1

PROGRAMME: Interdepartmental Programme of Postgraduate Studies in Business Administration (MBA)

Optional Course: “Marketing Research” Semester: 3nd

Instructors: Chris A. Vassiliadis chris@uom.edu.gr & collaborators: Dr Georgia Zaphiriou [gzafeiri@libd.teithe.gr] and Dr Ioannis Tampakoudis [tampakoudis@yahoo.com] Office 310, tel. 2310891581, 2310891586, Fax: 2310891544 γραφείο 308

Aim / scope The participation in each course brings to the student a pallet of useful informations about the basic aspects, methodologies and processes in Marketing Research that are related with the modern business environment. More specifically the following thematic units are analyzed: Aim of Marketing Research, Marketing Information Systems, Quaitative and Quantitative research, Sources of Information and Data Marketing, Tools for the collection processes of Information and Data, and Methods for Data analysis, Techniques of Research and Applications and Planning of Marketing Research. Part of the aim of the course is the comprehension of scientific background of marketing research examining: a) the various methods and techniques for collection of cases and study elements, b) the sources of information anddata marketing, and g) the process of research planning . Also after the course, the students can develop their skills about the use of modern of Marketing Information Systems (softwares, e-data excange techniques, e-questionnaires, cloud technologie), and they build their konwledge background effectively and efficiently to evaluate research studies in marketing research praxis that can be very important for marketing strategy purposes.

The process Teaching is based on delivering with aural presentations the basic theoretical terms to the students, on working in class with examples and the presentation of case studies. Also, at the same time students work on PCs’ and enforce their skills with statistical and qualitative analysis tools (like Atlas-ti software, SPSS, Excel, Google doc applications). The student attendance and the exchange of opinions between them are very important student activities for the achievement of educational objectives. Student evaluation 1. Attendance (10%) 2. Writing and presentation of a team work (40%) 3. Examinations (50%)

2

Course administration a) Typing format and preparation each written analysis-presentation should in typing format (i.e., document format, page numbering, 1 ½ line space, 12 sized “Times New Roman” font style). You can use tables, figures, images etc. Each student or team of students can use more pages based on the needs and the scope of their study. The presentations have been programmed for the following weeks: 10, 11, 12, and 13. The work of the students is programised to be controlled from the instructor in each part of their work process. Exchange of ideas and inter-communication with the use of the e-teaching platform (compus) and of course the e-mail communication are basic parts of student mentoring. Drafts of the students must be prepared based on course shedules and time diaries and on time organised for presentation and evaluation purposes.

b) Teaching material The whole teaching material and helpful documents, presentations and other course material are available after the student course registration on the web platform (//compus.uom.gr). There you will find various parcels of articles, the lectures, informations about the course, syllabus etc. pdf, as well as material and guidelines and useful tips about the development of the student work. g) Additional information on the development of course student work Team work Teams of students (until 4 individuals) will draw and materialise a real research project. Proposed thematic units are below: 1) store image, 2) administration and Bran management, new product development, 3) services marketing and techniques of research, 4)emarketing, research inthe internet, marketing and new technologies. Alsoin the kept material in the electronic documents of the course (see compus) with title “additional resources” and “e-reserve”, you can find additional useful material that concerns the course and the student work eg that become the interviews, qualitative analyses and techniques of quantitative methods of analysis. Deliverable: course 10 (Saturday, 10/05/2014; day/m/year). References & Course books:

(1) Γ.Ι.Σιώμκος και Αικ. Ι. Βασιλικοπούλου (2005), Εφαρμογή Μεθόδων Ανάλυσης στην Έρευνα Αγοράς, Αθήνα: Εκδόσεις ΣΤΑΜΟΥΛΗ. (in Greek)

(2) Aaker, D. A., Kumar, V. & Day, G. S. (1998). Marketing Research (6th edition). New York: John Wiley & Sons.

(3) Aaker, DA, Kumar, V, Day, GS & Leone, RP (2010). Marketing Research, 10th edn, U.S.A.:John Wiley & Sons, New Jersey.

3

Additional, bibliography: Πετράκης Μιχάλης (1999), Έρευνα Μάρκετινγκ - Θεωρία και Πράξη, Εκδόσεις Σταμούλη, Αθήνα. (In Greek)

Bryman, A. and Cramer, D (1997). Quantitative data analysis with SPSS for Windows: A Guide for Social Scientists. London: Routledge.

Burns, Alvin C. and Bush, Ronald F. (2012). Basic Marketing Research: Using Microsoft Excel Data Analysis, 3rd edn, Pearson Prentice Hall, New Jersey.

Chisnall P, Marketing Research, McGraw Hill, 6th edition 2001 (or latest) [Mandatory Text]

Churchill G, Basic Market Research, Dryden Press, (latest) Churchill & Iacobucci: Marketing Research: Methodological Foundations, 8/e, South-Western (Dryden), 2002

Churchill, G. A., Jr., (1995). Marketing Research: Methodological Foundations (6th edition). Forth Worth: The Dryden Press.

Elifson, K., Runyon, Richard. P. and Haber, A. (1998). Fundamentals of Social Statistics (3rd edition). Boston: McGraw-Hill.

Foster J, A beginners Guide – Data analysis using SPSS for windows, Sage, 1998 Kumar, V., Aaker, D. A. and Day, G. S. (1999). Essentials of Marketing Research. New York: John Wiley & Sons.

Foster J, A beginners Guide – Data analysis using SPSS for windows, Sage, 1998 Hunt, S. D. (1983). Marketing Theory: The Philosophy of Marketing Science. Illinois: Richard. D. Irwin.

Jick, T. D. (1983). Mixing qualitative and quantitative methods: Triangulation in action. In J. Van Maanen (Ed.), Qualitative Methodology (pp. 135-148). Beverly Hills, California: Sage Publications.

Kinnear, T. C. and Taylor, J. R. (1996). Marketing Research: An Applied Approach (5th edition). New York: McGraw-Hill.

Luck, David, J. and Rubin, R. S. (1987). Marketing Research (7th edition). London: Prentice-Hall International.

Malhotra & Birks N & D, Marketing research - an applied approach, Prentice Hall, 2000 Malhotra N, Basic Marketing Research - applications to contemporary issues, FT Prentice Hall, 2002 McDaniel, C., Jr. and Gates, R. (1998). Marketing Research Essentials (2nd edition). Ohio: South-Western.

Malhotra, N. K. (1999). Marketing Research: An Applied Orientation (3rd edition). New Jersey: Prentice-Hall.

Peterson R, Constructing Effective Questionnaires, Sage, 2000 Pickton & Broderick D & A, Integrated Marketing Communications, FT Prentice Hall, 2001 Sudman, S. and Blair, E. (1998). Marketing Research: A problem Solving Approach. Boston: McGraw-Hill.

Wright & Crimp L & M, The Marketing Research Process, FT Prentice Hall, 5th edition 2000 (or latest) Academic Journals [library internet link http://www.lib.uom.gr/] Journal of Marketing Research International Journal of Marketing Research Journal of Marketing Management The European Journal of Marketing The Qualitative Report

Note: The analytic program schedule of the lessons you will find in the Compus see file “syllabus” and open the related power point presentation file (.ppt file).