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The basic aim of this course is to provide an essential knowledge about marketing research methods, which is a scientific way to gather information for strategic and tactical marketing decision making. The quality of the information depends on a rigorous research planning (problem definition, research design, data collection method, questionnaire design, measurement, sampling), efficient implementation of the process (research management) a rigorous data analysis (qualitative and statistical methods), and finally reporting (clear conclusions). Both, the quantitative and qualitative approaches will be emphasized. OBJECTIVES Upon the successful completion of this course, the attendants should have demonstrated an understanding of and an ability to apply the following: 1. Develop an understanding of standard marketing research methods avoiding the most common pitfalls, through learning the material in the text and the lectures, and completing group assignments. 2. Develop the ability to use basic statistical analysis in a marketing analysis context. Specifically commonly used procedures will be reviewed, in the framework of SPSS software. 3. Use the marketing research procedures to complete research projects and written reports.

Lecture 1: INTRODUCTION TO SOCIAL & MARKET RESEARCH - Welcome & introduction to the course structure - Introduction to social & market research: Main concepts - Distinguishing market research from other data collection activities - How to commission research: The Research Process - Information Sources: Primary/Secondary, Internal/External - Quantitative, qualitative research and case studies Readings: - ESOMAR world research codes & guidelines. - ICC / ESOMAR international code. Practice 1: Everything starts with a briefing! Lecture 2: QUALITATIVE RESEARCH - Introduction to qualitative techniques - Classic qualitative research techniques - Online qualitative research techniques - Karl Jung¿s archetypes and market research Readings: -Rexhepi, B. R., Mustafa, L., Sadiku, M. K., Berisha, B. I., Xhaferi, B. S., & Rexhepi, O. R. (2024). Specifics of Using CG Jung's Archetypes in Business Consulting Activities: Myths and Reality. Theoretical and Practical Research in Economic Fields, 15(2), 267-276. -Bechter, C., Farinelli, G., Daniel, R. D., & Frey, M. (2016). Advertising between archetype and brand personality. Administrative Sciences, 6(2), 5. Practice 1: Applying Jung's approach to the research proposal Lecture 3: QUANTITATIVE RESEARCH - Commonly used methods for quantitative research - Classic data collection systems - New trends in quantitative data collection - Sampling (calculating sampling error and sample size and sources of non-sampling error) Readings: Simkus, J., & Simkus, J. (2022). Cluster sampling: definition, method and examples. Simply psychology. Practice 2: The Research Proposal Lecture 4: QUESTIONNAIRE DESIGN - Writing a questionnaire - Types of questions and types of variables - Types of measurement scales - Transforming survey questions into dataset variables using SPSS, STATA and R Readings: Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for effective market research. Kogan Page Publishers. Practice 3: The Questionnaire Lecture 5: STATISTICAL ANALYSIS OF SURVEY DATA (I) - Descriptive statistics, cross tables and graphs - Basic data analysis using SPSS, STATA and R Readings: Pallant, J. (2020). SPSS survival manual: A step by step guide to data analysis using IBM SPSS. Routledge. Practice 2: The Research Proposal (cont.) Lecture 6: PRESENTATION OF THE RESEARCH PROPOSALS AND QUESTIONNAIRES -Oral presentations of assignments (practices) 2 and 3 Lecture 7: STATISTICAL ANALYSIS OF SURVEY DATA (II) - Exploring statistical relationships between variables - Practical session on performing Chi2 test, correlations and analyses of variance using SPSS, STATA and R Practice 4: The Report (statistical analysis of data from a real data set) Lecture 8: STATISTICAL ANALYSIS (III) - Advance Statistical Analysis; Multivariate Analysis - Practical session on performing multivariate analysis using SPSS, STATA and R Practice 4: The Report (statistical analysis of data from a real data set) Lecture 9: TURNING DATA INTO FINDINGS - Practical session using SPSS, STATA and R - Creating tables and charts with Excel - Writing a report and presenting research findings Practice 4: The Report (statistical analysis of data from a real data set) Lecture 10: PRESENTATION OF THE REPORT - Oral presentation of the Report (assignment 4)

This course will be a mixture of lectures, class discussion, assignments, and examinations. The course is addressed to managers, the final users of marketing research, and will be oriented to show the applications to strategic marketing. There will be a project related to material being covered in this course. The students should work on a research briefing, plan a research proposal, analyze the data and report valid conclusions. In this course, students can use AI tools in assignments and exercises, but always citing them properly.