Market Research

Course Syllabus

Course Code:ΕΠ1
Semester:Elective courses – Spring semester
ECTS units:3
Weekly Teaching Hours:3
Course Page:https://eclass.duth.gr/courses/ENG104/
Instructors:FOTIADIS THOMAS

Course Description

The course presents the principles, methodologies and procedures of Market Research in the context of the modern business environment. In addition, the correlation of the subject with the individual areas of the subject of Marketing is sought.
The sub-areas that are analysed are: The purpose, the importance and role of Market Research, the ethical issues related to research, the information systems, the information and data sources, the stages of the research process, methods of data collection and analysis, research techniques and applications.

Purpose of the course

Testable result and purpose of the course is:

  1. Familiarity with the theoretical scientific basis behind the process of conducting market research.
  2. Familiarity with methods and techniques used in conducting market research: data collection and selection of the appropriate sample for research, statistical analysis of data, presentation of findings.
  3. Develop the ability to distinguish the type and volume of data required in conducting market research.
  4. Develop the ability of critical thinking and reflection to address the needs of a market research, in order to arrive at appropriate sources of data and information.
  5. Develop skills related to the standard design process of a market research and become familiar with it.
  6. Development of the critical ability required in order to make the right choice both in data collection tools and in the methods for their analysis.
  7. Also, additional goals are set to develop the ability of students regarding the use of modern marketing information system and the ability to evaluate marketing and market research in terms of their scientific correctness and effectiveness.
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