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Conception et gestion des études


IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)E.CABOOTER
Intervenant(s)F.HERBST, E.CABOOTER

Objectifs du cours

Elke Cabooter
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 for both quantitative research
to understand the benefits and drawbacks of online market research/panels
to understand the differences in data collection
to work with nielsen data

Frederick Herbst - see this page :

Contenu du cours

Elke Cabooter
he aim of this course is to develop students' understanding of marketing research methodology for better decision-making. Marketing research is becoming increasingly mportant 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 esults of marketing research. Only those marketing managers with a solid nderstanding 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 and a nielsen case. This course enables students to execute a marketing research project and a nielsen 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 class18,00   Elke Cabooter
Tutorials10,00   Elke Cabooter
Independent work
E-Learning5,00   Elke Cabooter
Independent study
Group Project17,00   Elke Cabooter
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • E-learning
  • Coaching
  • Group work


Elke Cabooter 70 %
In the interactive courses, the students will get theory and some in-class exercises. In the end, they will need to provide a written report about a market research symptom. In additon they have to work on a Nielsen case.

Marks will be allocated and weighted as shown below.
Oral presentation : 15%
Participation : 5%
2 projects : 80%

Frederick Herbst 30 %
Marks will be allocated and weighted as shown below.
Individual class contribution : 15%
Group project : 30%
Individual final project : 55%


  • Marketing Research by Burns A.C., and Bush R.F., pearson 2010 -

* Informations non contractuelles et pouvant être soumises à modification
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