30332 - MARKETING RESEARCH SKILLS FOR PUBLIC POLICY
Course taught in English
Go to class group/s: 23
- Identifying and analyzing marketing research problems in public policy.
- Designing research projects.
- Collecting and using different types of data (internal vs. external, primary vs. secondary).
- Analyzing public policy data with appropriate (multivariate) statistical techniques.
- Explaining and transferring results to practitioners in public policy.
- Understanding benefits and conditions of various research strategies.
- Discussing recent trends and ethical constraints of marketing research for public policy.
During the course, students prepare a number of assignments with real data to experience the typical process of a (marketing) research project. Furthermore, one written exam concludes the course. The exam determines 40% of the final grade, while the assignments accounts for the remaining 60%. Students can earn bonus points through active participation to the class.
Assignments (60%): In order to establish a collaborative atmosphere, at least some assignments require students to work in small groups. Assignments typically require students to work with empirical data that have a connection with public policy.
Final exam (40%): The exam covers materials from the textbook, classroom discussions, and other materials provided to the students throughout the course. The exam format is a mixture of standardized and open questions and the focus is on the application of marketing research in an empirical context (i.e. public policy).
For Non-attending students:
Final exam (100%): The exam consists of an individual written test with standardized and open questions that will cover all the mandatory literature.
- N.K. Malhotra, Marketing Research – An Applied Orientation,Pearson Prentice Hall,2009, 6th edition , (Chapters 2-4, 6-9, 14-17)
- Optionally: R.H. Thaler, C.R. Sunstein , Nudge – Improving Decisions About Health, Wealth, and Happiness, Yale University Press, 2008 , (Chapters 1, 4 to 6, 11, 13, 17).