Research Methodology (GRAV001)

Course description

The ability to choose the most efficient tools for seeking answers, as well as to intelligently interpret the gathered information is indispensable for marketing managers. This course will equip students with both the understanding of principles that guide quality research in the context of marketing and the tools needed to implement those principles in formulating a research project, selecting appropriate methods, collecting and analyzing data, and presenting their findings.

Course aim

The goal of the course is to familiarize students with the fundamentals of Marketing Research. Marketing Research involves developing research questions, collecting data, analyzing it and drawing inferences, with a view to making better business decisions. By adopting a do-it-yourself perspective this course will teach you how to prepare, conduct and analyze a small-scale marketing research study. This course will build on the content of the courses Research methodology and Statistics, familiarity with research design and basic statistics is required. Specifically it means that your own ideas and solutions are expected prior to any consultation with the lecturers (i.e. sampling procedures, questionnaire design etc.)

Learning Outcomes of the Course

On completion of this course successful students will:

  • Understand the relevance of marketing research in managerial decision-making.
  • Have a critical awareness of research issues, methodologies, and methods used in marketing research.
  • Obtain skills to identify a marketing problem, translate it into a research question, and design an appropriate way to answer it.
  • Develop skills to identify and understand the main qualitative and quantitative strategies of marketing research, their advantages and disadvantages and appropriate application areas.
  • Develop skills to design a research project and collect data.
  • Obtain skills to analyze data and draw reasonable interpretations as well as communicate research findings in a clear and well organized way.
  • Develop skills to critically evaluate the quality of other researchers‘ findings and the process used to obtain them.