Course content

Market analysis:

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
Statistical analysis - SPSS:
Descriptives,
cross-tabs,
correlation analyses,
t-tests,
variance analyses,
factor analyses

regression analyses.

Learning outcome

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.

Learning outcome - Skills:
Use SPSS as a statistical tool in practical work for simple statistical analyses

Learning outcome - Genreal 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

Recommended previous knowledge

Marketing
Statistics
Industrial Psychology and Staff Management
Introduction to International Marketing
Methods in Social Sciences
Corporate Strategy
Business administration/management in general

Required previous knowledge

None

Course materials

Obligatorisk:

SPSS Survival manual. 6th Ed., McGraw Hill (2016), ISBN: 13:978-0-33-526154-3

Tillegg:

Marketing Research. An Integrated Approach., Pearson (2012), ISBN: 978-0-71870-3, Allen Wilson 3rd Edition.