Marketing Research (5 cr)

Objective

To provide the student with a primary tool for exploring new opportunities in the marketplace with emphasis on the marketing research process and its application to specific business decisions. Students will understand the principles of qualitative and quantitative research and will be able to clarify the research questions, construct research process and apply a suitable research method.

Content

The basic concepts, needs and goals of marketing research
- Qualitative and quantitative research methods
- Formulating a research plan from the specific research method perspective
- Conducting the research and analyzing the results
- Writing a research report and introducing final outcomes

Assessment criteria, satisfactory (1)

Student demonstrates basic understanding of the marketing research concepts introduced in the course and ability to apply and implement the concepts learned in the course.

Assessment criteria, good (3)

Student uses the right basic concept consistently and provides the terminology and key elements in the concepts taught.
Demonstrates good ability to justify and reason the choice and application of specific concepts

Assessment criteria, excellent (5)

Student is able to use the right basic concept in a versatile and broad manner for marketing research purpose as well as provide excellent description of key elements of the key concepts taught in the course.
Has an ability to apply concepts in practice independently and pro-actively.