Market research
Instructor: Перица Мацура, PhD, Full Professor
The subject enables students to understand the meaning and importance of market research as the most important function of marketing without which one can not imagine the process of decision-making, or solving business problems in marketing.
| Code : | 1ИТ |
|---|---|
| Status: | C |
| Semestar: | 8th |
| Number of classes per week: | 4+2 |
| ЕECTS: | 7 |
| Teachers: | |
| Prerequisites: | |
| Learning Outcomes (gained knowledge): | Upon completion of this course the student will gain basic knowledge about the research process, methods of collecting primary and secondary data, types of research and specific areas of market research. Knowledge of the market are all the more detailed and precise, databases are the basis for decision-making, technology is more and more sophisticated, and the process of market segmentation and selection of target marketing groups adapts to the very individualized needs and desires. |
| Subject Contents: | The curriculum is divided into three parts. The first part is an introduction to market research. The second part involves the process of market research and follows the logic of this process: From defining the problem and hypothesis to the compilation of reports on the results. After that the subject covers exploratory, descriptive and causal research, gathering of secondary data and methods for collecting primary data, measuring of the attitudes, and sample and sampling. The third part refers to the application of market research. First, it analyzes the organization of market research departments in companies, and then research that is directly related to marketing strategy: market segmentation and determination of the target group, research necessary in planning and implementation of marketing mix elements, as well as specifics of foreign market research and market research for the purpose of investment decision-making. |
| Teaching Methods and Learning Activities: | Lectures i.e. systematic transfer of knowledge from the literature. During the lectures hours the practical problems of domestic and international market research and practice are covered, and students are actively involved in the teaching process. Illustrations and exercises. In addition to examples that will be discussed, the classes will also cover the examples (solving problem tasks) that will be used to illustrate and practice specific topics (collectively and individually). Illustrations and exercises involve two-way communication, and students are invited to freely express their opinions on the case for illustration and exercise. Discussion of case studies. The main form of work will be case studies so that students learn how to use their gained knowledge for practical purposes. Preparation and presentation of the seminar paper with the mandatory application of the methodology for the preparation of professional papers. |
| Literature: | Šipka, D.; Vasiljev, S. (1996). Market Research. Banja Luka: Glas Srpski Tihi, B. (2007). Market Research. Sarajevo: Faculty of Economics |
| Types of Assessment for the subject: | Colloquium I (0-20 points); Colloquium II (0-20 points); Final exam (0-50 points); Attendance (2point); Class activities (seminar papers, discussions, case studies) (0-8 points) |
| Special Remarks for the subject: |