Marketing Research
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1201 |
| Type: | Optional obligatory / Basic Studies |
| Curriculum: | T-LT 2012 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2014-2015) |
| Credits: | 7 cr |
| Responsible Teacher: | Skåtar, Kim |
| Language of Instruction: | Finnish |
Courses During the Academic Year 2014-2015
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 11 | T-LT-3M | 2014-09-01 – 2015-02-20 | Kim Skåtar | Finnish | 2014-08-15 – 2014-09-14 |
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.