Marketing Research (5 cr)

Evaluation scale

0-5

Content scheduling

During the course, one individual assignment and three group assignments will be carried out as well as one larger research project carried out in small groups, which will be completed alongside theoretical instruction throughout the duration of the course. The course ends with the presentation of the results of the completed marketing studies.

Objective

The student knows and understands the theories, models and concepts of marketing research. The student understands the importance of marketing research in strategic planning and management. The student is able to utilize marketing research in strategic planning and management. The student is able to develop a marketing research design, to select appropriate methods and to justify the decisions. The student is able to make a research report and present the results.

Content

The role of marketing research in decision making process, defining the marketing research problem, research design, qualitative and quantitative research, data collection, analysis and reporting. Research applications.

Materials

Burns, A. C., Veeck, A. & Bush, R. F. (2017). Marketing research (Eighth edition. Global edition.). Harlow, England: Pearson.
Malhotra, N. K. (2013). Basic marketing research (4th ed., Pearson new international ed.). Upper Saddle River, NJ: Pearson Education.
Mäntyneva, M., Heinonen, J. & Wrange, K. (2008). Markkinointitutkimus. Helsinki: WSOY Oppimateriaalit.

Teaching methods

Independent study of the theories and concepts of the subject area
Classroom and distance lectures
Expert lectures
Individual and group assignments that are completed throughout the duration of the course
Partner organisation marketing research project

Employer connections

Organizational case

Exam schedules

The learning assignments during the course will be completed in accordance with the timetable given at the beginning of the course.

Completion alternatives

Accreditation (replacement and inclusion)
Recognition of prior learning and experience acquired in other ways
More detailed instructions can be found from the Degree Regulations and the Study Guide

Student workload

Lectures 27 h
Virtual learning 54 h
Exercises 54 h

Assessment criteria, satisfactory (1)

Sufficient 1
The student identifies the research process insufficiently. To create a research design is challenging for the student and he/she needs guidance. The student is not able to carry out a marketing research project nor a report independently. The student is not able to communicate the main results. The student is not active in co-operation. The student is not able to evaluate his/her own skills.

Satisfactory 2
The student masters the research process to some extent. To create a research design is challenging for the student. The student is not able to carry out a marketing research project or a report independently nor comprehensively. The student is not able to communicate the main results. The student is not active in co-operation. The student evaluates insufficiently his/her own skills..

Assessment criteria, good (3)

Good 3
The student understands the role of marketing research in marketing decision making. The student masters the research process and is able to apply it to solve marketing problems. The student is able to create a research design for a specific need. The student is able to carry out a marketing research project. The student is able to produce a report and communicate the main results. The student is quite active in co-operation. The student evaluates realistically his/her own skills.

Very Good 4
The student understands the role of marketing research in strategic planning and management. The student masters the research process and understands the suitability of different research designs for various research problems. The student is able to create a research design for a specific need. The student is able to carry out a marketing research project in a reasoned manner. The student is able to produce a reliable report and communicate the results explicitly. The student is actively involved in co-operation. The student evaluates diversely his/her own skills.

Assessment criteria, excellent (5)

Excellent 5
The student understands the role of marketing research in strategic planning and management. The student masters the research process comprehensively and understands the suitability of different research designs for various research problems. The student is able to create a research design for a specific need showing academic competence and creativity. The student is able to carry out a marketing research project in a reasoned and creative manner. The student is able to produce a reliable and valid report and communicate the results explicitly. The student is actively involved in co-operation and he/she has a positive attitude. The student evaluates diversely his/her own skills.

Qualifications

The basics of marketing

Further information

Open studies 3
The course assessment methods include:
Assessment of competence and active contribution made in exercises.
Assessment of own competence related to the marketing research project.
The group’s peer assessment related to the marketing research project.