Key words
Market Research
Objectives
- To have knowledge of the basics of field research.
- Field research: to be able to choose and use the correct methods/ techniques.
- To have a sound grasp of and to be able to apply the structure of market research.
- To have a thorough command of professional competences: work in team, communicative skills (reporting, dialogue), social skills (have a sense of cooperation, team spirit), critical attitude
- To have a thorough command of other competences: be able to work in a creative way to solve problems, learn independently, possess an attitude of accuracy.
Topics
Developing the structure of market research with the emphasis on field research (descriptive and explanatory research)
- Definition of the population, sampling frame, sample and number of respondents
- Choice of research method (questionnaire, methods used in explanatory research, experiments)
- Composition of instruments for registration (emphasis on questionnaire)
- Field research
- Preparation of and working with (interpretation of) data
- Theory is systematically illustrated in exercises and a project
Prerequisites
Knowledge of the basics of desk research and be able to search information efficiently (library, internet, …).
Final Objectives
Materials used
Textbook: P. Offermans & M. De Laet, Marktonderzoek, Standaard Uitgeverij.
Complementary copies (theory + exercises).
Study costs
Usual price of the textbook + 1 euro copies.
Study guidance
Consults on a regular basis.
Students can ask an individual consult.
Teaching Methods
Combination of lectures, interactive teaching, home work, home study, assignments, exercises in class, group project.
Assessment
First exam session: written exam (open book) 50% and + permanent assessment 50%
Second exam session: written exam (open book) 100%
Examination Board Flemish Community:
First exam session: written exam (open book) 50% and + assessment 50%
Second exam session: written exam (open book) 100%
Lecturer(s)
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