Students in this course will conduct a marketing research project individually or in small groups. The project will aim to answer a marketing-related research question using qualitative or quantitative empirical methods. Further, they learn how to document, present, and discuss their findings. By providing an independent contribution to a complex research project, students will link theory and practice while also acquiring additional social skills through group work. The project includes reviewing literature, devising causal relationship hypotheses, collecting data, and testing hypotheses. Through this practical course, students will gain experience in using empirical methods, particularly data collection and evaluation (e.g., using multivariate analysis methods). The students will have discussions in milestone meetings with the supervisor and a final presentation of their results and implications.
Grad Scheme
Letter
Prerequisite Courses