Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.
LEARNING OUTCOMES
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.
Credits: 6
Schedule: 08.09.2020 - 23.10.2020
Teacher in charge (valid 01.08.2020-31.07.2022): Merja Halme
Teacher in charge (applies in this implementation): Merja Halme
Contact information for the course (valid 15.08.2020-21.12.2112):
merja.halme@aalto.fi
CEFR level (applies in this implementation):
Language of instruction and studies (valid 01.08.2020-31.07.2022):
Teaching language: English
Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
Valid 01.08.2020-31.07.2022:
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 companiesApplies in this implementation:
See materials and schedule as well as assignments section
Assessment Methods and Criteria
Valid 01.08.2020-31.07.2022:
Exam 50 %
Assignments and quizes 50 %One must pass the exam separately, i.e. get 50 % of the maximum points.
Workload
Valid 01.08.2020-31.07.2022:
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.Applies in this implementation:
The teaching will take via zoom except 4 assignment preparation sessions and possibly the first lecure.
DETAILS
Study Material
Valid 01.08.2020-31.07.2022:
Lilien, Gary L. & Rangaswamy, Arvind (2003) Marketing engineering: computer-assisted marketing analysis and planning. ISBN 0130355496. (partly)
Applies in this implementation:
The slides and other material distributed as well as the assignments will be be core material of the course.
Substitutes for Courses
Valid 01.08.2020-31.07.2022:
Substitutes course 27E02000 Models in Marketing
Prerequisites
Valid 01.08.2020-31.07.2022:
First course in Statistics
Registration for Courses
Valid 01.08.2020-31.07.2022:
Via WebOodi, Limit 55.
Priority list
1. Students of the department's master's program (ISM)
2. Students of the bachelor's program majoring in ISM
3. Aalto students minoring in ISM
4. Other Aalto students
Applies in this implementation:
The number of students on the course will be decreased (apparently).
SDG: Sustainable Development Goals
12 Responsible Production and Consumption
FURTHER INFORMATION
Further Information
Valid 01.08.2020-31.07.2022:
The maximum number of participants of the course is 55 due to individual supervision of a project included. When accepting students to the course the ISM master program students have priority. Next in priority come othe master's programme students. The presence during the first class is required.
Autumn 2020
Maximum number of students changed from 55 to 40.
Applies in this implementation:
The number of students on the course will be decreased (apparently).
Details on the schedule
Applies in this implementation:
The working with the first assignment (about 50 % of the assignment credits) will start immediately in the first class. There will be four assignment preparation sessions that will take place in the campus.
- Teacher: Halme Merja
- Teacher: Kee Taeyoung