Course for international guest/part time students
- Faculty
- Faculty of Economics
- Organization
- GTK Department of Marketing and Argumentation Theories
- Code
- GTI21AN401EN
- Title
- Marketing Research
- Usual semester
- Spring
- Published semester
- 2024/25/2
- ECTS
- 6
- Language
- en
- Learning outcomes
- This course provides an introduction to marketing research, and discusses key concepts, processes, and techniques, as well as their applications. Marketing research focuses on helping students recognize the role of systematic information gathering and analysis in making marketing decisions. The topics of this course include problem definition, research design (exploratory, descriptive and causal), data collection methods, questionnaire design, measurement scales, sampling techniques, and data analysis. Emphasis will be given to both the qualitative and quantitative aspects of marketing research.
- Course content
- This course introduces the students to the principles and practices of marketing research methods. This will be a practical hands-on approach to marketing research. After taking this course, students should be able to demonstrate a good understanding of the marketing research concepts and apply them to address real-life marketing situations. Upon completion of this course, students will be able to: Understand what marketing research is and how it is used by marketing management. Define research problems. Collect secondary data to refine a marketing research problem. Understand the steps of research designs Conduct basic qualitative and quantitative research like for example interviews, survey Do basic analysis of qualitative and quantitative data. Write a marketing research report
- Assessment method
- The principles and ground rules of assessment at ELTE Faculty of Economics for bachelor courses are available at: https://gtk.elte.hu/bscorarend?m=6656
- Bibliography
- Textbook: Malhotra, N.: Marketing Research: An Applied Orientation, Pearson, 2019