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Guest Lecturer: Xenia Kourtoglou, Founder & Managing Partner Focus Bari

On Wednesday the 23rd of November 2016, Mrs. Kourtoglou, Founder & Managing Partner of Focus Bari visited the BCA Athens Campus as part of the guest lecturers’ programme and analyzed the topic of: “Qualitative Market Research”.

Her presentation focused on Qualitative Research, primarily exploratory research, which is used to gain an understanding of underlying reasons, opinions, and motivations. It is also used to uncover trends in thought and opinions, and dive deeper into the issues in question.

She then stressed that in qualitative research, methodology and data analysis are not statistically oriented, and whilst talking about qualitative data collection methods; she mentioned various unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations, for which the sample size is typically small, and respondents are selected to fulfill a given quota.

Mrs. Kourtoglou then proceeded to describe a real market research case undertaken by her company in the area of marketing painkillers.

The keynote speaker who visited Students claimed that the presentation was very interesting and were able to appreciate how research can be applied outside the academic scope in the business word.