Experimental Research


Course Objective

- Insight in concepts and tools needed for planning and designing
laboratory experiments, and for collecting and analyzing behavioral data
- Demonstrate a critical understanding of the concepts and theories
used, as well as key topics covered, in the top academic journals on
experimental research
- Effectively apply experimental research concepts and tools to
design research for and analyze experimental data on consumer behavior
and marketing problems.
- Communicate and collaborate effectively with an international
cohort of classmates to design experiments.
- Gain solid statistical knowledge in order to prepare yourself fully
for your Master Thesis

Course Content

In this course, we will dig deeper into the different phases of
conducting an experimental study. First, we will discuss how to come up
with a specific research idea, ready to be tested in an experimental
context, and how to create specific conceptual and statistical
hypotheses about the relationship between (an) independent variable(s)
and (a) dependent variable(s). Second, we discuss how to design and
conduct an experiment in which you manipulate (an) independent variable
(s), measure (a) dependent variable(s), and control extraneous variable
(s). Third, we discuss how to analyze the results from an experiment,
with the appropriate statistical tools (SPSS). Finally, we discuss how
to interpret the results of an experiment, eliminate alternative
hypotheses, and design a set of follow-up studies. These discussions are
set against the backdrop of actual examples from practice and, in
combination with your assignment, from your own research ideas.

Teaching Methods

Lectures and computer tutorials

Method of Assessment

Written examination: 70%;
Assignments: 30%;
each to be completed with a minimum score of 5.0



General Information

Course Code E_MKT_ER
Credits 6 EC
Period P4
Course Level 400
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. F. van Horen
Examiner dr. F. van Horen
Teaching Staff dr. F. van Horen
X. Luo

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Study Group, Lecture, Computer lab
Target audiences

This course is also available as: