Market analysis and marketing research

general courses

The course is implemented as part of a project co-financed by the European Union with the European Social Fund under the Operational Programme Knowledge Education Development 2014-2020.

Therefore, it is necessary to register on the website:

https://www.wne.uw.edu.pl/pl/misja-wne/formularz-4

and sign a training contract, after completing registration under USOS.

Course is free of charges.

The course is dedicated to students who want to familiarize themselves with the issues of market research and marketing research and their use for the needs of scientific and business activities, customer satisfaction assessment, demand forecasting or solving a decision problem.

The course will allow you to master the skills in the field of key concepts and tools of market research in order to independently select adequate research methods, prepare them, test them, conduct research and collect data and draw critical conclusions.

The course is dedicated to everyone who wants to master and use knowledge in the field of market analysis and marketing research in business, scientific and research activities as well as in the so-called third sector.

As part of the interactive work based on case studies, we will look for answers, among others to the following questions:

• What are marketing research and market analysis and for what purposes are they carried out?

• What are the basic methods of market research and information gathering?

• How to use the Internet for fast and effective data collection and free data analysis?

• Which stakeholder groups of the company / organization may be subject to market and marketing research within the further and closer environment?

• Which departments / areas of the company's operations should be involved in the research?

• What decision problems can be solved with the help of market / marketing research?

• What are the basic phases of market / marketing research implementation?

• How to properly prepare a survey questionnaire, program a survey, interview questionnaire, etc. ?

• What is a research sample and how to properly select it for our marketing purposes?

• How can you design and use research to formulate business strategy, segmentation and positioning?

• What are the basic tools / techniques for analyzing market data at the macroeconomic, sectoral and company level?

• How to combine qualitative and quantitative research and what is triangulation?

• What are the key elements of the research brief?

• How to research the market in the area of new megatrends - sharing economy, energy transformation, counteracting climate change, etc. ?

• How to estimate the market size and price level on the basis of marketing research?

Detailed issues

The essence of market analysis

- Data sources and their selection (primary, secondary, etc.)

- Principles, steps and goals of market analysis

- Application of the analysis results and their interpretation

- Market analysis and marketing research

- The market as a subject of analysis

- Methods for estimating the size and capacity of the market

- Influence of prices on market capacity, price elasticity and income demand

- Analysis and interpretation of trends and seasonal fluctuations

- Product research

- Price research

- Promotion research

- Distribution research

Market research methods and techniques.

- Market research methods and techniques,

- Methodology of panel and focus studies - scenario and selection of study participants,

- Preparation of research questionnaires and their validation, scale selection, etc.

- Selection of the sample and techniques of research implementation

- Organization and market research institutions

- Ethical aspects of market research

- Ordering tests from specialized suppliers

- Self-research using free tools

Methods of presentation and evaluation of research results

- Market analysis cross-sections

- Analysis of the macroeconomic environment

- Analysis of consumer demand and behavior

- Market share and competition analysis methods

- Price analysis.

Badania marketingowe. Metody, techniki i obszary aplikacji na współczesnym rynku, pod red. Mazurek-Łopacińska K., Warszawa 2016.

Sagan A., Metodologia badań ekonomicznych, Kraków 2016.

Kaczmarczyk S., Badania marketingowe. Podstawy metodyczne, Polskie Wydawnictwo Ekonomiczne, Warszawa 2014

Knowledge:

As a result of the education process, the student:

- has knowledge of the essence, value and limitations of various types of marketing research, defines the goals and functions of marketing / market research

- understands the essence of research and knows the problems to be solved at individual stages of market research and marketing research,

- has knowledge and awareness of the role of research in reducing business risk depending on the method of research and its reliability,

- knows the functioning of the market and the market mechanism and its role in decisions made in enterprises,

- has knowledge of tools for testing absorption capacity, market capacity and market potential, as well as its sensitivity of demand to price, income and other factors

- understands the essence and necessity of research on consumer attitudes and preferences, research on the market structure and methods of profiling the market position of enterprises (competition and competitiveness research), segmentation research, product and price research, promotion and distribution research.

Skills:

After completing the course, the student:

- is able to prepare the concept of a marketing research taking into account all its stages

- can use theoretical knowledge to describe and analyze the causes and course of processes and phenomena

- knows how to use various data sources and interpret statistical data as well as calculate and interpret key indicators

- can commission and supervise marketing research and evaluate the results of these research,

- knows how to identify and analyze the relationships between competing business entities, building maps of strategic groups, conduct segmentation research, determine the factors of product and enterprise competitiveness, identify factors influencing the behavior of buyers.

- has the ability to present his own position, supporting it with arguments based on the results of the conducted research.

Social competences

After completing the course, the student:

- is able to correctly interpret and explain social phenomena and mutual relations between them and is able to formulate own opinions and critically select data and methods of analysis

- the student is able to work in a team designing the process of marketing research to solve a given problem

- can independently and critically supplement knowledge and skills, extended by an interdisciplinary dimension

- understands the need to develop the ability to work in a group and in communication with various stakeholders

- understands the need for lifelong learning and strives to deepen and supplement the acquired knowledge and skills,

- maintains a critical attitude towards expressing opinions, can cooperate in a team and work independently, shows responsibility for the tasks entrusted to him, shows initiative and entrepreneurship;

- properly communicates with the environment,

Attendance during classes and evaluation of the effects of group and individual work on case studies

Points for activity during classes (30%) and points for the assessment of the effects of group work (30%) and individual work (40%) on case studies