Formation/Cours

At the end of the course, the student should be able to :
Breakdown complex organizational problems using the appropriate methodology (LO3.A)
define the research problem and the research questions
to write an online questionnaire in qualtrics
to understand the different market research designs
to extract a sample for quantitative research
to understand the differences in data collection
to work with qualtrics for basic data analysis
capable of assuming leadership roles and managing projects in a responsible way
Communicate effectively in English (L01.C)
Compose constructive personal feedback and guidance(L04.B)
Employ state-of-the-art management techniques (L05.C)
Make effectual organizational decisions (L05D)
Formulate strategically-appropriate solutions to complex and unfamiliar challenges in their professional field (LO7B)

The aim of this course is to develop students’ understanding of marketing research methodology for better decision-making. Marketing research is becoming increasingly important in the decision-making processes of firms in all industries. Most major marketing decisions made by large manufacturers and service firms are based, at least in part, on the results of marketing research. Only those marketing managers with a solid understanding of research are able to use it effectively.

The classes for this module are spread into several sessions. The first sessions provides insights into the basics of the marketing research ‘architecture’: problem definition, research design and sampling. The last sessions explores specific data analysis applications of marketing research: quantitative research and a nielsen case. This course enables students to execute a marketing research project and a nielsen project. Students will be able to understand the differences in research techniques and will learn how to select the right research method for the underlying research question.