Adam Mickiewicz University, Poznań - Central Authentication System

Qualitative market research

General data

Course ID:	24-SODL-JBR
Erasmus code / ISCED:	(unknown) / (unknown)
Course title:	Qualitative market research
Name in Polish:	Jakościowe badania rynkowe
Organizational unit:	Faculty of Sociology
Course groups:	(in Polish) Moodle - przedmioty Szkoły Nauk Społecznych (in Polish) Przedmioty na semestrze V socjologii I stopnia (in Polish) Przedmioty na Wydziale Socjologii
ECTS credit allocation (and other scores):	2.00 Basic information on ECTS credits allocation principles: the annual hourly workload of the student’s work required to achieve the expected learning outcomes for a given stage is 1500-1800h, corresponding to 60 ECTS; the student’s weekly hourly workload is 45 h; 1 ECTS point corresponds to 25-30 hours of student work needed to achieve the assumed learning outcomes; weekly student workload necessary to achieve the assumed learning outcomes allows to obtain 1.5 ECTS; work required to pass the course, which has been assigned 3 ECTS, constitutes 10% of the semester student load. view allocation of credits
Language:	Polish
Major:	sociology
Cycle of studies:	1st cycle
Module learning aims:	1. the transfer of knowledge on the character, types and fields of application of qualitative market research (QMR) 2. the transfer of knowledge on the use of qualitative methods in market research 3. the introduction to the latest trends in QMR 4. the development of skills to plan and realize QMR 5. the development of skills to analyze market qualitative data
Year of studies (where relevant):	Year 3
Short description:	The course presents methods and techniques used in qualitative market research. It develops the skills of preparing research tools and data analysis.
Full description:	1. Qualitative market research - the introduction. 2. The use of interviews (IDI, FGI) in market research. 3. Project techniques i their role in market research. 4. Demand research. Segmentation, target group, positioning. 5. Projects and concepts's research. 6. The types of tests in market research. 7. Advertising research 8. The analysis in qualitative research and results' presentation. Research report. 9. Neuromarketing. 10. Sensory marketing. 11. Emotional marketing. 12 Experience marketing.
Bibliography:	• Churchill G.A. (2002). Badania marketingowe. Podstawy metodologiczne. Warszawa: Wydawnictwo Naukowe PWN. • Dziewanowska K., Kacprzak A. (2013). Marketing doświadczeń. Warszawa: PWN. • Hultén B., Broweus N., van Dijk M. (2011). Marketing sensoryczny. Warszawa: Polskie Wydawnictwo Ekonomiczne. • Kaczmarek M., Olejnik I., Springer A. (2013). Badania jakościowe - metody i zastosowania. Warszawa: CeDeWu. • Kotler P. (2005). Marketing. Poznań: Rebis. • Kramer J. (red.). (1994). Badania marketingowe i rynkowe. Warszawa. • Maison, D., 2001, Zogniskowane wywiady grupowe. Jakościowa metoda badań marketingowych, PWN, Warszawa. • Maison D. (2010). Jakościowe metody badań marketingowych. Jak zrozumieć konsumenta. PWN: Warszawa. • Maison D., Noga-Bogomilski A. (2007). Badania marketingowe. Od teorii do praktyki. Gdańsk: GWP. • Makarenko V. (2008). Tajne służby kapitalizmu. Kraków: Znak. • Mazurek-Łopacińska K. (1997). Zachowania nabywców jako podstawa strategii marketingowej. Wrocław: Wyd. AE we Wrocławiu. • Mazurek-Łopacińska K. (red.). (1999). Badania marketingowe. Podstawowe metody i obszary zastosowań. Wrocław: Wyd. AE we Wrocławiu. • Nikodemska-Wołowik A. (2008). Klucz do zrozumienia nabywcy – jakościowe badania marketingowe. Warszawa: Grupa Verde. • seria Marketing bez tajemnic PWE. • Skowronek I. (2014). Zmysły dla zysku. Marketing sensoryczny w praktyce. Warszawa: Wydawnictwo Poltext.
Learning outcomes:	A student: - knows the most important qualitative research methods used in market research - indicates the latest tendencies in QMR - plans the QMR - prepares the research tools for QMR - conducts QMR - analyzes and interprets data
Assessment methods and assessment criteria:	The evaluation on the basis on the research project.

Classes in period "Academic year 2020/2021, winter semester" (past)

Time span:	2020-10-01 - 2021-02-28	Selected timetable range: weekly course term Navigate to timetable MO TU W TH FR KON
Type of class:	discussion seminar, 30 hours more information
Coordinators:	Maciej Kokociński
Group instructors:	Maciej Kokociński
Students list:	(inaccessible to you)
Examination:	Course - Graded credit discussion seminar - Graded credit

Classes in period "Academic year 2021/2022, winter semestr" (past)

Time span:	2021-10-01 - 2022-02-23	Selected timetable range: weekly course term Navigate to timetable MO KON TU W KON TH FR
Type of class:	discussion seminar, 30 hours more information
Coordinators:	Maciej Kokociński
Group instructors:	Maciej Kokociński
Students list:	(inaccessible to you)
Examination:	Course - Graded credit discussion seminar - Graded credit

Classes in period "Academic year 2022/2023, winter semester" (past)

Time span:	2022-10-01 - 2023-02-26	Selected timetable range: weekly course term Navigate to timetable MO KON TU W TH FR
Type of class:	discussion seminar, 30 hours more information
Coordinators:	Maciej Kokociński
Group instructors:	Maciej Kokociński
Students list:	(inaccessible to you)
Examination:	Course - Graded credit discussion seminar - Graded credit

Classes in period "Academic year 2023/2024, winter semester" (past)

Time span:	2023-10-01 - 2024-02-25	Selected timetable range: weekly course term Navigate to timetable MO TU W KON TH FR
Type of class:	discussion seminar, 30 hours more information
Coordinators:	Maciej Kokociński
Group instructors:	Maciej Kokociński
Students list:	(inaccessible to you)
Examination:	Course - Graded credit discussion seminar - Graded credit

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