Marketing Research Methods

Faculteit Economie en Bedrijfskunde
Jaar 2021/22
Vakcode EBM080A05
Vaknaam Marketing Research Methods
Niveau(s) master
Voertaal Engels
Periode semester I a
ECTS 5
Rooster rooster

Uitgebreide vaknaam Marketing Research Methods
Leerdoelen Upon completion of the course the student is able to:
1). Describe different forms of research;
2). Explain what are the requirements for different types of analysis techniques;
3). Critically assess which marketing research technique should be used in which situation using a dataset;
4). Perform advanced marketing research techniques, such as factor analysis, cluster analysis, ANOVA/ANCOVA, advanced regression analysis (also with binary dependent variables) and conjoint analysis;
5).Critically interpret and assess the output of an advanced marketing research technique;
6). use the output of each of the above mentioned techniques to write a report which translates research results into managerially relevant and actionable insights and recommendations.
Omschrijving Building on methodological knowledge which is standard in business-related bachelor degrees, this course takes the extra mile, and focuses on advanced marketing research techniques such as factor analysis, cluster analysis, An(c)ova, advanced regression techniques and conjoint analysis. These techniques are a.o. used in marketing for segmentation, targeting, positioning and new product research. In this course the statistical computer program SPSS is used, so a basic knowledge of this software is assumed. Lectures, and teacher-assisted computer classes will support the students in solving the assignments.
Uren per week 4
Onderwijsvorm -computer practicum,  -hoorcollege
Toetsvorm -groepsopdracht,  -schriftelijk tentamen (open vragen)
(Peer assessment is also part of the course assessment)
Vaksoort master
Coördinator dr. J.A. Voerman
Docent(en) C. Calmasini, PhD. ,dr. F. Eggers , T.P.J. Jansen, MSc. ,drs. F. Schaaf ,dr. J.A. Voerman
Verplichte literatuur
Titel Auteur ISBN Prijs
Marketing Research, an Applied Orientation, Global Edition, 2019, 7th edition, Pearson Malhotra, N.K. 9781292265636 ca. €  72,00
Entreevoorwaarden
Opmerkingen Secretary Marketing (B. Wever), DUI 334, tel. +31(0)50 3637065, marketing.education@rug.nl.
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (basisprogramma Marketing Management) 1 semester I a verplicht