Study Guide

Objective

Upon course completion, student will understand and have experience in the crucial role Marketing Research (MR) plays in the Decision Making Process (DMP). They will know the different types of MR that feed into the different phases of the DMP. Student will have knowledge of the different methods for the different types of applied MR.

The student knows how companies can use quantitative research to develop their operations. The student is able to design and implement surveys, analyze raw data and and asses the reliability and validity of the research. The student can use SPSS and excel to interpret results and present them in an illustrative form. The student develops an understanding how data analytics is used to solve business problems and to support decision making.

Content

- Introduction to Marketing Research
- Establishing the need for information
- Specifying objectives and information needs
- Determining research design and sources of data
- Quantitative research process and implementation
- Questionnaire design and data collection
- Data analysis and descriptive statistics

Prerequisites

Marketing, Business mathematics and statistics or equivalent studies

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student 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)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her 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)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student 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.