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From the previous year, the reference group members recommended that students be clearly informed earlier that the assignment could be used as an aid in the exam, as well as clear directions on the content of the assignment report that is allowed to be used in the exam. Based on this suggestion, the students were accordingly informed earlier about the assignment report and the content of the assignment report that can be used as aid during the school exam in 2023. There was some feedback about some parts of factor analysis that were not clear to some of the students and that there could be some clearer directions about reading the SPSS output due to the various methods to do this (different tables, same information). These comments were very helpful in planning the SPSS analyses in class. More time was dedicated to factor analysis and other 'difficult' analytic techniques to ensure that the course participants understood the concepts and performed the various statistical analyses through supervision in class. The reference group (2022) concluded that the students attending the classes had a good foundation for their self-study. The course has developed significantly to help the course participants have a better appreciation of statistical analysis in a practical manner in 2023.

Below are excerpts from the written report from the reference group: -      The courses comprehensively covered essential knowledge in statistical analysis, including descriptive statistics, cross-tab correlation analyses, t-tests, ANOVA-tests, factor analyses, regression analyses, and multivariate statistical analysis through the use of the analytic tool- SPSS. Additionally, the lectures delved into fundamental concepts of marketing research, encompassing problem definition, research design, information gathering, choice of population, and the evaluation of experimental/research designs. -      This knowledge forms a solid foundation, proving valuable for students in their subsequent work on the bachelor thesis and its practical application in business.-      We can see that the professors have given a good curriculum where a clear and coherent structure is demonstrated in the lecture schedules, presentations, mandatory assignments, and the preparation for the exam. -      The mandatory assignments have played an important role in enhancing student’s understanding and learning processes throughout the courses. Particularly in the SPSS analytic part, we had many opportunities to practice using SPSS for conducting analyses, enabling us to proficiently elaborate on and interpret the results.-      We also see the effective communication and a strong connection between professors and students in terms of giving regular announcements about the lecture time, shared presentations, and dedicated support provided when students faced challenges, such as during assignments or when grappling with complex concepts and theories

Exam results: A =18 ;B=14 ;C=9 ;D=1 ;E=4 ;F=1 Total=47

NTNU:TIA:REST

Department of International Business

Institutt for internasjonal forretningsdrift

Spesifiserte trykte og håndskrevne hjelpemidler tillatt. Bestemt, enkel kalkulator tillatt.

Engelsk

Faglig innhold

Emnet undervises på engelsk. Se engelsk versjon for emnebeskrivelse.

Læringsformer og aktiviteter

Obligatorisk arbeidskrav

Markedsanalyse

Økonomi og administrasjon

Bachelor i markedsføring, innovasjon og ledelse

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The course have developed steadily prior to previous year's report implementation. For example, previous years recommendation from the reference group was for the exam to be divided into manageable sections for easy access by exam candidates. This suggestion was subsequently implemented in the 2022 exam where the design and structure of the online-based Inspera exam platform. The questions were sectioned into small manageable sections to ease and facilitate the exam process. This is very important because SPSS outputs are used in the exams and the candidates should be able to see the outputs that accompanied relevant questions. The reference group also recommended that the course could be a good precursor to the Google analytics course. That it is important that the students learn how to use the marketing research techniques in the Google analytics course. Additionally. the group recommended that the Marketing Reseach course should be taught earlier in the final year, that is 5th semester and not in the sixth semester. This has been implemented already. The Marketing Research course runs only in the 5th Semester, by so doing the students who may choose to write their thesis and wants to apply the analytic techniques from the course can have the full benefit from the course.

