| 1. | 1 (allowance 1/1) |
| | | a. | Lecture: Market research - Historical development of market research - The need for market research - Marketing research and Market research - The role and functions of market research - Classification of market research - The research process. | | b. | Seminar: Organisational issues. Giving assignments for final projects. |
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| 2. | 2 (allowance 0/1) |
| | | a. | Seminar: Phase of marketing research process. The importance of defining a right research problem. Examples. |
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| 3. | 3 (allowance 1/1) |
| | | a. | Lecture: The information basis for marketing decisions. Marketing information system. Sources of information. Secondary research. Primary research. | | b. | Seminar: The market research industry. Ethical issues. Quality standards. Code of Market Research. |
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| 4. | 4 (allowance 0/1) |
| | | a. | Seminar: Organization of market research. Selection of research agency. Preparing a brief for research agency. |
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| 5. | 5 (allowance 1/1) |
| | | a. | Lecture: Quantitative research. Interviewing. Conducting interviews. Structure of the interview. Structured interviews. Unstructured interviews. Personal interviews. The Telephone interviews. The Mail interviews. | | b. | Seminar: Typical research studies. Product research. Pricing research. Advertising research. Sales research. Customer research. Case studies. |
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| 6. | 6 (allowance 0/1) |
| | | a. | Seminar: New trends in marketing research. Online marketing research. Case studies. |
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| 7. | 7 (allowance 1/1) |
| | | a. | Lecture: Questionnaire design. Process of questionnaire design. Selection of interview method. Types of questionnaires. Types of questions. Pilot testing the questionnaire. | | b. | Seminar: General concepts of measurement and scaling. Scales of measurement. Examples of scales. Preparation of the questionnaire. |
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| 8. | 8 (allowance 0/1) |
| | | a. | Seminar: Sampling. Defining the population. Sample design. Types of sample. Sample size. Practical examples.Written test. |
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| 9. | 9 (allowance 1/1) |
| | | a. | Lecture: Qualitative research. Focus group interview. In-depth interview. Observation. Projective techniques. Other techniques. | | b. | Seminar: Experiment as a method of marketing research. |
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| 10. | 10 (allowance 0/1) |
| | | a. | Seminar: Other methods of market research -- panel -- omnibus. |
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| 11. | 11 (allowance 1/1) |
| | | a. | Lecture: Data preparation and preliminary data analysis. Editing. Coding. Data cleaning. Preliminary data analysis. Hypothesis testing. | | b. | Seminar: Coding of questionnaires. Data analysis. Practical examples. |
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| 12. | 12 (allowance 0/1) |
| | | a. | Seminar: Using the results of marketing research in the development of marketing strategy and marketing plan. Case Study. |
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| 13. | 13 (allowance 1/1) |
| | | a. | Lecture: Preparing the research report. Criteria for a good report. Report format. Parts of the formal report. The oral report and presentation. | | b. | Seminar: Presenting the final projects. |
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