Маркетинговые исследования. Учебно-методический комплекс по специальности 061500 - Маркетинг

3. Course requirements

The syllabus is constructed in accordance with the requirements of the State educational standard for higher professional education and follow its recommendations as to the contents of specialty Marketing Research and to the level of training.

4. Distribution of academic hours (Full time studies)

First term

5. Distribution of academic hours (correspondence learning)

6. Individual and independent work of students

Within the course of Marketing Research the following ways of individual and independent work of students are applied:

1.Essay, 14 hours. (for the correspondence students — a test). Is to be written individually based on the topics of the course. The names of the essays are to be discussed with the supervisor. The essay should contain the contents of the theory, analysis of information sources available (books, specialized journals, internet-sources) and the point of view of the author on the problem in question. The essay is the basis for future theoretical or methodological part of the course paper. (p. 4). The essay is to be written during the first (for the correspondence students — the second) semester and it to be presented in time allocated to the pass or fail test.

2.Group work, 100 hours. (for the full-time students only). Is performed in the smaller groups of students (3—5 persons), created during the practical classes. The aim of the group work is to give the deep understanding of the development of Marketing research project (from problem definition to the development of a questioner and projecting of selection). The work is performed step by step in accordance with the studying of the needed parts of the course during the first semester (during the academic year — for correspondence students). The presentation of the group project is carried out in due time before the pass or fail test (or examination).

3.Practical training, 2 weeks (none for the correspondence students). Is intended for individual work of students according to terms set by curriculum between the first and the second semesters. The aim of the training is to independently prepare and perform all stages of marketing research from problem diagnosis to information collection in a real organisation on the basis of knowledge and skills received by

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7. List of Recommended Literature

Additional Books:

9.Bearden, William O. Handbook of marketing scales: multi-item measures for marketing and consumer behavior research. / William O. Bearden, Richard G. Netemeyer. — 2nd ed. — Thousand Oaks, Calif.: Sage Publications, 1999.

10.Berekoven L. Marktforschung: methodische Grundlagen und praktische Anwendung / Ludwig Berekoven; Werner Eckert; Peter Ellenrieder. — 7. Aufl. — Wiesbaden: Gabler, 1996.

11.Brännback M. Strategic Decisions and Decision Support Systems.

—Åbo: Åbo Akademi University Press, 1996.

12.Dillon W.R., Madden T.J., Firtle N.H. Essentials of Marketing Research: Custom Edition for Central Michigan University. — Burr Ridge, Il.: IRWIN Custom Publishing, 1994.

13.Hammann, P. Marktforschung / P. Hammann, B. Erichson. — Stuttgart, New York: Fischer, 1978.

14.Huttner Martin. Grundzuge der Marktforschung. — 4. Aufl. — Berlin u.a.: de Gruyter, 1989.

15.Hwang Ch.-L., Lin M.-J. Group Decision Making under Multiple Criteria. Methods and Applications. — Berlin, Heidelberg: SpringerVerlag, 1987.

16.Malhotra, Naresh K. Marketing research: an applied approach / Naresh K. Malhotra, David F. Birks. — 2nd European ed. — New York: Pearson Education, 2003.

17.Malhotra, Naresh K. Marketing research: an applied orientation / Naresh K. Malhotra. — 4th ed. — Upper Saddle River, N.J.: Prentice Hall, 2003.

18.Silverman, David. Doing qualitative research: a practical handbook / David Silverman. — London; Thousand Oaks, Calif.: Sage Publications, 2000.

Journals

1.European Journal of Marketing.

2.Journal of Business Management.

3.Marketing in Russia and Abroad (Russian).

4.Marketing and Marketing Research in Russia (Russian)

Internet Resources

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7. List of Recommended Literature

•Market Research — NFO WorldGroup Marketing Research http://www.nfow.com/Default2.asp

•Marketing Research Association — MRA http://www.mra-net.org

•Marketing Bulletin http://marketing-bulletin.massey.ac.nz/index.asp

•Mintel International group http://www.mintel.com/

•Peters Marketing http://www.petersmktg.com/

•Quirk's Marketing Research Review http://www.quirks.com/

•Taylor Nelson Sofres http://www.tnagb.com/#

•VNIKI http://www.vniki.ru/

•Guild of Marketers http://marketers.rsuh.ru/

•Gortis http://www.gortis.info/

•YES or NO http://www.dailinet.ru/

•Comcon-2 Eurasia http://www.comcon-2.kz/

•RAM — Russian Marketing Association http://www.ram.ru

•SOCIS http://socismr.com/

Translated from Russian by K.A. Prasolova

Перевод с русского языка К.А. Прасоловой

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Учебное издание

Анатолий Михайлович Чуйкин

МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ

Учебно-методический комплекс по специальности 061500 — Маркетинг

Редактор Л.Г. Ванцева. Корректор Е.В. Владимирова Оригинал-макет подготовлен И.В. Осадчей

Подписано в печать 15.04.2005 г.

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