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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)R.CHUMPITAZ
Intervenant(s)Chumpitaz Ruben, Swaen Valérie for Lille Campus , Bartsch Fabian, Boeuf Benjamin for Paris Campus

Pré requis

Marketing Research Methodology: qualitative and quantitative data analysis

Objectifs du cours

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
lecture5,00   We have 10 sessions of 3h with students; but only 30 mn to 45 mn per session of magistral course
Coaching25,00   We have 10 sessions of 3h with students; with around 2h to 2h30 of team coaching (so, between 15 to 30 minutes per team)
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
Research15,00   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

  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Coaching


Each session consists of the discussion between group of 6 students and the professors about a Word file sent before each weekly session. Students are graded based on the quality of their different files; the quality of the discussion with the professor; as well as a final oral presentation and a final written report.

Type de ContrôleDuréeNombrePondération
Group Project0,001100,00
TOTAL     100,00


  • 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
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