София 1700, Студентски град “Христо Ботев”,
Endorsed:
Adopted by a decision issued by the Faculty
Council of
„Management and Administration”
Dean
Protocol № /
CURRICULUM
Academic subject:
Subject code:
Educational and qualification
degree:
Status of the course
Field of higher education:
Professional:
Specialty:
Faculty:
Department:
Total student academic load
(average classes per course):
Non-contact student academic
load
Credits:
Lecturer of the course:
MARKETING RESEARCH
Bachelor
Optional
Social Sciences, Economics and
Law
Bachelor of Economics
Marketing and Strategic Planning
Management and Administration
Marketing and Strategic Planning
30/30
65
5
Simeon Jelev, Ph.D., Professor
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
ANNOTATION
The course includes traditional for this kind of university disciplines topics as research
design formulation, data collection methods, measuring marketing constructs,
questionnaire and diary development, sampling, data analysis, and interpretation.
LANGUAGE OF EDUCATION: English
CONTENT OF THE CURRICULUM
А. LECTURES
№
Topics
Classes
3.
Defining Research Problem and Goals
Management Decision Problem and Marketing Research Problem.
Research Goals. Research Questions. Research Hypotheses. The Process
of Defining Research Problem, Goals, Questions, and Hypotheses.
Research Design Formulation
Definition. Classification of Research Designs. Exploratory Research
Design. Descriptive Research Design. Causal Research Design. Budgeting
and Scheduling the Project.
Exploratory Research Design Methods
4.
Purpose of Exploratory Research Design Methods. Classification. Desk
Research. Qualitative Methods. In-depth Interviews. Group Discussions.
Projective Techniques. Unstructured Observations.
Descriptive Research Design Methods
3
5.
Purpose of Descriptive Research Design Methods. Classification. Surveys.
F-2-F Interviews. CAPI. Telephone Interviews. CATI. Mail Surveys. Internet
Surveys. Comparative Evaluation. Observations. Retail Panels. Household
Consumer Panels.
Causal Research Design Methods
2
1.
1.
3
3
3
Purpose of Causal Research Design Methods. Concept of Causality. Validity
of Experimentation. Extraneous Variables. Controlling Extraneous Variables.
Classification. True Experimental Designs. Quasi-Experimental Designs.
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
2
Measurement and Scalling
Definition. Basic Measurement Levels. Nominal Level. Ordinal Level. Interval
Level. Proportional Level. Measurement Scales Classification. Comparative
Scaling Techniques Noncomparative Scaling Techniques. Scale Evaluation.
Reliability. Validity. Sensitivity.
Questionnaire Design
7.
Objectives of a Questionnaire. Questionnaire Design Process. Choosing
Questionnaire Structure. Questionnaire Wording. Determining the Order of
Questions. Pretesting. Observational Forms.
Sampling
8.
Definition. Sample or Census. Sampling Design Process. Classification of
Sampling Techniques. Nonprobability Sampling Techniques. Probability
Sampling Techniques. Choosing Sampling Techniques. Sample Size and
Sample Errors.
Data Collection
9.
Fieldwork. Selection of Fieldworkers. Training the Fieldworkers. Supervision
of Fieldworkers. Validation of Fieldwork. Evaluation of Fieldworkers.
10. Data Preparation
The Data Preparation Process. Questionnaire Checking. Editing. Coding.
Data Cleaning. Adjusting the Data. Selecting a Data Analysis Approach.
11. Data Analysis Methods
Descriptive Data Analysis Methods. Frequency Distributions. Crosstabs.
Measures of Central Tendency. Basic Data Analytical Methods. Hypothesis
Testing. ANOVA. Correlation Analysis. Regression Analysis. Factor
Analysis. Cluster Analysis. Discriminant Analysis. MDS. Conjoint Analysis.
12. Report Preparation and Presentation
Importance of the Report Preparation and Presentation. Report Preparation.
Report Formats. Report Writing. Guidelines for Tables. Guidelines for
Graphs. Oral Presentation.
6.
3
3
2
2
2
2
2
B. SEMINARS
№
1.
Topics
Defining Research Problem and Goals
Student
Student
Contact
nonacademic contact
load
academic
(number
load
of
(number
classes).
of
classes).
3
6
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
3
3.
Management Decision Problem and Marketing Research
Problem. Research Goals. Research Questions. Research
Hypotheses. The Process of Defining Research Problem, Goals,
Questions, and Hypotheses.
Research Design Formulation
Definition. Classification of Research Designs. Exploratory
Research Design. Descriptive Research Design. Causal
Research Design. Budgeting and Scheduling the Project.
Exploratory Research Design Methods
4.
Purpose of Exploratory Research Design Methods.
Classification. Desk Research. Qualitative Methods. In-depth
Interviews. Group Discussions. Projective Techniques.
Unstructured Observations.
Descriptive Research Design Methods
3
6
5.
Purpose
of
Descriptive
Research
Design
Methods.
Classification. Surveys. F-2-F Interviews. CAPI. Telephone
Interviews. CATI. Mail Surveys. Internet Surveys. Comparative
Evaluation. Observations. Retail Panels. Household Consumer
Panels.
Causal Research Design Methods
2
4
3
6
3
6
2
5
2
5
1.
6.
7.
8.
9.
Purpose of Causal Research Design Methods. Concept of
Causality. Validity of Experimentation. Extraneous Variables.
Controlling
Extraneous
Variables.
Classification.
True
Experimental Designs. Quasi-Experimental Designs.
Measurement and Scalling
Definition. Basic Measurement Levels. Nominal Level. Ordinal
Level. Interval Level. Proportional Level. Measurement Scales
Classification. Comparative Scaling Techniques Noncomparative
Scaling Techniques. Scale Evaluation. Reliability. Validity.
Sensitivity.
Questionnaire Design
Objectives of a Questionnaire. Questionnaire Design Process.
Choosing Questionnaire Structure. Questionnaire Wording.
Determining the Order of Questions. Pretesting. Observational
Forms.
Sampling
Definition. Sample or Census. Sampling Design Process.
Classification of Sampling Techniques. Nonprobability Sampling
Techniques. Probability Sampling Techniques. Choosing
Sampling Techniques. Sample Size and Sample Errors.
Data Collection
Fieldwork. Selection of Fieldworkers. Training the Fieldworkers.
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
3
6
3
6
4
Supervision of Fieldworkers. Validation of Fieldwork. Evaluation
of Fieldworkers.
10. Data Preparation
The Data Preparation Process. Questionnaire Checking. Editing.
Coding. Data Cleaning. Adjusting the Data. Selecting a Data
Analysis Approach.
11. Data Analysis Methods
Descriptive Data Analysis Methods. Frequency Distributions.
Crosstabs. Measures of Central Tendency. Basic Data Analytical
Methods. Hypothesis Testing. ANOVA. Correlation Analysis.
Regression Analysis. Factor Analysis. Cluster Analysis.
Discriminant Analysis. MDS. Conjoint Analysis.
12. Report Preparation and Presentation
Importance of the Report Preparation and Presentation. Report
Preparation. Report Formats. Report Writing. Guidelines for
Tables. Guidelines for Graphs. Oral Presentation.
2
5
2
5
2
5
METHOD / TEACHING STRATEGY:
The teaching is done through the combination and expand of lectures with seminars,
solving of cases. Power point, slides and other technical devices are used.
INDIVIDUAL ASSIGNMENTS:
Course work is assigned on international economic problems to each student /20-30
pages
ASSESSMENT METHODS: EXAM –70%, COURSE WORK –20%, PRESENCE –10%
Excellent /6/
Very good /5/
Good /4/
A
B
C
80%
75%
70%
Credits are awarded as provided for in the plan
Fair /3/
D
60%
Poor /2/
E
FX
F
No credits awarded
50%
EXPECTED RESULTS OF THE ACADEMIC TRAINING
The course will provide basic knowledge to students on the theory and methodology of
research design formulation, data collection methods, measuring marketing constructs,
questionnaire and diary development, sampling, data analysis, and interpretation of
marketing information.
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
5
DISSEMINATION OF THE COURSE:





