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Statistics and Marketing Research

  • ECTS

    8 crédits

  • Composante

    IAE Savoie Mont Blanc

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)
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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
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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)
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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.
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Liste des enseignements

  • Principles of Marketing Research

  • Intensive Study Programme