Marketing Research II
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1207 |
| Type: | Compulsory |
| Curriculum: | LT 2017 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2019-2020) |
| Credits: | 3 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 |
|---|---|---|---|---|---|---|
| 3 | 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 qualitative approach. The student knows how to select and motivate the chosen research method, create a research plan, measurement tool, collect by interviews or observations relevant information, analyze the collected information, interpret ja draw conclusions, evaluate the level of validity and reliability in the study. The student knows how to conduct marketing researches.
Student's Workload
Total work load 81 h total,
- of which 40 h scheduled studies
- of which 41 h autonomous studies
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, Marketing Research 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 according to a kvantitative research design.
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.
- Muu luennoitsijan ilmoittama materiaali.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, assignments, projects and test.
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, test (80%), active participation in the learning process (20%).