This course is all about understanding the role of market research in planning marketing and making business decisions. Students develop practical skills to plan, conduct, and evaluate market research aimed at business development and problem solving. Topics include the stages of market research, analytical structuring of business problems, sampling methods, questionnaire construction, data analysis and hypothesis testing. During this course, students are required to conduct a research project involving data collection and analysis.
The course workload is in a group project in which the students conduct market research for a real organization. You are expected to contact a company or an organization and conduct a research project for them.
The group project involves a brief description of research topic, research proposal document, presentations for proposal, and final report.
If you are working, or taking many other courses, you may want to consider taking this course in the next term. It will be fair towards the rest of your group that you can give your best input.
|Date||Topic and instructor(s)|
|25.02||Course introduction & practicalities; (Hedon & Axel)|
|27.02||Qualitative research and data (Hedon) |
|03.02||Analyzing qualitative data (Hedon) |
|05.03.||Intro to market research; Quantitative research and data (Axel)|
|19.03||Student presentations: research proposals (Hedon & Axel)|
|23.04||Research workshop (Hedon & Axel)|
|14.05.||Poster session (presentation of finished work) (Hedon & Axel)|
|Research topic - short descripition, 1 page|| 11.3. via MyCourses|
|Research proposal - |
1. Word document, 5-8 pages
2. PowerPoint presentation, max 5 slides
|18.03. via MyCourses|
|Poster ||14.05., bring to class|
|Final report - Word document 20-25 pages||31.05. via MyCourses|
- Research-proposal presentation on 19.03.
- Poster session on Thursday, 14.05.
Assessment and grading
On the course you can earn max. 100 points, ie. 100% of the grade:
- Group work (100% of the course grade)
|90 points and over||5|
|80 to 89 points||4|
|70 to 79 points||3|
|60 to 69 points||2|
|50 to 59 points||1|
|49 points and under||Fail|
All assignments will be graded both on content and delivery; in oral assignments delivery refers to presentation skills and stucture, in written assignments stucturing, coherence, and appropriate style.