Marketing Research

Description

Practical information Course ID: FEB13016 Credits: 4 EC Instruction language: English Registration procedure: Via OSIRIS Secretariat: Support Office Business Economics, E2-28, 010-4081200, office.be@ese.eur.nl Course description Content: Marketing research is an essential component in present-day marketing and management. The cycle of research starts with formulating precise research questions, which can be translated into actual survey questions or data measurement. Issues that are addressed are: - Design of surveys - Sampling - Conjoint Analysis - Segmentation using Cluster Analysis - Pricing and promotions - Relating quantitative results to the initial research questions Learning goals: - Students learn to plan, initiate and complete a marketing research project. - Students learn how to collect relevant data for their marketing research project, how to properly analyse these data and how to properly translate these results to understandable suggestions for policy makers or managers. Extra: None Study materials Nunan, Birks & Malhotra (2020) "Marketing Research: Applied Insight", 6th Edition ISBN13: 9781292308722 or Malhotra, Nunan & Birks (2017) "Marketing Research, An applied approach", 5th edition ISBN13: 9781292103129 Entrance requirements Entrance requirements course enrolment: You must meet the following requirements Enrolled for one of the following degree programmes BSc2 Econometrics ECON-DIV Econometrics and Operations Research Economics and Business Economics International Bachelor Econometrics and Operations Research International Bachelor Economics and Business Economics Premaster Economics and Business Premaster Economics and Business Economics Period Enrolment periods: Enrolment period: 1 December 2025 until 16 January 2026 23:59 Unenrolment: until 16 January 2026 23:59 Period of education: 29 december 2025 until 28 februari 2026 Assessment Assessment materials: Lecture notes Material distributed in class Assessments (result in OSIRIS): Test weight: 50; Test weight: 50 Assessment: Resit opportunity