Topic outline

  • Assignments

    On this course, you have three types of assignments:

    1. Individual assignments --> 5 learning diaries (25% of the final grade)
    2. Collaborative assignments --> 5 compulsory readings in Perusall (25% of the final grade)
    3. A group project --> (50% of the final grade)

    On this page you'll find instructions for each.


    Learning diary

    Learning diary is an instrument that should facilitate your learning process by making you more conscious about it. A learning diary should help you to

    •       become aware and acknowledge what you have learnt
    •       reflect on your own learning process
    •       deal with difficult issues that you encounter
    •       improve your knowledge and comprehension about the matters
    •       develop your argumentation skills

    Before going in the specific about what should be included, a few words on what a learning diary is NOT. It is not your lecture notes! While you should reflect on the topics covered in the lectures, please do not return a recount or a summary of lectures, or a bullet point list of the topics discussed. It is not as strictly academic, as you can use colorful language and ad pictures, even cartoons if you like, but you still have to use proper citation tecnique when referring to literature.

    That said, the learning diary is not an anything-goes piece of writing. Things that you should cover in learning diary are

    •       What did you learn today? What was new, or interesting, or surprising? WHY?
    •       In your own opinion, what was the most important thing covered today? WHY?
    •       Was there anything difficult? Something that you didn’t understand? WHY?
    •       Did you disagree with something that was said? WHY

    You can (and should) briefly describe the matters/concepts/theories that were covered in the lectures, or in the readings, in order to gain better understanding of them; record your thoughts, opinions and judgments about the lectures and single issues, and give feedback and put questions to the lecturer; criticize and argue (but be sure to always give full reasons for your criticism); illustrate the topics with your own examples. The style and format are free, and you can even add news items, short poems, comic strip etc. if you think they are related to the issue. With that said, remember that this is not an entertainment piece, and you should have something relevant to say.

    >Each diary entry (for weeks 2, 3, 7, 9, and 10 of the course) will be graded separately based on the following three assessment criteria,

    1. Demonstration of understanding the key content
    2. Demonstration of critical thinking and ability to connect new content to previous knowledge or personal experiences
    3. Use of literature and other learning materials

    each of the criteria is evalueted with the following scale:

    • Excellent: 5 points
    • Good: 3 points
    • Fair: 1 point
    • Insufficient: 0 points

    The final grade is the average of the three criteria. (For example: 5 + 3 + 0 = 8/3 = 2,66 = 3)

    There is no upper length limit for the assignment, and you should write a minimum of 2 page/learning diary.

    Perusall

    Perusal is a collaborative e-reading platform. As you read the assigned texts, you annotate them (i.e. leave comments and questions). In addition, you respond to pots made by others.

    Instuctions:

    1. Create an account on Perusall.com

    2. Join the course by inserting the course code: MIKKONEN-2VYDL

    3. Complete the assignments before the deadline

    Your Perusall score depends on:

    1. Posing thoughtful questions and comments that elicit responses from classmates

    2. Answering questions form others

    3. Upvoting thoughtfull questions and helpful answers

    4. Getting upvoted

    5. Reading all the way to the end of the assigned reading

    There will be five (5) readings throughout the course, all are uploaded in Perusall.


    Group project

    (50% of the final grade)

    Overview

    During the course, you will be working on developing consumer-research idea with practical and/or policy implications for a for-profit or not-for-profit organization (see details below),  pitching your idea, and writing a full, theory-based (i.e. academic) research plan.

    Your group will have two different options for topics:

    Option 1: A real world marketing problem

    For this option, you will have to find a company to work with - it can be whichever company you choose, as long as you have an access to a person that is in a position to buy marketing research. You will assume the role of research consultants.

    1. Together with the company representative, you will identify an actual marketing problem that can be solved through consumer research.
    2. Conduct any necessary desk research (library and firm-related research), and report the findings.
    3. Write a detailed research plan

    Option 2: Real-world social problem

    For this option, you will complete a comprehensive analysis of a specific consumer phenomenon that relates to social problems.

