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Free University of Bozen-Bolzano

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Market Research

Semester 1 · 25570 · Master in Entrepreneurship and Innovation · 6CP · EN


The course provides students with a comprehensive understanding of the purposes and applications of market research. It focuses on designing the research process, from defining the problem and setting research objectives to analyzing and interpreting data. Students get to know both quantitative and qualitative research methods to explore and model consumer needs, preferences, and behavior. This enables a well-grounded understanding of how market insights support decision-making in marketing and beyond.

Lecturers: Christian Vincenzo Baccarella

Teaching Hours: 36
Lab Hours: -

Course Topics
The course covers a wide range of relevant topics related to market research: *Introduction to market research *The process of market research *Experimentation and scientific thinking *Market research design *Qualitative market research *Quantitative market research *Questionnaire design *Data analysis *Presenting results of market research

Teaching format
Frontal lectures, and group exercises.

Educational objectives
Knowledge and understanding The student acquires advanced knowledge and understanding of the models and instruments of economic-business analysis for the creation of a new company with particular attention to the identification of new market opportunities, the availability and procurement of economic-financial resources and technological and organisational skills for the development of the company The student acquires advanced knowledge and understanding of the models and tools of economic-business analysis for the management of a new enterprise, from the financial and organisational point of view and with respect to the dynamics of growth and development I/we acquire advanced knowledge and understanding of the theories and tools for the economic analysis of business decisions. I/we acquire knowledge and understanding of theories and tools for the economic analysis of the market, at the level of the individual company and the supply system I/we acquire knowledge and understanding of the theories and tools of statistical analysis for making market forecasts The student acquires knowledge of the legal forms necessary for the establishment of a company and for the legal protection of intellectual property rights Ability to apply knowledge and understanding ability to acquire and select information that may be relevant from an entrepreneurial point of view, also in economic-productive contexts different from those studied ability to analyse the combination of market opportunities and resources of the enterprise and to identify entrepreneurial formulas, also with the elaboration of original, compatible and sustainable solutions and combinations ability to select business economics models, suitable for the appropriate analysis of a specific economic-social and productive context ability to assess the entrepreneurial potential associated with the development of an innovation by an enterprise (learning area 2) ability to propose and implement strategic and operational courses of action to favour the birth of a new enterprise Autonomy of judgement Acquire the ability to analyse complex entrepreneurial issues, such as the elaboration and evaluation of a business project (business plan) or the development of a new product. Acquire the ability to make predictions, such as analysing the future consequences of entrepreneurial, managerial and operational choices. Autonomy of judgement is developed in the training activities carried out for the preparation of the thesis, as well as in the exercises that accompany the lectures and that involve group discussions and the comparison of individual analyses carried out by students in preparation for the lecture. Communication skills Acquire the ability to describe and communicate in an intercultural context, in a clear and precise manner, problematic situations typical of the management of a new enterprise and the development of innovation, such as, for example, the conditions for the validation of a problem or solution, the prospects and risks associated with a business model or an innovation project. The development of communication competences assumes heterogeneous situations such as, for example, the presence of internal stakeholders (e.g. colleagues, managers, owners), or external stakeholders (e.g. potential investors, suppliers and other business partners) and the ability to sustain an adversarial process. The achievement of these objectives is assessed in the course of the training activities already mentioned, as well as in the discussion of the final thesis. Learning ability Acquire the ability to study independently, to prepare summaries. Acquire the ability to identify thematic connections and to establish relationships between different cases and contexts of analysis Acquire the ability to frame a new problem systematically and to generate appropriate taxonomies. Acquire the ability to develop general models from the phenomena studied.

Additional educational objectives and learning outcomes
**Knowledge and understanding** Knowledge and understanding of the market research concept, design, and process. In addition, knowledge of the most important qualitative and qualitative research methods and their areas of applications. **Applying knowledge and understanding** Applying the market research process including defining the problem, establishing research objectives, determining research design and methods of assessed data. Selecting and applying appropriate qualitative and quantitative methods for data analysis. **Making judgments** Being able to assess advantages and disadvantages of different research methods. Ability to make critical judgments including questionnaire design, sampling method, data analysis, and implications in order to achieve the research objectives. **Communication skills** Ability to describe and explain the research design and applied research methodology. Ability to present the data results and findings to specialist and non-specialist audiences clearly and unambiguously. **Learning skills** The acquired knowledge will prepare students for advanced studies in the area of marketing, business administration, management, and entrepreneurship.

Assessment
ATTENDING STUDENTS: Marketing research proposal (20%) *Group assessment (3-5 students, depending on course size) *Development of market research proposal *Development of research hypotheses and data collection framework that will be executed based on a case from a real company *MS Word file, max. 3 pages, including references Data collection and analysis (30%) *Group assessment (see above) *Qualitative data collection and analysis based on the chosen hypotheses of the given case *For example, short interviews with potential customers, creation of a customer journey, and development of managerial implications for the company *Final deliverable will be a class presentation with submitted extended slide deck (app. 15-20 slides) Written final exam (50%) *Individual written final based on the content from the lectures *Written exam: up to 60 minutes NOTE: Project work and classroom contributions are valid for one academic year and cannot be carried over beyond that time-frame. NON-ATTENDING STUDENTS: (Students who will not attend at least 50% of classes or attending students who will not take part of group projects and assignments) Non-attending students do not have to do group or the individual assignments. The assessment will be based just on the more extensive WRITTEN EXAM The knowledge and the skills learned throughout the course will be assessed with a written exam (100%). The final exam will cover all topics of the lectures excluding the group work. The final exam for non-attending students will last up to 120 minutes.

Evaluation criteria
Assessment of marketing research proposal is based on the following criteria: *Relevance and clarity of topic, novelty, chosen research design, underlying logic and fit for the case. Assessment of data collection and analysis is based on the following criteria: *The overall empirical design, including questionnaire and appropriateness of chosen sample *The relationship between research questions and analysis *Creativity and quality of implications *Ability to work in a team *Critical thinking skills Assessment of written final exam is based on the following criteria: *Clarity of answers *Ability to identify and apply appropriate content *Underlying logic of answers *Accuracy of provided answers *Fit of answers with questions *Ability to summarize in own words General information on assessment: *Participation in lectures is highly recommended *During the written examinations, students are not allowed to use/consult books and/or any other teaching/learning material *Proper ethical conduct and academic honesty is expected by all students at all times. Students are expected to produce and submit personally created academic work.

Required readings

Lecture slides will be provided. Apart from that, required additional readings will be announced in class.



Supplementary readings

Supplementary readings will be announced in class and provided online.




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Sustainable Development Goals
This teaching activity contributes to the achievement of the following Sustainable Development Goals.

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