Marketing Research and Analytics for Decision-Making (2235.YR.015867.1)

General information

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Ariel Fridman	Marketing	ENG

None

This course will build on knowledge obtained in the core classes.

Research plays a key role in generating insights to better understand consumers. By learning how consumers make decisions in real-world contexts, companies can create more effective and consumer-driven strategies. This course provides an overview of the process of conducting marketing research, from formulating the research question, to selecting the most appropriate methodology and approach, to critically evaluating the results. In addition to theoretical topics, the course will also provide hands-on experience with practical tools to conduct research, and discuss important insights that research in consumer decision-making has uncovered.

The specific objectives of this course are:
- To learn about different research approaches and methodologies and their respective mechanisms for understanding consumer behavior
- To learn the fundamental elements that must be taken into consideration when designing, planning, and conducting research. These include: problem formulation, methodology selection, data collection, analysis, interpretation and use of results
- To learn how to conduct a small-scale experiment to answer a specific research question, and how to analyze the data to generate actionable insights
- To understand the role of data-driven insights in the decision-making process
- To critically evaluate methodological approaches and research findings
- To acquire knowledge of prior research in judgement and decision-making in a marketing context

1. Foundation Sessions Topics include: exploratory vs. descriptive research, surveys, correlation vs. causality, designing and conducting experiments, independent and dependent variables, measurement, validity and reliability

2. Applied Sessions Topics include: running A/B experiments on Qualtrics, using JASP for analyzing experiment results, advanced experimental designs, factor and cluster analysis

3. Judgement and Decision-Making Sessions Topics include: framing, choice construction, and context effects

Students are expected to attend weekly lectures, actively participate in class discussions and group projects, and complete an individual assignment.

We will not use a specific textbook for this course, but the following are recommended as general reference textbooks:

Marketing Research: An Applied Orientation, 7th Edition (N. K. Malhotra)
Marketing Research, 13th Edition (Kumar, V., Leone, R. P., Aaker, D. A., & Day, G. S.)

Group	Teacher	Department
Year 1	Ariel Fridman	Marketing