    Some topical areas that you might choose include:

    • Obesity and lack of exercise
    • Body shame
    • Food; food insecurity/GMOs/food waste
    • Consumer education (children/youth)
    • Consumer safety (unsafe products)
    • Psychological and social well-being (quality of life, maternity/paternity leave)
    • Vulnerable groups (poor, elderly, illiterate, etc.)
    • Gun ownership
    • Compulsive consumer behaviors (substance abuse, gambling, shoppaholism, gaming addictions etc.)

    This list is in no means a comprehensive of all the possible topic areas.

    Here you assume a role of an advocate group who is writing a grant proposal for an non-profit foundation: you are seeking funding for a research project, which will have implications for policymakers.

    1. Write a detailed report on the social problem at hand. Include statistics and other relevant backgroud info. You aim is to convice the grant committees that this is an important social issue to study.
    2. Write a comprehensive reseach proposal related to this topic - a concrete empirical study with a specific method(s) of your choice, that would increase policymakers' knowledge of your topic.
    3. Detail the kind of social and policy implications the findings could potentially have. Again, you are applying for funding, so empasize the social importance of the study.

    Deliverables

    The group project has four deliverables, due in this order:

    1. Pitch session and an idea paper (5% of the final grade)

    A maximum 5 minute presentation followed by 5 minutes a Q&A where the instructor and fellow classmates probe your initial idea and give suggestions. In this pitch presentation you should:

    • Outline the consumer-behavior phenomenon your group has chosen (scale of the phenomenon, market structure, etc. relevant information)
    • Convince the importance of the topic for your chosen organization
      • Why should they be interested in the topic; why is it relevant to their organization’s operation, agenda, goal, bottom-line etc.?
      • What kind of practical, actionable, relevant insights and recommendations your research is going to produce?
    • Provide you initial idea on how you would carry out the research in practice

    Before the class, submit a preliminary idea paper with the following information to MyCourses

    1. a cover sheet containing a) the names and student numbers of each of your group members, b) your tentative project title;
    2. a max two-page (double spaced) containing a) your tentative project title (again); b)the option you are choosing; c) the specific topic of your project; and d) your agument for the importance of the topic.

    Attending the pitch session is compulsory for everyone, even if not all memebers group participates in the pitch (highly recommended that you choose 1 person). Attendance will be taken.

    2. A final presentation (10 % of the final grade)

    A 10-minute PP-presentation of your group project.


    3.  A full research plan (35% of the final grade)


    Standard length is 15 pages, double-spaced, 1” margins, 12-point font, Times New Roman, not including references and other appendices. (However, some papers may go longer if needed,see specifics per each topic. In the table below, I have out lined the flow of the final report and page expectations.


    Section
    FINAL PROJECT OUTLINE
    Approximate page length + grade worth
    Title Page
    • Project title
    • Names of all group members in alphabetical order
    • 1 page
    • max. 0,5 points
    Table of Contents
    • List of all sections and the corresponding page numbers
    • 1 page
    • max. 0,5 points
    Executive Summary
    • Present an overview of the entire project
    • Remember who your audience is
    • Write this last!
    • 1 page
    • max 3 points
    Introduction
    • Overview of the issue you confronted
    • Your approach to the project
    • The goals and objectives of the project should be clearly stated
    • Argue for the importance of the topic!
    • 2 pages
    • max 5 points
    Literature Review
    • A succinct and competent literature review, as specified in each topic
    • A good rule of thumb is to aim for 4-5 articles per group member, ergo 15-20 articles or books at minimum should be cited
    • 3 pages
    • 6 points
    Research design and methods

    • Elaborate on your research design in as much detail as possible (what data, how much, how will be collected etc)
    • 4 pages
    • max 8 points
    Expected findings
    • Explain how consumer behavior theory/principles can be applied to solve the problem
    • 2 pages
    • max 6 points
    Discussion
  • How can your findings and conclusions positively impact the the organization you have selected, i.e. what's in it for them?

    		•
    • 1 page
    • max 5 points
    References (compulsory) and appendices as needed
    • Length will vary
    • max 1 point

    Total pages
    Total points
    15
    35




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Introduction to consumer behavior and research