Course code

RIM6011.YK

old course code

RIM6011

Course title in Estonian

Turu- ja avaliku arvamuse uuringud

Course title in English

Marketing and Public Opinion Research

ECTS credits

4.0

Assessment form

Examination

lecturer of 2023/2024 Spring semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

lecturer of 2024/2025 Autumn semester

Not opened for teaching. Click the study programme link below to see the nominal division schedule.

Course aims

The aim of the subject is to develop the basic, structured understanding of the methods of market and public opinion research methods, their specialties, usage, research ethics. Also the restrictions of carrying out polls,processing and interpreting data.

Brief description of the course

The subject tackles the methods and principles of marketing and business planning.
Topics to be covered:
- The essence, process and role of marketing and public opinion in organisation
- Research types and different approaches
- The aim, problem and setting up a research problem
- Data collection methods and the design of data collection forms
- Data analysis methodology
- Making the research results usable and making conclusions

Learning outcomes in the course

Upon completing the course the student:
- has basic structured understanding of marketing and public opinion research process, the gained information and the usage of the information when taking decisions;
- has ability to set up a research question, define the problem and formulate them into research questions;
- has ability to define relevant research methods and use them correctly;
- has ability to define sample and recruit people;
- has ability to compose data collection instruments and use them to collect data;
- has knowledge about processing research data and knowledge to choose the most relevant ones;
- has knowledge about research ethics, good practices and ESOMAR rules;
- has knowledge about marketing and public opinion research terminology.

Teacher

Study programmes containing that course

Public and Business Management (RIHKB/12.YK)
Public and Business Management (RIHKB/11.YK)
Public and Business Management (RIHKB/11-1.YK)
Public and Business Management (RIHKB/10.YK)
Public and Business Management (HKHKB/08.HK)
Public and Business Management (HKHKB/07.HK)
Public and Business Management (HKHKB/06.HK)