Market research

Academic year: 2010-2011 Course code module FTESCMK002 Semester: 2nd semester Credits: 6 Study load (hours) 168 Theory (hours): 45,00 Practice/Exercises(hours): Other (hours): Part-time program: Instructor(s) Patrick De Pelsmacker Language of instruction: Dutch Semester exam information: exam in the 2nd semester Contract restriction information: exam contract not possible 1. Prerequisites *Algemene competenties Basic marketing course *Sequentiality None 2. Objectives (expected learning outcomes) Students should be able to develop, execute correctly, supervise and evaluate marketing research (data collection, analysis and interpretation). 3. Course content - types of marketing research - good and bad marketing research - the research plan - secondary sources of market information - qualitative research - sampling - methods of data collection - questionnaires and scales - statistical tests - multivariate analysis 4. Teaching method Direct contact: Lectures Exercise sessions Personal work: Assignments - in group 5. Assessment method Exam: Written, without oral presentation Closed book Multiple choice Open questions Written assignment: With oral presentation 6. Compulsory reading – study material De Pelsmacker, P., Van Kenhove, P. (2010): Marktonderzoek. Methoden en toepassingen, Amsterdam: Pearson Education Benelux. Wijnen, K., Janssens, W., De Pelsmacker, P., Van Kenhove, P. (2008): Marketing Research with SPSS, London, Pearson Education Limited. 7. Recommended reading - study material None 8. Tutoring laatste aanpassing: last update: 10/06/2010 21:49 patrick.depelsmacker