Due to the COVID-19 crisis, the information below is subject to change,
in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
30.0 h
Q1
Teacher(s)
Pleyers Gordy;
Language
English
Main themes
Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
It first introduces students to marketing research, to the different types of marketing studies, and to the global research process.
It then briefly outlines the use of “secondary data” (public/existing data collected by others) as a useful early step in conducting marketing research.
The next section covers the “qualitative” approach (e.g. individual interviews, focus groups), which may be very useful for examining consumers’ deep motivations and perceptions, overcoming some problems such as those relating to consciousness or social pressure.
The main section then focuses on the “quantitative” approach. It typically consists in using a very structured questionnaire to collect various data (relating for instance to consumers’ knowledge or attitude towards a brand product) from a representative sample of consumers, and in performing statistical analyses in order to draw and apply conclusions to a target market.
Overall, the content of this course allows to apply for very interesting jobs relating to marketing research – for example in marketing agencies, in major companies (with internal marketing department), or in public organizations.
Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
It first introduces students to marketing research, to the different types of marketing studies, and to the global research process.
It then briefly outlines the use of “secondary data” (public/existing data collected by others) as a useful early step in conducting marketing research.
The next section covers the “qualitative” approach (e.g. individual interviews, focus groups), which may be very useful for examining consumers’ deep motivations and perceptions, overcoming some problems such as those relating to consciousness or social pressure.
The main section then focuses on the “quantitative” approach. It typically consists in using a very structured questionnaire to collect various data (relating for instance to consumers’ knowledge or attitude towards a brand product) from a representative sample of consumers, and in performing statistical analyses in order to draw and apply conclusions to a target market.
Overall, the content of this course allows to apply for very interesting jobs relating to marketing research – for example in marketing agencies, in major companies (with internal marketing department), or in public organizations.
Aims
At the end of this learning unit, the student is able to : | |
| 1 | Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO:
|
Content
1) Introductory elements
* Introduction to marketing research
* Types of marketing studies
* Global research process
2) Secondary data
3) Qualitative studies
4) Quantitative studies
* Process and skills to manage the different steps involved in a quantitative study: research hypotheses, data collection method, questionnaire, study sample, data collection management,…
* Quantitative data analysis: Basic statistical tools for analyzing the results and converting them into conclusions and managerial implications
* Introduction to marketing research
* Types of marketing studies
* Global research process
2) Secondary data
3) Qualitative studies
4) Quantitative studies
* Process and skills to manage the different steps involved in a quantitative study: research hypotheses, data collection method, questionnaire, study sample, data collection management,…
* Quantitative data analysis: Basic statistical tools for analyzing the results and converting them into conclusions and managerial implications
Teaching methods
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
Lectures on theoretical/methodological inputs (with practical illustrations), case studies, scientific articles.
Evaluation methods
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
Individual exams (understanding of the main concepts and performing statistical analyses).Group work/exam (conducting a market research).
Other information
At the end of this course, the student must be able to conceive and carry out, in a scientific way, a qualitative and quantitative market study. In particular, the learning outcomes of the course are:
• Integration of knowledge and skills of a market analyst
• Fundamental techniques of marketing research
• Choice of the most relevant study technique(s)
• Mastery of all stages of the research process
• Understanding of validity criteria
• Using SPSS
• Linking theoretical and methodological knowledge and methods
• Integration of knowledge and skills of a market analyst
• Fundamental techniques of marketing research
• Choice of the most relevant study technique(s)
• Mastery of all stages of the research process
• Understanding of validity criteria
• Using SPSS
• Linking theoretical and methodological knowledge and methods
Bibliography
- Slides (Moodle).
- Scientific articles and books.
Faculty or entity
CLSM
