This course will train students to identify the type of method/model that can help for a specific issue, to deeply understand mechanisms behind the methods, and to be able to apply each of the methods/models to a real case (by using a software specialized in quantitative methods), and then by interpreting the results and by formulating managerial recommendations to the company. The case studies are linked to digital marketing.
At the end of this learning unit, the student is able to :
Given the « competencies referential » linked to the LSM Master in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
At the end of this class, students will be able:
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
The teaching methods makes students face the company reality, while transmitting rigorous knowledge and know-how, from a methodological point of view. Each session is devoted to a specific model. From an issue really faced by an existing company, a theoretical lecture is done and followed by an application on real data (case study and learning by problems), where students follow the process from A through Z (analyzing the issue, filtering useful information, choosing the method/model, analyzing data with SAS, analyzing results and making recommendations to the company). A last theoretical reminder is done.
More precisely, the main themes (which might slightly vary from one year to the next) are:
- Marketing variables definition, such as competitive intensity of POS or virtual shop windows, using qualitative methods such as observation;
- Construction of a semi-structured interview guide in the exploratory phase of a marketing research project and review of the principles at the basis of content analysis;
- Experimentation in terms of design and data analysis through variance analysis;
- Measurement scales dimensionality and reliability analysis, thanks to principal component analysis;
- Customer segmentation, through classification (clustering) and discriminant analysis;
- Probability of belonging to a group, through logistical regression;
- Brand image analysis through multi-dimensional scaling techniques;
- POS' performance analysis and monitoring thanks to quantitative marketing models.
Concretely, sessions alternate lectures, learning by problems, and case studies on real data linked to digital marketing, with the use of SAS software.
Le matériel pédagogique, à disposition des étudiants sur Moodle (Student Corner), est composé de :
- Slides (écrans Power Point)
- Etudes de cas
 CHURCHILL G., IACOBUCCI D. (2009), Marketing Research: Methodological
Foundations, 10th ed., South-Western.
 D'Astous A. (2015), Le Projet de Recherche en Marketing, 5ème Edition, Chenelière Education.
 Evrad Y., Pras B. et Roux E. (2009), Market: Fondements et Méthodes des Recherches en Marketing, 4ème Edition, Dunod, Paris.
 Jolibert A. et Jourdan P. (2011), Marketing Research: Méthodes de Recherche et d'Etudes en Marketing, Dunod, Paris.
 Malhotra N., Décaudin J-M., Bouguerra A. et Bories D. (2011), Etudes Marketing, 6ème Edition, Pearson Education France.
 Malhotra N.K., Birks D. F., and Wills P. (2012), Marketing Research: An Applied Approach, 4th Edition, Pearson Education Limited.
 Vernette E., Filser M., et Giannelloni J-L. (2008), Etudes Marketing Appliquées, Dunod, Paris.