Marketing Research

Description

Goals The goal of marketing is to create value (cf. definition of marketing, according the AMA: American Marketing Association). However, marketing without marketing research is like driving a car with your eyes closed. Hence, marketing research is warranted to better serve and understand customers, and even other stakeholders. A good marketer needs more than just intuition, such that marketing research becomes a crucial component of marketing decision making. The goal of this course is threefold: (1) Getting familiar with the theoretical concepts and methodological approaches (marketing research stages) that set the foundation for marketing research (2) Develop and practice marketing research skills (3) Make managerial recommendations based on the data and analysis findings being observed within a specific marketing context. Specific goals The student is acquainted with the marketing research terminology, and the appropriate marketing research methodologies. In addition, the student can employ these concepts and skills in a real-life marketing context. Specifically, (1) The student knows the most important marketing research methods, and the different stages of a marketing research, both from a conceptual and a methodological perspective, (2) Given a specific marketing research problem or opportunity, the student can employ the appropriate techniques in the right way, (3) The student can make critical reflections, and strong managerial recommendations given a specific marketing context. ERS Learning Objectives: (1) The student acquires knowledge of the triple bottom line (people–planet–profit), within which marketing and market research are relevant, and is able to address a research problem or opportunity linked to transformative marketing. This focuses on the social and environmental impact of products and services, in addition to the economic impact (ERS Worldview). (2) The student is able to define market research projects (e.g., a conceptual framework) for various stakeholders, going beyond just the end consumer. For example, market research can focus on the impact of products and services on non-customers and how they experience the impact on people and society (Complexity in ERS). It is equally important to involve all relevant stakeholders in market research, especially regarding sampling procedures (Complexity in ERS).