Marketing Research Methods MAR3LF102-3018 10.01.2022-13.05.2022 5 (GLOB20SMON, ...)+-
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.
Starting level and linkage with other courses
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
Assessment criteria - grade 1
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.
Assessment criteria - grade 3
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.
Assessment criteria - grade 5
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.