Academic year/semester: 2025/26/2

ECTS Credits: 4

Available for: Only for the faculty’s students

Lecture hours: 2
Seminarium:0
Practice: 2
Laboratory: 0
Consultation: 0

Prerequisites: -

Course Leader: Prof. Dr. Mónika Garai-Fodor

Faculty: Keleti Károly Faculty of Business and Management, 1084 Budapest, Tavaszmező utca 17.

Course Description:
Basic concepts of market research and marketing research, the role and place of MIR in decision making. Data and information, information requirements. Classification of market research methods according to the source of the data: primary and secondary sources, their characteristics and types. Classification of market research procedures by type of data: characteristics of qualitative and quantitative data. Observation, types, characteristics. Types of experiments, characteristics. Types and characteristics of qualitative interviewing procedures, types and characteristics of guide, rules for interviewing. Types and characteristics of quantitative interviewing procedures, rules for standardised questionnaire. Types of questions, levels of measurement, rules for statistical processing of questions. Structure of the research report.

Competences:
-

Topics:
1. What a Client need to fix at a brief? Writing a proper research brief
2. Elements of a brief: goals, main questions, methods, target group, timing, budget etc.
3. How to search: Sources of secondary data
4. Qualitative approach, application of qualitative research, In-depth interviews, expert interviews, focus groups
5. Observational methods, incl. eye-tracking and Mystery Shopping
6. Quantitative market research techniques, Forms and applications of quantitative research
7. Writing the proper questionnaire
8. Measurement and scale use
9. Fieldwork
10. Analysing rules
11. Preparing a research report / I
12. Preparing a research report / II
13. Presentations
14. Closin, summing up

Assessment: Midterm papers, exams, submissions: 1. Briefing 2. Guide and questionnaire 3. Fieldwork 4. Final presentation The signature requirement, the method used to form an exam mark: A total of 100 points can be earned during the semester, divided according to the following tasks: NO written exams. PREVIEW 2) [Formative, Summative, Compulsory] Brief (33%) Qual (33%) Quant (33%)

Exam Types:

Oral Exam

Compulsory bibliography: Required: Market research in practice : an introduction to gaining greater market insight. Kogan Page, 2016 · Malhotra, Naresh K.: Marketing research : an applied approach. Pearson, [2017]

Recommended bibliography: Coursera: Market Research (University of California, Davis - Beginner course) - Coursera: Qualitative Research (University of California, Davis - Intermediate course) - Coursera: Quantitative Research (University of California, Davis - Intermediate course)

Additional bibliography: -

Additional Information: -