Course - Marketing Research - AM302112
Marketing Research
Lessons are not given in the academic year 2025/2026
About
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