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.
As part of the course, students submit a group assignment. Furthermore, one written exam concludes the course. For both components, students must achieve a pass to pass the course. I consider all students that submitted a group assignment as attending students unless they register for the exam for non-attending students.
- Assignment (50%): After the midterm break, students start to work on an assignment in groups. The assignment consists of the analysis and the assessment of an existing marketing research project that is distributed to students. To that end, students demonstrate that they can apply their knowledge from the course.
- Final exam (50%): The exam is an individual written test that can cover materials from the textbook, classroom discussions, and other materials provided to the students throughout the course. The exam makes use of different formats of standardized questions. The focus is on the application of marketing research in an empirical context.
Final exam (100%): The exam consists of an individual written test with standardized and open questions that covers all the mandatory literature.