Marketing Research (6cr)

Evaluation scale

1-5

Content scheduling

1. Avausluento (kurssin sisältö ja tavoitteet, ryhmäytyminen, orientaatio aihealueeseen) (Jarmo)
2. Markkinointitutkimus (Jarmo)
3. Testien käyttäminen markkinointitutkimuksessa (Jarmo)
4. Markkinatiedon raportointi (Jarmo)
5. Markkinatiedon hankinta (Jarmo)
6. Kohderyhmän syvällinen ymmärtäminen (Jarmo)
7. Tutkimusaineiston tallennusta ja muokkaamista, tutkimusraportin muoto (Hannu)
8. Tutkimustulosten esittämistä ja analysointia sekä raportointia (Hannu)
9. Raporttiluonnos ja palaute - raportin fiilaamista (Hannu)
10. SEMINAARI (Hannu ja Jarmo)
Tarkempi lähiopetuksen sisältö ja luentotehtävät Moodlessa erillisenä tiedostona

Objective

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.

Content

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

Materials

Luennoitsijoiden ilmoittama materiaali:
Heikkilä T (2008) Tilastollinen tutkimus, Edita
Mäntyneva M., Heinonen J., Wrange K. (2008) Markkinointitutkimus, WSOY Oppimateriaalit Oy
Tolvanen J. (2012) Kohtaaminen-Ymmärrä kohderyhmääsi. Talentum
Lähiopetuksessa tarjottava muu materiaali (Moodle)

Teaching methods

Lähiopetusta.
Harjoituksia ja ryhmätyötä.
Itsenäistä opiskelua ja yritysyhteistyötä.

Employer connections

Opiskelijat laativat ryhmissä pienimuotoisen markkinointitutkimuksen valitsemalleen ulkopuoliselle yritykselle.

Exam schedules

Ei tenttiä - ei uusintamahdollisuutta.

Completion alternatives

Ei vaihtoehtoisia suoritustapoja.

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks and has participated in the course. The student can explain the most important basic concepts of statistical and qualitative research. The student knows how to compare methodical solutions, choose a method suitable for the research problem at hand, and justify their choices. The student can plan, implement, and report small-scale research that produces added value for the company.

Assessment criteria, good (3)

The student has completed the assigned tasks and has actively participated in the course. The student can explain the most important basic concepts of statistical and qualitative research. The student knows how to compare methodical solutions, choose a method suitable for the research problem at hand, and justify their choices. The student can plan, implement, and report small-scale research that produces added value for the company. The student can evaluate and criticize empirical research.

Assessment criteria, excellent (5)

The student has completed the assigned tasks and has participated actively and constructively in the course. The student can explain the most important basic concepts of statistical and qualitative research. The student knows how to compare methodical solutions, choose a method suitable for the research problem at hand, and justify their choices. The student can plan, implement, and report small-scale research that produces added value for the company. The student can comprehensively evaluate and criticize empirical research.