London Business School (UK) – Consumer Behavior
Cambridge University (UK) – Consumer Behavior
Harvard University (USA) – Consumer Behavior
Tilburg University (The Netherlands) – Consumer Behavior
Lomonossov Moscow State University – Потребительское поведение
TOTAL STUDENT ACADEMIC LOAD
Type of classes/academic load
Lectures
Seminars
Laboratory training
Practical training
Term paper
Final thesis
Individual assignment
Interim exam/test
On-going assessment
Exam
Total
Overall
student
academic
load
30
30
60
Student
academic
load,
average
classes per
week
2
2
Student
non-contact
academic
load
Total
65
30
95
65
125
RECOMMENDED LITERATURE
А. BASIC
 Churchill, G., Marketing Research: Methodological Foundations, N.Y., Dryden
Press, 2010.
 Malhotra, N., Basic Marketing Research, NJ, Prentice Hall, 2010.
Б. ADDITIONAL



Aaker, D., V. Kumar, G. Day, Marketing Research, N.Y., Jonh Willey & Sons, 5nd
ed., 1995.
Dillon, W., T. Madden and N. Firtle, Marketing Research in a Marketing
Environment, Ill, Irwin, 2nd ed., 1990.
Grover, R. and Vriens, M. (Eds.), The Handbook of Marketing Research. SAGE,
2006.
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
6


Ehrenberg, A., A Primer in Data Reduction, N.Y.: Jonh Willey&Sons, 2nd ed.
1992.
Ferber, R (ed.), Handbook of Marketing Research, N.Y., McGraw Hill, 1974.
DRAFTED BY:
Simeon Jelev, Ph.D., Professor ………………….
HEAD OF DEPARTMENT:
Pencho Ivanov, Ph.D., Associate Professor …………………
DEAN:
Margarita Harizanova, Ph.D., Professor …………………..
Идентификация на статуса: ОДНК_7.1.3-3/ Версия 01/Изменение ____/____________; стр. __/__
Ниво на достъп:
□ общодостъпен □ за служебно ползване □поверителен □секретен
7