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1. Prerequisites

At the start of this course the student should have acquired the following competences:

• Competences corresponding the final attainment level of secondary school

An active knowlegde of :

• Dutch

A passive knowledge of :

• English

• General knowledge of the use of a PC and the Internet

Specific prerequisites for this course:
Basic marketing course

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2. Learning outcomes

Students should be able to develop, execute correctly, supervise and evaluate marketing research (data collection, analysis and interpretation).

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3. Course contents

- 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

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4. Teaching method

Class contact teaching:

Lectures

Practice sessions

Personal work:

Assignments:In group

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5. Assessment method and criteria

Examination:

Written without oral presentation

Closed book

Multiple-choice

Open-question

Written assignment:

Without oral presentation

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6. Study material

Required reading

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.

Powerpoints

Optional reading

The following study material can be studied on a voluntary basis:
None

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7. Contact information

patrick.depelsmacker@ua.ac.be

yann.verhellen@ua.ac.be

(+)last update: 09/08/2011 11:22 patrick.depelsmacker