COURSE SYLLABUS

Market Research for Business Decisions 7.5 credits

Marknadsundersökningar för affärsbeslut
Second cycle, M7035N
Version
Course syllabus valid: Autumn 2020 Sp 1 - Present
The version indicates the term and period for which this course syllabus is valid. The most recent version of the course syllabus is shown first.

Syllabus established
by Director of Undergraduate Studies Bo Jonsson, Department of Business Administration, Technology and Social Sciences 14 Mar 2012

Last revised
by Director of Undergraduate Studies Daniel Örtqvist, Department of Business Administration, Technology and Social Sciences 14 Feb 2020

Education level
Second cycle
Grade scale
U G VG *
Subject
Business Administration
Subject group (SCB)
Business Administration
Main field of study
Business Administration

Entry requirements

Basic knowledge in scientific method, statistics and marketing, eg courses G0006N Scientific Method, M0015N Principles of Marketing and S0004M Statistics 1: survey methods or S0001M Mathematical Statistics. The student should be proficient in English.


More information about English language requirements


Selection

The selection is based on 20-285 credits



Course Aim
After passing the course, the student should be able to:
•    Formulate and define business problems for which market research can be used as a solution
•    Describe, explain and choose between different methods for market research, and also motivate and explain how a business problem can be solved by using the chosen methods
•    Develop an instrument for quantitative data collection
•    Provide constructive feedback on an instrument for data collection
•    Conduct a focus group as well as a quantitative study to solve a business problem
•    Analyse quantitative data through the use of statistical techniques
•    Make relevant conclusions based on results from market research and from this make recommendations for business decisions
•    Clearly communicate research results in English, in writing as well as orally
•    Show understanding of the limitations and assess the quality of market research projects
•    Plan and manage a project within a specified time frame

Contents
The course deals with the role of market information in companies and how market research can be used for business decisions. The process from formulation of the business problem to communication of research results is studied and practised. A particular focus is placed on quantitative method and statistical analysis, for which students will use the SPSS software.

Realization
The course consists of lectures, seminars, exercises, and a larger project in which students practice their ability to plan and conduct market research. The project is conducted for, and presented to, a client; i.e. an external company/organization. The course is carried out in English.

Examination
In compulsory assignments, the student should demonstrate ability to:

•    Formulate and define business problems for which market research can be used as a solution
•    Describe, explain and choose between different methods for market research
•    Motivate and explain how a business problem can be solved by using the chosen methods
•    Develop an instrument for quantitative data collection
•    Provide constructive feedback on an instrument for data collection
•    Show understanding of the limitations and assess the quality of market research projects

In project work, the student should demonstrate ability to:

•    Formulate and define business problems for which market research can be used as a solution
•    Describe and explain the chosen method for market research, and also motivate and explain how a business problem can be solved by using the chosen method
•    Develop an instrument for quantitative data collection
•    Conduct a focus group as well as a quantitative study to solve a business problem
•    Analyze quantitative data through the use of statistical techniques
•    Make relevant conclusions based on results from market research and from this make recommendations for business decisions
•    Clearly communicate research results in English, in writing as well as orally
•    Show understanding of the limitations and assess the quality of market research projects
•    Plan and manage a project within the specified time frame

Presence during compulsory sessions is required.

Remarks
Students must register for the courses themselves, or contact ETS educational administration eduets@ltu.se, not later than three days after the quarter commences. Failure to do so can result in the place being lost. This rule also applies to students with a guaranteed place.

Examiner
Maria Ek Styvén

Literature. Valid from Autumn 2020 Sp 1 (May change until 10 weeks before course start)
Recommended course literature:
Shiu, E., Hair, J., Bush, R. & Ortinau, D. (latest edition), Marketing Research, European ed., McGraw-Hill.

It is also possible to choose other textbooks in market research, for example one of the following:
Malhotra, N.K., Marketing Research, Pearson.
Malhotra, N.K., Birks, D.F. & Wills, P., Marketing Research, Pearson.
McGivern, Y., The Practice of Market Research, Pearson.

In addition to the above, the following books are recommended:
De Vaus, D., Analyzing Social Science Data, SAGE Publications.
Pallant, J., The SPSS Survival Manual, McGraw-Hill.

Articles will be added.

Course offered by
Department of Business Administration, Technology and Social Sciences

Modules
CodeDescriptionGrade scaleHPStatusFrom periodTitle
0002Project workU G VG *6.00MandatoryA15
0003Compulsory assignmentsU G#1.50MandatoryA15

Study guidance
Study guidance for the course is to be found in our learning platform Canvas before the course starts. Students applying for single subject courses get more information in the Welcome letter. You will find the learning platform via My LTU.