10.1.8.9 HB5505 Marketing Research (4.5 ECTS Credits)

Objectives
The student will be able to gather and analyse information and draw conclusions. The student will be able to analyse the operations and the operating environment of the company and will know the principles of marketing research. The student will be able to acquire information by various methods and will be able to analyse information compiled by using statistical ADP-programmes.

Content
Sources of Information for Research and Analyses / Use of the Sources / Research Methods (e.g. the Main Principles of Quantitative and Qualitative Methods) / Phases of Research / Sampling Methods / Practical Measures / Analysing Information / Drawing Conclusions / Interpretation and Use of Information / Processing Information / Future Visions / Outline of Activities in Situations with Different Risks and Probabilities / Forecasts and Potential Scenarios/SPSS

Method
Lectures, group exercises, assignment, examination

Prerequisites
HB1500 Basic Principles in Business

Semester
Term 2 and 4