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2022/2023  BA-BPSYV1036U  Marketing Research

English Title
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 Business Humanities and Law
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Methodology and philosophy of science
Teaching methods
  • Face-to-face teaching
Last updated on 15-02-2022

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
None
Examination
Marketing Research:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 24 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Students have 24 hours at home to answer a range of course-relevant questions, some of which will be in short essay form (max 10pp.). Examples of previous exams and of some qualitatively high exam answers will be shared with the students during the exam preparation class.   
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 who had no or very little prior exposure to marketing science, and those 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
Depending on COVID-related permissions, the teaching should take place in the class room, and will consist of a mixture of dialog-based lectures, presentations, discussions, and small assignments/cases to be completed in class.
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. Small quizzes at the end or the beginning of classes will helps students assess their own progress.


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

D. Nunan; David Birks; N. Malhotra, Marketing Research: Applied Insights. 6th ed. 2017 (Publisher: Pearson).  

 

Further academic literature and shorter practitioner texts/cases will be uploaded on Canvas.  
Last updated on 15-02-2022