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Titular Professors
Professors
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By the end of this course, students will develop a solid understanding of key market research concepts, including the distinction between quantitative and qualitative methods and their appropriate application in business contexts. They will acquire the ability to collect, prepare, and analyse quantitative data using Power BI, creating interactive dashboards and applying basic statistical techniques for decision-making. Students will also learn to process and interpret qualitative data using Atlas.ti through coding, thematic analysis, and visualization tools. Furthermore, the course aims to enable students to integrate insights from both quantitative and qualitative approaches to generate comprehensive market understanding. Finally, students will build practical skills to design and execute end-to-end market research projects and effectively communicate insights through data storytelling.
This course on Marketing Research Tools is designed to equip students with the essential knowledge and practical skills needed to conduct effective market research using quantitative and qualitative methodologies. The course is structured into two main blocks, focusing on the theoretical foundations of marketing research and the application of specific analytical tools, including Power BI for quantitative data analysis and Atlas.ti for qualitative data analysis.
1. Basics of Marketing Research
Students will begin with an exploration of the fundamentals of marketing research, distinguishing between marketing research and market research. They will learn the significance of marketing research in the decision-making process and engage in discussions and activities to solidify their understanding of the topic.
2. Research Designs & Methods
The course will delve into various research designs—exploratory, descriptive, and causal—highlighting their applications in different research scenarios. Students will also learn about cross-sectional and longitudinal studies and the types of data collected in marketing research, including quantitative and qualitative data, along with the measurement scales used. Additionally, the course will cover essential data collection methods, providing a comprehensive view of how data is gathered and analysed.
Block 1 – Quantitative Data Analysis Using Power BI (8 Weeks, 32 Hours)
In this block, students will gain hands-on experience with Power BI, a powerful tool for quantitative data analysis. The curriculum will cover:
- Analysing Awareness: Understanding metrics such as brand lift and campaign traction to assess marketing effectiveness.
- Analysing Engagement: Evaluating lead generation and consumer engagement through reach and frequency metrics.
- Analysing Customer Satisfaction: Conducting conversion analysis and reputation evaluation to gauge customer satisfaction levels.
- Analysing Advocacy: Identifying brand advocates and analysing customer-generated content to measure brand loyalty.
Through interactive sessions and practical projects, students will develop the ability to create compelling data visualizations and derive actionable insights from quantitative data.
Block 2 – Qualitative Data Analysis Using Atlas.ti (4 Weeks, 16 Hours)
This block will focus on qualitative data analysis using Atlas.ti. Students will learn about:
- Data Reduction: Techniques for managing documents, quoting, coding, and establishing links within qualitative data.
- Transformation and Display of Data: Utilizing networks and co-occurrence tools to visualize and analyse qualitative data relationships.
- Drawing Conclusions: Applying methods like the Object Crawler, generating code outputs, and using memos and networks to derive meaningful insights from qualitative research.
Students will engage in practical exercises that enhance their ability to interpret and present qualitative data effectively.
The course methodology will emphasize practical applications of Power BI for quantitative data analysis and Atlas.ti for qualitative data analysis. The goal is to provide students with hands-on experience in using these market research tools through live demonstrations, step-by-step tutorials, and project-based learning. Regular software assignments will help solidify their understanding of key features and functionality.
In addition to the technical training, students will engage with real-world case studies of companies that have utilized market research tools, analysing how data-driven decisions shaped business outcomes. These case studies will be paired with group discussions to foster critical thinking, enabling students to debate the strengths and weaknesses of different research methods.
Furthermore, interactive activities such as debates, quizzes, and group projects will encourage collaborative learning, ensuring students not only grasp theoretical knowledge but also develop the skills to apply market research tools effectively in a business environment.
The evaluation for this course will be based on continuous assessment, where students will be evaluated throughout the semester. The final global score will be distributed as follows:
- Class Attendance, Participation, and Discussions: 15%
- In-Class Activities and Peer Reviews: 15%
- Assignment 1: 15%
- Mid-Term Exam: 20%
- Final Exam: 35%
To successfully pass the course, students must achieve a minimum score of 5 out of 10. Students who do not attain this score will be required to retake the course next year. This course does not have a re-exam.
One student scoring the highest score will be awarded extra-ordinary for the course.
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- Essentials of Marketing Research, 6th Ed - Joseph Hair, David Ortinau and Dana E. Harrison – McGraw Hill
- Marketing Research: An Applied Orientation 7th Ed. - Naresh Malhotra – Pearson
- Data Analysis with Microsoft Power BI, 1st Ed. - Brian Larson – McGraw Hill
- Qualitative Data Analysis with ATLAS.ti, 3rd Ed. - Susanne Friese – Sage Publication
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