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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
N.HEUVINCK
Stakeholder(s)
Goedele Krekels (Paris), Nico Heuvinck (Lille)
Présentation
Prerequisite
This course requires students to understand the basics of marketing research (going through all the steps of a Marketing Research Project unto data collection) and statistics.
Goal
This course enables students to analyze marketing data in general:
- Prepare data before starting with statistical analyses (including Descriptives, Factor Analysis & Cronbach's Alpha)
- Choose the appropriate statistical test to provide an answer on a business/research question or testing hypotheses (including correlation, linear & logistic regressions, T-tests, Chi-Square, ANOVA's, Moderation &
Mediation)
- Execute these statistical test(s)
- Interpret the findings, correctly reporting the results and drawing conclusions for business
- Breakdown complex organizational problems using the appropriate methodology (3.A.)
- Thoroughly examine a complex business situation (6.A.)
- Prepare data before starting with statistical analyses (including Descriptives, Factor Analysis & Cronbach's Alpha)
- Choose the appropriate statistical test to provide an answer on a business/research question or testing hypotheses (including correlation, linear & logistic regressions, T-tests, Chi-Square, ANOVA's, Moderation &
Mediation)
- Execute these statistical test(s)
- Interpret the findings, correctly reporting the results and drawing conclusions for business
- Breakdown complex organizational problems using the appropriate methodology (3.A.)
- Thoroughly examine a complex business situation (6.A.)
Presentation
This course will be divided into 6 sessions (extensive format).
* The first session will provide a general introduction to the IBM SPSS 22 environment (the statistical software package that will be used throughout this course) as well as preparing data (including dealing with missing values, computing new variables, summating scales, and selecting subsets).
* The second session contains the descriptive analysis of data, Factor Analysis, and Cronach's Alpha.
* The first part of a real-life marketing analysis project will take place in session 3 where students will have to apply the knowledge gathered in sessions 1 & 2.
* The fourth session includes Correlational anlysis as well as both linear and logistic regressions. Session 5 deals with hypothesis testing by means of T-tests, Chi-Square, ANOVA's, moderation, and mediation.
* In the final session, the second part of the real-life marketing analysis project has to be analyzed by using the knowledge gathered in session 4 & 5.
* The first session will provide a general introduction to the IBM SPSS 22 environment (the statistical software package that will be used throughout this course) as well as preparing data (including dealing with missing values, computing new variables, summating scales, and selecting subsets).
* The second session contains the descriptive analysis of data, Factor Analysis, and Cronach's Alpha.
* The first part of a real-life marketing analysis project will take place in session 3 where students will have to apply the knowledge gathered in sessions 1 & 2.
* The fourth session includes Correlational anlysis as well as both linear and logistic regressions. Session 5 deals with hypothesis testing by means of T-tests, Chi-Square, ANOVA's, moderation, and mediation.
* In the final session, the second part of the real-life marketing analysis project has to be analyzed by using the knowledge gathered in session 4 & 5.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Individual Project | 18,00 | ||
| Charge de travail personnel indicative | 16,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
Evaluation as follows:
- 50% Marketing Research Project where they have to offer advice/solutions to a firm's business/research questions (Exam). Feedback moment offered after the course to evaluate the exam mark.
- 50% Continuous evaluation through in-class and out-class assignments on different statistical tests and participation in every session. Feedback on these assignments is given at the start of every next session.
- 50% Marketing Research Project where they have to offer advice/solutions to a firm's business/research questions (Exam). Feedback moment offered after the course to evaluate the exam mark.
- 50% Continuous evaluation through in-class and out-class assignments on different statistical tests and participation in every session. Feedback on these assignments is given at the start of every next session.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Individuel | 0,00 | 4 | 50,00 |
| Contrôle continu | |||
| Examen partiel | 0,00 | 2 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
MANDATORY HANDBOOK: Charry, K., Coussement, K., Demoulin, N. & Heuvinck, N., “Marketing Research with IBM® SPSS Statistics” (First Edition). Routledge, London (United Kingdom) (2016). -
Internet resources