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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
R.CHUMPITAZ
Stakeholder(s)
Bartsch Fabian, Boeuf Benjamin for Paris Campus, Chumpitaz Ruben, Swaen Valérie for Lille Campus
Présentation
Prerequisite
Marketing Research Methodology: qualitative and quantitative data analysis
Goal
Develop and lead a research project from A to Z (more specifically, their 5th year dissertation) through the reading and analysis of scientific papers in the field of Marketing, as well as the leading of a concrete research project in the context of the seminar.
Specific objectives include: (1) learning of appropriate research methods, (2) formulation of research proposals, (3) building of conceptual frameworks, (4) identification of assumptions and formulation of hypotheses, (5) analysis of empirical results, and (6) presentation of research results.
Specific objectives include: (1) learning of appropriate research methods, (2) formulation of research proposals, (3) building of conceptual frameworks, (4) identification of assumptions and formulation of hypotheses, (5) analysis of empirical results, and (6) presentation of research results.
Presentation
The course relies on problem solving as the main pedagogical tool. Active participation of students is therefore necessary. The course topics include:
• Definition of a research proposal: objectives and research questions
• Definition of a conceptual framework (literature review, definition of concepts, interrelationships between concepts) and definition of research hypotheses
• Definition of a research design (qualitative design and quantitative design, definition of measurement of variables, research instruments)
• Textual and statistical analyses.
• Definition of a research proposal: objectives and research questions
• Definition of a conceptual framework (literature review, definition of concepts, interrelationships between concepts) and definition of research hypotheses
• Definition of a research design (qualitative design and quantitative design, definition of measurement of variables, research instruments)
• Textual and statistical analyses.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 5,00 | We have 10 sessions of 3h with students; but only 30 mn to 45 mn per session of magistral course | |
| Coaching | 25,00 | We have 10 sessions of 3h with students; with around 2h to 2h30 of team coaching (so, between 15 to 30 minutes per team) | |
| Travail personnel | |||
| Group Project | 50,00 | Students should develop their written report (like a thesis) about their research project and prepare the final oral presentation of their project. | |
| Autoformation | |||
| E-Learning | 5,00 | Students should check their skills in qualitative and quantitative research methods based on prerequisite courses | |
| Recherche | 15,00 | Students should look for and read academic papers to prepare their literature review, and should collect data through qualitative interviews and an on-line survey | |
| Overall student workload | 100,00 | ||
Evaluation
Each session consists of the discussion between group of 6 students and the professors about a Word file sent before each weekly session. Students are graded based on the quality of their different files; the quality of the discussion with the professor; as well as a final oral presentation and a final written report.
Ressources
Bibliography
Zikmund D. W. G., Babin B.J., Carr J. C. and Griffin M. (2009), Business Research Methods, 9th edition, Cengage Leraning, ISBN 13: 978-1-133-19094-3 -
Malhotra N. (2009), Marketing research, 6th edition, Prentice-Hall -
Malhotra N. (2009), Marketing research, 6th edition, Prentice-Hall -
Internet resources