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MARKETING RESEARCH METHODOLOGY

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S1-MKT-MA-TE48UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1English
Professeur(s) responsable(s)B.CLAUS
Intervenant(s)Qualitative research : C Janssen (Lille) + Y Li (Paris); Experimental Research : E Cabooter, N Heuvinck (Lille) + B Claus (Paris)


Pré requis

Basics related to market research studies (namely: qualitative vs. quantitative, etc.)

Objectifs du cours

At the end of the course, the student should be able to:
1. Understand the logic and specifities of different research paradigms
2. Identify which research paradigm, methodologies and techniques are most relevant when dealing with a specific research/managerial problem.
3. Select the relevant research method, define the sub-issues (research design, sampling, analyses, triangulation, etc.) and offer the relevant answers to the issues
4. Design qualitative and experimental studies that will answer to a specific research question
5. Use different data analysis techniques and correctly select the relevant ones according to the available data and relevant research question.
6. Have greater awareness about ESRS topics such as conducting research in a rigorous, responsible, and ethical way, treating participants with all necessary precautions and care, and interpreting results with all necessary reservations.
7. Provide a critical opinion on propositions made by research agencies, and the validity, rigour and general quality of research and research reports.

Contenu du cours

Qualitative Research (first 3 sessions)
• Session 1 & 2 – Before the field and field work: What should I know and how do I do that?
Data collection methods, Sampling, Interview guide, The art of moderation
• Session 3– After the field: What should I know and how do I do that?
Analysis, Interpretation, Report, Validity, reliability of research, Ethics of research

Experimental Research (last four sessions)
• Session 1 & 2 – Introduction to experimental designs and their purpose and advantages, Independent vs. dependent variables, Reliability and validity, ethical questions
• Session 3 & 4– Multiple-group experiments, hypothesis testing, interactions, control variables, data analysis with statistical software


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class18,40  
Independent study
Group Project16,00  
Estimated personal workload6,00  
Independent work
Research10,00  
Charge de travail globale de l'étudiant50,40  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class


Évaluation

Please note that the two parts, qualitative (QR) and experimental (ER) research, are graded seperately. Additional to a required average of 10/20, a minimum of 8/20 is required on each of the parts to pass the course.
For QR: Active participation (discussions and exercices): 20%; Assignements (and preparation steps to the final project): 80%
For ER: Group work: 20%; In-class tests/exercises/cases: 20%; Final report: 60%

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation18,40120,00
Others
Individual Project16,00270,00
Written Report0,00310,00
TOTAL     100,00

Bibliographie

  • Qualitative Research Methods for the social sciences ”, 2009, B. L. Berg, Pearson Education. -

    - “Readme first for a User’s Guide to Qualitative Methods”, 2007, L. Richards and J.M. Morse, Sage.
    - “Recherche Qualitative en Marketing,” 1999, P. Pellemans, DeBoeck Université.
    - “Marketing Research, An applied orientation”, 2010, N.K. Malhotra, Pearson

  • Experimentation : Research Design Explained - Mark L. Mitchell and Janina M. Jolley (2007), 6th edition, International edition, Thomson Wadsworth, paperback (ISBN: 0495092231). -


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