SUBJECT (MODULE) DESCRIPTION

The name of the academic subject (module) Code

ESSENTIALS OF MARKETING RESEARCH

Staff Division

Co-ordinator: Prof. Dr. Vytautas Dikčius

Other(s):

Faculty of Economics

Cycle of studies Type of the subject (module):

First Elective

Form of implementation Period Language of instruction

Face-to-face Spring semester (6) English

Requirements for student

Prerequisites: Business, Marketing, Statistics

Additional requirements (if any):

Volume of the subject

(module) in credits

Total student‘s workload Contact hours Independent work hours

5 133 48 85

Aims of the subject (module): competences to be built by the study programme

Subject-specific competences to be developed

- ability to systematically evaluate an organisation and it‘s environment;

- ability to plan, organize and manage practical activities;

Generic competences to be developed - ability to creatively solve problems of management and business using knowledge from practice

- ability to communicate intrapersonal and multicultural context;

- ability to analyse information and formulate reasonable conclusions;

- ability to learn and develop with regard to ethical and socially responsible values.

Intended outcomes of the subject (module) Study methods Assessment methods

Will be able to apply knowledge to practice

Lecturing, study of literature,

practical exercises with SPSS

software, case analysis,

individual tasks

Tests with closed-ended

questions, written tasks

Will be able to work in multidisciplinary and

multicultural group

Will be able to define needs for information, use

information technologies and data bases

Will be able to find, gather and systemise

necessary information

Will be able to use methods for data analysis,

which correspond the type of information

Will be able to make and support conclusions

Will acquire skills of critical and self-critical

thinking

Will be able to analyse environment, opportunities

and threats

Will be able to evaluate markets and apply proper

communication tools

Will be able to act and pursue results in

international context

Themes

Contact hours Independent work

assignments

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Assignments

1. Definition of marketing research 1 2 4 4 Reading of literature,

case study

2. The marketing research process. Research

design.

1 2 4 4 Reading of literature,

case study

3. Classification of data sources. 1 2 4 8 Reading of literature,

research project

4. Methods for collection qualitative data. 1 2 4 4 Reading of literature,

case study

5. Observation. 1 2 4 8 Reading of literature,

preparation for a test

6. Experimentation. 1 2 4 8 Reading of literature,

research project

7. Questionnaire design. 1 2 4 5 Reading of literature,

individual tasks

8. Measurement in marketing research. 1 2 4 4 Reading of literature,

9. Survey. 1 2 4 8 Reading of literature,

preparation for a test

10. Sampling and Sample size 2 4 8 5 Reading of literature,

case study

12. Preparation of the data for analysis 1 2 4 5 Reading of literature,

research project

13. Statistical methods for data analysis 1 2 4 5 Reading of literature,

research project

13. Data analysis with SPSS software 2 2 4 7 Reading of literature,

research project

14. Marketing research of international markets 1 4 8 8 Reading of literature,

preparation for a test

Total 16 32 48 85

Assessment strategy Share

in %

Time of

assessment

Criteria of assessment

First (midterm) test 20 After 4th topic 20 closed-ended questions (valued 1 point each)

Second (midterm) test 20 After 9th topic 20 closed-ended questions (valued 1 point each)

1 Written task 10 During 5th

seminar

Written report (value – 10 points)

2 Written task 10 During 8th

seminar Written report (value – 10 points)

Final test (exam)

40 June 20 closed-ended questions (valued 1 point each) and 3rd written

report (value – 20 points).

The final grade consists of the points sum of the two tests

evaluations of three written reports and final test:

92-100 points - 10

85-91 points - 9

75-84 points - 8

65-74 points - 7

55-64 points - 6

46-54 points - 5

less than 46 points - unsatisfactory (4, 3, 2, 1).

Author Publi-

shed

in

Title Volume of a

periodical or

publication

Place of publishing,

publishing house, or Internet

reference

Compulsory literature

1 Malhorta N.K. 2008 Essentials of marketing

research. Pearson Education, Inc.

2. Burns A.G., Bush R.F. 2010 Marketing research. Prentice Hall

Supplementary literature

V. Dikčius, V. Pranulis. 2012 Rinkodaros tyrimai: Teorija ir

praktika.

Universitetas, Vilnius

Pukėnas K.

2005 Sportinių tyrimų duomenų

analizė SPSS programa.

Lietuvos kūno kultūros

akademija