Marketing Research (GEST702_INTS)

Objectifs

Designing a clever and efficient research project according to the research objectives and available ressources. Reporting the results of the study to support marketing decisions makers. Understanding the tools (software) and the techniques (like sampling, statistics), needed for properly conducting research projects.

Pré-requis

Basics of marketing and statistics (Bachelor level in Economics and management)

Plan du cours

  1. From the research questions to the structure of the questionnaire (or interview guide)
  2. Questionnaire design and writing
  3. The different modes of data collection, with a focus on digital surveys
  4. Sampling issues and techniques
  5. Data management: sample correction, change of statistical unit, data cleaning and recoding
  6. Descriptive data analysis
  7. Bi-variate data analysis and related statistical tests
  8. Textual data analysis
  9. An overview of multivariate data analysis
  10. Report design and presentation of results

The students conduct a real study from A to Z and learn how to use a survey software at the various stages of the project.

Volume horaire

  • CM : 20.0

Bibliographie

  • Malhotra N. : Marketing Research - An Applied Orientation, Prentice Hall, 2007.
  • Saunders M., Lewis P. & Thornhill A.: Research Methods for Business Students, Prentice Hall, 2007.
  • Ganassali S. Enquêtes et analyse de données avec Sphinx, Pearson, 2013.

Diplômes intégrant ce cours

En bref

Crédits ECTS : 5

Forme d'enseignement
Cours magistral

Langue d'enseignement
Anglais

Contact(s)

UFR, Écoles, Instituts

Lieu(x)

  • Annecy-le-Vieux (74)