lecturer-phone-number: +370 5 2123960
lecturer-email: *protected email*
Justina Gineikienė is a Professor at ISM University of Management and Economics. Her empirical research is focused on international marketing and health related consumer behavior and has been published by highly ranked journals (e.g. Journal of International Business Studies, Journal of International Marketing or Journal of Business Research). J. Gineikienė actively pursues research collaborations with KU Leuven, Groningen University, VU Amsterdam, Vienna University of Economics and Management, Vienna University, and others. She also has 15 years working experience in communication industry.
-Sustainable and health related consumer behavior
The ability to choose the most efficient tools for seeking answers, as well as to intelligently interpret the gathered information is indispensable for marketing managers. This course will equip students with both the understanding of principles that guide quality research in the context of marketing and the tools needed to implement those principles in formulating a research project, selecting appropriate methods, collecting and analyzing data, and presenting their findings.
The goal of the course is to familiarize students with the fundamentals of Marketing Research. Marketing Research involves developing research questions, collecting data, analyzing it and drawing inferences, with a view to making better business decisions. By adopting a do-it-yourself perspective this course will teach you how to prepare, conduct and analyze a small-scale marketing research study. This course will build on the content of the courses Research methodology and Statistics, familiarity with research design and basic statistics is required. Specifically it means that your own ideas and solutions are expected prior to any consultation with the lecturers (i.e. sampling procedures, questionnaire design etc.)
Learning Outcomes of the Course
On completion of this course successful students will:
A directed study is a research/project based course supervised by a faculty member, resulting in a major written document. It offers the student an opportunity to conduct research in a specific area of interest under the guidance of a faculty member. The subject matter of the course will relate to the student’s research interests as well as the faculty member’s area of expertise and research inquiry.
The course is designed for both science and practice based research.
To enroll to the course, students the average grade have to be not lower than 8.
A student may not do more than one directed study per studies period.
Aims of the course
This course aims to provide the student with a supervised experience that involves gaining special expertise in a specific area of interest, to analyse in-depth a topic in economics, politics or management that is only broadly covered in the general curriculum.