Key words
Market research
Objectives
- To have knowledge of the basics of market research and the conditions to move on to market research. To have a sound grasp of the structure of market research.
- Desk research: to understand and be able to use the handled techniques, to be able to interpret results
- 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
- Basic terminology, steps in market research, why and when does an enterprise perform market research
- Desk research (internal and external secondary information): techniques are illustrated in exercises, focus on interpretation of figures
- Theory is systematically illustrated in classical and individual exercises and a group project (desk research + introduction field research)
Prerequisites
No specific prerequisites necessary.
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 interactive teaching, project work, group project, home study, home work, exercises in class and at home, assignments.
Assessment
First exam session: 80 % written exam and 20 % assessment
Second exam session: 100 % written exam
Examination Board Flemish Community:
First exam session: 80 % written exam and 20 % individual assessment
Second exam session: 100 % written exam
Lecturer(s)
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