Credits: 6

Schedule: 10.09.2019 - 26.11.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

2018-2019: Responsible teacher: Sami Kajalo


Iiro Vaniala (period I-II)

Alexei Gloukhovtsev (period IV-V)

2019-2020: Ilona Mikkonen, Ainomaria Parikka

Teaching Period (valid 01.08.2018-31.07.2020): 

I-II 2018–19 (autumn) and IV-V  2018–19 (spring)
I-II 2019–20 (autumn) and IV-V 2019–20 (spring)

Twice per year
Otaniemi campus

Learning Outcomes (valid 01.08.2018-31.07.2020): 

Having studied this course, students understand the role of market research in planning marketing and making business decisions. The students develop practical skills to plan, conduct and evaluate market research aimed at business development and problem solving. The topics include the stages of market research, analytical structuring of business problems, sampling methods, questionnaire construction, data analysis and hypothesis testing. The students are required to conduct a research project involving data collection and analysis.

Content (valid 01.08.2018-31.07.2020): 

Pre-exam; introduction to market research; analytical structuring of business problems; practicing research methods; planning and execution of market research in a group of students.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

1. Mandatory pre-exam (20 % of the course grade; pre-exam literature)
2. Active lecture attendance
3. Group work (80 % of the course grade; preparation and presentation of research plan and final market research report, commenting another student group as opponents)

Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours:

1. Pre-exam and preparation (12 h)

2. Lectures (28 h)

3. Group work (120 h)

Study Material (valid 01.08.2018-31.07.2020): 

McGivern, Yvonne (2009) The Practice of Market Research: An Introduction. 3rd edition. Prentice Hall, ISBN 0273717073, obligatory ( Availability).

Additional readings and material assigned by the lecturer.

Substitutes for Courses (valid 01.08.2018-31.07.2020): 

Replaces courses 23C600 Markkina-analyysi ja markkinatutkimus, and 23C60000 Markkinointitutkimus.

Course Homepage (valid 01.08.2018-31.07.2020):

Prerequisites (valid 01.08.2018-31.07.2020): 

23A00110 Markkinoinnin perusteet

Grading Scale (valid 01.08.2018-31.07.2020): 


Registration for Courses (valid 01.08.2018-31.07.2020): 

Registration via WedOodi. Check registration time in WebOodi.

NOTE: Mention your group of priority upon registration.

Further Information (valid 01.08.2018-31.07.2020): 

Majority of lectures and other contact sessions are held during the first period, while the second period consists mostly of independent group work. Pre-exam, which is arranged in the first lecture, must be passed (need to score 50 % to pass).

The number of students admitted to the course is restricted to 50. In case of over-enrollment, the pre-exam scores will be used to determine admitted students. Priority is given to (1) Aalto BSc students studying in Specialization of Marketing, (2) Aalto BIZ students studying a minor study package in Marketing, (3) Aalto MSc students studying in IDBM Programme, (4) other students studying a minor study package in Marketing and (5) other students.

NOTE: Students are required to write own group of priority to further information field of course registration!


Registration and further information