.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Concept and process of market/ marketing research; its justification and the specifics of its design. History and regularities of the development of the field.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Logical structure of market/ marketing research. Analysing the problem and defining the work task as the first step in market/ marketing research.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis of a marketing problem; peculiarities of the formulation of a work task in market/ marketing research; basics of research design.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of a market/ marketing research project: selecting methodology (Quantitative and Qualitative) and methods. Selection of research target group and planning of the sample in case of quantitative and qualitative research.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of quantitative survey or data acquisition techniques: questionnaire, personal interview, telephone interview, mail survey, electronic survey. Advantages and disadvantages thereof.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentation and discussion of a questionnaire developed in a group, evaluation of its suitability for the tasks of the market/ marketing research.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
12 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Jansons, Vladimirs, Mārketinga pētījumi: teorija un prakse SPSS 20 vidē : mācību grāmata / Vladimirs Jansons, Konstantins Kozlovskis. Rīga : RTU Izdevniecība, 2015.
2.
Kaden, Robert J. Partizānu mārketinga tirgus izpēte : tirgus izpētes tehnikas ikvienam uzņēmumam / Roberts Kadens ; tulkojums no angļu valodas ; ar Konrāda Levinsona priekšvārdu]. Rīga : Lietišķās informācijas dienests, 2008.
3.
McDaniel, Carl D. Marketing research essentials / Carl McDaniel, Roger Gates. 6th ed. Hoboken, N.J. : John Wiley, c2008.
Additional Reading
1.
Gaile-Sarkane, Elīna, Situācijas un uzdevumi tirgzinībās : bakalaura studiju līmenim : mācību līdzeklis / Elīna Gaile-Sarkane, Ieva Andersone, Rita Greitāne ; Rīgas Tehniskā universitāte. Ražošanas un uzņēmējdarbības ekonomikas katedra. 2. papild. izdevums.
2.
Количественные методы анализа в маркетинге : case study / под редакцией Т.П. Данько, И.И. Скоробогатых. Москва [и др.] : Питер, 2005.