Marketing Research

The aim of the course is to help the students understand the marketing research process and to be able to perform statistical analyses.

• Discuss the marketing research process by diagnosing the situation and defining the problem.
• Evaluate research design, gather information/data, interpret analysis and report writing.
• Conduct statistical analyses with statistical tools.
• Use statistical software to solve and conduct descriptives, crosstabs, correlation analyses, t-test, variance analyses, factor analysis, regressions and structural equation model analysis.

Lectures, exercises, and a group paper with a maximum 4 students per group.

Passed mandatory exercise is valid for later continuation exams.