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721473S Quantitative Methods in Marketing Research, 6 ECTS cr 
Code 721473S  Validity 01.08.2019 -
Name Quantitative Methods in Marketing Research  Abbreviation Quantitative Me 
Scope6 ECTS cr   
TypeAdvanced Studies Discipline6313 Marketing 
  Grading1 - 5, pass, fail 
Unit Oulu Business School 

Juha Tuunainen 

ECTS Credits 

6 credits

Language of instruction 



Period 1

Learning outcomes 

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.

Mode of delivery 

Blended approach.

Learning activities and teaching methods 

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. 

Target group 

Master’s level students in marketing.

Prerequisites and co-requisites 

Basic statistics, course 806116P Tilastotiedettä kauppatieteilijöille or similar.

Recommended optional programme components 

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

Recommended or required reading 

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

Assessment methods and criteria 

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.

Person responsible 

Dr. Jouni Juntunen

Working life cooperation 

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


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