Infopaket

Market research

ОК 33

Обов’язкова дисципліна для ОП

First

2021/2022

7 Semester

5

PLO5. Apply analytical and methodical tools for substantiating proposals and management decision-making by various economic agents (individuals, households, enterprises and state authorities). PLO12. Apply acquired theoretical knowledge for solving practical problems and meaningfully interpret obtained results of PRN13. Identify sources and understand methodology definition and methods of obtaining socio-economic data, collect and analyze the necessary information, calculate economic and social indicators. PLO16. Be able to use data, provide arguments, critically evaluate logic and form scientific conclusions and analytical texts on economics.

1. Know: the essence and stages of marketing activity; tools analysis of business environment factors; goal determination procedure, research tasks of marketing research; principles of selection methods of collecting information and developing a questionnaire. 2. To have skills: application of the STABS analysis technique for diagnosis of marketing problems and opportunities; goal definition marketing research and establishing its boundaries; developments search questions, hypotheses of answers to them and identification of sources marketing information; development of questionnaires; making plans field work and development of cost estimates and staffing; approbation of questionnaires; drawing up a report and preparing its presentation.

The essence, types and stages of marketing research are considered; methodology and methods of determining the goal and limits of marketing research based on a structured analysis of the business environment (STABS analysis); development of research tasks, planning process marketing research; sources of secondary marketing information; qualitative and quantitative methods of collecting primary marketing information; methodology and technique of developing questionnaires; organization of field work; preparation of a report and presentation of marketing research; ethical and legal aspects of marketing research.

1. Marketing: textbook / A.O. Starostina, N.P. Goncharova, E.V. Krykavskyi et al. / under the editorship A.O. Starostina Kyiv: Znannia, 2009. 1071 p. 2. Marketing: terminological dictionary / A.O. Starostina, N.Yu. Kochkin, V.V. Zhurylo and others. / under the editorship A.O. Starostina Kyiv: "NVP "Interservice", 2017. 215 p. 3. Starostina A.O., Kravchenko V.A., Prygara O.Yu. Strategic analysis attractiveness of national and international markets: education. guide / For general ed. Prof. A.O. Starostina Kyiv: "NVP "Interservice", 2021. 271 p. 4. Starostina A.O., Kravchenko V.A., Prygara O.Yu. Marketing: Education. manual / By general editor Starostina A.O. K.: "NVP "Interservice", 2020. 237 p. 5. Starostina A.O. National and international marketing research markets: textbook. Kyiv: LLC "Lazarit-Polygraph", 2012. 480 p

Oral survey, discussion Presentation of mini-projects, cases

The independent work of the student consists in the performance and protection of the individual project on conducting marketing research at the level of market activity subject Missed lessons are made up by the student additional analytical tasks in the discipline and/or oral interviews with the teacher

Ukrainian