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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: 3.00
Training officer(s)
E.CABOOTER
Stakeholder(s)
E.CABOOTER, F.HERBST
Présentation
Goal
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 : http://www.univ-catholille.fr/formations/Fiche-Cours.asp?langue=1&cours_Id=38304&etb_Id=6
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 : http://www.univ-catholille.fr/formations/Fiche-Cours.asp?langue=1&cours_Id=38304&etb_Id=6
Presentation
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.
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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 18,00 | Elke Cabooter | |
| Travaux dirigés | 10,00 | Elke Cabooter | |
| Autoformation | |||
| E-Learning | 5,00 | Elke Cabooter | |
| Travail personnel | |||
| Group Project | 17,00 | Elke Cabooter | |
| Overall student workload | 50,00 | ||
Evaluation
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%
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%
Ressources
Bibliography
Marketing Research by Burns A.C., and Bush R.F., pearson 2010 -