Marketing ResearchLaajuus (5 op)

Osaamistavoitteet

Knowledge and Understanding: (KU1)The student understands the role marketing research as part of marketing decision making and demonstrates the theoretical and conceptual knowledge in research contexts. Intellectual skills: (IS1)The intention is that the student is able to employ systematic approach in problem solving in selecting, choosing and justifying the appropriate approach and methods relevant to the problem. Moreover, she/he is able to analyse data, present results and draw conclusions. Practical Skills: (PS1) Student understands the challenges of qualitative methods and is able to apply qualitative research techniques in actual business situations. Transferable Skills: (TS1) Student is able to exchange information within research process, prepare reports and present the findings.

Sisältö

Role and objectives of MR, MR process, research designs & methods, qualitative and online data collection techniques, analysis and presentation of results

Esitietovaatimukset

First year studies completed or Data analysis and/or Basic course in marketing

Arviointikriteerit, tyydyttävä (1)

Excellent (5)
o The student demonstrates his/her theoretical knowledge in detail and displays a clear command of the subject area. Central concepts have been defined with precision. An explicit and focused research approach, in which the objectives are clear and set correctly regarding the problem, has been created. A choice of the methodology, central measures and concepts are justified utilizing prior research. The student shows an advanced ability to transform theory into applicable real-life situations. The ideas have significant value for implementation. Within a team environment, s/he contributes to the content extensively providing new and relevant sources of information and shows supportive leadership capability. The group delivers the study independently under supervision. The aims of the study have been achieved very well and the results are significant.
Very good (4)
o The student demonstrates his/her theoretical knowledge fluently and displays a good command and understanding of the subject area. Central concepts have been defined very well. An explicit research approach has been created. A choice of the methodology, central measures and concepts are justified. The student shows competent ability to transform theory into applicable real-life situations. The ideas are worth implementing. Within a team environment, s/he contributes to the content providing relevant sources of information and is supportive of others and allows them to participate. The group delivers the study independently under supervision. The aims of the study have been achieved well and the results are of significance.
Good (3)
o The student demonstrates his/her theoretical knowledge at a relatively clear level and displays a competent command of the subject area. Central concepts have been defined rather well. A relatively clear research approach has been created. The choice of the methodology is adequate and central measures and concepts have been defined. The student shows adequate but general ability to transform theory into applicable real-life situations. Within a team environment, s/he contributes to the content adequately and participates actively in group meetings. The group delivers the study rather independently under supervision. The aims of the study have been achieved and the results have some significance. Group communication is comprehensible.
Satisfactory (2)
o The student demonstrates his/her theoretical knowledge at a reasonably clear level and has an obvious overall command of the subject area. Central concepts have been defined satisfactorily. A reasonably clear research approach has been created. The choice of the methodology is adequate. The student shows a basic ability to transform theory into applicable real-life situations. Within a team environment, s/he contributes to the content and is a dependable member. The group research process, planning and implementation including scheduling has been student-led. The group requires close guidance concerning basic issues. The aims of the study have been achieved rather well. Group communication contains some weaknesses.
o Sufficient (1)
The student attempts to demonstrate his/her theoretical knowledge. However, command of the subject area remains unclear. There is an attempt to create a research approach but based on it, the structure remains unclear. Chosen methodologies have been described. Practical Skills The student fails to show a convincing ability to transform theory into applicable real-life situations. Within a team environment, s/he contributes to the content inadequately and fails to be a dependable member. The group research process, planning and implementation including scheduling has been only partly student-led. The group requires extensive supervision concerning many basic issues. The aims of the study have been achieved partially. Group communication in oral and/or written format contains clear weaknesses and the structure is not organized.