Program Overview

Program Overview

The Micro-credential: Marktstudie theorie en praktijk is a university program that focuses on market research theory and practice.

Program Details

• Study Load: 6 study points
• Language of Instruction: Dutch
• Location: Stadscampus
• Faculty: Faculty of Business and Economics

Course Content

The program covers the following elements:

• Formulating problem statements and specific research questions
• Types of market research in relation to the research question
• Data collection:
  • Research designs
  • Sampling methods
  • Questionnaires and measurement scales
• Data processing: univariate and multivariate analysis techniques applied in market research
• Interpretation and reporting of results

The course utilizes lectures, guest lectures, guidance sessions, and feedback sessions for group assignments, as well as practice sessions with SPSS. Lectures are recorded and made available to students via Blackboard. Group assignments can potentially be replaced by individual assignments.

Learning Objectives

The program focuses on the following learning objectives:

1. The participant can describe a market research problem and translate it into a data collection and analysis project. The participant has insight into techniques of sampling, questionnaire design, data collection techniques, and statistical tests.
2. The participant is able to set up and execute a market study, integrating theoretical insights and techniques of data collection, processing, and interpretation.
3. The participant is able to write a coherent and clear research report in which all research steps are correctly reported, and coherent and clear recommendations for the company are derived.
4. The participant is able to fully manage and coordinate a research project. The participant is able to reason logically and structurally, make the right research choices, and critically evaluate the research results.

Evaluation

The evaluation consists of an exam (50%) and a group assignment (50%). For both components, the student must achieve a minimum score of 8/20, both during the first and second exam periods. Students who score less than 8/20 on one of the components will receive the lowest partial score as their final result. Students who do not participate in the group work or exam cannot achieve a final score.

• Written Exam (50%): Without oral explanation, closed book, open questions, and multiple-choice questions (with a higher threshold).
• Group Work (50%):
  • 70%: Written reporting and oral presentation of a group assignment in which a market study is set up, executed, and reported.
  • 30%: Permanent evaluation of intermediate components of the group work.
  • 10%: Peer evaluation (increase/decrease). Throughout the year, intermediate assignments are submitted, with written and oral feedback provided. Oral feedback on the final product can be requested after the exam period. On request from the teacher, an alternative evaluation form can be provided for students who work or are abroad.