Marketing Research (5 cr)

Objective

Upon course completion, students 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. They will have knowledge of the different methods for the different types of applied MR. They will have experienced a real company team project in the field, and they will know how to present the results in a proper MR Report. They will be able to design and implement surveys and to analyze and report raw data.

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

Location and time

TBA

Materials

Marketing Research: An Applied Approach, or equivalent - also lecturer’s material provided

Teaching methods

Lectures, Readings, Company Field Project, Assessment Tools
5 credits divided into Marketing Research (3 credits - see above) and Quantitative Analysis (2 credits) taught by different lecturers

Employer connections

Company Project (depending on group size and input)

Exam schedules

See course syllabus and flow chart (Gantt Chart) provided at the beginning of the program.

International connections

Depending on company project

Student workload

See course syllabus and flow chart (Gantt Chart) provided at the beginning of the program.

Content scheduling

See course syllabus and flow chart (Gantt Chart) provided at the beginning of the program.
Upon course completion, students 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. They will have knowledge of the different methods for the different types of applied MR. They will have experienced a real company team project in the field, and they will know how to present the results in a proper MR Report.

-Introduction to Marketing Research
-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 analysis (co-requisite: Quantitative Research course)
-Presenting the research project results

Further information

The course includes Data and Analysis through Excel and SPSS. Topics in Data Analysis include:
-Descriptive Statistics
-Data Visualisation
-Sampling techniques
-Hypothesis testing.

Evaluation scale

0-5

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.

Assessment methods and criteria

See course syllabus and flow chart (Gantt Chart) provided at the beginning of the program.

Qualifications

Marketing, Business mathematics and statistics or equivalent studies