Méthodes et modèles en marketing avancés

Teacher(s)

Poncin Ingrid; Sinigaglia Nadia (compensates Poncin Ingrid);

Language

French

Prerequisites

Basic marketing
Market research notions

The prerequisite(s) for this Teaching Unit (Unité d’enseignement – UE) for the programmes/courses that offer this Teaching Unit are specified at the end of this sheet.

Main themes

Introduction
- Analysing and knowing your market
* Principal Component Analysis (PCA)
* Development of a measurement instrument in
marketing
* Internet : specific methodologies
- Choosing and maintaining your positioning
* Brand image study â'' Dual method
* MDS and perceptual maps
- Anticipating your performance
* Laboratory experimentation
* Field experimentation
* ANOVA
- Evaluating your performance
* Panel data analysis
* Simple Regression
* Multiple Regression
- Re-thinking your product\your positioning
* Discriminant analysis
* Typologicalcluster analysis
* Conjoint analysis

Learning outcomes

At the end of this learning unit, the student is able to :
1	Identify the methods (quantitative or qualitative) to give the right answer to managerial problem Relate the different methods and models to the key decisions in the marketing process Define the different constructs variables and modelize the construct relationships Demonstrate the ability to implement each step of the different methods and the statistical and econometric mechanisms Analyse collected data Use an advanced data analysis software to implement a statistical or econometric method Interpret and discuss the results obtained thanks to qualitative or quantitative methods Give adapted and argued managerial recommendations based on the obtained results using a method

Bibliography

Référence principale:
DELACROIX E., JOLIBERT A., MONNOT E., et JOURDAN P. (2021), Marketing Research : Méthodes de recherche et d’études en marketing (ouvrage collectif), 2ème édition, Dunod.
Références complémentaires utiles:
BRUNER II G., (2009, 2012, 2015, 2016, 2017, 2019, 2021), Marketing Scales Handbook, Vol 5, Vol 6, Vol 7, Vol 8, Vol 9, Vol 10, Vol 11, http://www.marketingscales.com
CHARRY K., COUSSEMENT K., DEMOULIN N., HEUVINCK N., (2016), Marketing Research with IBM SPSS Statistics, 978-1-4724-7745-3 , Routledge, London, 264 pages.
HAHN C. & MACE S. (2016), Méthodes statistiques appliquées au management, 2ème édition, Pearson.
MALHOTRA N., DECAUDIN J.M., BOUGUERRA A., BORIES D. (2014), Etudes Marketing, 6ème édition, Pearson.

Faculty or entity

CLSM