Marketing ResearchLaajuus (5 cr)

Objective

The student understands the importance of data-based decision-making and the role of marketing research as part of strategic decision-making. She / he learns the skills to acquire the information needed in organizational management and marketing through marketing research. The student is able to define a research problem, develop a research strategy and choose appropriate tools and methods to carry out the research. She / he is able to collect information relevant to the research problem, analyze and interpret it and present the research results clearly.

Content

• Concepts, needs and objectives of marketing research
• Formulating a research problem based on management problems and opportunities
• Understanding the research design
• Qualitative and quantitative research methods in marketing research and choosing a suitable method based on the research design
• Designing a research tool and conducting field research
• Analyzing results, drawing conclusions, and preparing and presenting a research report
• Big data and artificial intelligence as part of modern marketing research
• Research ethics

Assessment criteria, excellent (5)

The student is able to logically formulate a research problem based on a real management problem or opportunity, understand the research setting and decide on the correct research method. The student is able to effectively apply previous marketing knowledge in conducting marketing research. The student demonstrates critical assessment in the research report, analysis and conclusions and is able to propose concrete business measures based on the research findings. The goals set for marketing research are achieved independently and self-directed.

Assessment criteria, good (3)

The student is able to formulate a research problem based on a management problem or opportunity and, based on that, decide on the correct research method. The student is logically able to plan a research, analyzing the results and drawing conclusions. The student works independently, applies previous marketing knowledge in a marketing research context and is able to logically justify the research conclusions.

Assessment criteria, satisfactory (1)

The student understands the key concepts related to marketing research and is able to partially utilize them in practice. The student understands the connection between a business problem and a research problem and, with assistance, is able to choose an appropriate research method. The student is partially able to apply previously learned marketing knowledge and skills in conducting marketing research.

Execution methods

Teaching is organized in presence. For blended learning groups teaching can include also Teams-sessions.

Accomplishment methods

The course includes lectures and assignments. Teaching is organized in presence. (For blended learning groups teaching can include also Teams-sessions). Passing the course requires participation in lectures and completion of assignment at a sufficient level.