Upon successful completion of this course the student should:
obtain a conceptual and applied knowledge of basic concepts and methods within market research
have understanding of different methods of data collection
learn how to use statistical techniques and analysis in managerial decision-making processes
obtain knowledge to use regression analysis to estimate a relationship between a dependent variable and one or more independent variables
be able to use software for statistical computation
be able to interpret statistical results and report them effectively
be able to critically evaluate the scientific quality of his/her own and others research
understand how market research can be conducted in order to obtain data that supports the United Nations’ Sustainable Development Goals (UNSDGs)
understand how SDG-related data can be used by companies to actively adopt Corporate Social Responsibility (CSR) activities that benefit society
This course introduces the students to fundamental statistical models needed to analyse market data. The main objective is to present a clear and concise explanation of statistical and methodological concepts in marketing research. Upon completion of the course, the students must be able to define a marketing research problem, perform the steps in the research process and present research findings.
Lectures, seminars and written assignment. Estimated workload of about 200 hours.
Approved compulsory assignments. More information will be provided in Canvas.
Assessment methods and criteria
3 hour written examination with letter grades.
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.