AM302112 - Marketing Research 1


Examination arrangement

Examination arrangement: Home examination
Grade: Letters

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

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:
correlation analyses,
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

Further on evaluation

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

Specific conditions

Compulsory activities from previous semester may be approved by the department.

Required previous knowledge


Course materials


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


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

More on the course



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


Term no.: 1
Teaching semester:  SPRING 2020

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: Written examination

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn UTS Written examination 100/100 C 2019-12-10 09:00
Room Building Number of candidates
C218 Hovedbygget 1

Examination arrangement: Home examination

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Spring ORD Home exam 100/100





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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