Subject 'Market Research'

Year:   2012/2013    2013/2014    2014/2015    2015/2016    2016/2017    

The aim of the course is to provide an overview about business and marketing research, the role of the research in making strategic management and marketing decisions, as well as about processes related to the research.

- A learner knows the Basic concepts and methodologies of business and marketing research and is able to evaluate their importance while making strategic management decisions.
- A learner understands the importance of research in relation to the company's competitiveness and sustainability and consumer value chain.
- A learner values ethical beliefs that are related to research and is willing to take them into consideration to his/her future activities.
- A learner is able to independently plan / prepare, conduct, and interpret business and marketing studies, to work in a team and take responsibility for his/her actions.
- A learner is able to use the information and communication technologies, and has the knowledge and understanding of the options that are available, being able to explain relevant profession-related issues orally and in writing.

Experiential learning (is a form of active learning, which allows reaching conclusions and theories through experiencing real-life situations similar to professional lives, and through their subsequent analysis).

Students must be prepared for active participation during the tutorials as well as during the team-work, and also be prepared to take the responsibility for their own learning. This means that the learning form experienced is not traditional lecturing and test evaluation, but new knowledge is constructed in collaboration with other students and therefore assessed formatively, requiring everyone’s contribution to learning activities.

Clark, Creswell (2010) Understanding research. „A consumers guide.“ Pearson Publishing (Raamatu peatükid asuvad e-õppekeskonnas)
Ghauri, P., Gronhaug K. (2004) Äriuuringute meetodid. Praktilisi näpunäiteid. Külim kirjastus.
Vihalem, Ann (2001) Turuuuringute alused. Kirjastus Külim
Sirkel, Rein (2001) Turundusuuring. Kirjastus Ilo
Lisaks valik teadusartikleid, mida jagab õppejõud kursuse jooksul.

- Team-based research project
- Peer-assessment
- Self-assessment
- Some surprise challenges during the course

2020: RR  TD  

2019: RR  RR  TD  

2018: RR  RR  

2017: RR  

2016: RR  

2015: RR  

2014: RR  

2013: RR  

2012: RR  

2011: RR  TD*  

* Optional subject