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Marketing Research for E&BE
| Faculteit | Economie en Bedrijfskunde |
| Jaar | 2021/22 |
| Vakcode | EBB085A05 |
| Vaknaam | Marketing Research for E&BE |
| Niveau(s) | bachelor, uitwisseling |
| Voertaal | Engels |
| Periode | semester II a |
| ECTS | 5 |
| Rooster | rooster |
| Uitgebreide vaknaam | Marketing Research for E&BE | ||||||||||||||||||||||||
| Leerdoelen | Upon completion of the course the student is able to: 1. Set up a marketing research design. 2. Select a suitable qualitative marketing research technique from a given set of techniques, and implement this in a marketing research design. 3. Execute the qualitative marketing research design and formulate a research report. 4. Apply suitable quantitative marketing research techniques on a data set by using software, resulting in a report. |
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| Omschrijving | The aim of the course is to familiarize students with the principles of marketing research. That is, upon completion of the course the student is able to set up a marketing research design, implement suitable qualitative and quantitative marketing research techniques, and analyze data quantitatively using software, resulting in a research report. Apart from a focus on marketing research techniques the course will also cover how research can optimize decision-making in specific marketing applications. The first part of the course will focus on aspects such as setting up and conducting marketing research. The second part will cover qualitative research techniques. The third part will then concentrate on collecting data using surveys and experiments, as well as analyzing data quantitatively using different analysis techniques. In the fourth part, the course will discuss research for specific marketing decisions, such as pricing, product development, or customer management. |
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| Uren per week | 3 | ||||||||||||||||||||||||
| Onderwijsvorm | -hoorcollege , -werkcollege | ||||||||||||||||||||||||
| Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open en mc vragen) | ||||||||||||||||||||||||
| Vaksoort | bachelor | ||||||||||||||||||||||||
| Coördinator | C. Calmasini, PhD. | ||||||||||||||||||||||||
| Docent(en) | C. Calmasini, PhD. , T.P.J. Jansen, MSc. ,dr. M. Keizer | ||||||||||||||||||||||||
| Verplichte literatuur |
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| Entreevoorwaarden | Basic knowledge of Marketing (up to the level of, e.g., Marketing for E&BE), and statistics (up to the level of, e.g., Statistics for E&BE). | ||||||||||||||||||||||||
| Opmerkingen | Contact/more information: marketingresearchEBE@rug.nl. Secretary Marketing: room 5411-0334, tel. +31(0)50 3637065, e-mail: marketing.education@rug.nl | ||||||||||||||||||||||||
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