Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
N.HEUVINCK
Intervenant(s)
N.HEUVINCK
Présentation
Prérequis
This course requires students to understand the basics of marketing research (going through all the steps of a Marketing Research Project unto data collection) and statistics.
Objectifs
At the end of the course, the student should be able to:
- prepare data before starting with statistical analyses (including Descriptives, Factor Analysis & Cronbach's
Alpha)
- choose the appropriate statistical test to provide an answer on a business/research question or testing hypotheses (including correlation, linear & logistic regressions, T-tests, Chi-Square, ANOVA's, Moderation &
Mediation)
- execute statistical test(s)
- interpret the findings, correctly reporting the results and drawing conclusions for business
These competencies and/or skills contribute to the following learning objectives
- 3.A Breakdown complex organizational problems using the appropriate methodology
- 3.B Propose creative solutions within an organization
- 5.A. Predict how business and economic cycles could affect organizational strategy
- 5.D. Make effectual organizational decisions
- prepare data before starting with statistical analyses (including Descriptives, Factor Analysis & Cronbach's
Alpha)
- choose the appropriate statistical test to provide an answer on a business/research question or testing hypotheses (including correlation, linear & logistic regressions, T-tests, Chi-Square, ANOVA's, Moderation &
Mediation)
- execute statistical test(s)
- interpret the findings, correctly reporting the results and drawing conclusions for business
These competencies and/or skills contribute to the following learning objectives
- 3.A Breakdown complex organizational problems using the appropriate methodology
- 3.B Propose creative solutions within an organization
- 5.A. Predict how business and economic cycles could affect organizational strategy
- 5.D. Make effectual organizational decisions
Présentation
This course will be divided into 5 sessions (intensive format).
The first session will provide a general introduction to the IBM SPSS 22 environment (the statistical software package that will be used throughout this course) as well as preparing data (including dealing with missing values, computing new variables, summating scales, and selecting subsets). The second session contains the descriptive analysis of data, Factor Analysis, and Cronach's Alpha. The third session includes Correlational anlysis as well as both linear and logistic regressions. Session 4 deals with hypothesis testing by means of T-tests, Chi-Square, ANOVA's, moderation, and mediation. In the final exam session, a "real-life" marketing analysis project will take place where students will have to apply the knowledge gathered in the previous sessions.
The first session will provide a general introduction to the IBM SPSS 22 environment (the statistical software package that will be used throughout this course) as well as preparing data (including dealing with missing values, computing new variables, summating scales, and selecting subsets). The second session contains the descriptive analysis of data, Factor Analysis, and Cronach's Alpha. The third session includes Correlational anlysis as well as both linear and logistic regressions. Session 4 deals with hypothesis testing by means of T-tests, Chi-Square, ANOVA's, moderation, and mediation. In the final exam session, a "real-life" marketing analysis project will take place where students will have to apply the knowledge gathered in the previous sessions.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 18,00 | ||
| Charge de travail personnel indicative | 16,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
- Marketing Research Project where they have to offer advice/solutions to a firm's business/research questions (Exam & AACSB note). Feedback moment offered after the course to evaluate the exam mark.
- Continuous evaluation through in-class and out-class assignments on different statistical tests and participation in every session. Feedback on these assignments is given at the start of every next session.
- Continuous evaluation through in-class and out-class assignments on different statistical tests and participation in every session. Feedback on these assignments is given at the start of every next session.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Examen partiel | 0,00 | 1 | 50,00 |
| Autres | |||
| Projet Individuel | 0,00 | 1 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
MANDATORY HANDBOOK: Charry, K., Coussement, K., Demoulin, N. & Heuvinck, N., “Marketing Research with IBM® SPSS Statistics” (First Edition). Routledge, London (United Kingdom) (2016). -
Ressources Internet