Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (04.09.2014)
The course aims at demonstrating how marketing strategy and eliciting consumers’ preferences can be planned and designed using the applied choice analysis approach.
The students will be provided with a wider perspective of the latest state-of-the-art in applied marketing research. Specifically, they will learn how marketing tools are used in practice and how to devise their own marketing studies for the new product or service on the market.
The practical part of the course will concentrate on teaching students how to run focus groups, collect and analyze the data. Moreover, the students will be asked to submit an essay paper.
Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (04.09.2014)
The course aims at demonstrating how marketing strategy and eliciting consumers’ preferences can be planned and designed using the applied choice analysis approach.
The students will be provided with a wider perspective of the latest state-of-the-art in applied marketing research. Specifically, they will learn how marketing tools are used in practice and how to devise their own marketing studies for the new product or service on the market.
The practical part of the course will concentrate on teaching students how to run focus groups, collect and analyze the data. Moreover, the students will be asked to submit an essay paper.
Literatura -
Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (04.09.2014)
LITERATURE:
Hensher, D. A., Rose, J. M., & Greene, W. H. (2005). Applied choice analysis: a primer. Cambridge University Press Lang, M. (2011). Conjoint Analysis in Marketing Research. GRIN Verlag Orme, B. K. (2006). Getting started with conjoint analysis. Research Publishers, LLC Welkins, E. (2011). Till the last drop! Lulu press Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. The Journal of Marketing, 3-19 Wittink, D. R., & Cattin, P. (1989). Commercial use of conjoint analysis: an update. The Journal of Marketing, 91-96 Strielkowski, W., Chiabai, A., Platt, S. (2013), Eliciting users’ preferences for cultural heritage and tourism-related e-services: a tale of three European cities, Tourism Economics, ISSN 1354-8166 (forthcoming), Available at Fast Track, DOI: http://dx.doi.org/10.5367/te.2013.0290 Riganti, P., Strielkowski, W., & Wang, J. (2012), Tourism, cultural heritage and e-services: using focus groups and in-depth interviews to assess consumers’ preference. TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism, 8(1), 41-59
Twitter: https://twitter.com/JJB282
Poslední úprava: PhDr. Wadim Strielkowski, M.Sc., Ph.D. (04.09.2014)
LITERATURE:
Hensher, D. A., Rose, J. M., & Greene, W. H. (2005). Applied choice analysis: a primer. Cambridge University Press Lang, M. (2011). Conjoint Analysis in Marketing Research. GRIN Verlag Orme, B. K. (2006). Getting started with conjoint analysis. Research Publishers, LLC Welkins, E. (2011). Till the last drop! Lulu press Green, P. E., & Srinivasan, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. The Journal of Marketing, 3-19 Wittink, D. R., & Cattin, P. (1989). Commercial use of conjoint analysis: an update. The Journal of Marketing, 91-96 Strielkowski, W., Chiabai, A., Platt, S. (2013), Eliciting users’ preferences for cultural heritage and tourism-related e-services: a tale of three European cities, Tourism Economics, ISSN 1354-8166 (forthcoming), Available at Fast Track, DOI: http://dx.doi.org/10.5367/te.2013.0290 Riganti, P., Strielkowski, W., & Wang, J. (2012), Tourism, cultural heritage and e-services: using focus groups and in-depth interviews to assess consumers’ preference. TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism, 8(1), 41-59
