Marketing ResearchLaajuus (4 ECTS)

Objective

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.
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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.

Content

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 findings – research results
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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

Qualifications

Introduction to Marketing

Further information

Lectures
Assignments
Group Project
Exam