 | Study programme 2018-2019 | Français | |
 | Research Methods in Marketing | ||
Activité d'apprentissage à la Warocqué School of Business and Economics |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) |
|---|---|---|---|
| W-MAKO-017 |
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Français | Français | 20 | 5 | 0 | 0 | 0 | Q1 |
Content of Learning Activity
The first part of the instruction will be focussed on the presentation of differents marketing rearch methods. Definition of the reserach question and research design will be detailed.
Then different methods of qualitative data collection will be presented (observation, in-depth interviews, focus group).
Finally the elements in order to build up qualitative and quantitative questionnaires will be discussed (scale, variable etc.).
The empirical part of the class will be divided into 2 parts.
First, students will be placed in an academical research context through the implementation of the qualitative phase of the reserach, and the construction of the quantitative questionnaire on the basis of the obtained results.
Then students will be asked to analyze a quantitative data base in order to elaborate a managerial report.
Required Learning Resources/Tools
Etudes marketing avec SPSS, N. Malhotra (Pearson) - avec la licence SPSS étudiants
Recommended Learning Resources/Tools
Presentation Slides : Méthodes de Recherche en Marketing - A.Geerts - disponibles sur Moodle
Other Recommended Reading
Not applicable
Mode of delivery
- Face to face
Type of Teaching Activity/Activities
- Cours magistraux
- Conférences
- Travaux pratiques
- Etudes de cas
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)