Market Research Techniques

During the course, students will explore the topic of market research from both a strategic-analytical and a tactical-methodological perspective. Following an introduction into research and its relevance in business practices, the course will cover the foundational principles of market research, as well as the typology of market research and data sources typically used for various types of research. The course will then focus on the various steps required to plan and conduct research projects: definition of the objective and/or research question, identification of information sources, appropriate methodology selection, research design, data collection, data analysis, and reporting. The course will specifically address a number of quantitative and qualitative methods commonly used in corporate communication and marketing research, such as surveys, interviews and focus groups. In addition, part of the course will be dedicated specifically to drafting market research reports and to how to read and interpret these reports to derive useful insights for defining the company’s marketing strategies.

This course aims at providing students with the knowledge required to understand, design and conduct market research. The course thus helps students develop technical and analytical skills needed to meet the information needs of business and marketing management in order to facilitate and improve the decision-making process.

Specifically, students will learn how to:
- Design, conduct, analyze, and report research;
- Use quantitative and qualitative data collection methods such as surveys, interviews, and focus groups;
- Analyze qualitative and quantitative data;
- Effectively use findings and develop recommendations in research reports.

• Industry, innovation and infrastructure

In presence

Participants will gain hands-on experience in conducting applied market research through face-to-face lectures, in-class discussions, simulations, and in-class individual and group work exercises.

The course is evaluated on the basis of a final written exam (100%).

Active class participation during dedicated individual and group exercises will earn extra points toward exam evaluation.