Marketing Research I
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1206 |
| Type: | Compulsory |
| Curriculum: | LT 2017 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2019-2020) |
| Credits: | 4 cr |
| Responsible Teacher: | Waltermann, Marianne |
| Language of Instruction: | Finnish |
Courses During the Academic Year 2019-2020
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Classes | Enrolment |
|---|---|---|---|---|---|---|
| 4 | T-LT-3M | 2020-01-06 – 2020-05-24 | Minna-Maarit Jaskari | Finnish | 33 h | 2019-12-16 – 2020-01-14 |
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 qualitative marketing research, research planning. The suitability of various data collection methods, collection and analysis of primary data, interpretation and drawing conclusions 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
- Miles, B. & Huberman, M. & Saldana, J. (2014): Qualitative Data Analysis. Sage Publications.
- Seymour, D. (1992): Marknadsundersökningar med kvalitativa metoder. IHM Förlag Ab. Göteborg.
- Muu luennoitsijan ilmoittama materiaali.
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%).