Executive
Education
Courses
Take Executive Education courses at Riga Business School to keep up with the latest developments in business education. Whether you’re a recent graduate or it’s been years since you called yourself a student, we welcome you to continue growing. This is an opportunity for you to develop and update your talents.
May 8 – Aug 14
Wednesdays
Online
(except 1st lecture when it is at RBS premises)
EUR 750 + VAT
Zanda Vipule
Marketing Research
In today’s data-driven world, having the skills to collect, analyze, and interpret complex data is more crucial than ever before. This marketing research course merges the theoretical foundations of research with hands-on practical application to make informed, data-driven decisions. Valuable insights will be gathered by combining reflections on real-world scenarios with relevant theories. Rather than relying on textbook examples, the various actual situations and the mistakes made in the process will be provided to learn from them. The theoretical knowledge will be put into immediate practice through hands-on experience of group project with briefing, designing, proposing, executing, and interpreting marketing research study. Thus, you will experience the exciting journey of exploration, organization, and analysis of information and data that help to make decisions based on data.
Get ready to dive into the world of marketing research and gain the skills needed to navigate the complexities of today’s data-driven environment!
| Class | Topic |
|---|---|
| Class 1
In-person |
Introduction to course and making informed decisions:
– Thinking fast and slow – Analysis of the information and its potential application The Marketing Research Process – The Voice of the Consumer – Types of Marketing Research – The Marketing Research Process – Defining the marketing research problem – Marketing Research Design – Research brief and proposal |
| Class 2 | Marketing Research Industry
– Internal vs. External data collection – Market research industry and its usage – Quality and Ethics in Marketing Research – Sub-contracting marketing research |
| Class 3 | Quantitative research
– Primary versus Secondary Research – Advantages and Disadvantages of Secondary Data – Internal Data “Warehouses” – External Published Data – Syndicated Data – Work with data (collection, organization, insights) – Data application in the competitor research, industry insights |
| Class 4 | Qualitative Research:
– Introduction to Qualitative Research – Uses for Qualitative Research – Qualitative Interview Questions – Conducting Focus Groups – Online Focus Groups – Projective Techniques – Observational Research |
| Class 5 | Survey Research
– Uses of Survey Research – Modes of Interviewing – Sources of Error in Survey Research |
| Class 6 | Questionnaire design
– Measurement Basics – Comparative Scales – Noncomparative Scales – Guidelines for Noncomparative Scales – Designing the Questionnaire |
| Class 7 | Sampling and data reviewal
– Target Market Definition and Sampling Criteria – Data Collection and Sampling Methods – Sampling: final and initial sample size determination – Data examination – Types of multivariate techniques – Rules of Thumb for Sample Size Determination |
| Midterm break | |
| Class 8 | Individual work on Market research brief and proposal creation |
| Class 9 | Project work delivery: Presentation of market research briefs and proposals |
| Class 10 | Individual consultations for groups to implement practical assignment |
| Class 11 | Business simulation: Strategic Decision Making: Data Analytics |
| Class 12 | Data analysis
– Tabulation and Cross-tabulation – Central Tendency – Standard Deviation – The T-Test Artificial Intelligence and the support tools – Exploration of the various tools and their benefits and limitations – Possibilities to support in the marketing research process. Reports and presentations |
| Class 13 | Individual consultations for groups to implement practical assignment |
| Class 14 | Project execution and analysis presentations
10 min presentation of the work execution, 10 min of questions and insights from THE Company |
Course is priced at 750 Eur + VAT
Requirements to receive the certificate:
- 80% attendance
- active participation in classes that includes discussions, group and individual work.
Marketing Research
EUR 750 + VAT
Zanda Vipule
May 8 – Aug 14
Wednesdays
Online
(except 1st lecture when it is at RBS premises)
In today’s data-driven world, having the skills to collect, analyze, and interpret complex data is more crucial than ever before. This marketing research course merges the theoretical foundations of research with hands-on practical application to make informed, data-driven decisions. Valuable insights will be gathered by combining reflections on real-world scenarios with relevant theories. Rather than relying on textbook examples, the various actual situations and the mistakes made in the process will be provided to learn from them. The theoretical knowledge will be put into immediate practice through hands-on experience of group project with briefing, designing, proposing, executing, and interpreting marketing research study. Thus, you will experience the exciting journey of exploration, organization, and analysis of information and data that help to make decisions based on data.
Get ready to dive into the world of marketing research and gain the skills needed to navigate the complexities of today’s data-driven environment!
| Class | Topic |
|---|---|
| Class 1
In-person |
Introduction to course and making informed decisions:
– Thinking fast and slow – Analysis of the information and its potential application The Marketing Research Process – The Voice of the Consumer – Types of Marketing Research – The Marketing Research Process – Defining the marketing research problem – Marketing Research Design – Research brief and proposal |
| Class 2 | Marketing Research Industry
– Internal vs. External data collection – Market research industry and its usage – Quality and Ethics in Marketing Research – Sub-contracting marketing research |
| Class 3 | Quantitative research
– Primary versus Secondary Research – Advantages and Disadvantages of Secondary Data – Internal Data “Warehouses” – External Published Data – Syndicated Data – Work with data (collection, organization, insights) – Data application in the competitor research, industry insights |
| Class 4 | Qualitative Research:
– Introduction to Qualitative Research – Uses for Qualitative Research – Qualitative Interview Questions – Conducting Focus Groups – Online Focus Groups – Projective Techniques – Observational Research |
| Class 5 | Survey Research
– Uses of Survey Research – Modes of Interviewing – Sources of Error in Survey Research |
| Class 6 | Questionnaire design
– Measurement Basics – Comparative Scales – Noncomparative Scales – Guidelines for Noncomparative Scales – Designing the Questionnaire |
| Class 7 | Sampling and data reviewal
– Target Market Definition and Sampling Criteria – Data Collection and Sampling Methods – Sampling: final and initial sample size determination – Data examination – Types of multivariate techniques – Rules of Thumb for Sample Size Determination |
| Midterm break | |
| Class 8 | Individual work on Market research brief and proposal creation |
| Class 9 | Project work delivery: Presentation of market research briefs and proposals |
| Class 10 | Individual consultations for groups to implement practical assignment |
| Class 11 | Business simulation: Strategic Decision Making: Data Analytics |
| Class 12 | Data analysis
– Tabulation and Cross-tabulation – Central Tendency – Standard Deviation – The T-Test Artificial Intelligence and the support tools – Exploration of the various tools and their benefits and limitations – Possibilities to support in the marketing research process. Reports and presentations |
| Class 13 | Individual consultations for groups to implement practical assignment |
| Class 14 | Project execution and analysis presentations
10 min presentation of the work execution, 10 min of questions and insights from THE Company |
Course is priced at 750 Eur + VAT
Requirements to receive the certificate:
- 80% attendance
- active participation in classes that includes discussions, group and individual work.