Study Guide

Objective

Student is able to
- plan market research
- select suitable research methods and use them
- select suitable information acquisition methods
- interpret market information, analyze market information, and interpret the results of the analysis.

Content

Research plan
Methods, tools, and information sources for market research
Interpretation, analysis, and use of market information

Location and time

Fall semester 2018, Lemminkäisenkatu, Turku.

Materials

Will be defined during the course.

Teaching methods

Lectures, exercises, and real-world marketing research project for external organization.

Exam schedules

The date of the exam will be determined during the course. There will be 1-2 exam re-takes.

International connections

Lectures, exercises and practical marketing research project.

Completion alternatives

No alternative ways.

Student workload

A marketing research project combined with the lectures and exercises. Student's effort 5cr.

Content scheduling

The basics of marketing research
- The role and uses of marketing research
- The marketing research process
- Different types of marketing research
- Surveys, their design and analysis
- The most common challenges and sources of errors in marketing research
- Analysis and reporting of results
- Practical execution of marketing research

Evaluation scale

H-5

Assessment methods and criteria

Activity during the course, exercises, marketing research project, and exam. The exam is 1/3, exercises and activitty 1/3, and marketing research project 1/3 of the evaluation. All parts have to be acceptably done in order to pass the course. The language, style, and structure of reports and returned answers are important part of the evaluation.

Assessment criteria, fail (0)

Missing parts of the course. No ability to apply the contents of the course.

Assessment criteria, satisfactory (1-2)

Passed exercises, exam and project.

Assessment criteria, good (3-4)

Better than passed exercises, exam, and project work. Ability to plan activities and utilize marketing research concepts and practices.

Assessment criteria, excellent (5)

Shown ability to manage and apply marketing research methods.