MARKETING RESEARCH SEMINAR
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Marketing Research Methodology: qualitative and quantitative data analysis
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.
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.
