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: 14.09.2021 - 29.10.2021
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Merja Halme
Contact information for the course (applies in this implementation):
Merja.Halme@aalto.fi, responsible instructor
Taeyoung.Kee@aalto.fi, course assistant
CEFR level (valid for whole curriculum period):
Language of instruction and studies (applies in this implementation):
Teaching language: English. Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
valid for whole curriculum period:
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
Assessment Methods and Criteria
valid for whole curriculum period:
Exam 50 %
Assignments and quizes 50 %One must pass the exam separately, i.e. get 50 % of the maximum points.
applies in this implementation
There is an exam in the campus which we hope that will be attended by many. Also possible to take exam via mycourses.
Workload
valid for whole curriculum period:
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.
DETAILS
Study Material
valid for whole curriculum period:
Lilien, Gary L. & Rangaswamy, Arvind (2003) Marketing engineering: computer-assisted marketing analysis and planning. ISBN 0130355496. (partly)
applies in this implementation
The book pages to be studied are provided later and that will be less thatn 100 pages. The main material consisist of the lectures and assignments.
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
SDG: Sustainable Development Goals
12 Responsible Production and Consumption
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Maximum 55 students is admitted to the course.
Priority is given to
1. Master's students in ISM
2. Bachelor's students majoring in ISM
3. other students.
Students confirm their seat by attending the first lecture.
Teaching Period:
2020-2021 Autumn I
2021-2022 Autumn I
Course Homepage: https://mycourses.aalto.fi/course/search.php?search=ISM-E1002
Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu (sisu.aalto.fi) instead of WebOodi.
applies in this implementation
Attending the first lecture means attending in person or via zoom. If that is a problem, send an e-mail to Merja.
Details on the schedule
applies in this implementation
Please note that on Tuesdays the live classes are in BIZ building V001 (Jenny ja Antti Wihurin rahasto) OR in LAB, which is T2 in Computer Science Building, Konemiehentie 2: R030C105.
On Thursdays the live classes are in BIZ building, T004
- Teacher: Halme Merja