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Marketing Research I

Structure Type: Study unit
Code: TLS1206
Type: Compulsory
Curriculum: LT 2015
Level: Bachelor of Business Administration
Year of Study: 3 (2017-2018)
Credits: 4 cr
Responsible Teacher: Skåtar, Kim
Language of Instruction: Finnish

Courses During the Academic Year 2017-2018

Impl.Group(s)Study TimeTeacher(s)LanguageEnrolment
1T-LT-3M2017-09-01 – 2018-04-15Kim SkåtarFinnish2017-08-21 – 2017-09-18

Still need to take the course? See the courses during the academic year 2018-2019.

Learning Outcomes

The student knows different marketing research methods and their field of use, especially the quantitative approach and statistical analysis used in researches. The student knows how to use the statistics software SPSS and is also able to interpret the results. The student knows the role of marketing research in the marketing decision-making process and knows how to evaluate the validity and reliability of the study. The student knows how to conduct marketing researches.

Student's Workload

Total work load 108 h total,
- of which 52 h scheduled studies
- of which 56h autonomous tudies
The assesment of student's own learning 1 h is included in contact lessons.

Prerequisites / Recommended Optional Courses

Basics of Marketing, Marketing of Services. Research methods and Reporting I.

Contents

The importance and scope of marketing research, research planning. Getting familiar with statistics, key results used in research, statistical analysis, interpretation and implementation of research results. Writing a research report and presenting an action plan. Conducting a marketing research project.

Regional Impact

The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.

Internationality

The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.

Recommended or Required Reading and Other Learning Resources/Tools

- Mäntyneva M., Heinonen J., Wrange K. 2003. Markkinointitutkimus. WSOY Oppimateriaalit Oy.
- Malhotra, N. K. – Birks, D. F. 2000. Marketing Research, an applied approach. European Edition. Pearson Education Limited.
- Olkkonen, R. – Saastamoinen, K. 2000. SPSS perusopas. Turun Kauppakorkeakoulun julkaisu. Turku.
- Other material provided by the lecturer.

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures, training in computer class, assignments and projects.

Assessment Criteria

Advanced studies

Assignment and marketing research:
5: retrieve information systematically from scientific publications in the field
- modify the information for various purposes
- assess the correctness and reliability of the information
- understands the development needs in the field and present development measures
- analyse and assess professional issues appearing in practical operations
- justify , giving the theoretical base, for the solutions made when acting in tasks of an expert

3: modify and apply acquired infor-mation
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilise various problem-solving methods independently
- recognise the development needs in the field

1: retrieve and utilise information from various sources
- justify the solutions made when acting in tasks of an expert
- utilise problem-solving methods when given guidance
- find development needs in the field

Assessment Methods

Numerical 0-5. Assignments, marketing research, reporting and presenting the results (80%), active participation in the learning process (20%).


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