Méthodes quantitatives pour le marketing (GEST15_MKAYA)

Objectifs

The course aims to prepare students for quantitative research by making students aware of the ways in which choices of methodology are closely linked to broader theoretical and conceptual issues;

providing students with a critical understanding of the philosophical commitments and behavioral assumptions in social science research; enabling students to consider the appropriateness of different methodologies and types of evidence to test alternative hypotheses and to construct various arguments;

familiarizing students with a variety of research methods

Pré-requis

Intermediate level in marketing

B2 level of written and spoken english

Plan du cours

Data collection in Marketing.

  • Theoretical approach.
  • Basic facts for sampling techniques.

How to design a questionnaire with the software Sphinx.

  • Different types of questions.
  • Scales in marketing
  • Case studies.

Advanced analysis of a survey. Application of the following techniques to case studies with Sphinx and Spss:

  • Bivariate analysis of quantitative and qualitative data applied to survey data (correlation, chi squared test,  ANOVA, Simple correspondence analysis )
  • Multivariate analysis of quantitative and qualitative data applied to survey data (two-way ANOVA, principal component analysis, factorial analysis, discriminant analysis, clustering analysis, multiple correspondence analysis).

How to interpret the results and how to draft conclusions.

The course will be practical. A general example of how to design and analyse a survey will be presented. Students will conduct their own surveys choosing the objective of the survey, designing the survey, collecting the data, analysing the data and writing the final report.

Volume horaire

  • CM : 8.0
  • TD : 8.0

Diplômes intégrant ce cours

En bref

Crédits ECTS : 2

Méthode d'enseignement
En présence

Langue d'enseignement
Anglais

Contact(s)

UFR, Écoles, Instituts

Responsable(s)

Myriam Meimaris

Tél : +33 4 50 09 24 58

Email : Myriam.Meimaris @ univ-savoie.fr

Responsable du M1 Marketing Alternance

Lieu(x)

  • Annecy-le-Vieux (74)