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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)V.SWAEN

Pré requis

Marketing Research Methodology: qualitative and quantitative data analysis

Objectifs du cours

At the end of the course, the student should be able to:
develop and lead a research project from A to Z (more specifically, their 5th year dissertation) through the reading and analysis of scientific papers in the field of Marketing, as well as the leading of a concrete research project in the context of the seminar.
Specific objectives include: (1) learning of appropriate research methods, (2) formulation of research proposals, (3) building of conceptual frameworks, (4) identification of assumptions and formulation of hypotheses, (5) analysis of empirical results, and (6) presentation of research results.

Contenu du cours

The course relies on problem solving as the main pedagogical tool. Active participation of students is therefore necessary. The course topics include:
• Definition of a research proposal: objectives and research questions
• Definition of a conceptual framework (literature review, definition of concepts, interrelationships between concepts) and definition of research hypotheses
• Definition of a research design (qualitative design and quantitative design, definition of measurement of variables, research instruments)
• Textual and statistical analyses.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Coaching9,00   on average 30 minutes per group per week
Independent study
Group Project50,00   Students should develop their written report (like a thesis) about their research project and prepare the final oral presentation of their project.
Independent work
E-Learning5,00   Students should check their skills in qualitative and quantitative research methods based on prerequisite courses
Reference manual 's readings5,00   Students should read some additional ressources to understand, for instance, how to design a good research questions, and how to write a literature review
Research25,00   Students should look for and read academic papers to prepare their literature review, and should collect data through qualitative interviews and an on-line survey
Charge de travail globale de l'étudiant100,00  

Méthodes pédagogiques

  • Lecture
  • E-learning
  • Research
  • Project work
  • Coaching


Each session consists of the discussion between each group (5 students per group) and the professors about a PowerPoint file sent before each weekly session. Students will be graded based on the quality of their different files; the quality of the discussion with the professor; as well as an intermediary report and a final report.


  • Zikmund D. W. G., Babin B.J., Carr J. C. and Griffin M. (2009), Business Research Methods, 9th edition, Cengage Leraning, ISBN 13: 978-1-133-19094-3 -

  • Malhotra N. (2009), Marketing research, 6th edition, Prentice-Hall -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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