06290695 - Data Collection for Marketing and Management

This course introduces students to the fundamental principles and practices of data collection in the context of marketing and management research. Students will explore a wide range of data collection methods, from traditional qualitative and quantitative approaches to contemporary digital techniques, developing the ability to identify, design, and critically evaluate appropriate data collection strategies for different research contexts.

Estimation of private study (outside of contact hours): 10 hours

DIMENSION OF SOCIAL RESPONSIBILITY

Ethical consideration and transparency in research
Reliability and validity of data collection

TARGETED KNOWLEDGE AND SKILLS 

• Distinguish between different types of data and their collection methods
• Design and evaluate qualitative data collection approaches (observation, ethnography, netnography, interviews, focus groups)
• Design and evaluate quantitative data collection approaches (surveys, questionnaires, experimental and causal designs)
• Understand digital data collection methods including web scraping and online data sources
• Reflect critically on emerging developments including artificial intelligence and their implications for data collection practices
• Apply appropriate data collection strategies to a real research question
• Consider ethical and transparency stakes in data collection and research design

COURSE OUTLINE
 

• Research design and data collection strategies
• Qualitative data collection methods
• Interviews, observation, ethnography
• Quantitative data collection methods
• Survey and questionnaire design, experimental designs
• Secondary data and documentary analysis
• Digital data collection and online sources
• Artificial intelligence and data collection: contemporary perspectives
• Ethics and transparency in research

BIBLIOGRAPHY
PRESCRIBED TEXTS AND PUBLICATIONS

1. Gavard-Perret, M. L., Gotteland, D., Haon, C., & Jolibert, A. (2012). Méthodologie de la recherche en sciences de gestion. Réussir son mémoire ou sa thèse, 2.
2. Hackley, C. (2024). Qualitative research in marketing and management: Doing interpretive research projects. Routledge.
3. Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press.
4. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
5. Yin, R. K. (2015). Qualitative research from start to finish. Guilford publications.
6. Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
7. Salganik, M. J. (2019). Bit by bit: Social research in the digital age. Princeton University Press.

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

1. Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
2. Yin, R. K. (2018). Case Study Research Design and Methods (6th ed.). SAGE Publications.
3. Couper, M. P. (2000). Web surveys: A review of issues and approaches. The public opinion quarterly, 64(4), 464-494.

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

1. Kalika M., Thévenet M. (2021), Changement de paradigme dominant : de la qualité académique à l’impact managérial, In A. Burlaud & F. Bournois (Éds.), L’enseignement de la gestion en France : Identité, défis et enjeux (p.163-172). Editions EMS.

Individual grade
Open Exam; Continuous MCQ across sessions, 3 hours

Other grade
Semester Project; Group Presentation, 30 minutes

Weight: 60% / 40%

TEACHING METHODS
Lectures (CM) and guided practical sessions (TD). Sessions combine direct instruction with case-based discussions, in-class group activities, and applied exercises. Students work in groups on a semester-long research project developed progressively across both CM and TD sessions.

NATURE OF MATERIALS
PowerPoint, PDFs, Videos

TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Moodle, Mentimeter