IER 303 – Marketing Research

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IER 303 – Marketing Research; Weekly hours: 2+1, ECTS: 4
This course focuses on introducing students to the basics of market research, defining the research problem, and how to provide appropriate access. Acquiring knowledge and skills for independent conducting marketing research project, learning about the different stages of the marketing research, understanding of qualitative and quantitative marketing research methods. The course aims to familiarize students with the process of marketing research and the different stages of the process. In this context, the course explores: defining the marketing research problem and developing an approach, research design, data types and their sources, methods of data collection, data collection forms, sampling methods, processing and analyzing the collected data and report preparation and presentation. International marketing research is also part of the curriculum.