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| TEIM23 | Industrial Market Research, 3 p (sw) /Industriell marknadsanalys/ Advancement level: C | |
| Aim: The aim of this course is to develop the students' ability to define, analyse and solve various marketing decision problems. The focus is on quantitative methods in marketing research, especially multivariate techniques such as cluster and factor analysis and multiple regression analysis.Prerequisites: TEIM 06 Basic Marketing TAMS 15 Mathematical Statistics, first course TAMS 65 Mathematical Statistics, second course Course organization: The course contains lectures, laboratory lessons and one project.Course content: The course content can be summarized: - analysis of decision problems in marketing - methodology in marketing research - ethical problems in marketing research - developing a frame of reference - basic data description and analysis - multivariate analysis of survey dataCourse literature: Churchill, Gilbert A; Marketing Research. Methodological Foundations. (7th ed.)The Dryden Press, 1999. Lekvall, Per, & Clas Wahlbin, Information för marknadsföringsbeslut, IHM förlag, Göteborg, 1993. | ||
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