Marketing Research


Gregory Troussov
Professor of Marketing at AIBEc.
President of Kontakt-Expert consulting company. Gregory Troussov is the leading Russian marketing consultant and trainer.

Purpose of this Course
This course is focused on teaching practical results and values companies can derive from market research.

The class will use a combination of textbook material and case studies supplemented with instructor lectures. Students will be organized into groups and make class presentations on various stages of marketing and market research. Students will get a chance to try to apply their skills in using research tools they learn during the class.

After successful completion of the course, students will be able to:

  • Understand principles and fundamentals of market research
  • Understand and use market research language/terminology in the business community
  • Understand the role of market research in marketing management
  • Be able to go through the process of developing an integrated market research plan for an organization
  • Be able to interpret the results of the market research data, its limits, validity and applicability to marketing strategy
  • Learn market research tools and concepts and apply them in practical business situations
  • Learn how to integrate technology into marketing management
  • Develop and improve written and oral communication skills

Course Materials
  • Naresh K. Malhotra and David F. Briks, Marketing Research, 2000.
  • Notes, articles, and cases from the course package.

Grading
Grading of this course will be based on group presentations, examinations and class participation.

The course will be graded in accordance with the following schedule:

Class participation ____________ 25%
Group presentations __________ 35%
Final _________________________ 40%
Total ________________________ 100%

Course Topics
  1. Intro to market research
  2. Qualitative and quantitative research
  3. Applicability and limits
  4. Expert interviews and secondary data research
  5. Marketing hypothesis
  6. Quantitative methods
  7. Validation of segmentation
  8. Consumers' psychology and buying behavior
  9. Focus-groups and consumer interviews
  10. SABONE/Maslow/DBV matrix
  11. Validation of market positioning
  12. Validation of communication materials
  13. Advanced techniques of working with the consumers' mind
  14. Management aspects of market research

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