Marketing Research (3 cr)
Code: IB00CX78-3002
General information
Enrollment
17.04.2023 - 11.10.2023
Timing
23.10.2023 - 17.12.2023
Credits
3 op
Teaching languages
- English
Degree programmes
- Bachelor of Business Administration, International Business
Teachers
- Harrison Okuogume
Student groups
-
IB22A
Objective
The student is capable of planning a marketing research project to support decision making in an international marketing environment.
Content
- Marketing research planning process: research purpose and objective, research approach, research tactics, data collection, analysis, and reporting
- Creation of research design for a case company, including questionnaire
Materials
• Tony Proctor. (2000). Essentials of Marketing Research. 2 Edition. Pearson Education Ltd. England.
• Marketing Research An Applied Orientation – Fifth or Sixth Edition by Naresh Malhotra Prentice Hall
• Any Marketing Research books from SeAMK library
• Materials from the lecturer and will be in Moodle
Teaching methods
Lecturing
Class activities
Group or teamwork
Presentation
Student workload
There will be total of 81 hours.
- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations
Content scheduling
Introduction to Marketing Research
Marketing research process
Types of Marketing Research
Problem definition – Jump start the problem definition
Data collection
Questionnaire design & phrasing questions Sampling designs & sampling process
Sample selection methods
Data analysis and presentation
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
The student has carried out work and participated as instructed. Students are able to carry out market analyses in an international company.
Assessment criteria, good (3)
The student has carried out work well and participated actively. Students are able to carry out market analyses and effectively use them in an international company's marketing decision-making.
Assessment criteria, excellent (5)
The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out market analyses and effectively use them in an international company's marketing decision-making.
Assessment methods and criteria
% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5
Qualifications
Basics of Marketing