Survey Research Methods


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 Content

Survey 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 Methods

Lectures (4 hours per week); computer tutorial on programming in SPSS,
and analyzing data with this package (2 hours per week)

Method of Assessment

Obligatory individual assignment (30%) and individual written exam
(70%), each to be completed with a 5.0 minimum

Entry Requirements

Customer and Marketing Analytics

General Information

Course Code E_MKT_SRM
Credits 6 EC
Period P4
Course Level 400
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator prof. dr. H. van Herk
Examiner prof. dr. H. van Herk
Teaching Staff prof. dr. H. van Herk

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

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