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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)E.CABOOTER
Intervenant(s)Cabooter Elke Patricia Rossi Mitchell Fink Catherine Janssen Jenny Tran Felipe Pantoja ETC…

Pré requis


Objectifs du cours

At the end of the course, the student should be able to:
define the research problem/opportunity and the research questions
to write an online questionnaire in qualtrics/ write a topic guide
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 session provides insights into the basics of the marketing research ‘architecture’: problem definition, research design. The following sessions explores specific data analysis applications of marketing research: qualitative and 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  
Coaching8,00   3 group FBsessions
Independent work
Independent study
Individual Project35,00  
Group Project35,00  
Charge de travail globale de l'étudiant100,00  

Méthodes pédagogiques

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


In the interactive courses, the students will get theory and will work in class/and at home on their project (under the guidance of the professor). In the end, there is an exam on 50% of the grades and a written/presented work/FB sessions (50%) that will also be evaluated at the end. Concerning the project, students need to hand in an written document and a managerial presentation recorded

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00050,00
Written Report0,00130,00
Continuous assessment
Oral presentation0,00420,00
TOTAL     100,00


  • Marketing Research by Burns A.C., and Bush R.F., pearson 2010 (not obliged) -

  • Andy Field, Discovering statistics using SPSS -

* Informations non contractuelles et pouvant être soumises à modification
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