Course - Marketing Research - AM302112
AM302112 - Marketing Research
About
Examination arrangement
Examination arrangement: School exam
Grade: Letter grades
| Evaluation | Weighting | Duration | Grade deviation | Examination aids |
|---|---|---|---|---|
| School exam | 100/100 | 4 hours | C |
Course content
The course is made of two main modules:
1) Marketing research: Basic concepts (diagnosing the situation and defining the problem, research design, information research gathering, choice of population and field work, organisation of data, interpretation, analysis and report writing
2) Statistical analysis - R and SPSS: Descriptives, cross-tabs, correlation analyses, t-tests, variance analyses, factor analyses, regression analyses and structural model analysis.
Learning outcome
Knowledge: Have acquired a comprehensive, practical insight of how to carry out marketing analysis, that is the elaboration of theoretical foundation, models and conceptual frameworks, formulation of research problems and hypotheses, data gathering, registration, statistical analysis, and presentation of reports.
Skills: Use R and/or SPSS as a statistical tool in practical work for simple statistical analyses.
General competence: Explain how a company can identify and define market opportunities and oversee and improve marketing activities and service quality through market analyses Present the most common research methods and how they are used.
Learning methods and activities
Teaching methods: Lectures, exercises and a group paper with maximum 4 students per group. The length of the paper, as well at the topics and problem areas will be specified when the data set is made available. The deadline for the submission of the paper is stated at the start of the term. The paper must obtain a passing grade (pass/fail) in order to take the exam. All teaching is in English. Mandatory assignment: Approved mandatory group exercise. Passed mandatory exercise is valid for later continuation exams.
Compulsory assignments
- Mandatory assignment
Further on evaluation
4 hours individual school exam. Students are allowed to take the obligatory assignment with them to the final exam and they need to hand the assignments in with the final exam. Previously approved mandatory assignments do not need to be handed in again for later exams.
Recommended previous knowledge
Marketing, Statistics, Industrial/Organisational Psychology, Consumer Psychology, Industrial Marketing, Introduction to International Marketing, Methods in Social Sciences, Corporate Strategy, Business administration/management in general
Required previous knowledge
None
Course materials
Mandatory:
- SPSS Survival manual. 6th Ed., McGraw Hill (2020), ISBN: 13:978-0-33-5249497 Selected articles/material Additional:
- Marketing Research. Delivering customer insight., Pearson (2019), ISBN: 978-1-352-00111 7, Allen Wilson 4th Edition.
Supplementary reading:
- SPSS Statistics : A Practical Guide, 4th Edition, ISBN 9780170421140
Version: 1
Credits:
7.5 SP
Study level: Third-year courses, level III
Term no.: 1
Teaching semester: AUTUMN 2024
Language of instruction: English
Location: Ålesund
- Economics and Administration
Department with academic responsibility
Department of International Business
Examination
Examination arrangement: School exam
- Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
- Autumn ORD School exam 100/100 C 2024-12-19 09:00 INSPERA
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Room Building Number of candidates G132 Gnisten/Fagskolen 47 - Spring UTS School exam 100/100 C INSPERA
-
Room Building Number of candidates
- * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
For more information regarding registration for examination and examination procedures, see "Innsida - Exams"