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MKT 375 Marketing Research Humanities & Social Sciences Program Spring 2022 Semester AAU Only - Prague

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MKT 375 Marketing Research

MKT 375 Marketing Research Course Overview


CEA Partner Institution: Anglo-American University
Location: Prague, Czech Republic
Primary Subject Area: Marketing
Instruction in: English
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: MTH 222 Business Statistics, MKT 248 Introduction to Marketing


This advanced course describes the role of marketing research in the current marketing environment and in marketing-oriented organizations, and its applications, concepts, methodologies, techniques, and terminologies. Designed to make the student a knowledgeable marketing research consumer, and a beginning practitioner, it demonstrates how research contributes to the effectiveness of marketing, advertising, sales, and product design and development. In particular, the course illustrates the importance of market research for successful decision-making concerning the final consumer / customer ? B2C, as well as in B2B.

The course details the stages of market research process, starting with the definition of the problem, brief setting and proposal evaluation, through data collection, analysis, and interpretation, to presentation of research findings, and the application of findings and analysis in management decision making. The focus is on qualitative (exploratory) research techniques, quantitative research execution, and the latest developments in technology. New internet related market research techniques are described.

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