Course: Research 1 credits: 2
- Course code
- CIVB18RES1
- Name
- Research 1
- Study year
- 2020-2021
- ECTS credits
- 2
- Language
- English
- Coordinator
- J. Kets
- Modes of delivery
-
- Assignment
- Lecture
- Assessments
-
- Research 1 - Other assessment
Learning outcomes
Competences:
- CREATING VALUE; The Marketing professional gives substance to the marketing approach by creating long-term value for both the client, the organisation and society. He/she does this based on an analysis of data and research, with the aim of gauging the client's actual behaviour. He/she is able to translate this analysis into an action plan.
- Curiosity
- Critical thinking
- Translates a marketing problem into a feasible research question;
- Appreciate marketing research as a process that involves a sequence of activities, each compatible with the preceding activities;
- Understands of the strengths and weaknesses of alternative research designs;
- Uses the many sources of marketing information and the various means for gathering such information;
- Appraises the biases and limitations of marketing data and basic data analysis;
- Applies univariate and basic bivariate data analysis techniques;
Content
Level:
Advanced
Content:
The Research 1 course builds on the Research Theory course from block 5 of the second year of study of the Marketing Management programme. Once more we will cover the phases of the research cycle and go more into depth regarding validity, reliability and generalizability. The focus is on quantitative methods, whereas Research 2 in block 11 will focus on qualitative methods. Furthermore we will build on the data analysis from block 5 and cover more advanced statistical analysis (for instance one way anova, factor analysis).
Literature/study materials:
Advanced
Content:
The Research 1 course builds on the Research Theory course from block 5 of the second year of study of the Marketing Management programme. Once more we will cover the phases of the research cycle and go more into depth regarding validity, reliability and generalizability. The focus is on quantitative methods, whereas Research 2 in block 11 will focus on qualitative methods. Furthermore we will build on the data analysis from block 5 and cover more advanced statistical analysis (for instance one way anova, factor analysis).
Literature/study materials:
- For Marketing Management Bachelor Programme student: For the latest info, go to the reading list on intranet: Hanze.nl/marketingprogramme or the Blackboard course.
- For Exchange Students/Certificate Students: For the latest info, go to the reading list on intranet: Hanzegroningen.eu/exchangemm or the Blackboard course.
Included in programme(s)
School(s)
- School of Marketing Management and Financial Economic Management
- School of Marketing Management