Knowledge

The student...

has in-depth knowledge about managing market insight projects
has in-depth knowledge about the market analysis industry and how companies conduct insight projects
has advanced knowledge about research methods, designs and statistical techniques and when the different procedures are suitable

Skills

The student...

can manage and implement insights projects that informs decisions processes and strategy development in organizations
can work systematically to understand the challenges facing a client and define insight needs
can operationalize variables and develop interview guides and questionnaires
can discuss issues related to sampling and recruitment of participants for market research
can discuss and make decision about the use and maintenance of participant panels
can identify, systemize, and analyze relevant secondary data
can conduct in-depth interviews, focus groups and survey research
can systemize, process, and analyze data from several different data sources in order to produce a relevant basis for decision making
can conduct advanced statistical analyzes
can communicate (both orally and written) analyzes, results, and implications to different target groups (e.g., both field experts and decision makers without comprehensive knowledge about market research and statistics)

General Competence

The student...

can collaborate and efficiently organize project teams to achieve common objectives
can understand clients' situation and challenges
can structure and break down complex challenges into manageable decision problems
can present and discuss complex issues with different target groups (e.g., both field experts and decision makers without comprehensive knowledge about market research and statistics)

Subject description AMA5101

Applied Market Analysis