Course objectives

This course provides an in-depth presentation of the fundamentals of marketing research, with a particular emphasis on quantitative techniques for analysing consumer data. It is designed to equip students with the knowledge and skills necessary to understand how research is designed, conducted, and interpreted to support effective marketing decision-making. The course begins with the foundations of market research, covering research design, measurement, sampling, questionnaire construction, and data collection methods. Students will then explore key quantitative approaches used to uncover consumer preferences and behaviours, including survey analysis and choice modelling.

Special attention is given to conjoint analysis, a widely used technique for studying consumer decision-making and trade-offs. Students will learn how conjoint experiments are designed, how data are interpreted, and how results can be applied to real-world marketing problems such as product development and pricing. By the end of the course, students will understand the logic, process, and practical applications of marketing research and will be able to critically evaluate and apply conjoint analysis as a tool for deriving actionable insights.

Learning outcomes

Upon completion of the course students are expected to be able to:

• Explain the role and importance of marketing research in managerial decision-making.
• Design effective research projects, including defining problems, developing hypotheses, and selecting appropriate research designs.
• Understand measurement scales, sampling strategies, and questionnaire design principles.
• Apply fundamental quantitative techniques to analyse and interpret marketing data.
• Understand the logic, design, and applications of conjoint analysis for measuring consumer preferences.
• Critically assess the strengths, limitations, and practical uses of conjoint methods.
• Present research findings in a clear and persuasive way, linking evidence to marketing strategy.
• The course culminates in a project where students design and interpret a conjoint study, allowing them to experience the full process of marketing research from conceptualisation through analysis and reporting. This hands-on element ensures that students leave the course with both theoretical understanding and practical skills relevant to the practice of market research.

Course content

• Data collection and sampling
• Questionnaire design and common pitfalls
• Experimental design in marketing studies: introduction to conjoint analysis
• Data Analysis techniques
• Designing, conducting, and interpreting conjoint experiments (final project)
• Reporting results