Marketing Research (5 ECTS)

Objective

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

Content

• Use of research data in marketing
• 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

Beginning at the start and ending the final week of the fall semester 2025 (Project works may extend past this deadline)

Materials

Material to be provided – also:
Textbook example: Marketing Research: An Applied Approach, Kinnear and Taylor (McGraw-Hill)
Covers:
-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 (Quantitative Research)
-Presenting the research project results

Teaching methods

Lectures on the literature followed by a review tool on theory and terminology, a final report on the project, and other assignments are implemented. The theory, review tool, team field project, and final report comprise “Marketing Research” (MR) and is 3 credits; then a separate part “Quantitative Analysis” is 2 credits – this is the middle, data analysis part where the SPSS analysis tool has been utilized in the past.

Employer connections

This is a crucial course if one is to do research – and one should understand the role research plays in decision-making – in work and in life.

Exam schedules

A final review tool (not an exam per se) worth half of the MR 3 credits will be given before the second part on Quantitative Analysis begins (i.e. in course week 8 or 9. This provides points as an assignment - so there are no resits just points gained.

International connections

Projects are often international - and MR in an international context is not really any different from the domestic process.

Student workload

This is individual and team project work – often real companies are involved – so maximum amount of time is required depending on the individual and project demands.

Content scheduling

A Gantt Chart showing all tasks with precise time and deadlines will be provided on the first day of classes.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student
• has achieved the objectives of the course to a satisfactory level
• is able to identify, define and use concepts and models in the subject area of the course
• understands the conditions and principles of the development of expertise.

Assessment criteria, good (3)

The student
• has achieved the objectives of the course well, although there are still areas where knowledge and skills need to be improved
• has a good understanding of the concepts and models of the subject matter of the course and is able to carry out a reasoned analysis
• is able to apply what they have learned in leisure, learning and working life situations
• understands the importance of expertise in business and is able to analyse their own expertise.

Assessment criteria, excellent (5)

The student
• has achieved the objectives of the course with excellent marks
• has an excellent command of the concepts and models of the subject matter of the course
• is able to analyse clearly and reasonably and propose practical development measures
• has a good ability to apply what they have learned in leisure, learning and working life situations
• is able to analyse expertise in business and their own development towards expertise.

Assessment criteria, approved/failed

The student
• has achieved the objectives of the course to a satisfactory level
• is able to identify, define and use concepts and models in the subject area of the course
• understands the conditions and principles of the development of expertise.

Assessment methods and criteria

There will be a review tool on theory and terminology, a final report on the team project, and assignments in quantitative analysis.
1 = Poor; 5 = Excellent (points: 50s = 1, 60s = 2, 70s = 3, 80s = 4, 90s and 100 = 5)

Qualifications

Courses: Marketing, Business Mathematics and Statistics or equivalent skills