Teacher(s)
Language
English
Prerequisites
Basics of marketing
Main themes
Marketing success largely lies on the ability to examine and predict how targeted consumers will react to marketing concepts (e.g. brands, products, services, advertisements ...). This course covers two fundamental approaches to analyze consumers' reactions to such concepts.These two approaches are highly valuable for guiding crucial marketing and communication decisions.
Qualitative methods(e.g. in depth interviews, focus groups...) reveal consumers' perceptions and deeper motivations. They allow you to overcome limits such as self-awareness or social pressure. Qualitative methods are also a valuable way to bring about creative ideas and solutions.
Quantitative methodstypically consist of using a very structured questionnaire to interview a representative sample of consumers with regard to a concept (e.g. product, service, company, advertisement, point of sale, etc.). This method allows for collecting a large range of inputs regarding the knowledge, attitudes, or preferences that a target population has or will have.
This course aims at teaching how to manage (or evaluate) the different stages involved in a marketing study.It also provides many practical insights to illustrate how marketing studies are carried out in the world of companies and market research agencies given the practical constraints and issues that may arise.
Overall, this course will prepare students for a potential career in market studies... for example in marketing agencies, in major companies (that have an internal marketing department), or in public organizations.
Qualitative methods(e.g. in depth interviews, focus groups...) reveal consumers' perceptions and deeper motivations. They allow you to overcome limits such as self-awareness or social pressure. Qualitative methods are also a valuable way to bring about creative ideas and solutions.
Quantitative methodstypically consist of using a very structured questionnaire to interview a representative sample of consumers with regard to a concept (e.g. product, service, company, advertisement, point of sale, etc.). This method allows for collecting a large range of inputs regarding the knowledge, attitudes, or preferences that a target population has or will have.
This course aims at teaching how to manage (or evaluate) the different stages involved in a marketing study.It also provides many practical insights to illustrate how marketing studies are carried out in the world of companies and market research agencies given the practical constraints and issues that may arise.
Overall, this course will prepare students for a potential career in market studies... for example in marketing agencies, in major companies (that have an internal marketing department), or in public organizations.
Learning outcomes
At the end of this learning unit, the student is able to : | |
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Content
1) Introductory elements
Preliminary chapters providing an overall understanding of marketing and consumer studies, as well as the main approaches that can be applied.
2) Qualitative approach
Preliminary chapters providing an overall understanding of marketing and consumer studies, as well as the main approaches that can be applied.
2) Qualitative approach
- Main qualitative methods (individual- or group-based), including methodological elements, complementarity with other methods, and integration within the marketing research process.
- Advantages and disadvantages of different qualitative methods, in order to determine the most relevant approach in the context of a specific research project.
- Processes and skills required to manage the different stages of a quantitative study: research hypotheses, data collection methods, questionnaire design, sampling, data collection management, and data processing.
- Quantitative data analysis, including basic statistical tools for interpreting results and converting them into conclusions and managerial implications (e.g., descriptive statistics, graphical representations, analyses of differences and relationships among results such as ANOVAs, correlations, and regressions).
Teaching methods
Lectures on theoretical/methodological concepts (with practical illustrations) and on various aspects of marketing research, case studies, and practical training sessions.
Evaluation methods
The knowledge related to all concepts covered in the course will be assessed through an individual written examination with multiple-choice questions, using the standard setting method (lll.sipr.ucl.ac.be:3838/SSS/). This exam will account for 60% of the overall grade.
In August, the written exam may be replaced by an individual oral exam.
The ability to perform statistical analyses (using SPSS) will be evaluated through a short individual exam, which will account for 40% of the overall grade.
All these activities will be carried out in English.
Important: This course requires active participation in all sessions, as they provide numerous additional elements not included in the slides. It is unlikely that students who are unable to attend the sessions (e.g., incoming students) will successfully pass the exams.
In August, the written exam may be replaced by an individual oral exam.
The ability to perform statistical analyses (using SPSS) will be evaluated through a short individual exam, which will account for 40% of the overall grade.
All these activities will be carried out in English.
Important: This course requires active participation in all sessions, as they provide numerous additional elements not included in the slides. It is unlikely that students who are unable to attend the sessions (e.g., incoming students) will successfully pass the exams.
Other information
This course may not be taken in combination with “LSMS2000 – Marketing Research”
Bibliography
Slides (Moodle)
Articles and books
Articles and books
Faculty or entity
