Marketing Research
| Structure Type: | Study unit |
|---|---|
| Code: | TFS1201 |
| Type: | Optional obligatory / Basic Studies |
| Curriculum: | T-FE 2012 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2014-2015) |
| Credits: | 7 cr |
| Responsible Teacher: | Virtanen, Henrik |
| Language of Instruction: | Swedish |
Learning Outcomes
The student is familiar with different marketing research methods, statistical analysis used in researches. The student knows how to use the statistics software SPSS and is also able to use the results produced in SPSS. He/she knows the role of marketing research in the marketing decision-making process and the importance of being critical towards research results. The student knows how to conduct small-scale marketing researches.
Student's Workload
Total work load: 189 h. Scheduled studies: 91 h. Individual studies: 98 h.
Prerequisites / Recommended Optional Courses
Customer oriented marketing and basics in statistics
Contents
The importance and scope of marketing research, research planning. The student will become familiar with statistics, key numbers used in research, statistical analysis, testing of hypothesis, interpretation and implementation of research results. The course also contains a project assignment.
Recommended or Required Reading and Other Learning Resources/Tools
- Malhotra, N. K. - Birks, D. F. 2003. Marketing Research, An Applied Approach. 2nd European Edition. Harlow. Pearson Education Limited.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, training in computer class, assignments and projects.
Assessment Criteria
1 The student understands some basics about marketing research and understands its importance.
3 The student understands well the methods for marketing research and analysis and can apply learned issues in practice.
5 The student understands excellently the methods for marketing research and analysis and can to a great extent apply the learned issues in practice.
Assessment Methods
Examination (50%) and assignment (50%) that includes reporting and presentation. Numerical assessment (0-5).