Course topics:

• Marketing information systems
• Types of marketing research
• Secondary data collection and analysis
• Primary data collection methods
• Qualitative and quantitative research methods
• Trends and limitations of marketing research
• Marketing research plan and process
• Data and Information analysis

Aims:

The students will be able to understand and use the various methods of marketing research and data analysis, and will be able to plan and conduct marketing research in real life environment.

Malhotra N. K. (2011): Basic marketing research, 4th ed. Prentice Hall, ISBN 0132544482

Burns, A. C. – Bush, R. F. (2009): Marketing research, 6th ed. Prentice Hall, ISBN 0136027040

Malhotra N. K. (2009): Marketing research, Prentice Hall, ISBN 0136094236<