Marketing ResearchLaajuus (5 op)

Osaamistavoitteet

Upon course completion, the student will know the scope, focus, objectives, role, elements (terminology, theory and tools), activities and functions of marketing research; will know the contents and issues of the MR process as it relates to management decision making; will understand design issues and know what the sources of data are; will understand the different types of MR possible; will understand proper MR procedure and protocol; and will know how to analyze the data and how the findings should be presented.

Upon course completion, the student will be able to communicate competently in the subject of marketing research; will have increased ability to carry out a MR project and presentation; will have further development of personal transferable skills in terms of communication and group work; will be more effective in use of IT and especially the SPSS MR tool.

The role MR serves in supplying information to help in the decision making process is connected to basic marketing decisions, in a domestic and international context, and in management – it is also connected to the marketing plans and business plans students must develop in other courses, as it is a section often included in the plan.

Sisältö

Basics of marketing research (MR) & the MR business; the marketing system (mix elements, situational factors, responses and performance indicators) in relation to the decision-making process and the initiation of the formal MR project; establishing the need for information; specifying objectives and information needs; determining research design and sources of data; developing collection forms and procedures; data collection; processing and analyzing the data; presenting the research results – and understanding the different types of marketing research, Exploratory, Conclusive, and Performance-Monitoring, and how they feed information into the different stages of the Decision-Making Process: identify, evaluate, select options, implementation and monitoring.
Group, field project – designing, applying, analyzing and presenting the results of a real MR tool/questionnaire; the role of marketing research in strategic management is considered as well as its process and systems. We review the SPSS tool learned in Quantitative Analysis and it is applied to analyze the data collected in the field project – real companies contribute the projects most of the time.

Esitietovaatimukset

Minimum two years of business studies
English Language Proficiency

Lisätiedot

Recommended reading:
Marketing Research: An Applied Approach, or equivalent
Lecturer’s material

Teaching and learning strategies:
Lecture, Discussion, Company Field Project, Assessment Tools

Teaching methods and student workload:
Lectures: 27
Assignments: 30 hours
Project: 40 hours
Student individual workload: 30 hours
Exams: 3 hours
Total: 130 hours

Assessment weighting and grading:
Quizzes 30 %
Cases & questions 10 %
Cases by group 10 %
Student-group theory lectures 10 %
Project: paper & presentation 20 %
Final exam 20 %