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Researching Target Markets

Researching Target Markets

Code: MAR2LF003
Extent: 6 ECTS (162 h)
Timing: Semester 4
Language: English
Level: Joint Professional Studies
Type: Compulsory

Prerequisites

The student has successfully completed the modules Working in an International Environment, Introduction to Global Business, Providing a Toolkit for a New Business and A Business Plan with an International Dimension. The course is part of the module Competing in Global Markets. The course Toolkit for Quantitative Surveys is highly recommended to take at the same time.

Learning outcomes

Upon successful completion of the course, the student knows how to plan, implement and report a market research project for a client:

  • is able to indentify research questions
  • is able to plan and create a survey
  • knows how to collect and analyse data related to customer behavior
  • is able to create and make interpretations of quantitative market information
  • is able to create and present figures and tables to visualize concepts
  • is able to draw conclusions and to give recommendations
  • has developed his/her analytical, reasoning skills and both logical and critical thinking

Course contents

  • Marketing research process
  • Defining research problem, objectives and research design
  • Secondary and primary data
  • Sampling methods
  • Survey as a data collection method
  • Leves of measurement
  • Data collection forms (questionnaire, types of questions)
  • Descriptive statistics; frequency distributions, diagrams, averages, measures of dispersion
  • Analyzing correlation: cross-tabulations, scatter diagrams, correlation coefficients
  • Reporting research results
  • Challenges in global marketing research

Recognising and validating prior learning (RPL)

If you have acquired the required competence in previous work tasks, recreational activities or on another course, you can show the competence with a demonstration and progress faster through your studies. More information and instructions for RPL are available at MyNet.

Cooperation with the business community

Real business-based projects.

International dimension

International and global business approach to course themes and topics, contributions by multinational student groups and company cooperation.

Teaching and learning methods

Contact lessons 64 h
Independent work 94 h
Business-based survey project
The assessment of one’s own learning

Teachers with the main responsibility for the course

Jutta Heikkilä
Maija Suonpää

Course materials

Burns A. & Bush R. 2010. Marketing research, 6th ed. Upper Saddle River, Pearson Education.
Dillman D., Smyth, J. & Leah, M. 2009. Internet, mail, and mixed-mode surveys: the tailored design method, 3rd ed. John Wiley & Sons.
Fielding N., Lee, R. & Blank, G (editors). 2008. The Handbook of Online Research Methods. SAGE Publications Ltd.
Other material provided by the teachers

Assessment criteria

Students' performance is graded on the following scale: Excellent (5), Very good (4), Good (3), Satisfactory (2), Fair (1), Fail (0).

Grade/Learning outcomes

1 (Min. 40%
competence level)
3 (Min. 70%
competence level)
5 (Min. 90%
competence level)
Knowledge The student is able to recognize some of the contents in a marketing research process. He/she can do calculations and interpretations for at least in two of the following areas: frequency tables, graphs, data indicators, dependence between two variables. He/she identifies the key concepts in the given tasks. The student describes the main contents in a marketing research process. He/she has a good knowledge for at least in the three following areas: frequency tables, graphs, data indicators, dependence between two variables. The student can produce verbal, symbolic and visual formats for the key concepts, when one format is given. The student understands the contents in a marketing research process. He/she manages well all four areas (frequency tables, graphs, data indicators, dependence between two variables) and understands their role in business applications. He/she is able to define verbally, symbolically and visually all the main concepts and  to apply the concepts to broader contexts.
Skills The student is passably able to plan, analyze and report a market research project as a member of a team and under strict supervision. He/she has the right attitude to work and performs in routine applications. The student is able to plan, analyze and report a market research project as a member of a team. He/she can partly independent choose the right methods for calculating and collecting the needed information. The student plans, analyzes and reports a market research project  both independently and as a member of a team. He/she can work independently in initiative, critical and analytical way in order to solve related business problems in a broader context.
Competence The student is passably able to conduct a market research project as a part of a team and under strict supervision. The student shows poor service and sales orientation as required by the HH3S policy. The student is capable of conducting a market research project in a team with cooperation of a client company. The student shows good service and sales orientation as required by the HH3S policy. The student is capable of conducting a market research project both independently and in a team with cooperation of a client company. The student shows excellent service and sales orientation as required by the HH3S policy.

Modes of assessment and their weights

Exam 60%
Project 40%

The assessment of one's own learning does not influence the course grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed on an E-form.