328049 :Introduction to Research in Marketing Fall

General info

Instruction language English
Type of Instruction Lectures + Interactive sessions (Lecture schedule)
Type of exams Written Closed Book Exam + Assignments (Examination schedule)
Course load:6 ECTS credits
Blackboard InfoLink to Blackboard (When you see 'Guest are not allowed in this course', please login at Blackboard itself)


dr. G. Knox (Coordinator)

I.W.A. Weeterings MSc


After this course you should be able to judiciously use (multivariate) statistical methods to support strategic and tactical marketing decisions.
So, the objectives of the course are twofold:
  • Generate Knowledge:
    • Theoretical: students should know the objectives, principles and assumptions of selected multivariate methods
    • Marketing: students should be able to identify proper methods to solve marketing problems on hand
  • Develop Skills: students should be able to apply multivariate methods/solve marketing problems using SPSS


The course comprises two parts (1) a 'theoretical' part and (2) a practical part. The 'theoretical' part consists of lectures, accompanied by course materials to be studied by the students and deals with a set of multivariate statistical method(s). In the practical part, in depth explanations of each method are followed by a demonstration (including SPSS instructions) on a real life marketing case. The methods covered are logistic regression, ANOVA, factor analysis, conjoint analysis, cluster analysis and multidimensional scaling.


This course is offered in block 1 and in block 3. This course prepares students for the more advanced research courses in the MSc Marketing Management and MSc Marketing Analytics program. As a consequence, students entering the MSc program in block 1, should take the block 1 (fall) course. Students entering the MSc program in block 3, should take the block 3 (spring) course. Note that students are only allowed to follow this course 1 time per cohort, with the exam and resit associated with the course from the respective block. Students get 2 exam chances a year (and not 4).

Repeater Rules
If you fail the course you must do the whole course again in the same semester you were before. So if you failed FALL, you must do the course again next FALL. If you failed SPRING, you must do the course again next SPRING.

Compulsory Reading

  1. Sheets and reader.

Recommended Reading

  1. Hair, Black, Babin, Anderson, Tatham, Multivariate Data Analysis: Pearson New International Edition,, Pearson, 2013, ISBN 9781292021904. Or earlier editions are fine also.

Required Prerequisites

This course is only available for MSc Marketing Management and MSc Marketing Analytics students

Recommended option for

  • MSc Marketing Management ( 2014, 2015, 2016, 2017 )
  • MSc Marketing Analytics ( 2015, 2016, 2017 )
  • MSc Marketing Research: track Strategic Marketing Research ( 2014 )
  • MSc Marketing Research: track Quantitative Marketing Research ( 2014 )
  • Exchange students TiSEM ( 2015 )