Market Research (5 cr)

Evaluation scale

H-5

Content scheduling

According to time table and course description that is given to the students in the beginning of the course.

Objective

Students understand the importance of marketing research in launching a new business idea, product or service, and exploring existing markets, products, services, and customer relationships. Students are able to plan and conduct a marketing research based on the baseline situation and to analyze and draw conclusions based on the results of the research. Students are able to buy and interpret ready-made marketing research when research is not justified on their own.

Content

Marketing research as a tool for business and management, basics of research, quantitative and qualitative marketing research methods, acquisition of research material, presentation of material, analysis of material and making conclusions.

Location and time

1. period in Autumn. Wärstsilä Campus.

Materials

Mäntyneva, Heinonen & Wrange. 2008. Markkinointitutkimus. WSOY.Karjalainen. 2000 tai uudempi painos. Tilastomatematiikka. Pii-kirjat.Hirsjärvi, Remes & Sajavaara. 2000 tai uudempi painos. Tutki ja kirjoita. Tammi.karelia-amk:n opinnäytetyön kirjoitusohje. Viimeisin www-sivuilla oleva ohje.Metsämuuronen. 2003 tai uudempi painos. Tutkimuksen tekemisen perusteet ihmistieteissä. International Methelp Ky. (Oheiskirjallisuutta)Lisäksi opettajan Moodlessa jakama luentoaineisto ja osoittama muu opiskelumateriaali.

Teaching methods

Lectures, project work and partial exams.

Student workload

5 cr. = 133h lectures, excercises, individual work and Group work.