Objectius d'aprenentatge de l'assignatura
Stew Leonard's, a small chain of supermarkets in Conneticut and New York, USA has a sign in front of every store that says-
Rule number 1: The customer is always right.
Rule number 2: If the customer is ever wrong, re-read rule # 1
Given the current marketing orientation paradigm (as suggested by the Stew Leonard's rules), it is certain that every manager will come in frequent contact with marketing research that is focused on understanding the customer preferences and behaviors. But marketing research is not just limited to surveying the customers and asking them a few questions. Instead, it has a quite wide scope and application. It is a tool that enables the managers to make important decisions based on relevant information. Some of the areas where marketing research is used are segmentation, positioning, new product development, measuring customer attitudes and behaviors, developing communication strategies and measuring their effectiveness, etc. This clearly elucidates the pervasive nature of marketing research.
The class is designed to enable the students to understand the process of research and to hone their data analysis, evaluation and interpretation skills, while learning some of the above mentioned applications of marketing research. Both qualitative and quantitative methods methods will be discussed in the class.
Bibliografia
Basic bibliography:
- Aaker, David A., V. Kumar and George S. Day (2000), Marketing Research, Wiley.
- Churchill, Gilbert A. and Tom J. Brown (2003), Basic Marketing Research, South-Western.
- Malhotra, Naresh and Mark Peterson (2006), Basic Marketing Research, Prentice Hall.
- McDaniel, Carl and Roger Gates, Marketing Research Essentials, 6th Edition, Wiley.
- Zikmund, William G. (2003), Essentials of Marketing Research, South-Western.
