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:
The Market Research course aims to familiarize students with the systematic and objective methods of marketing research, focusing on gathering, processing, and analyzing information. Students learn to understand the marketing information system and develop competencies in identifying managerial decision problems, formulating research questions, and designing research plans.

This essential prerequisite course for thesis preparation covers both secondary and primary research methodologies. During the semester, students work in groups to write research briefs and conduct qualitative and quantitative research projects. They learn to interpret various research methods, their advantages, and disadvantages, and evaluate results from a client s perspective.

The curriculum includes practical training in designing data collection and measurement tools, with special emphasis on observation methods, including Mystery Shopping as an individual assignment. By completing the course, students will be able to collect, analyze, and appropriately utilize marketing research data, while understanding how to apply relevant research methods in real-world business contexts.

Competences:
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Topics:
1. Introduction, overview of course requirements, understanding the framework of adult-to-adult communication, information about the semester s requirements, and discussion of individual needs
2. istinguishing between market research and marketing research, fundamentals of secondary research, basics of research brief writing, starting the brief assignment, and refining research topics
3. Discussion and potential revision of briefs, marketing, and business problems
4. Finalizing briefs. Presentation of fundamentals of Qualitative research (part 1) - guide
5. Revision and finalization of the Qual guide. Presentation on qualitative research (part 2) – undestanding the role and execution of observation (mystery shopping) and one-on-one deep dive interview.
6. Discussing findings of the deep dive interview. Feedback on the mystery shopping assignment. Getting ready for the presentation of the Qual slides. Presentation of fundamentals of Quantitative marketing research: methodologies, surveys, questionnaires.
7. Team presentation of the Qual findings. Preparations for setting up the Quantitative questionnaire
8. Discussion, refinement, and finalization of the quantitative questionnaire. Desired database format.
9. Spring break (17- 21 April 2025)
10. Rector\'s Break (24 April 2025)
11. National Holiday (1 May 2025)
12. Getting familiar with the final form and build-up of the presentation. Discussion of the findings from the quantitative database. Feedback on the quant database.
13. Team presentation of the final marketing research document, including Qual and Quant findings. (part 1)
14. Team presentation of the final marketing research document, including Qual and Quant findings. (part 2)

Assessment: For the lecture: Completion of blended e-learning materials and tests. To receive a „teacher s signature” students must attend seminars (absences according to Study and Examination Regulations, maximum 30%), participate in seminar activities (classroom attendance and participation), and complete three project assignments by given deadlines. Students must write a market research brief based on given criteria, then prepare a qualitative research guide and analyze the resulting data. The final assignment involves creating a quantitative research questionnaire and preparing an aggregated PowerPoint presentation based on Excel database analysis and the qualitative research findings. Submission formats: Brief submission format: Word Guide submission format: Word Qualitative summary submission format: PPT Quantitative questionnaire submission format: Word, then programmed online (e.g., Google form) Quantitative database submission format: Excel Quantitative summary submission format: PPT Two practical tests will be conducted during classes (Mystery Shopping and questionnaire correction). Absence from these classes will negatively affect the semester grade. The course concludes with a mid-term mark, which can be earned as follows: Two mid-term tests: 7.5-7.5% Three-term projects (brief, guide, and questionnaire, including analysis for the latter two) and their presentations: Brief: 15% Qualitative: 30% Quantitative: 30% Total for projects: 75% Class participation: 10% Total: 100% Mid-term tests cannot be retaken. For term projects, following the \"learning curve\" principle, one revision per project is acceptable. Late submission of the project will result in losing the semester signature.

Exam Types:

Oral Exam

Compulsory bibliography: 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: -

Additional bibliography: -

Additional Information: -