Quantitative methods in marketing research
General data
Course ID: | 2500-EN-PS-SB-16 |
Erasmus code / ISCED: |
14.4
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Course title: | Quantitative methods in marketing research |
Name in Polish: | Quantitative methods in marketing research |
Organizational unit: | Faculty of Psychology |
Course groups: |
Business Psychology Specialization specialization courses for 4 and 5 year |
ECTS credit allocation (and other scores): |
4.00
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Language: | English |
Prerequisites (description): | (in Polish) Prerequisites: Completed course on intermediate to advanced statistics |
Short description: |
The course focuses on the quantitative methods in market and consumer research (U&A, price test, brand image tracking, ad test, concept tests, satisfaction studies, segmentation studies as well as observation studies). The participants will learn how to plan, design and prepare a quantitative study. They will work on various types of questionnaires and will choose one that will be used in practice, analyzed and reported. |
Learning outcomes: |
Learning about different formats of quantitative studies. Planning research (research design); choosing samples, preparing screeners and developing questionnaires. Learning the ways the results can be analyzed and presented. Training the ability of a condensed and attractive |
Classes in period "Summer semester 2023/24" (in progress)
Time span: | 2024-02-19 - 2024-06-16 |
Navigate to timetable
MO TU W SEM
TH FR |
Type of class: |
Seminar, 30 hours
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Coordinators: | (unknown) | |
Group instructors: | Magdalena Stec | |
Students list: | (inaccessible to you) | |
Examination: |
Course -
Grading
Seminar - Grading |
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Full description: |
The course is thought as a workshop, during which participants will learn, how to plan, prepare and conduct a quantitative market research – what are their characteristic features, strengths and weaknesses, when to apply which method etc. We will deal with various types of questionnaires: - Short, ad hoc questionnaires - More advanced, U&A studies - Segmentation studies - Price studies - Satisfaction studies - Need gaps analysis - Testing products - Testing concepts Students will learn how to operationalize various types of studies, how to develop questions and answer categories (cafeterias), and how to create a proper flow of the questionnaire. We will also discuss issues connected with the proper sample selection, as well as analytical issues. Students will be divided into small teams, which will work on a set of questionnaires, out of which they will choose one, that they will have to: - Conduct on an agreed sample - Create a database - Conduct statistical analyses - And present the results. |
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