The student can work with general research related concepts such as dependent and independent variables, variance, significance, and correlation.

The student can read and construct a simple causal model.

The student can use statistical software, such as SPSS, for simple analyses.

This concerns a transition curriculum. No contact sessions are provided. The student is only required to participate in the evaluation.

This hands-on course will address the issue of how to organize, plan and execute market(ing) research projects. The student will learn the fundamentals of doing valid research in the domain of marketing, and a number of highly relevant analytical techniques, and in a hands-on project, they will design, conduct and report a marketing research project. The detailed objectives are:

1. To obtain a detailed understanding of the stages involved in conducting research.
2. To get an overview of the various research designs available
3. Deciding which research design/approach is most appropriate for the situation at hand.
4. To obtain an understanding of some main statistical techniques available for analyzing the data obtained via marketing research.

5. Deciding which statistical technique is most appropriate for solving the research questions at hand.

6. Drawing conclusions from your research and summarize the most important findings.

Approach

In a combination of theory sessions and associated practice classes, the students will learn both the methodological foundations, essential analytical tools, and the practice of doing marketing research.