AM302112 - Marketing Research


Examination arrangement

Examination arrangement: School exam
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
School exam 100/100 4 hours C

Course content

The course is made of two main modules:

1) Marketing research: Basic concepts (diagnosing the situation and defining the problem, research design, information research gathering, choice of population and field work, organisation of data, interpretation, analysis and report writing

2) Statistical analysis - R and SPSS: Descriptives, cross-tabs, correlation analyses, t-tests, variance analyses, factor analyses, regression analyses and structural model analysis.

Learning outcome

Knowledge: Have acquired a comprehensive, practical insight of how to carry out marketing analysis, that is the elaboration of theoretical foundation, models and conceptual frameworks, formulation of research problems and hypotheses, data gathering, registration, statistical analysis, and presentation of reports.

Skills: Use R and/or SPSS as a statistical tool in practical work for simple statistical analyses.

General competence: Explain how a company can identify and define market opportunities and oversee and improve marketing activities and service quality through market analyses Present the most common research methods and how they are used.

Learning methods and activities

Teaching methods: Lectures, exercises and a group paper with maximum 4 students per group. The length of the paper, as well at the topics and problem areas will be specified when the data set is made available. The deadline for the submission of the paper is stated at the start of the term. The paper must obtain a passing grade (pass/fail) in order to take the exam. All teaching is in English. Mandatory assignment: Approved mandatory group exercise. Passed mandatory exercise is valid for later continuation exams.

Compulsory assignments

  • Mandatory assignment

Further on evaluation

4 hours individual school exam. Students are allowed to take the obligatory assignment with them to the final exam and they need to hand the assignments in with the final exam. Previously approved mandatory assignments do not need to be handed in again for later exams.

Required previous knowledge


Course materials

Mandatory: SPSS Survival manual. 6th Ed., McGraw Hill (2020), ISBN: 13:978-0-33-5249497 Selected articles/material Additional:

Marketing Research. Delivering customer insight., Pearson (2019), ISBN: 978-1-352-00111 7, Allen Wilson 4th Edition.

Supplementary reading: SPSS Statistics : A Practical Guide, 4th Edition, ISBN 9780170421140

More on the course

Version: 1
Credits:  7.5 SP
Study level: Third-year courses, level III


Term no.: 1
Teaching semester:  AUTUMN 2023

Language of instruction: English

Location: Ålesund

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator: Lecturer(s):

Department with academic responsibility
Department of International Business


Examination arrangement: School exam

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD School exam 100/100 C 2023-12-08 09:00 INSPERA
Room Building Number of candidates
G132 Gnisten/Fagskolen 39
Spring UTS School exam 100/100 C INSPERA
Room Building Number of candidates
  • * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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