Marketing Research for E&BE

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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 SPSS, resulting in a report.
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 SPSS, 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.
Uren per week 4
Onderwijsvorm hoor- en werkcolleges
Toetsvorm opdracht(en), schriftelijk tentamen met meerkeuzevragen, schriftelijk tentamen met open vragen
Vaksoort bachelor
Coördinator dr. F. Eggers
Docent(en) dr. F. Eggers , A. Onrust, MSc.
Verplichte literatuur
Titel Auteur ISBN Prijs
Marketing Research: An Applied Orientation Malhotra, Naresh K. 9780136094234 ca. €  95,00
Principles of Marketing Engineering, (e-book) Lilien, Gary L., Arvind Rangaswamy, Arnaud De Bruyn 978098576480 ca. €  20,00
Entreevoorwaarden Basic knowledge of Marketing (up to the level of Marketing for E&BE), and statistics (up to the level of Statistics for E&BE).
Opmerkingen Dr. Felix Eggers (f.eggers@rug.nl). Secretary Marketing: +31(0)50 363 7065
Opgenomen in
Opleiding Jaar Periode Type
BSc Economics and Business Economics/E&BE  ( Business Economics) 3 semester II a keuzegroep
BSc Economics and Business Economics/E&BE  (keuzevakken E&BE-Economics) 3 semester II a keuze
BSc Economics and Business Economics/E&BE  (keuzevakken E&BE-IE&B) 3 semester II a keuze
Courses open to Exchange Students (BSc)  ( Courses open to Exchange Students (BSc) without limited access) 3 semester II a keuze
Pre-MSc-programma’s FEB  (Pre-MSc Marketing) 1 semester II a verplicht