6 ECTS credits
176 h study time

Offer 2 with catalog number 4017065FNR for all students in the 1st semester at a (F) Master - specialised level.

Semester
1st semester
Enrollment based on exam contract
Impossible
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Yes
Enrollment Requirements
Je hebt ‘Econometrie’ gevolgd, alvorens ‘Marktonderzoek’ op te nemen.​
Taught in
Dutch
Faculty
Faculty of Social Sciences & SolvayBusinessSchool
Department
Business
Educational team
Jeroen Ketelslegers
Nanouk Verhulst (course titular)
Felitsa Anne-Marie Rademakers
Jesse Sebastian Zee
Francesca Lemmens
Caro Ceyssens
Activities and contact hours
30 contact hours Lecture
10 contact hours Seminar, Exercises or Practicals
148 contact hours Independent or External Form of Study
Course Content

The lectures provide insight into the different types of market research. The criteria for good market research are highlighted, with the necessary concern for validity and reliability. The different steps in a research plan are outlined, with attention to the importance of a clear problem statement. Different methods of data collection are introduced. Qualitative as well as quantitative market research techniques are overviewed. Attention is devoted to the sampling procedure and questionnaire design (incl. scale development). The question when to use which data analysis technique is addressed. Finally an indication is given of the different practical applications of market research.

Various guest speakers will share their experience from practice and/or practical workshops

The practical part of the course lets the students experience market research in practice. Students have the opportunity to work in groups on concrete market research assignments provided by real 'clients' from the business or non-profit sector. Next to the practical implemation of a real life market research study, attention will also be devoted to reporting and the presentation of the market research results.

Course material
Handbook (Required) : Marktonderzoek, Methoden en toepassingen, De Pelsmacker, P. & Van Kenhove, P., 5de, Amsterdam, Pearson Benelux, 9789043036252, 2019
Digital course material (Required) : Slides van de les en de gastsprekers, Canvas
Handbook (Recommended) : SPSS voor marktonderzoek, Praktisch gebruik van SPSS bij kwantitatief marktonderzoek, Memelink, 3de druk, Noordhoff, 9789001861315, 2015
Additional info

Not applicable.

Learning Outcomes

General competencies

  • Being able to situate market research (types and methods)
  • Being able to evaluate market research (understanding of methodological considerations)
  • Being able to interpret the results of market research
  • Being able to carry out methodologically sound market research yourself (from A to Z)
  • Understanding the techniques of data collection and data processing
  • Being familiar with the use of market research for marketing applications

Implementation

Being able to:

  • Independently construct a scientific market research plan
  • Independently perform scientifically sound qualitative and quantitative market research
  • Independently analyze and interpret market research results in a scientifcally sound manner
  • Professionally report and present

Grading

The final grade is composed based on the following categories:
Written Exam determines 60% of the final mark.
Practical Exam determines 40% of the final mark.

Within the Written Exam category, the following assignments need to be completed:

  • Written Exam with a relative weight of 12 which comprises 60% of the final mark.

Within the Practical Exam category, the following assignments need to be completed:

  • Assignments + Presentation with a relative weight of 8 which comprises 40% of the final mark.

Additional info regarding evaluation

Point Allocation:

  • WPO: group assignments + presentations (40% of the total score).
     
  • Examination: Written (60% of the total score)

WPO participation is required. The assesment of the WPO is based on the contribution to the group assignments & presentations. No replacement tasks are given.

The individual WPO score can be adapted from the group score on the basis of peerevaluations, as well as attendance and active participation during class.

The use of AI is allowed for certain parts of the group task, and the use of generative AI must be disclosed in a transparent manner. For more information about the specific use of AI in the group task and for which parts use is not allowed: see canvas.

Absences to at least one of the compulsory parts of the exam means absence for the entire exam.

Students can without any obligation be proposed to acquire individual bonus points by participating in research projects (experiments/surveys) organised by the professor.

The written exam consists of exercises and theory questions via open and/or multiple choice questions. For multiple choice questions, standard setting applies.

The WPO-assignment cannot be redone for the second exam session. The score on the WPO-assignment will be transferred to the second exam session. WPO-assignment scores of at least 12/20 can also be transferred to a new academic year. However, this needs to be applied for via an e-mail directed to the professor at the beginning of the new academic year and ultimately before the deadline of the new WPO group-compositions.

 

Allowed unsatisfactory mark
The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.

Academic context

This offer is part of the following study plans:
Master of Business Engineering: Standaard traject (only offered in Dutch)
Master of Business Economics: Standaard traject (only offered in Dutch)