Opinto-opas

Objective

On completion of the course the student will be able to
• conduct small-scale quantitative and qualitative marketing research projects.
• evaluate the reliability of research information, and will know how to purchase marketing research.
• use statistical software in practice, analyse the results and present them in an easy-to-understand format.
• use various types of information sources.
• write and interpret different types of research reports.

Content

-• quantitative and qualitative research methods
• basic concepts of quantitative research, measurements in statistics, sampling methods, questionnaire design, data collection and analysis
• evaluating the reliability of research results
• reporting research results
• use of reference material, and structuring and building the text content

Materials

* Mäntyneva Mikko, Heinonen Jarmo, Wrange Kim: Markkinointitutkimus, WSOY 2008.
* Heikkilä Tarja: Tilastollinen tutkimus, Edita Prima 2010 tai uudempi
* Kananen Jorma: Kvantitatiivisen opinnäytetyön kirjoittamisen käytännön opas, JAMK 2011
* Anita Saaranen-Kauppinen & Anna Puusniekka: Menetelmäopetuksen tietovaranto, KvaliMOTV - luvut 1, 2.3, 3, 6-7 (sivulle 109 saakka). http://www.fsd.uta.fi/fi/julkaisut/motv_pdf/KvaliMOTV.pdf
* Luentoaineisto ja tunneilla jaettava materiaali

Teaching methods

Interactive lecture
Assignments
Project

Completion alternatives

Optional completion: independent assignment 100%.

Further information

Tuition in Finnish only.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

Students have achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Students are able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

Students have achieved the objectives of the course with excellent marks. Students master commendably the course subject area’s concepts and models. Students are able to make justified and fluent analysis and to present concrete development measures. The students are well prepared to apply their knowledge in leisure, study and work situations. Students are able to analyze the business sector expertise and the evolvement of their own expertise.

Assessment criteria, approved/failed

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

Continuous assessment
Learning assignment

Qualifications

Marketing 5 cr
Business Mathematics and Statistics 5 cr