Nowadays the use of data across firms is pervasive: A recent survey by PwC of more than 2,100 executives reveals that most of them consider their organization as either highly data-driven (39%) or somewhat data-driven (53%). Interestingly, these companies claim to use analytics mostly for descriptive and diagnostic purposes, rather than for predictive and prescriptive purposes. Being able to predict and prescribe may require managers to get their hands dirty, and collect themselves the data they need to answer the questions they have in mind. To put remedy to the passive use of data analytics inside firms, it is necessary to learn how to craft a research question, design a study, collect the data, and analyze them. This is exactly the spirit of our course. The main goal of our course is to provide students with a comprehensive understanding of research methods based on primary data, i.e. data collected first-hand for a specific purpose. We would like to focus our attention on both qualitative (observation, interviews) and quantitative (surveys, experiments) data.

The course leverages a blend of methods aimed at complementing each other and optimizing the learning experience:

1. Lectures are used to discuss the theoretical and technical aspects associated to the collection and analysis of different types of primary data. During such lectures, students also have the chance to work with case studies, interactive class activities, as well as short individual and group exercises that help them understand the peculiarities associated with each type of data.

2. Practice sessions provide students with a hands-on experience of the research methods we discuss in class. Those practice sessions focus on issues related to both research design and data analysis.

3. Guest lectures expose students to the practices currently used in some firms.

4. Finally, students also put their knowledge in practice by participating to a group project. This allows them to experience first-hand the challenges associated with designing a qualitative data collection, a survey, or an experiment.