Infopaket

Modern sociological methods of marketing research

ВБ1.1

Вибіркова дисципліна для ОП

Second

2023/2024

4 Semester

4

1.1 Know the methodological essentials of quantitative and qualitative sociological research. 2.1 Be able to demonstrate the skills of reasoned presentation of their own opinion, competent and tolerant discussion with opponents. 2.2 Be able to identify, diagnose and interpret current problems of society at the national and international levels. 2.3 Be able to professionally prepare all kinds of reporting documents and scientific publications based on the results of sociological research.

Full-time form

1. Know the conceptual and categorical apparatus of economic theory. 2. Be able to work with a computer, find scientific information on the Internet, be able to interpret data. 3. Know the methods of data collection and analysis in sociology.

1. Marketing information system and marketing research. Methodological section of the marketing research program. 2. Methodical section of the marketing research program. Determining the sample population in marketing research. 3. Measurement procedure in marketing research. 4. Survey method and its varieties. 5. Method of observation and method of experiment. 6. Content analysis and desk research method in marketing research. 7. Test methods home-test, hall-test, the specifics of their use. 8. Focus group methods and case studies, the specifics of their use in marketing research. 9. Study of the external business environment. Gaining competitive advantage. 10. Study of consumer behavior 11. Market research and new product in marketing research. 12. Mathematical analysis of marketing research data. Preparation of the final report.

1. Malhotra NK Marketing research. Practical guide. 3rd edition. .- Ed. Home. Williams, 2002. - 957 p. - with. 25-226, 315-604, 844-867, 888-921 2. Bliznyuk SV Marketing in Ukraine: problems of formation and development.- Kyiv: Polytechnic - 2009, 384p. [Pages 3-40] 3. Kotler F. Marketing 4.0. From traditional to digital. - К: КМ-Books, 2018 - 208.. [Стр 12-19] 4. Thompson Derek. Hitmakers. The science of popularity and competition for attention. Kyiv: Yakaboo Publishing.2020 - 288 p. [Pages 31-77] Rice El. Marketing Wars - Kharkiv: Ranok Publishing House: Fabula, 2019 - 240 p. [Pages 5-29]

Lecture, practical classes, video lesson, individual work

1. Execution of tasks during practical classes LR1.1, LR2.1, LR2.2, LR2.3 - 6 points / 10 points 2. Test 1 LR1.1 - 5 points / 10 points 3. Test work 2 LR1.1, LR2.1, LR2.2 - 5 points / 10 points 4. Final report on the results of the project LR1.1, LR2.1, LR2.2, LR2.3 - 10 points / 15 points 5. Performing individual work during the semester LR2.3 - 10 points / 15 points final assessment - exam LR1.1, LR2.1, LR2.2, LR2.3.

ukrainian