Formation/Cours

At the end of the course the student should be able to :
At the end of the course, the student should be able to:
1. Master the appropriate techniques and display expertise with regards to different marketing research paradigms.
2. Identify which research paradigm, methodologies and techniques are most relevant when dealing with a specific research/managerial problem.
3. Select the relevant research method, define the sub-issues (research design, sampling, analyses, triangulation, etc.) and offer the relevant answers to the issues
4. Design qualitative and experimental studies that will answer to a specific research question
5. Use different data analysis techniques and correctly select the relevant ones according to the available data and relevant research question.
6. Have greater awareness about ESRS topics such as conducting research in a rigorous, responsible, and ethical way, treating participants with all necessary precautions and care, and interpreting results with all necessary reservations.
7. Provide a critical opinion on propositions made by research agencies, and the validity, rigour and general quality of research and research reports.

Qualitative Research (first 3 sessions)
• Session 1 & 2 – Before the field and field work: What should I know and how do I do that?
Data collection methods, Sampling, Interview guide, The art of moderation, Ethics of research
• Session 3– After the field: What should I know and how do I do that?
Analysis, Interpretation, Report, Validity and reliability of research

Experimental Research (last 4 sessions)
• Session 1 & 2 – Introduction to experimental designs and their purpose and advantages, Independent vs. dependent variables, Reliability and validity, ethical questions
• Session 3 & 4– Multiple-group experiments, hypothesis testing, interactions, control variables, data analysis with statistical software