This is the study programme for 2020/2021.

Contemporary service firms have access to enormous amounts of information relevant to their operations, both from marketing information systems, click-stream data, industry statistics, and more project specific collection of primary data, to name a few sources. This course focuses on how to design, conduct, analyze, report and conclude from empirical research, and on training students in advanced analytical techniques commonly employed in making effective managerial decisions. Students will work on real-life cases and datasets. They will also be familiarized with how to design and conduct research needed to address different research questions, and to satisfy decision- related information needs the service firm is facing.

Learning outcome

A candidate who has completed the course should have the following learning outcomes defined in terms of knowledge skills and general competence:
After completing this course, the student has
  • advanced knowledge how to plan, design and implement market and business research projects.
  • specialized insights on the different research designs appropriate for addressing different needs for empirical information
  • in-depth theoretical knowledge on measurement theory, scale development and validation techniques, and the procedures and statistical methods primarily to scrutinize the validity and reliability of empirical data.
  • in-depth knowledge on available statistical techniques, and to what research questions and data they are applicable
  • Insights on how data from digital market information systems can be applied in a company´s ongoing market intelligence.
  • advanced knowledge on how to order market and business research from external partners, also in international markets.

After completing this course, the student can
  • plan, design and conduct advanced business research projects, both in national and international contexts.
  • evaluate the quality of data and analysis performed by others
  • analyze quantitative data with advanced multivariate techniques.
  • draw conclusions and plan activities based on market and business data, and also identify challenges related to this.
  • present advanced market and business analyses in a way that converts advanced research into managerial implications

General Competence:
After completing this course, the student can
  • analyze and formulate problem statements for advanced market and business analysis
  • convert practical challenges into research projects
  • communicate, present and argue the results of independent research projects, like analyses, methodology, conclusions and implications to both specialists and managers, based on advanced methodological knowledge.
  • apply his/her knowledge and skills in new areas in order to carry out advanced business and market research, both in national and international contexts.


  • Research questions and their corresponding designs
  • Cross-sectional, experimental and case study designs
  • Data, measurement and experimental manipulations
  • Exploratory data analysis
  • Analysis of Variance and related methods
  • (Logistic) Regression analysis
  • Factor analysis
  • Conjoint analysis
  • Advanced statistical methods: Structural equation models and PLS
  • Presenting and making sense of research
  • From numbers to managerial decisions
  • Research Ethics with special emphasis on international contexts

Required prerequisite knowledge


Recommended previous knowledge

MHR101 Research Methods for Business and Leadership


Weight Duration Marks Aid
Folder evaluation1/1 A - F
Folder exam that contains the following:
- A term paper submitted individually or in groups of a maximum of three students.
- An individual oral exam.
- 3 case assignments submitted during the semester.
The final folder accounts for 100 percent of the grade.
In case of a resit exam, the student must retake the complete folder with all its different parts.

Coursework requirements

Each student must present case solutions in class according to a pre-assigned schedule, and actively participate in classroom discussions.

Course teacher(s)

Course coordinator
Huseyin Arasli
Course teacher
Torvald Øgaard

Method of work

The course is run on the basis of case-based teaching, where every weekly meeting is dedicated to discussing a business case. To prepare students for the analyses necessary to solve the cases, lab exercises will be offered on a regular basis. Students work in groups to solve the cases, but discussions in classes are based on individual participation.

Open to

Master students in Service leadership in International business program, master students on incoming exchange and other master students from UiS when vacant places. 

Course assessment

The course will be assessed and evaluated  according to the University of Stavanger's administrative quality system.


Literatur will be published as soon as it has been prepared by the course coordinator/teacher

This is the study programme for 2020/2021.

Sist oppdatert: 14.08.2020