MARKET RESEARCH LAB
Learning outcomes of the course unit
The Lab deepens the knowledge and skills on qualitative and quantitative research methods. It intends to train qualified experts in the field of market research with particular reference to the new product launch strategies.
Participation in the Lab activities will allow the student to:
a) know in depth the different research methods;
b) identify the research method and technique appropriate for achieving the objective;
c) draw up a marketing research plan;
d) develop quantitative data analysis capabilities through statistical analysis software (SPSS);
e) develop qualitative data analysis capabilities through content analysis software (T-Lab);
f) achieve an adequate degree of autonomy in the interpretation of results to support marketing decision-making processes.
The Lab requires knowledge of the Neuroshopping course’s contents. Therefore, it is reserved for second-year students of the Master's Degree in Trade and Consumer Marketing.
The maximum number of participants is set at 30 students.
Entries are received via e-mail no later than 31/12/2018 at firstname.lastname@example.org. Candidates must specify in the e-mail the motivations that drive them to participate.
If the number of applications is higher than the places provided, candidates will be selected through an individual interview.
Course contents summary
The "Market Research Lab to support product innovation" illustrates marketing research design and organization, in order to effectively supporting companies’ decision-making process. During the Lab participants will develop a research plan aimed at gathering information functional to the new product launch.
Following the presentation of the company case, students must: 1) identify the appropriate research method, 2) draw up the research design, 3) carry out the research collecting the data, 4) analyze and interpret the collected data, 5) present the results achieved making a report and an oral presentation.
It should be noted that the hours of work will be over 28 typical of Labs, could even reach 50 hours in total, as the realization of the research will take place outside of the lectures.
Luceri B. (2013), Prospettive della ricerca di marketing. Business, scienza, spazi e vertigini, Egea, Milano.
Slide of the lectures and seminars held by lecturers and experts.
Frontal and interactive lessons, expert seminars and exercises.
Assessment methods and criteria
The verification of learning is aimed at ascertaining the knowledge and the level of understanding, the ability to apply the research tools, the achievement of an adequate degree of autonomy of judgment and the correct use of an appropriate technical language. In particular, this assessment will be carried out by appreciating:
1) attendance and participation during lessons (10%);
2) the research design developed and data collection methods (50%);
3) the presentation of research results (40%).