General Information
| Course Code | E_MKT_CRM |
|---|---|
| Credits | 6 EC |
| Period | P4 |
| Course Level | 400 |
| Language of Tuition | English |
| Faculty | School of Business and Economics |
| Course Coordinator | prof. dr. F. van Horen |
| Examiner | prof. dr. F. van Horen |
| Teaching Staff |
prof. dr. F. van Horen dr. M. Veltkamp |
|
Part of programme(s)
Master
Use the arrow keys to navigate the list, Enter to select, and Escape to close.
|
|
Practical Information
You need to register for this course yourself. The (de)registration deadlines can be found on VU.nl
| Teaching Methods | Computer lab, Study Group, Lecture |
|---|
Target audiences
This course is also available as:
Course Objective
Gain a comprehensive understanding of consumer research methods
- Generate a problem statement with the specific hypotheses that will be tested in an experiment or in a survey
- Learn how to define constructs, how to measure these constructs and how to design questionnaires in order to minimize bias
- Get insights in concepts and tools needed to design and set up a a rigorous laboratory experiment
- Learn how to analyze data of the most common experimental designs and survey methods used in consumer research
- Learn about the specific challenges involved in experimental and survey research
- Gain solid statistical knowledge in order to prepare yourself fully for your Master Thesis
Course Content
In this course you will get a comprehensive understanding of the different research methods applied in consumer research. The focus will be on experimental research, with a basic understanding of survey design to highlight how experiments and surveys complement each other. It will equip you with the knowledge and skills to translate theoretical models into rigorous experimental and survey designs. You will learn to conceptualise a theoretical model and how to define specific hypotheses about the relationship between independent and dependent variables. Furthermore, you will be trained in how to develop experimental manipulations, controlling for confounding factors, and establish causal inferences. You will learn about the common problems in setting up a survey and experimental design, such as measurement and sampling issues and questionnaire design. Finally, you will learn how to analyze and interpret the data using techniques such as ANOVA, mediation and moderation. In this course, you will advance your critical thinking and prepare yourself for the Master Thesis and future careers in research-driven marketing roles.
Additional Information Teaching Methods
Lectures (4h each week) to gain in-depth knowledge about the concepts and tools needed to design rigorous survey research and experiments and to analyze research data.
Computer tutorials (2h each week) to get hands on experience with SPSS and Qualtrics
Method of Assessment
Written examination
Individual assignments
Group assignment
Entry Requirements
Customer and Marketing Analytics