Marketing Research (5 cr)

Objective

Upon completion of the course students will be able to carry out small-scale quantitative and qualitative marketing studies and will be able to assess the reliability of research data and purchase marketing studies.The student will be able to be familiar with the basic statistical analysis methods of quantitative research data and be able to interpret the results and present them in a graphic form. .

Content

- Quantitative and qualitative research methods
- Stages and sampling methods of the research process, designing questionnaires and interview frameworks, data collection and analysis
- Research data analysis, reliability of results, result reporting

Location and time

According to the schedule on Myyrmäki campus

Materials

* Heikkilä Tarja: Tilastollinen tutkimus, Edita Prima 2010 - chapters 1–5 (no mathematical formulas).
* Anita Saaranen-Kauppinen & Anna Puusniekka: Menetelmäopetuksen tietovaranto, KvaliMOTV - chapters 1, 2.3, 3, 6-7 (until page 110). http://urn.fi/urn:nbn:fi-fe2012112210007
* Lecturers' materials

Teaching methods

Interactive lecture
Assignments
Project

Exam schedules

No exam.

Completion alternatives

Students may conduct qualitative and quantitative research independently based on given instructions.

Student workload

Contact sessions 33 hours
Group work 61 hours
Individual work 41 h

Deadlines for assignments are included in the course schedule.

Further information

Tuition in Finnish only.

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

Assignments 100 % of the course grade:
• Qualitative research project 30 %
• Quantitative research project 30 %
• Individual assignments 40 %

Self and peer evaluation included in the assignments.

Qualifications

Marketing, Business Mathematics and Statistics or equivalent competences