Key words
Market research
Objectives
This course aims at making students familiar with the different steps of market research. The purpose of market research is to collect, process and interpret information efficiently. Based on this information decisions are made. Being able to apply market research will recur further in the programme.
Topics
The course consists of three parts.
Part I : the basics of market research and the conditions to move on to market research.
Part II : desk research (internal and external secondary information). Emphasis is put on being able to understand and use the techniques dealt with, on being able to interpret results.
Part III : structure of market research, field research.
Topics dealt with:- Explorative phase
- Determining the population, sampling frame, type of sample
- Choice of research method
- Field work
- Preparing and processing data
Prerequisites
Basic knowledge of statistics.
Final Objectives
Job-related (general)
Knowledge of data carriers and authorities which collect information
Job-related (specific)
Knowledge of - Market research, both desk and field research
- Market research, both qualitative and quantitative
- Professional literature
- Developments in one's own field
- Professional associations
- Technical terminology
Skills
General:- thinking and reasoning power
- consulting sources
- being critical
Job-related (general)- Being able to analyse data
- Being able to work in team (team-spirit)
- Being able to use knowledge infrastructure efficiently
- Being able to work with figures
- Being able to report in writing
Job-related (specific)- Through listening and asking questions you must come to an accurate description of the problem while you distinguish between essentials and side issues
- Being able to state a problem correctly
- Checking whether the information collected and documents are correct, complete and up to date, making additions if necessary
- Being able to distil relevant information
- Being able to select the right method
- Supervising field work
- Collecting, processing and interpreting job-related data
Attitudes
General:- Being critical
- Being accurate
Job-related (specific)- Being eager to work with figures
- Being critical of one's own conclusions
Materials used
Textbook: P. Offermans & M. De Laet, Marktonderzoek, Standaard Uitgeverij.
Complementary copies (theory + exercises).
Study costs
Textbook : around € 30.
Copies : unit price determined under Hogeschool rules.
Study guidance
Consultation on a regular basis. Students can ask for individual consultation.
Teaching Methods
Combination of interactive teaching, project work, group project, home study, home work, exercises in class and at home, assignments.
Interdisciplinary cases.
Assessment
- First exam session : written open-book exam (60%) + continuous assessment (40%)
- Second exam session : written open-book exam (100%)
- Examination Board Flemish Community:
First exam session: 100% written exam
Second exam session: 100 % written exam
Lecturer(s)
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