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MARK0723-1

Market Research

[ version française ]

Duration :30h Th
Credits/ECTS :
2e candidature ingénieur commercial2
2e candidature en sciences commerciales2,5
2e année du grade de bachelier en gestion de l'entreprise2,5
Holder(s) :Claudine Laperche
Course contents : Part 1 - Market research : why and how ?

- Market research and Marketing
- Market research & MIS
- Market research and Product life cycle
- Market research definition
- Market research process

Part 2 - Exploratory research

- Exploratory research - Introduction
- Desk research
- Qualitative study

Part 3 - Quantitative Study

- Quantitative study - Introduction
- Observation
- Communication - Introduction
- Communication - Questionnaire design
- Communication - Measurement
- Communication - Interviewing methods
- Syndicated research
- Sample design
- Analysis and interpretation of data
Course objective : to present a structured methological processes alowing the students to master the various stages of market and research. The approach is based on diagnosing the needs for information collecting reliable data and analysing them, with a view to improve marketing decisions. By the end of the course, the student must be able to think, carry out and interpret rationally and critically a market study in the form of qualitative and mainly quantitative surveys.
Prerequisites : MKTG 552 Marketing
Basics in statistics
Organization : Methological presentations with real-life illustrations, a copy of the transparences used in class is available for the student
Written notes : - AAKER D.A., KUMAR V. & G.S. DAY (1998), "Marketing Research", 6th edition, John Wiley & Sons, USA.
- CHURCHILL G.A., "Marketing Research - Méthodological Foundations", (The Dryden Press, 1995), 6th ed.
- DEROO M. et DUSSAIX A.M., "Pratique et analyse des enquêtes par sondages", (Paris, Presses Universitaires de France, 1980).
- DILLON W., MADDEN T. et FIRTLE N., "Marketing Research in a Marketing Environment", (Richard D. Irwin, 1994), 3rd ed.
- EVRARD Y., PRAS B. et ROUX E., "Market : Etudes et recherches en marketing - Fondements, méthodes", (Paris, Nathan, 1993).
- GIANNELLONI J.L. & VERNETTE E., "Etudes de marché", (Paris, Vuibert, 1995).
- LAMBIN J.J., "La Recherche Marketing - Analyser, mesurer, prévoir", (Paris, Ediscience international, 1994).
- PELLEMANS P., "Le marketing qualitatif - Perspective psychologique", (Paris/Bruxelles, De Boeck & Larcier, 1999).
- VANDERCAMMEN M. & M. GAUTHY-SINECHAL (1999), "Recherche Marketing - Outil fondamental du marketing", De Boeck & Larcier, Paris/Bruxelles.
- VEDRINE J.P. (1991), "Le traitement des données en marketing", Editions d'organisation, Paris.
Assessment : 1sts session assessment : written examination based on the understanding and ability to put in practice the methodology studie in class
2nd session assessment : idem
prolonged 2nd session assessment : idem




ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 27/02/2006
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