Course Objective- Demonstrate a critical understanding of the challenges in
cross-cultural survey research (e.g., measurement equivalence of data
from different cultural populations).
- Demonstrate a critical understanding of the concepts and theories
used, as well as key topics covered, in the top academic journals on
cross-country consumer research, including the role of culture at the
country level and cultural differences within countries.
- Effectively apply cross-cultural frameworks to understand real-life
international marketing problems and to design solutions to those
- Communicate and collaborate effectively with an international cohort
of classmates to design and produce case solutions or other
presentations, provided in English, to both academic and professional
Course ContentSurvey research is one of the most important areas of measurement in
applied social research. In the major journals in marketing strategy
(JM, JMR, JAMS), about 33% of the articles use surveys (Hulland et al.,
2017) and in marketing research in practice about 50% of turnover is in
survey research. The main focus in the course will be on survey
methodology and analysis of survey data. The examples used and the data
you work with will not only be survey data collected from hundreds of
students, but also high quality data from different nations.
In the course students will learn the theory of survey research
including sampling and weighting of respondents. In addition, students
will obtain knowledge on analyzing survey data using e.g., factor
analysis, multiple regression analysis, regression with dummy variables,
and moderation analysis. These techniques will be practiced while
programming in SPSS syntax to enable obtaining reproducible research.
Teaching MethodsLectures (4 hours per week); computer tutorial on programming in SPSS,
and analyzing data with this package (2 hours per week)
Method of AssessmentObligatory individual assignment (30%) and individual written exam
(70%), each to be completed with a 5.0 minimum
Entry RequirementsCustomer and Marketing Analytics
|Language of Tuition||English|
|Faculty||School of Business and Economics|
|Course Coordinator||prof. dr. H. van Herk|
|Examiner||prof. dr. H. van Herk|
prof. dr. H. van Herk
You need to register for this course yourself
Last-minute registration is available for this course.
|Teaching Methods||Study Group, Lecture|
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