Marketing Research

Subject

The following subjects are analyzed: the content of a research study, the process of a research study, collecting preliminary and secondary data, qualitative and quantitative research study, measurement scales, the principles of developing a questionnaire, the sampling procedure, determining the sample size. Presenting statistical analyses in research, and more specifically, selecting the statistical test, descriptive statistics and frequencies, correlation analyses, t-test, ANOVA, factor analysis, cluster analysis, discriminant analysis, regression analysis, conjoint analysis, correspondence analysis, non parametric analyses.

Educational Aims

By the end of this course the students should be able to a) determine the suitable research methodology, according to the research problem, b) develop a reliable and valid research instrument which is supported theoretically through literature references, c) analyze statistically preliminary and secondary data, through which they can make management decisions.

Student Evaluation

1. Written examination after the end of the semester (35%) including: Statistical analyses

2. Written paper (50%)

3. Interview - survey (15%)

Bibliography

1. ΜΑΡΚΕΤΙΝΓΚ, ΠΑΝΤΟΥΒΑΚΗΣ Α.-ΣΙΩΜΚΟΣ Γ.-ΧΡΗΣΤΟΥ Ε. ISBN: 978-960-14-2960-1, Εκδότης: ΕΚΔΟΤΙΚΟΣ ΟΡΓΑΝΙΣΜΟΣ ΛΙΒΑΝΗ ΑΒΕ (in Greek).
2. Μέθοδοι έρευνας αγοράς, Σταθακόπουλος Βλάσης, ISBN: 9786185304188, Εκδότης: UNIBOOKS ΙΚΕ (in Greek).
3. Published Articles in International Journals:
   • International Journal of Productivity and Performance Management
   • The TQM Journal
   • Total Quality Management and Business Excellence
   • Journal of Consumer Marketing
   • Journal of Business & Industrial Marketing