Research Project in Customer Intelligence (6 cr)

Objectives (course unit)

The aims of this course are threefold. It provides the students understanding in customer intelligence: how to collect and analyze customer information in a reliable and useful way. It also gives the students basic knowledge of the necessary research approaches for their research project. In addition the course includes a project management module to develop skills in managing a multicultural business project.

After completing the course the student will be able to plan and execute a customer oriented research and development project in a scientifically reliable way.

Content (course unit)

Key questions:
- What are the principles of valid and reliable research for business (or academic world)
- Which tools and methods can be used in increasing the understanding of
customer needs to co-create customer value?
- How to refine research data to customer intelligence?
- How to communicate the results in an interesting way?
- How to manage a research and development project successfully?

Prerequisites (course unit)

None

Assessment criteria, satisfactory (1-2) (course unit)

The student has rudimentary knowledge of quantitative and qualitative research methods, including data collection methods such as surveys, interviews and observations. He/she is capable of collecting and analysing basic customer data. The student has elementary skills in planning and implementing a research project in the context of customer intelligence.

Assessment criteria, good (3-4) (course unit)

The student has advanced knowledge of quantitative, qualitative and mixed research methods, including diverse data collection methods such as surveys, interviews and observations. The student knows the difference between primary and secondary data. He/she is able to select suitable data collection methods for a variety of situations and provide reasons for the selection. The student knows how to collect and analyse customer data. He/she is able to utilise the gained insights to improve business processes. The student is skilled in planning and implementing a research project in the context of customer intelligence.

Assessment criteria, excellent (5) (course unit)

The student has excellent knowledge of quantitative, qualitative and mixed research methods, including diverse data collection methods such as surveys, interviews, observations, document analysis and others. The student knows the difference between primary and secondary data. He/she is able to select accurate data collection methods for a variety of situations and justify reasons for the selection. The student knows how to collect and analyse customer data. He/she is able to utilise the gained insights to improve business processes. The student has profound skills in planning and implementing a research project in the context of customer intelligence. The student thoroughly understands how data, analytics, and insights work together.

Location and time

Study period 1-2, 2024

Exam schedules

No exam

Assessment methods and criteria

Introduction to research, qualitative methods and project management, 50%
Quantitative research 50%

Assessment scale

0-5

Teaching methods

Contact and online teaching
exercises
practical work / research project (COMPULSORY)

Learning materials

Lecture slides and other material presented in Moodle.

Student workload

The total of the course is 6 credits meaning about 162 hours of student work altogether. It should be noticed that a great part of the course work is done outside the class hours both independently and in team meetings, and the students are required to commit to the teamwork.
The detailed course plan will be introduced on the first class.
As deliverables students will produce the following:
- team agreement
- contract with the customer
- project- and research plan
- course topic tasks
- final research report, team self reflection and peer review included

Content scheduling

Study period 1-2, 2024,see schedule in Moodle
Introduction to academic research and project management (S Matala)
Quantitative methods in academic business research (P Albanese)
Qualitative methods in academic business research (S Matala)
R&D Project, coaching (S Matala, P Albanese)
Final report

Completion alternatives

None

Practical training and working life cooperation

Student teams will find themselves a business company or other organization to be their customer in the practical research project and work in close cooperation with it throughout the whole course.

International connections

International student teams and project commissioners

Further information

NOTE: course grade is collective, based on team work outcomes. Each team member receives the same grade.

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

Student has not participated team working and team project according to course implementation plan. Student shows no understanding the premises and principles of academic business research, quantitative and qualitative research methods and project management.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the premises and principles of academic research, quantitative and qualitative research methods and project management partly.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student understands the premises and principles of academic research, quantitative and qualitative research methods and project management mainly and is able to conduct justified analysis.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the principles of academic research, quantitative and qualitative research methods and project management in excellent manner and is able to conduct fluent and justified analysis.