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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)N.HEUVINCK
Intervenant(s)Nico Heuvinck (Lille) Yi Li (Paris)

Pré requis

This course requires students to understand the basics of marketing research (going through all the steps of a Marketing Research Project unto data collection) and statistics.

Objectifs du cours

This course enables students to analyze marketing data in general:

- Prepare data before starting with statistical analyses (including Descriptives, Factor Analysis & Cronbach's
- Choose the appropriate statistical test to provide an answer on a research question or testing hypotheses
(including correlation, linear & logistic regressions, T-tests, Chi-Square, ANOVA's, Moderation &
- Execute these statistical test(s)
- Interpret the findings, correctly reporting the results and drawing conclusions

Contenu du cours

This course will be divided into 6 sessions (extensive format).

The first session will provide a general introduction to the IBM SPSS 22 environment (the statistical software package that will be used throughout this course) as well as preparing data (including dealing with missing values, computing new variables, summating scales, and selecting subsets). The second session contains the descriptive analysis of data, Factor Analysis, and Cronach's Alpha. The first part of a real-life marketing analysis project will take place in session 3 where students will have to apply the knowledge gathered in sessions 1 & 2. The fourth session includes Correlational anlysis as well as both linear and logistic regressions. Session 5 deals with hypothesis testing by means of T-tests, Chi-Square, ANOVA's, moderation, and mediation. In the final session, the second part of the real-life marketing analysis project has to be analyzed by using the knowledge gathered in session 4 & 5.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project18,00  
Estimated personal workload16,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Project work
  • Interactive class
  • Case study


Evaluation as follows:
50% Marketing Research Project
50% Continuous evaluation through in-class and out-class assignments and participation

Type de ContrôleDuréeNombrePondération
Individual Project0,00150,00
Continuous assessment
Mid-term exam0,00150,00
TOTAL     100,00


  • Charry, K., Coussement, K., Demoulin, N. & Heuvinck, N., “Marketing Research with IBM® SPSS Statistics” (First Edition). Routledge, Oxford (United Kingdom) (2016). -

Ressources internet

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