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2020/2021  BA-BPSYV1036U  Principles of Marketing Research

English Title
Principles of Marketing Research

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for BSc/MSc in Business Administration and Psychology, BSc
Course coordinator
  • Stefan Schwarzkopf - Department of Management, Politics and Philosophy (MPP)
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Methodology and philosophy of science
Teaching methods
  • Face-to-face teaching
Last updated on 24-02-2020

Relevant links

Learning objectives
The main objective is develop an ability to evaluate marketing research when working in marketing and management in a corporate function. At the end of the course the student is expected to be able to:
  • explain and discuss fundamental models of consumer behaviour and the segmentation-targeting-position approach (STP)
  • critically discuss relevant marketing research designs for various marketing-related problems
  • explain the various steps of the marketing research process
  • critically discuss the uses and limitations of various market research methods
  • critically assess the strengths and weaknesses of marketing research proposals
Course prerequisites
Principles of Marketing Research:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Same form as regular exam: 4-hour closed book (no aids) written sit-in exam on CBS computers.
Description of the exam procedure

Students have 4 hours and need to answer a range of course-relevant questions. 

Course content, structure and pedagogical approach

This course is designed to provide undergraduate students with basic insights into the field of marketing research. The purpose of the course is to learn how to carry out marketing research in practice, but also to be able to understand research designs, in order to become a competent buyer of marketing research services.


The course is aimed at undergraduate students without prior exposure to marketing science, and without indepth knowledge of statistical research techniques. The emphasis of the course is on gaining skills in assessing the value of qualitiative research techniques in the study of markets and consumer behaviour. 


The course will take students through the various stages of a typical market research project in the fast-moving consumer goods sector, starting with

- problem identication

- research planning

- choice of research methods

- data gathering

- data analysis, and finally

- dicussion and presentation/communication of research results to clients.  

Description of the teaching methods
The teaching takes place in the class-room and consists of a mixture of dialog-based lectures, presentations, discussions, and small assignments/cases.
Feedback during the teaching period
Feedback will be provided as a part of the teaching in the form of dialogue between faculty and students in the class-room and of course during office hours.

Student workload
Readings and class preparation 120 hours
Class participation 36 hours
Exam & exam preparation 50 hours
Expected literature

Main textbook: 

Malhotra & Birk: Marketing Research - An Applied Approach. 5th edition, Pearson Education (2017).


In addition to chapters in the main textbook, students will be required to read shorter academic and practitioners' texts as well as short case studies.  

Last updated on 24-02-2020