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.

Contact or online sessions (detailed information will be provided in Moodle)

Materials will be announced in the beginning of the course

Examples and exercises are business related

Pasila Campus

No exam.

English

International marketing research is part of course content.

09.01.2023 - 17.03.2023

Quiz in general market research principles Exercises about quantitative data-analysis (three weekly exercises during the course) Assignment in quantitative data-analysis Project in qualitative data collection, analysis and presentation

02.01.2023 - 06.01.2023

NOTICE course begins during intensive week 2: Session on Monday 9 January and Thursday 12 January
During period 3: session on Monday evenings

EVENING
BLENDED
LF4EMAR
EXCH

Jutta Heikkilä, David Duncombe

15 - 40

Quiz: 15 %
Exercises: 15 %
Assignment in quantitative methods: 30 %
Project in qualitative methods: 40 %

GLOBBA Degree Programme in International Business

0.00 cr

H-5