JSBS1130 Quantitative research methods in marketing and corporate communication (5 cr)

Study level:
Advanced studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2020-2021, 2021-2022, 2022-2023


The study module provides the students with advanced knowledge of quantitative methods in business research, research processes, analysis methods, and interpretation/reporting. Students will learn how to plan and conduct quantitative scientific research, and how to analyze and interpret empirical data across different data sets and purposes.

Learning outcomes

After completing the study module, the student:

• understands the nature of scientific knowledge and the main paradigms of science

• understands the main assumptions of a quantitative research methodology

• knows the main features of quantitative methods such as surveys and most relevant statistical methods and analytical designs

• is able to generate research plans for measuring quantitative research data

• is able to develop a solid study plan and conduct data collection and analysis

• can critically evaluate the validity and reliability of results

• understands and can clearly explain the basics of research ethics and their implications for quantitative research results

Study materials

Reading material assigned by lecturers.


  • Hair, J.F. et al. (2015). The essentials of business research methods (3rd ed.). London: Routledge. (e-book)
  • O'Gorman, K. D. & MacIntosh, R. (2015). Global Management Series: Research Methods for Business and Management. Goodfellow Publishers (ebook) (a selection of chapters)

Completion methods

Method 1

active participation to lectures and exercise activities is expected
Evaluation criteria:
class exercises and learning diary
Select all marked parts
Parts of the completion methods

Participation in teaching (5 cr)

Participation in teaching
Grading scale:
Evaluation criteria:
Successful completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.
Study methods:

Contact teaching course including lectures and exercises, autumn semester. Active participation is expected. The study methods of the contact teaching course are

specified in the study program annually.