Etudes de marché [ MGEHC2132 ]

Market research occupies an important place in the
decision making process for many companies. The goal of
this course is to give a comprehensive overview of the
market research process, from start to finish. Emphasis will
be given to the role of methodological concerns in the
development and execution of market research studies.
In this course, a number of different topics will be
discussed, following the different steps of the market
research process:
* Identification of the need for market research
and identification of the marketing problem
* Establishment of the research objectives
* Choice of the optimal research design
for the problem under study
* Choice of the methodology to obtain the
necessary data information
* Developing questions and designing a
questionnaire
* Sampling in market research
* Preparation and presentation of the final report

At the end of this course, the student will be able to:
* Identify and define a marketing problem
relevant for a market research study.
* Compare and contrast different research
designs; determine which design is appropriate for which
problem(s)
* Evaluate and identify the different methods for
collecting the necessary information to solve a marketing
problem.
* Determine an appropriate methodology for the
study of a given marketing problem; clearly and
comprehensively argue for and defend one's
methodological choices.
* Design and create questions for a
questionnaire.
* Plan a complete methodological framework for
a market research study to address a given marketing
problem.