Marketing Research

Duration

30h Th

Number of credits

Lecturer

Cécile Delcourt

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

(Updated on 14/09/2018)
Information is regarded as the essential raw material in today's business. In contexts of uncertainty and constant change, organizations that can collect, organize, analyze and  interpret relevant information/data can develop a competitive advantage. Therefore, making effective use of marketing research is one of the most important challenges facing professionals today. Managers all over the world have to decide every day how to collect and process information about market developments, how to transform this information into insight, and how to incorporate the insight into their strategic marketing decisions. This is an advanced course giving an overview of the marketing research process in marketing. 

Learning outcomes of the learning unit

After taking this course, you shall be able to:

• Understand the benefits of an effective marketing research process for well-founded decision making;
• Use and critically evaluate the toolset for strategic watch and data collection:
• Diagnose gaps in marketing decision-makers' knowledge;
• Be aware of the many sources of secondary marketing data together with the wide panel of techniques to collect primary data ;
• Utilize various procedures for the acquisition of information linking qualitative and quantitative research designs;
• Know how technology and software can enhance the efficiency and quality of the data collection process;
• Assess the biases and limitations of alternative means for gathering and analyzing such information;
• Be able to interpret, communicate, and impart research results to marketing management;
• Appreciate the contextual constraints of conducting marketing research in international markets;
• Recognize ethical issues in marketing research.

• ILO-2: Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized through a first University Master Degree.
• ILO-4: To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem.
• ILO-5: Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
• ILO-7: Being capable of professional team work.
• ILO-9: Developing a critical sense.
• ILO-10: Developing a transversal, global vision. 
• ILO-11: Creative conception of solutions.
• ILO-12: Professional capacity for oral communication.
• ILO-13: Professional capacity for written communication.  

Prerequisite knowledge and skills

You are responsible for checking whether you meet the following prerequisites. In case you do not meet them, you will not be allowed to take the course.
You should have followed at least one course of "Basics/Principles in Marketing" (course description: https://www.programmes.uliege.be/cocoon/20182019/en/cours/GEST3014-2.html) and of "Statistics" (https://www.programmes.uliege.be/cocoon/20182019/en/cours/MQGE0005-5.html). Accordingly, you should master the concepts covered in these courses prior to taking the present course.
Finally, you are required to participate actively during the sessions. Accordingly, you need a good proficiency level in spoken and written English.

Planned learning activities and teaching methods

This demanding course is based on the "flipped classroom" principles so that students  are expected to take a very active role in their learning by reading the assigned text chapters and articles before attending each class meeting.  Students are thus expected to be very active and regular to effectively learn and enjoy the class. Class will consist of a combination of theoretical lectures, case studies, group projects, guest lecture, software demonstration and exercices (SPSS, NVivo, Qualtrics), and participative discussions/activities.

Mode of delivery (face-to-face ; distance-learning)

Face-to-face sessions.

Recommended or required readings

Required textbook: Malhotra N., Nunan D., Birks D. (2017), Marketing Research: An Applied Approach, 5th Edition, Pearson Education. This is a COMPULSORY reading. I strongly encourage you to have a PAPER copy of the textbook considering the complexity of the concepts that will be covered.
The required textbook will provide the general framework for material to be covered in class. However, additional material will be presented in class that the student will be required to master as well. This additional material[1] includes and is not limited to:

• Brüggen, E. C., Foubert, B., & Gremler, D. D. (2011). Extreme makeover: Short-and long-term effects of a remodeled servicescape. Journal of Marketing, 75(5), 71-87.
• Delcourt, C., Gremler, D. D., De Zanet, F., and van Riel A.C. (2017). An analysis of the interaction effect between employee technical and emotional competencies in emotionally charged service encounters. Journal of Service Management, 28(1), 85-106.
• Delcourt, C., Gremler, D. D., van Riel, A. C., & van Birgelen, M. J. (2016). Employee emotional competence: construct conceptualization and validation of a customer-based measure. Journal of Service Research, 19(1), 72-87.
• Delcourt, C., Gremler, D. D., Van Riel, A. C., & van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty: The mediating role of rapport. Journal of Service Management, 24(1), 5-24.
• Hazée, S., Delcourt, C., & Van Vaerenbergh, Y. (2017). Burdens of Access: Understanding Customer Barriers and Barrier-Attenuating Practices in Access-Based Services. Journal of Service Research, 20(4), 441-456.
• Hazée, S., Delcourt, C., & Van Vaerenbergh, Y., Warlop, L. (under review) Consumer contamination concerns in access-based services.
• Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is 'neuromarketing'? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
• Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135.

