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Näytä opetus ja tentit
721473S Quantitative Methods in Marketing Research, 6 op 
Tunniste 721473S  Voimassaolo 01.08.2019 -
Nimi Quantitative Methods in Marketing Research  Lyhenne Quantitative Me 
Laajuus6 op   
OpiskelumuotoSyventävät opinnot Oppiaine6313 Markkinointi 
  Arvostelu1 - 5, hyv, hyl 
Vastuuyksikkö Oulun yliopiston kauppakorkeakoulu 

Jouni Juntunen 


6 credits




Period 1


Upon completion of the course, students can analyze marketing and business environments, and collect and utilize especially quantitative data to help management and develop decision making. In addition, they are able to create reports to communicate with management, customers and other stakeholders regarding the analyzed data. They are also able to evaluate the usability, validity, reliability and generalizability of the data and reports. After completing this course, students can use the basic market analysis tools in data gathering and analysis.


Lectures and related material include the following themes: 1) Background for market and business intelligence, measuring concepts and collecting quantitative data. 2) Tools of quantitative research in Master level are introduced (e.g. Excel, SPSS, PSPP, Webropol) and finally, 3) Issues related to reporting quantitative research and business intelligence.


Blended approach.


There will be 36 hours lectures and computer exercises. In addition, writing of learning diaries and course work 72 hours and, independent reading of the articles and other related material with the group work and writing group work of 52 hours. 


Master’s level students in marketing.


Basic statistics, course 806116P Tilastotiedettä kauppatieteilijöille or similar.

Yhteydet muihin opintojaksoihin 

The course is an independent entity and does not require additional studies carried out at the same time.


Course book will be announced later in Noppa. Article collection, and other material as well as possible compendium can be downloaded from Optima.

Suoritustavat ja arviointikriteerit 

Individual course work, learning diaries and group exercise with groups’ internal evaluation concerning each members’ contribution to coursework. The assessment is based on the learning outcomes of the course unit.


The course unit utilizes a numerical grading scale 1-5. In the numerical scale zero stands for a fail.


Dr. Jouni Juntunen


Basic understanding relating for cyber security, how to collect data for business intelligence and quantitative analysis, and in addition, importance of protecting company’s own data. Capability to produce quantitative research, understanding concerning quality of the research and how research can be applied for example behind decision making


Meneillään oleva ja tuleva opetus
Toiminnot Nimi Tyyppi op Opettaja Aikataulu
ilmoittautumisaika on päättynyt Quantitative Methods in Marketing Research  Opintojakso  Jouni Juntunen  08.09.21 -15.10.21

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