Fiche détaillée d'un cours


 


Voir la fiche établissement

MARKET RESEARCH

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-BA3S1S2-MKT-B3-CE23UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Bachelor3S1S2English
Professeur(s) responsable(s)E.CABOOTER
Intervenant(s)Cabooter Elke, Patricia Rossi, Nico Heuvinck, Catherine Janssen, ETC…


Pré requis

none

Objectifs du cours

At the end of the course, the student should be able to:
define the research problem and the research questions
to write an online questionnaire in qualtrics
to understand the different market research designs
to extract a sample and collect information for both quantitative research and qualitative research
to understand the benefits and drawbacks of online market research/panels
to understand the differences in data collection
to interpret information to find answers to a research question

Contenu du cours

The aim of this course is to develop students' understanding of marketing research methodology for better decision-making. Marketing research is becoming increasingly important in the decision-making processes of firms in all industries. Most major marketing decisions made by large manufacturers and service firms are based, at least in part, on the results of marketing research. Only those marketing managers with a solid understanding of research are able to use it effectively.

The classes for this module are spread into several sessions. The first sessions provides insights into the basics of the marketing research ‘architecture’: problem definition, research design and sampling. The last sessions explores specific data analysis applications of marketing research: quantitative research. This course enables students to execute a marketing research project. Students will be able to understand the differences in research techniques and will learn how to select the right research method for the underlying research question.

The classes for this module are spread into several sessions. The first sessions provides insights into the basics of the marketing research ‘architecture’: problem definition, research design and sampling. The last sessions explores specific data analysis applications of marketing research: quantitative research. This course enables students to execute a marketing research project. Students will be able to understand the differences in research techniques and will learn how to select the right research method for the underlying research question.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class14,00  
Tutorials16,00  
Independent study
Estimated personal workload30,00   Individual project
Group Project32,00   Group project
Charge de travail globale de l'étudiant92,00  

Méthodes pédagogiques

  • Tutorial
  • E-learning
  • Project work
  • Interactive class


Évaluation

In the interactive courses, the students will get theory and some in-class exercises that are graded. In the end, there is an exam. During the course, students will present a project during the TD sessions that they prepare at home.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00040,00
Continuous assessment
Participation0,00010,00
Oral presentation0,00030,00
QCM0,00020,00
TOTAL     100,00

Bibliographie

  • Burns, A.C. and Bush, R.F. (2010) Marketing research, 6th edition, PEARSON: New yersey -




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