TEIM21 Industrial Market Research, ECTS-points
/INDUSTRIELL MARKNADSANALYS/

Advancement level:
C

Aim:
The aim of this course is to develop the students' ability to define, analyze 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:
TEIM06 Basic Marketing TAMS15 Mathematical Statistics, first course TAMS65 Mathematical Statistics, second course TATM13 Algebra III

Course organization:
The course contains lectures, laboratory lessons and one case 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 data

Course literature:
Churchill, Gilbert A; Marketing Research. Methodological Foundations. The Dryden Press, 1995. Lekvall, Per, & Clas Wahlbin, Information för marknadsföringsbeslut, IHM förlag, Göteborg, 1993.

TEN1One written examination, case project
LAB1Laboratory lessons
PRA 1Case project report and oral presentation
Course language is Swedish.