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| GEST0873-1 | Basic Marketing Research: Principles and Practice | ||||||||
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| Duration : | 30h Th | ||||||||
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| Holder(s) : | Allard Van Riel | ||||||||
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| Course contents : | Marketing research is essential to improve marketing decision-making. Every manager should understand the basics of marketing research, and be able to conduct and interpret the results of marketing research. | ||||||||
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| Course objective : | Supported by lectures and workshops, students perform a complete and rigorous market research. This work requires a strong commitment of the students who are in charge of all steps of the study, from the design of a survey until the presentation of the results. Students can use marketing research to analyze explicit or potential requests from companies, search for new forms of competition, or search for new strategies in order to gain consumers' confidence. | ||||||||
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| Prerequisites : | Knowledge of basic statistics and marketing concepts. | ||||||||
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| Workshops : | Students work in teams on a marketing research project. | ||||||||
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| Organization : | The course consists of approximately 10 theoretical seminars and two practice sessions. 1. Introduction: Problem Definition. Role of Marketing Research. Gathering Marketing Intelligence. 2. Research Design. Types of Research: Exploratory Research. Descriptive and Causal Research. Data Collection Methods. Secondary Data. Primary Data. Questionnaires. 3. Designing the Questionnaire. Measurement Basics. Measuring Attitudes, Perceptions, and Preferences. 4. Workshop: Problem Choice, Design of the Questionnaire. 5. Sampling: Simple Random Sampling. Stratified and Cluster Sampling. Sample Size and Nonsampling Errors. 6. Workshop: Collecting Data. 7. Data Analysis. Preliminary Steps. Examining Differences (T-test, Anova, Cluster Analysis, MDS). Investigating Associations (Correlations, Factor Analysis, Multiple Regression). 8. Workshop: Data Analysis and Interpretation of the Results. 9. Research Reports. The Written Research Report. Research Presentation. | ||||||||
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| Written notes : | The book: · Churchill, Gilbert J. and Brown, Thomas J. (2003), Basic Marketing Research, 5th edition, Mason, OH, South-Western, ISBN: 0-324-19097-2. or · Malhotra, Naresh, Décaudin, Jean-Marc et Bouguerra, Afifa (2004), Recherche et études marketing avec SPSS, 4e édition, ISBN : 2-7440-7033-5. is obligatory. We also use: · STATISTICA User Guide: available on Mr. Henri BORN's website: http://www.egss.ulg.ac.be/claroline/INFO16711/document/Partim_Informatique/Manuel_de_référence_de_STATISTICA.pdf Lecture sheets and notes are made available online after the sessions. | ||||||||
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| Assessment : | Student teams (5 persons) write a report of a consultancy project (30%) and present the result to the professor (20%). A written report of approximately 20 pages A4 (1.5 lines spaced) and a PowerPoint presentation are required for passing the seminar. Presentation skills of individual students are also graded (10%). Moreover, a written exam with multiple choices questions will be organized (40%). | ||||||||
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| Contacts : | Prof. Dr. Allard van Riel a.vanriel@ulg.ac.be Cours Assistant: Abdessamad Ennabih Abdessamad.Ennabih@student.ulg.ac.be | ||||||||
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| Remarks : | This course is offered in French. The e-Campus website is used as an electronic learning environment: http://campus.hec.ulg.ac (http://campus.hec.ulg.ac/) | ||||||||
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ULg : Students and Studies Administration - Academic Affairs
Contact : Monique Marcourt, direction A.E.E.
Date of data : 18/05/2007
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