13010 Planning and Conducting Surveys

Credits: 3 graduate credits in Business Administration / Management, Marketing and Advertising

Prerequisites: Operations Research, Accounting for Managers, Marketing, Management and Organizational Behavior, Financial Management, Corporate Law for Managers

The course is based on a reader edited by Aviva Geva and Galit Gordoni.

Objectives: The course provides students with an understanding of the theoretical framework at the foundation of the desired decision-making process for planning and conducting the various survey stages; the ability to critically read survey findings; applying theoretical models to the analysis of case studies and independent planning of surveys; a discussion of the dilemmas stemming from the existing tension between the desire to cut costs yet maximize data quality.

Topics: Acquaintance with the various uses of surveys in modern society; Familiarity with the models guiding the decision-making process in planning and conducting the various survey stages; Sampling, building a questionnaire and collecting data; Tools for identifying and reducing possible errors in planning and conducting the various survey stages; A critical discussion of the use of surveys.