Marketing success largely lies on the ability to examine how targeted consumers (would) react to marketing concepts (e.g. brands, companies, products, services, advertisements, ideas) in order to guide crucial decisions to be made. This course focuses on conducting marketing research to successfully address this fundamental issue.
It first introduces students to marketing research, to the different types of marketing studies, and to the global research process.
It then briefly outlines the use of “secondary data” (public/existing data collected by others) as a useful early step in conducting marketing research.
The next section covers the “qualitative” approach (e.g. individual interviews, focus groups), which may be very useful for examining consumers’ deep motivations and perceptions, overcoming some problems such as those relating to consciousness or social pressure.
The main section then focuses on the “quantitative” approach. It typically consists in using a very structured questionnaire to collect various data (relating for instance to consumers’ knowledge or attitude towards a brand product) from a representative sample of consumers, and in performing statistical analyses in order to draw and apply conclusions to a target market.
Overall, the content of this course allows to apply for very interesting jobs relating to marketing research – for example in marketing agencies, in major companies (with internal marketing department), or in public organizations.- Enseignant: Gerardy Nicolas
- Enseignant: Pleyers Gordy