.
Management of Market Research
Study Course Description
Course Description Statuss:Approved
Course Description Version:5.00
Study Course Accepted:02.02.2024 12:30:41
| Study Course Information | |||||||||
| Course Code: | SBUEK_005 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Management | Target Audience: | Marketing and Advertising | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Kristīne Blumfelde-Rutka | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 8 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 16 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 24 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 3 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 6 | ||||
| Classes (count) | 3 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 6 | ||||
| Total Contact Hours | 12 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Basics of Marketing, Statistics. | ||||||||
| 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. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Concept and process of market/ marketing research; its justification and the specifics of its design. History and regularities of the development of the field. | Lectures | 1.00 | auditorium | |||||
| 2 | Logical structure of market/ marketing research. Analysing the problem and defining the work task as the first step in market/ marketing research. | Lectures | 1.00 | auditorium | |||||
| 3 | Analysis of a marketing problem; peculiarities of the formulation of a work task in market/ marketing research; basics of research design. | Classes | 1.00 | auditorium | |||||
| 4 | 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. | Lectures | 1.00 | auditorium | |||||
| 5 | Data collection (Fieldwork) phase in market/ marketing research. Quantitative research methods. Questionnaire forms, observation, content analysis. Specifics of internet research. | Lectures | 1.00 | auditorium | |||||
| 6 | Types of quantitative survey or data acquisition techniques: questionnaire, personal interview, telephone interview, mail survey, electronic survey. Advantages and disadvantages thereof. | Classes | 1.00 | auditorium | |||||
| 7 | Development of a set of quantitative survey tools. Scale selection and fundamental methodological principles for the formulation of questions in quantitative questionnaires. | Lectures | 1.00 | auditorium | |||||
| 8 | Methods of data collection: qualitative research methods, possibilities for application thereof. In-depth interview and focus group. | Lectures | 1.00 | auditorium | |||||
| 9 | Presentation and discussion of a questionnaire developed in a group, evaluation of its suitability for the tasks of the market/ marketing research. | Classes | 1.00 | auditorium | |||||
| 10 | Data analysis and interpretation in case of a qualitative and quantitative research in marketing research. | Lectures | 1.00 | auditorium | |||||
| 11 | Basic principles of research data presentation. | Lectures | 1.00 | auditorium | |||||
| 12 | Presentation of group work “market/ marketing research project”. | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Concept and process of market/ marketing research; its justification and the specifics of its design. History and regularities of the development of the field. | Lectures | 1.00 | auditorium | |||||
| 2 | Logical structure of market/ marketing research. Analysing the problem and defining the work task as the first step in market/ marketing research. | Lectures | 1.00 | auditorium | |||||
| 3 | Analysis of a marketing problem; peculiarities of the formulation of a work task in market/ marketing research; basics of research design. | Classes | 1.00 | auditorium | |||||
| 4 | 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. | Lectures | 1.00 | auditorium | |||||
| 6 | Types of quantitative survey or data acquisition techniques: questionnaire, personal interview, telephone interview, mail survey, electronic survey. Advantages and disadvantages thereof. | Classes | 1.00 | auditorium | |||||
| 9 | Presentation and discussion of a questionnaire developed in a group, evaluation of its suitability for the tasks of the market/ marketing research. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Marketing Research Project. | ||||||||
| Assessment Criteria: | Attendance of lectures and seminars – 20%, Summaries – 20%, Group work – research project – 20%, Exam grade – 40%. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | 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: | 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. | ||||||||
| Competencies: | 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. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| 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. | ||||||||
