Credits: 6

Schedule: 10.09.2019 - 25.10.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

Merja Halme, Ph.D.

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

Teaching Period (valid 01.08.2018-31.07.2020): 

I Autumn (2018-2019) Töölö Campus

I Autumn (2019-2020) Otaniemi Campus

Learning Outcomes (valid 01.08.2018-31.07.2020): 

The student can design and advanced surveys and analyze their data. The special topics of surveys include preference measurement, constructs (multi-item measures) and perception measurement and clustering analysis to analyse heterogeneous preferences, perceptions and attitudes.  The student knows also what kind of consumer data there exists offered by research companies in the market.

Content (valid 01.08.2018-31.07.2020): 

The student will have a working knowledge of advanced marketing research methods. The relevant approaches for the course are:
1) data reduction methods (factor and principal component analysis), multidimensional scaling, correspondence analysis.. Producing and analysing perceptual maps.
2) multi-item measures/ constructs
3) preference measurement by conjoint analysis - designing a questionnaire using conjoint analysis, fielding it, gathering data.
analysing the data and producing the results.
4) Clustering. Carrying out clustering with data related to BIZ courses, study they also themselves responded to.
5)  Familiazing with with the consumer data gathered by marketing research companies

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

The schedule of the course has been added under Materials. That includes the topics of each class. The Assignment topics and tentative schedule is added under Assignments.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Exam 50 %
Assignments and quizes 50 %

One must pass the exam separately, i.e. get 50 % of the maximum points.

Workload (valid 01.08.2018-31.07.2020): 

Contact hours 36 and one can in addition visit consultation hours (6).
No compulsory class presence but practically all need to be present in the lab hours when assignments are prepared.
Preparing the assignments and preparing for exam (independent work or work in pairs) 120 h.

Exam 4 h
Contact teaching and quizes 36 h
Cosultation face to face and interactive research plan design 6 h
Assignments excluding the interactive research plan design 70
Independent studying  44 h

Study Material (valid 01.08.2018-31.07.2020): 

Lilien, Gary L. & Rangaswamy, Arvind (2003) Marketing engineering: computer-assisted marketing analysis and planning. ISBN 0130355496. (partly)

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

There is no textbook that would cover all the topics dealt with. This is why the slides and especially the Assignment work are important.

Course Homepage (valid 01.08.2018-31.07.2020):

Prerequisites (valid 01.08.2018-31.07.2020): 

Studies of basic statistics.

Grading Scale (valid 01.08.2018-31.07.2020): 


Registration for Courses (valid 01.08.2018-31.07.2020): 

Via WebOodi, Limit 55 in 2018. The limit in 2019 will be in case the number of participants registered exceeds the upper bound 55, the students with priority are ISM students that confirm their participation by being present in the first class.

Further Information (valid 01.08.2018-31.07.2020): 

Priority for 1) ISM students 2)MSc students
Presence during first lecture necessary


Registration and further information