Statistics and Marketing Research (STAT801_EMBS)
Présentation
Objectifs
Upon completion of the part-module students will
- have become convinced of the usefulness of marketing research tools on the basis of scientific and statistic methods and developed a data-based empirical research approach towards dealing with marketing problems (programme ILO S1)
- have learnt or have become familiar again with major statistical methods (programme ILO K2)
- know some useful software and learnt to apply it for designing and conducting marketing research studies (programme ILO K2)
- have learnt to design a marketing research project according to goals and resources in a company environment (programme ILOs K1 and K2)
- know approaches of marketing research in different cultures and countries (programme ILOs K2 and IP1)
- be able to transfer market research results into marketing recommendations (programme ILO BW1)
Plan du cours
- International marketing research methodology: questionnaire design, sampling techniques, different modes of data collection,
- Descriptive, bivariate and multivariate statistics. Textual data analysis.
- Reporting techniques
- Workshops on survey software Sphinx
- Company real project
Compétences visées
Upon completion of the part-module students will
- have become convinced of the usefulness of marketing research tools on the basis of scientific and statistic methods and developed a data-based empirical research approach towards dealing with marketing problems (programme ILO S1)
- have learnt or have become familiar again with major statistical methods (programme ILO K2)
- know some useful software and learnt to apply it for designing and conducting marketing research studies (programme ILO K2)
- have learnt to design a marketing research project according to goals and resources in a company environment (programme ILOs K1 and K2)
- know approaches of marketing research in different cultures and countries (programme ILOs K2 and IP1)
- be able to transfer market research results into marketing recommendations (programme ILO BW1)
Bibliographie
- Malhotra N., Marketing Research - An Applied Orientation, Prentice Hall, 2007.
- Groves R., Fowler F., Couper M., Lepkowski J., Singer E., & Tourangeau R.: Survey Methodology, Wiley, 2004.
- Saunders M., Lewis P. & Thornhill A.: Research Methods for Business Students, Prentice Hall, 2007.
- Hair J., Black W., Babin B. & Anderson R: Multivariate Data Analysis, Prentice Hall; 2009.