The learning outcomes of the course is for course participants to acquire the knowledge of how to design and conduct marketing research and to be able to perform statistical analysis. Hence, at the end of the course the students would have acquired comprehensive knowledge and practical insights of how to carry out marketing analysis through the elaboration of theoretical foundation, models and conceptual frameworks, formulation of research problems and formulation of hypotheses, data gathering, data entry and manipulation, statistical analysis, and presentation of reports.The participants acquire useful skills through learning how to use SPSS as a statistical tool in practical work for statistical analyses and applied research.The course ensures the acquisition of the right competence needed for future work in industry. Participants learn how a company can identify and define market opportunities and oversee and improve marketing activities and service quality through market analyses. According to the report from the reference group: The quality of the course seems to be found at a satisfactory level for both us and the other students. We’ve had a lot of good feedback, about both the structure of the course as well as the learning outcomes. Most of the students that had a briefly understanding of the course topics, have had the ability to dive deeper into the topics, as well as the other students have had a great advantage with the well-structured classes. The classes seem to be covering the most important content of the syllabus and is done in an understandable way. I do recall some feedback from some of the students saying that the lectures did go somewhat fast, and that there was a bit too much content to learn in each lecture. I do think this does depends on whether the student did attend the pre course “Kvalitative og kvantitative metoder” or not, due to the conflicting feedback. There have also been a request of more practical SPSS work (not slides) in class. Measures recommended by the reference group: One advantage for the students of next year will be to clearly inform that the assignment could be used as an aid on the exam, as well as clear directions on the exam note part. There was also some feedback that the part about factor analysis was not clear to everyone, and that there could be some clearer directions about reading the SPSS output – due to the various methods to do this (different tables, same information). Despite this, I think the students attending the classes got a good foundation for their self-study. The book used for SPSS is a good and understanding book, that could advantage the students in their pre courses. I hope this could be recommended as a supplement for the course “kvalitative og kvantitative metoder”. Based on the above the following measures are to be implemented:<ol><li>More effort to improve the running of the course and to satisfy the needs of each and every individual students.</li><li>More practical SPSS supervision sessions for the class and to continue with individual and group support as is done throughout the semester.</li><li>Helpful aids (assignment report with own notes) and tools (calculators) to be used during exam should be clearly communicated to the class at the beginning and throughout the semester.</li><li>Devote more practical sessions for factor analysis.</li><li>The course coordinator is involved in this year's teaching of ''kvalitative og kvantitative metoder'' in Spring 2023 and has introduced the textbook (SPSS Manuel by Julie Pallant) as a supplement to the compulsory textbook. This it is hope will make it easier for the students in the preceding year to be familiar with much of the basics before they take the Marketing Research course in the fifth semester. </li></ol> At the end of the semester exam, the following are a summary of the grades:

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The assessment of the development of the course has been very good.

Knowledge: Have acquired a comprehensive, practical insight of how to carry out marketing analysis, that is the elaboration of theoretical foundation, models and conceptual frameworks, formulation of research problems and hypotheses, data gathering, registration, statistical analysis, and presentation of reports. Skills: Use R and/or SPSS as a statistical tool in practical work for simple statistical analyses. General competence: Explain how a company can identify and define market opportunities and oversee and improve marketing activities and service quality through market analyses Present the most common research methods and how they are used

Overall, the quality of the course is very good. The course is made of two main modules. Module one is focused on providing participants with a basic understanding of the marketing research process (diagnosing the situation and defining the problem, research design, information research gathering, choice of population and field work, organisation of data, interpretation, analysis and report writing Statistical analysis). Module two is focused on applied statistical analysis using - R and/or SPSS (Descriptives, cross-tabulations, correlation analyses, t-tests, variance analyses, factor analyses regression analyses). The course also introduces participants on how to analyse a structural model. The following survey results/report provides an overview of participants’ evaluation of the course: ‘Was the course description reflected in the course?’ (6.3/7)‘The number of literature/textbooks’ (6.08/7)‘The relevance of the literature/textbooks’ (6.5/7)‘Please evaluate the knowledge you gained from the course’ (5.42/7)‘Ease of access to software -SPSS from NTNU website’ (9.17/10)‘My ability to use the SPSS for data analysis has increased’ (6.0/7)‘I have more knowledge in market research analysis than before’ (5.58/7)‘Were the course instructors well prepared?’ (6.08/7)‘Did you understand what they taught?’ (8.08/10)‘Did you understand the SPSS module that was taught?’ (8.33/10)‘Overall, do you understand the Marketing research course that has been taught?’ (8.5/10)‘Would you recommend this course to other students?’ (5.58/7)‘Were the course assignments difficult?’ (5.17/7)‘Was the course assignment challenging?’ (4.58/7)‘Has the course assignment been useful?’ (7.67/10) The following are some comments regarding how participants perceived the course: ‘That the lectures are online as a video to revise the covered material and the practical aspect of the course’‘1) It can be very applicable for a thesis (2) Once you get the hang of it, it is very interesting and quite doable’‘1. i got to know what is SPSS and why we need it, and how to use it on basic level. Because i never heard of it before’‘My knowledge in factor analysis/regressions/ANOVA etc was more developed in the practicalfield and i understood where actually to use it and why’‘The textbooks, and the way MR was presented pedagogically’‘Helpful and available lecturers, practical guidance’‘Learning a lot through the group assignment and good lectures’‘Supervision and the hybrid model’  Participants suggested ways of improving the course:<ul><li>Since hybrid (in-class lecture and online participants) teaching was used during the COVID-19 pandemic, good to manage the technology to ensure both online and in-class participants benefit from the teaching</li><li>Provide scenarios/practical examples to explain complex statistical concepts</li><li>Not all participants have basic knowledge of statistics and therefore may need more help</li><li>A few repetitions of some topics could be avoided</li><li>More information about the group assignment</li></ul>

Emnet undervises på engelsk. Se engelsk versjon for emnebeskrivelse. 

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Markedsanalyse - AM302112