Marketing Research Methods - Opinto-opas

You can choose an appropriate research approach for the needs of your marketing research project. You can design both qualitative and quantitative research, analyse data and draw conclusions.

No prerequisites. MAR3LF106 International Marketing Research is recommended to be studied at the same time.

- quantitative vs qualitative research approaches
- qualitative and quantitative data collection methods and question development
- qualitative data analysis
- quantitative data analysis (descriptive statistics, graphical presentation, correlation)
- statistical inference
- interpreting and reporting qualitative and quantitative research findings
- assessing the reliability and validity of results
- developing analytical and reasoning skills and critical thinking

You know the key concepts within the course’s scope, but are yet to develop the general view and the big picture of the subject matter.

You can complete given tasks and assignments with assistance. You need to develop how to apply knowledge.

You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty to manage without assistance.

You know the key concepts well and can explain how the theories and models function and the tools are used. You have a general view of the subject matter.

You complete given tasks and assignments independently. You apply knowledge in hands - on business related situations.

You can critique your own practice and identify ways to improve.

You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.

You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.

You apply knowledge in demanding business related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.

You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.

World cafe and flipped classroom learning methods

Burns, A.C., Veeck, A. F. & Bush, R.F. 2017. Marketing Research. 8th edition. Pearson. Chapters: 8 and 9

McGivern, Y. 2009. The Practice of Market research. 3rd edition. Prentice Hall. Chapters: 1, 2, 3 (pp. 61-72), 4 and 6

Material available in Moodle

Contact teaching

Examples and exercises are business related.

Pasila Campus

Exam and re-exam dates are announced in Moodle

English

International marketing research is part of course content.

17.01.2022 - 18.03.2022

Preparation to weekly sessions by reading the given material and/or watching the required videos. Creating questions based on the material. Active participation in contact sessions.

03.01.2022 - 14.01.2022

Sessions are held on Mondays at 17:40-20:30 in classroom 3009, 3013 or online in Zoom.

Due to corona situation, at least the first two weeks will be held online in Zoom. Link to Zoom is in Moodle.

Details are announced in the implementation plan available in Moodle.

LF4PMAR
EVENING
CONTACT
EXCH

Maija Suonpää, Jutta Heikkilä

15 - 35

Home exam
Qualitative Data Analysis Assignment
Weekly exercises

GLOBBA Degree Programme in International Business

H-5