Courses Experiments in Marketing

23222-A Experiments in Marketing , 5 sp

Advanced studies
Teaching language
Course description

You will learn the basics of experimental research and its use in marketing. At the end of the course, you will be able to design an experiment, to analyse and present collected data. The course supports the use of experimental data in your thesis or empirical course assignments. The learnings can be implemented in your future work also, to help in decision making.

Experiments are used in most scientific disciplines and throughout society. In fact, many of your everyday experiences in life are based on the results of experiments, such as the colour of bicycle routes, the design of food menus, the colour of price tags, and annual gym fees. Experiments are used to study cause and effects, such as consumers’ responses to differences in messages, prices, offerings, colours, and designs.
The assumptions and application of the experimental method are similar between disciplinary contexts, whereas the underlying theories that are applied and the object of study differs. The context of this course is marketing. However, the learnings from this course can be applied to other contexts also. Hence, all students, regardless of their disciplinary background, are welcome to take this course, as long as you understand that you have to apply the method to marketing problems in this course.
As a self-learning course, it tests your ability to think about and reflect on your learning, to set your own deadlines and goals, and to have the motivation to learn by self-studying.
It is important that you have some previous knowledge of basic statistical methods (t-test, Anova) and that you read carefully the assigned literature and the assignment instructions in Moodle.
The course can be taken during any of the study periods during the year. Choose the time that suits you best.
Please note that this course is self study which means that the student takes full responsibility for reading the instructions given, finding the assigned literature, following through on assignments and performing the digital exam. The role of the course teacher is not to give personal guidance to the student.
The course requires that you have the maturity and skills to apply the knowledge from the book, and from example articles, to design an own experiment, collect data, analyse, and present it in writing, without in-class or individual instruction.

Learning Goal

You are prepared to independently plan, implement, analyse, and present a research experiment in marketing.

After completing the course, you will be able to
  • decide when it is appropriate to perform an experiment
  • plan and analyse an experiment in marketing
  • report on an experiment in an academically correct manner

Basic statistical skills, including t-test and Anova, and knowledge of the statistical analytics package SPSS. Learning these skills are not included in this course, where you need to be able to apply them. Your skills will not be checked before signing up, only assessed in the exam and the final assignment. Necessary skills can be obtained by having taken a statistical course, or through self-studies of basic statistical handbooks and videos on using SPSS that can be found on the internet.


This is a self-study course. There is no in-class instruction.

The course includes 1) a digital exam performed physically at Hanken (Helsinki or Vaasa), and 2) two online assignments in Moodle.

Total Student Workload

134 hours divided into
scheduled contact hours: 0 h
non-scheduled work: 134 h

Recommended Time of Performance

This course can be taken at any time during your Master’s studies.
The course can also be taken by students who have not yet finished their bachelor degree. Indeed, you may want to perform an experiment in your bachelor thesis, in which case this course is perfect preparation for that. If you are considering performing an experiment in your Master's thesis, likewise, this course is a necessary pre-requisite that supports your thesis work.


Written digital exam on the course literature 60%
Two assignments 40%

A list of exam questions are made available in Moodle. The exam consist of a random sample of these questions plus an additional question that is not on the prepared list. The exams are assessed about once a month (not two weeks after each exam). Dates of assessment are announced in Moodle.

Evaluation of two written assignments: 1) A plan for your experiment, which you will receive feedback on, and 2) the final report on your performed experiment.

Please note that written assignments are checked for plagiarism.

  • Söderlund, M. (2018). Experiments in marketing. Lund: Studentlitteratur AB. About 190 pages of text. ISBN 978-91-44-12385-1
  • Online resources in Moodle for experimental design inspiration and academic writing examples.

Major subject students in Marketing can include a maximum of two of the self-study courses (23222-A, 23222-B-V, 23222-C or 23222-D) in their major subject studies.

Non-degree studies (Open University, JOO and Contract Studies)

Quota for the Open University: 5 for each of the four scheduled course starts:
SP1: 5
P1-P2: 5
P3-P4: 5
SP2: 5
Quota for JOO-students: 10 (whole year, SP1-SP2)