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Marketing Research

Structure Type: Study unit
Code: TLS1201
Type: Optional obligatory / Basic Studies
Curriculum: T-LT 2010
Level: Bachelor of Business Administration
Year of Study: 3 (2012-2013)
Credits: 7 cr
Responsible Teacher: Skåtar, Kim
Language of Instruction: Finnish

Courses During the Academic Year 2012-2013

Impl.Group(s)Study TimeTeacher(s)LanguageEnrolment
9T-LT-3M2012-09-03 – 2013-03-01Thomas SabelFinnish2012-08-13 – 2012-09-07

Learning Outcomes

The student is familiar with different marketing research methods. He knows statistics and hows to use SPSS-program. The student knows how to collect, analyze and interpret qualitative data. 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

189 h totally, out of which
92h classes and lectures, and
97h autonomous studies

Prerequisites / Recommended Optional Courses

Basics of Marketing, Consumer and Buying Behaviour, Services Marketing, Relationship Marketing, Statistics.

Contents

Special features of marketing research, various research methods, statistics, qualitative data, interpreting results, managing the marketing research process.

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, assignments and projects.

Assessment Criteria

1 the student understands some basics about marketing research

3 the student understands well the basics about marketing research and can apply learned issues in practice

5 the student understands excellent the basics about marketing research and can to a great extent apply the learned issues in practice

Assessment Methods

Examination (30%) and assignment (70%). Numerical 0-5.


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