Marketing Research (3 ECTS)

Location and time

Timing - when the actual implementation starts and ends:
fall semester 2025
Metropolia Myyrmäki Campus

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 assignments are implemented. The theory, review tool, team field project, and final report comprise “Marketing Research” (MR) and is 3 credits but a corequisite course of at least 2 or 3 credits on “Quantitative Analysis” is almost always mandatory - one cannot do the project in this course without taking or having taken a course in data processing and knowing tools such as the SPSS analysis tool.

Employer connections

This is a crucial course if one is to do research – and one should understand the role research and analysis 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 week 8 or 9 - and seperate from any Quantitative Analysis part.

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.

Further information

Again (v.Teaching Method), pleasenote that there is a mandatory co-reqisite for this course - i.e. Quantitative Analysis or equivalent; this is the middle, data anaysis, part of the full Marketing Research Process.

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, free time, learning and working life situations
• understands the importance of expertise in the field 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 free time, learning and working life situations
• is able to analyse expertise in their field 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)