Exploratory Market Research in Organisational Practice
AA 2017/2018
Scheda insegnamento
Mutuato da
Insegnamento integrato
- Altre attività in lingua (MAN0129)
- Altre attività in lingua III (MAN0190)
- Altre attività in lingua IV (MAN0191)
Moduli
Obiettivi e risultati
Contenuti
Programma
Exploratory Market Research is a business function which tries to anticipate and satisfy market requirements - i.e. identify customer needs, clarify marketing messages, generate ideas for improvements of a product and/or service, and/or gain perspective on how a product and/or service fits into a customer’s lifestyle. Exploratory research is best suited as the beginning of a research plan, for further defining company issues, areas for potential growth, alternative courses of action, and prioritizing areas that require statistical research.
The course outlines the importance of this type of research to understand the complexity of the current markets and users, and explains the use and application of qualitative methods and techniques in productive and service organisations. The students will work in group and develop their own ‘exploratory’ research project.
The course is intended for students who aim to become practitioners of marketing, and understand the role and value of qualitative research in organisational practice.