ME-113 Market Research (Høst 2020)

• 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.