Marketing Research: An Applied Orientation

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label Diverse autorenew 2025-09-29, 17:01 history_edu Cristian Ion
Research carried out by surveys cannot achieve success without a well-designed questionnaire. However, questionnaire design has no theoretical base to guide the marketing researcher in developing a flawless questionnaire. Through experience and training it is possible to minimize biases and mistakes during questionnaire design. This course has the objective to provide students with tools able to deal with the more common mistakes that affect a survey.

This Summer School combines lectures with applied activities. Specifically, for the applied part, students are required:

1) to conduct research about a specific marketing problem,

2) to prepare a well-designed questionnaire,

3) to collect primary data by administering the questionnaire to respondents, and

4) to analyze the data by using SPSS, 5) to provide insights to managers and marketing practitioners based on the results of the survey.

Period
22-07-2013 - 02-08-2013 (2 weeks)

Target group
Business and Economics students



Course aim
Learning objectives of this course are:

1) Understanding the process of conducting Marketing Research (Problem, Definition, Development of an Approach, Research Design formulation, Data Collection, Data Preparation and Analysis, Reporting) Emphasis in this course will be mainly on the third and fourth step of the marketing research process, that is:

2) Learning how to design a market research questionnaire in order to collect primary data about consumers attitude and preferences.

3) Analyzing data with a software package (SPSS) and interpreting findings in order to provide implications to managers and marketing practitioners.

Credits
4.0 ECTS credits

Course fee
EUR 700: Course + course materials

Course leader
Stefania Farace, PhD candidate in marketing and Supply Chain Management

Scholarships
Not available

Maastricht University + Maastricht School of Management Student Service Centre
Address: Bonnefantenstraat 2 P.O. Box 616
Postal code: 6211 KL Maastricht
City: Maastricht
Country: Netherlands
Website: www.maastrichtuniversity.nl/summerschool
E-mail: summerschool@maastrichtuniversity.nl
Phone: +31433885295