Credits: 6

Schedule: 04.11.2019 - 13.11.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

Senior Lecturer, Ph.D. (Econ.) Sami Kajalo

Contact information for the course (applies in this implementation): 

Contact information: sami.kajalo (at)

Teaching Period (valid 01.08.2018-31.07.2020): 

II 2018–19 (autumn) Töölö campus and IV 2018–19 (spring) Otaniemi campus
II 2019–20 (autumn) and IV 2019–20 (spring) Otaniemi campus

Twice per year
intensive course

Learning Outcomes (valid 01.08.2018-31.07.2020): 

Upon completion of the course students will be able to carry out quantitative empirical research. More specifically, they will be able to:

  • Define research problems and research designs
  • Understand the role of theory and concepts in empirical research
  • Choose appropriate samples and empirical material for particular research problems
  • Analyze empirical material
  • Report empirical research
  • Define appropriate evaluative criteria for empirical research

Content (valid 01.08.2018-31.07.2020): 

The course introduces student to quantitative methods in business research, e.g.:

  • IBM SPSS software, transfer of quantitative data, basic computations and output generation
  • Cross tabulations and testing of statistical significance with Chi-square test
  • T-tests and analysis of variance (ANOVA)
  • Factor analysis
  • Cluster analysis
  • Regression analysis
  • Structural equation models
  • Construction of a research plan (for students doing quantitative research for their Master’s Thesis)

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

  • Obligatory learning exercises (50%)
  • Exam (50%)

Elaboration of the evaluation criteria and methods, and acquainting students with the evaluation (applies in this implementation): There
are obligatory assignments in this course. You have to pass them in order to
get a grade. The grade, however, is based solely on the exam results. In other
words, the assignments do not affect the grade.

Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours:

  1. Lectures (20h)
  2. Individual work (50h)
  3. Independent learning (86h)
  4. Exam (4h)

Study Material (valid 01.08.2018-31.07.2020): 

Coursebook: Malhotra, N.K., Birks, D.F. and Nunan, D. (2017). Marketing Research: An Applied Approach, 5. Edition, Pearson, ISBN-10: 1292103124, ISBN-13: 9781292103129, obligatory, Chapters 1-5 and 10-30. (Availability)

Course slides and articles provided by the lecturer

Details on the course materials (applies in this implementation): 

The grading of the exam is based on the
2017 edition of the coursebook.

A limited number of course textbooks are
available at the library (both e-book and printed).

practice, many students use the previous edition of the book. The grading of
the exam is based on the most recent edition but in practise there is no
problem with using the previous edition. The previous edition of the book is:
Malhotra, N. K., Birks, D. F. and Wills, P. (2012) Marketing research: An
Applied Approach, 4. Edition, Harlow: Financial Times Prentice Hall., ISBN
0273725858. There shall be no exam questions related to Chapters 6-9
(Qualitative research).

Substitutes for Courses (valid 01.08.2018-31.07.2020): 

The course substitutes the course 80E80100 Business Research Methods (6 cr), 23E22000 Markkinoinnin tutkimusmenetelmät (6 cr), 23E88002, Quantitative Research Methods in Marketing (3 cr) and 23E88003, Advanced Quantitative Research Methods in Marketing (3 cr)

Course Homepage (valid 01.08.2018-31.07.2020):

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.

Further Information (valid 01.08.2018-31.07.2020): 

The number of students admitted to the course is restricted to 35. Priority is given to Aalto students studying in MSc Program of Marketing.


Registration and further information