Marketing Research

Structure Type: Course
Code: LTVAMA201
Type: Elective
Level: Bachelor
Credits: 6.0 points
Responsible Teacher: Rantalainen, Sirkku
Teacher Team: Joensuu-Salo, Sanna ; Tuuri, Hannu
Language of Instruction: Finnish

Course Implementations, Planned Year of Study and Semester

Curriculum  Semester  Credits  Start of Semester  End of Semester
LITAKO-2015   2 spring   6.0   2017-01-01   2017-07-31  
LITAKO-2016   2 spring   6.0   2018-01-01   2018-07-31  

Learning Outcomes

The student can describe the basic principles of research and give examples of utilizing research in business. The student can define the key concepts in both quantitative and qualitative research. The student is able to compare methodological options, to select a method appropriate for the given problem and to give arguments in support of the choices made. The student is capable of planning, carrying out and reporting a small scale research project that produces added value for a firm.

Student's Workload

Total work load of the course: 160 h
- of which scheduled studies: 60 h
- of which autonomous studies: 100 h

Contents

Basic concepts in research and planning marketing research
- Collection and analysis of survey and qualitative data
- Carrying out a small scale research project for a firm
- Reporting research results and presenting them

Recommended or Required Reading

To be announced by the lecturer.

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures, excercises, research project.

Assessment Criteria

Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student can describe the basic principles of research and give examples of utilizing research in business. The student can define the key concepts in both quantitative and qualitative research. The student is able to compare methodological options, to select a method appropriate for the given problem and to give arguments in support of the choices made. The student is capable of planning, carrying out and reporting a small scale research project that produces added value for a firm.
Good (4-3): The student has done the work well and participated actively. The student can describe the basic principles of research and give examples of utilizing research in business. The student can define the key concepts in both quantitative and qualitative research. The student is able to compare methodological options, to select a method appropriate for the given problem and to give arguments in support of the choices made. The student is capable of planning, carrying out and reporting a small scale research project that produces added value for a firm.
Satisfactory (2-1): The student has done the work and participated as instructed. The student can describe the basic principles of research and give examples of utilizing research in business. The student can define the key concepts in both quantitative and qualitative research. The student is able to compare methodological options, to select a method appropriate for the given problem and to give arguments in support of the choices made. The student is capable of planning, carrying out and reporting a small scale research project that produces added value for a firm.

Assessment Methods

Exam 20 %, research plan 30 %, research report 50 %.

Work Placement

None

Further Information

The course accrues 6 R&D credits.

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