This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

Basics related to market research studies (namely: qualitative vs. quantitative, etc.)

Learning outcomes

At the end of the course the student should be able to :
At the end of the course, the student should be able to:
1. Master the appropriate techniques and display expertise with regards to different marketing research paradigms.
2. Identify which research paradigm, methodologies and techniques are most relevant when dealing with a specific research/managerial problem.
3. Select the relevant research method, define the sub-issues (research design, sampling, analyses, triangulation, etc.) and offer the relevant answers to the issues
4. Design qualitative and experimental studies that will answer to a specific research question
5. Use different data analysis techniques and correctly select the relevant ones according to the available data and relevant research question.
6. Have greater awareness about ESRS topics such as conducting research in a rigorous, responsible, and ethical way, treating participants with all necessary precautions and care, and interpreting results with all necessary reservations.
7. Provide a critical opinion on propositions made by research agencies, and the validity, rigour and general quality of research and research reports.

Course description

Qualitative Research (first 3 sessions)
• Session 1 & 2 – Before the field and field work: What should I know and how do I do that?
Data collection methods, Sampling, Interview guide, The art of moderation, Ethics of research
• Session 3– After the field: What should I know and how do I do that?
Analysis, Interpretation, Report, Validity and reliability of research

Experimental Research (last 4 sessions)
• Session 1 & 2 – Introduction to experimental designs and their purpose and advantages, Independent vs. dependent variables, Reliability and validity, ethical questions
• Session 3 & 4– Multiple-group experiments, hypothesis testing, interactions, control variables, data analysis with statistical software

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Project work
• Research

Assessment

Please note that the two parts, qualitative (QR) and experimental (ER) research, are graded seperately. Additional to a required average of 10/20, a minimum of 8/20 is required on each of the parts to pass the course.
For QR: Active participation (discussions and exercices): 20%; Groupr project (including preparation steps to the final project): 80%
For ER: Group work: 20%; In-class tests/exercises/cases: 20%; Final report: 60%

Recommended reading

• Qualitative Research Methods for the social sciences ”, 2009, B. L. Berg, Pearson Education. -

• “Readme first for a User’s Guide to Qualitative Methods”, 2007, L. Richards and J.M. Morse, Sage. -

• “Marketing Research, An applied orientation”, 2010, N.K. Malhotra, Pearson -

• Experimentation: Research Design Explained - Mark L. Mitchell and Janina M. Jolley (2007), 6th edition, International edition, Thomson Wadsworth, paperback (ISBN: 0495092231). -

Internet resources

• IESEG Online

• http://caqdas.soc.surrey.ac.uk/

• http://www.nova.edu/ssss/QR/practice.html

• http://www.qualitativeresearch.uga.edu/QualPage/welcome.htmlised Web-sites