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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)E.CABOOTER
Intervenant(s)Elke CABOOTER

Pré requis


Objectifs du cours

At the end of the course, the student should be able to :
- define the research problem and the research questions
- write an online questionnaire in qualtrics
- understand the different market research designs
- extract a sample for both quantitative research
- understand the benefits and drawbacks of online market research/panels
- understand the differences in data collection
- work with nielsen data

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 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 class12,00  
Independent work
Independent study
Group Project20,00  
Individual Project6,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • E-learning
  • Interactive class
  • Coaching


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.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00030,00
Group Project0,00260,00
TOTAL     100,00

* Informations non contractuelles et pouvant être soumises à modification
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