Market Research (5 cr)

Evaluation scale

H-5

Content scheduling

The course provides an introduction to modern market research, including interviews, surveys, controlled experiments, the use of biometrics, laboratory work, and field research. In addition, attention is paid to legislation, standards, and ethical guidelines in the field.

The course content is as follows:
1. Introduction to the topic
2. Laws, regulations, and ethical guidelines
3. Qualitative market research A
4. Qualitative market research B
5. Overview of surveys
6. Survey design
7. Survey analysis
8. Hypothesis-based survey
9. Controlled experiments
10. Introduction to biometrics
11. Use of laboratory tests
12. Sensory evaluation
13. Summary

Each main topic will be applied in 1-2 practical assignments carried out in cooperation with companies. Course participants will take part in one or two research projects based on the topic.

The course will begin at the start of September and will end at the beginning of December. The course consists of 13 contact sessions and possible meetings related to the practical assignments.

Objective

After completing the course the student
- knows how to acquire information needed to develop business
- understands which methods to use in information gathering
- is able to use common data used in business decision-making situations
- can design a problem-solving approach to market research
- can assess the usefulness and relevance of the information collected

Content

- Role of intelligence in business development and decision-making
- Decision making as part of product development
- Different decision-making situations
- Qualitative and semi-qualitative methods of information gathering
- Quantitative methods and laboratory testing
- Applying and reasoning from the information obtained

Materials

Will be provided later

Teaching methods

The learning methods for this subject are
- lectures
- independent and group exercises
- written material
- exam

Exam schedules

The course exam will be held before the start of the Christmas break. One or two resit exams will be held during January.

More detailed dates will be announced later.

Pedagogic approaches and sustainable development

The course uses a blended pedagogical approach, combining traditional lectures with interactive and experiential learning. Lectures provide basic knowledge, while selected additional materials, such as articles, videos, and digital materials, support different learning styles and promote independent learning. Assignments are designed to reinforce theoretical concepts through critical thinking and problem solving, encouraging students to apply their knowledge in real-life situations.

Exercises provide practical experience that promotes learning by doing and collaboration skills. Exercises are designed to emphasize sustainable practices, such as ethically sustainable approaches, digital data collection, and waste minimization through predictive assessment.

Sustainable development is integrated throughout the course by promoting resource-aware behavior, incorporating environmental and social responsibility into the content, and encouraging students to consider the long-term impacts of scientific and technological decisions. This comprehensive approach develops not only academic skills but also a mindset oriented towards sustainable innovation and ethical responsibility.

Completion alternatives

There are no alternatives.

Student workload

The workload required of students is equivalent to 5 credits.
Learning assignments will be announced later.

Evaluation methods and criteria

The course assessment takes into account participation in contact teaching and active participation, the quality and accuracy of returned assignments, participation in company cooperation, participation in joint work, and exam grades. A more detailed schedule will be announced at the beginning of the course.

Failed (0)

The attendance rate for lectures is insufficient (less than 60%).
Not all compulsory exercises and assignments have been completed.
Participation in compulsory group work and company cooperation is insufficient or non-existent.
Written work, including the exam, does not meet the basic requirements.

Assessment criteria, satisfactory (1-2)

Regular attendance at lectures (60–75%).
All compulsory exercises and assignments have been completed, although some of them only meet the minimum requirements.
Participation in group work and company cooperation is sufficient but passive or uneven.
Written materials and exams demonstrate a basic understanding and mastery of market research methods, but analysis and application are limited.
Practical assignments demonstrate sufficient understanding, but their implementation may lack depth or thoroughness.

Assessment criteria, good (3-4)

Attendance at lectures is good (76–83%), and participation is active.
All compulsory exercises and assignments have been completed thoroughly and demonstrate a good understanding and appropriate application of market research methods.
Active participation in group work and business cooperation, with a significant contribution to the project results and team dynamics.
Written materials and exams demonstrate a clear understanding, good analytical and critical thinking, and effective use of relevant market research methods.
Practical assignments have been completed clearly and demonstrate good competence in conducting and interpreting market research.

Assessment criteria, excellent (5)

Attendance at lectures is excellent (over 84%), and participation is very active and constructive.
All compulsory exercises and assignments have been completed exceptionally thoroughly, deeply, and creatively.
Very active, committed, and constructive participation in group work and business cooperation, which significantly improves the results of the project.
Written materials and exam demonstrate excellent critical analysis skills, originality, excellent understanding, and application of market research methods, standards, legislation, and ethical principles.
Practical assignments are exemplary and demonstrate advanced competence, significant creativity, and professional results with clear benefits.

Further information

The ITSlearning system will be used as the primary communication channel and source of additional information for the course.

Before the beginning of the course additional information will be provided by Jarmo Ahonen