Marketing Research

obligatory courses

Key aspects of conducting marketing research will be discussed: from defining the problem to the final presentation of the results.

1. Marketing research – idea and essence

2. Market research methods review with the practical examples:

a. Qualitative research

b. Quantitative research

c. Secondary data research

d. Syndicate research

e. Experimental research

f. New directions in marketing research – neuro, eyetracking, gamification

3. A review of the market research fields: brand, communication, innovation, U&A (usage and attitude), CX (customer experience), UX (user experience)

4. Know-how in cooperation with marketing research agencies: learning how to write a research brief and a relevant research offer.

5. Practical tasks: brand’s archetype analysis, writing positioning concepts, designing a quantitative questionnaire and qualitative discussion guide.

6. Acquiring and analysis of research data

Core bibliography:

Lutostański, M.J., Łebkowska, A. i Protasiuk, M. (red.) (2021). Badanie rynku. Jak zrozumieć konsumenta?. Warszawa: PWN.

Lutostański, M.J., Galica, M. i Protasiuk, M. (red.) (2018). Data driven decisions. Jak odnaleźć się w natłoku danych? Warszawa: PWN.

Maison, D. i Noga-Bogomilski, A. (red.) (2007). Badania marketingowe. Od teorii do praktyki. Gdańsk: GWP.

Additional bibliography:

Gorączka, A. i Protasiuk, M. (2020). Gamification. Jak wygrać zaangażowanie respondenta? Warszawa: PWN.

Jemielniak, D. (2012). Badania Jakościowe (tom 1 i 2). Wydawnictwo Naukowe Warszawa: PWN.

Stasiuk, K. i Maison, D. (2014). Psychologia konsumenta. Warszawa: PWN.

Wójcik, P. (2017). Psychografia Konsumentów. Lublin: Słowa i Myśli.

Zaltman, G. (2008). Jak myślą klienci. Podróż w głąb umysłu rynku. Poznań: Rebis.

Zaltman, G. i Zaltman, L. (2010). Metafora w Marketingu. Jak przeniknąć umysły klientów dzięki metaforom głębokim. Poznań: Rebis.

Student after completing the course:

In terms of knowledge:

• Knows and understands terminology and basic theoretical models in the field of marketing research (K_W01)

• Knows and understands at an advanced level the principles, procedures and practices of conducting marketing research (K_W02).

• Knows and understands technological, social, political, legal, economic and ecological processes and phenomena and their impact on the interpretation of marketing research results (K_W05)

• Knows and understands the basic principles of creating and developing various forms of marketing research (K_W06)

In terms of skills:

• Is able to use knowledge in the field of marketing research to recognize, diagnose and solve problems related to the functioning of the organization on the market (K¬_U01)

• Is able to correctly interpret technological, social, political, legal, economic and ecological processes and phenomena and their impact on the interpretation of marketing research results (K_U02)

• Is able to independently and collectively prepare analyses, diagnoses and reports from conducted marketing research and present them communicatively, using IT and communication tools (K_U03)

• Is able to plan and organize own and team work as part of marketing research (K_U05)

• Has the ability to self-educate and improve acquired qualifications in the field of marketing research (K_U06)

In terms of attitudes:

• Is ready to assess and critically approach situations and phenomena related to conducting marketing research (K_K01)

• Is ready to think and act in an entrepreneurial way in the field of marketing research (K_K02)

• Is ready to comply with ethical standards related to conducting marketing research (K_K03)

The course assignments are practical and performed in a form of team tasks:

Team work (2-4 person teams):

 Analysis of the secondary data (e.g. brand’s archetype analysis or analysis of marketing communication in a given category) : max. 30 points.

 Running a simple marketing research, data analysis and preparation of the presentation: max. 70 points.

Additional requirement is course attendance. Two absences are acceptable during the entire semester. Exceeding this limit will cause additional assignments to be done.