Assessment methods and criteria

Grades in this course will be based on the following components:

• Individual written examination (MCQ and essay questions; in May or June): 60%
• Group project ("Konsumer Intelligence Challenge"-KIC): 40%
• Bonus for (constructive) class participation (malus can be applied too in case of, for example, misbehavior). Please note that simply attending the class is not enough to receive a bonus. Instead, I expect you to add to the class environment by sharing your experiences and thoughts so that everyone benefits from your participation.

• In order to pass the course, you MUST at least have 10/20 in the final exam AND in the group project. In case you fail one of those two activities, the failed activity accounts for 100% of the final grade.
• Any fraud or plagiarism leads to a final grade of 0/20. For further information about what plagiarism is, and how to avoid it, see the "Short Guide for ULiège Students" available here: https://www.enseignement.uliege.be/upload/docs/application/pdf/2017-07/plagiarism_-_not_for_me.pdf

Work placement(s)

Organizational remarks

Course registration deadline: February 15, 2019. Registration after the deadline is not allowed. Students who do not attend the first session will not be assigned to any group for the "Konsumer Intelligence Challenge", and accordingly will not be allowed to take part in the final examination organized in the first session (i.e., May-June session). 
Participation in learning activities: Given the importance of taking part in the activities, the Article 37(§2) from the 'Academic and Examination Regulations' of the University of Liege is applicable. According to this article, I may declare students inadmissible for exams if they did not (a) submit their work in due time, or (b) take part in the core learning activities. In particular: Students who did not actively participate in and present the "KIC" (group project) are not allowed to take the final examination (1st session).

Class attendance: Because class participation is key (and taken into consideration in the final evaluation), attendance is highly recommended. Note that class attendance is mandatory in the following cases: project presentations, case discussion, and guest lectures. I excuse your absence to the class ONLY in case of an imperious reason (e.g., sickness), and if you provide me with an official proof (e.g., medical certificate) as soon as you are aware of the imperious situation.

Contacts

Dr. Cécile DELCOURT Department of Marketing Office: Rue Louvrex 14 (Building N1) Email: Cecile.Delcourt@uliege.be Contact hours: By appointment only

Adaptation of teaching commitments following the COVID-19 pandemic for the May-June 2020 session

Teaching methods implemented : distance-learning

Podcast available for the session of 12/03/20
SPSS sessions have been given through a customized self-help guide + feedback through Skype
Feedback on the KIC given through Skype

Assessment subjects

For the final (written) examination
1/Lectures by Cécile Delcourt
2/Chapters of the book:1 to 14 (except 5). Chapters 15-16-28 are NOT anymore part of the material to study for the final examination. Yet, those chapters deserve your attention for the KIC.
3/ Articles: Be ready to explain the main ideas of the following articles, justify the choices made + insights covered in class.

• Brüggen et al. (2011)
• Hazée et al. (2017)

• Delcourt et al. (2013): mediation (concept that is not discussed in the book)
• Delcourt et al. (2017): moderation (concept that is not discussed in the book)
• Hazée et al. (2019): experimentations (Chapter 11)
• Delcourt et al. (2016): multi-item measure (Chapter 12)

Assessment methods

KIC + Q&A session on the KIC: 50% (instead of 40%)
Final examination (written examination + individual project (detailed guidelines available on Lola)): 50% (instead of 60%)

Contacts

Cecile.Delcourt@uliege.be

Adaptation of teaching commitments following the COVID-19 pandemic for the Aug-Sept 2020 session

Assessment subjects

Assessment methods

Contacts