Market Research a.a. 2022-23

The objectives of the course are:

•Learn and use quantitative methods: students will prepare quantitative studies, prioritizing the objectives and ensuring that the important questions will be asked. Students will also learn how to design a questionnaire, which is the best composition of samples and set the product and service tests. Other research methodologies are elicitation models, satisfaction model, conjoint analysis and benefit hierarchy analysis.

•Learn and use qualitative methods: students will have the chance to navigate through the realm of qualitative research, understand the rationale behind the usage of non numeric research methods and assess their importance for business research purposes.

•Mastering different qualitative research methods together: students will learn how to use different qual methods as part of a unique research effort.