Course - Marketing Research - AM302112
Marketing Research
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About the course
Course content
The aim of the course is to help the students understand the marketing research process and to be able to perform statistical analyses.
Learning outcome
- Discuss the marketing research process by diagnosing the situation and defining the problem.
- Evaluate research design, gather information/data, interpret analysis and report writing.
- Conduct statistical analyses with statistical tools.
- Use statistical software to solve and conduct descriptives, crosstabs, correlation analyses, t-test, variance analyses, factor analysis, regressions and structural equation model analysis.
Learning methods and activities
Lectures, exercises, and a group paper with a maximum 4 students per group.
Passed mandatory exercise is valid for later continuation exams.
Further on evaluation
The group assignment counts for 50% of the total grade in the course.
An individual four-hour school exam counts for the remaining 50% of the total grade.
Recommended previous knowledge
Marketing, Statistics, Industrial/Organisational Psychology, Consumer Psychology, Industrial Marketing, Introduction to International Marketing, Methods in Social Sciences, Corporate Strategy, Business administration/management in general
Required previous knowledge
None
Course materials
A list of textbooks, relevant book chapters, and journal articles will be provided at the start of the semester.
Subject areas
- Economics and Administration