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

by Director of Undergraduate Studies Daniel Örtqvist, Department of Business Administration, Technology and Social Sciences 15 Feb 2018

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
• 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 a specified time frame

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.

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.

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
• 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, 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
• 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 the project within the specified time frame

Presence during compulsory sessions is required.

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.

Maria Ek-Styvén

Recommended course literature:
Shiu, E., Hair, J., Bush, R. & Ortinau, D. (2009), 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. (2009), Marketing Research (6th ed.), Pearson
Malhotra, N.K., Birks, D.F. & Wills, P. (2012), Marketing Research (4th ed.), Pearson
McGivern, Y. (2013), The Practice of Market Research (4th ed.), Pearson

In addition to the above, the following books are recommended:
De Vaus, D. (2002). Analyzing Social Science Data, SAGE Publications
Pallant, J. (2016). The SPSS Survival Manual (6th ed.), McGraw-Hill

Articles will be added.

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Department of Business Administration, Technology and Social Sciences

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.