What to expect?

At the end of October, the application phase will be followed up by the preparation phase. First of all, this will regard the weekly committee meetings and socials on Monday evening. After the exam period of semester 1.1, the participants will actively prepare their research.

The preparation phase

The preparation phase consists of two parts and will take place in semester 1.2 and 2.1. Participants will spend about 15 hours per week during the preparation phase.


The aim of this phase is to improve your knowledge of Malaysia and Vietnam. Next to this, enhancing your methodological expertise and knowledge of market research and consulting is another objective. This phase is meant to provide you with knowledge and skills that can be used to perform the field research. Therefore you are obliged to follow the course Research Projects in Emerging Markets, in which the focus will be on how to conduct market research. This course will be taught by dr. J.C. Hoekstra in semester 2.1. Furthermore, you will attend a series of guest lectures and trainings on the country and doing business, given by experts from various companies and institutions. Moreover, you will conduct a literature research and follow workshops on research methodology that will be lectured by the supervising professors.


This phase is in favor of the company for whom the participants are conducting the research. The specific needs of the company will be thoroughly incorporated and interactive feedback will be maintained. This research phase consists of the following parts:

Research framework
In consultation with the company, the framework and contents of the research will be determined.

Preliminary investigation in the Netherlands
From semester 2.1 you will start with the desk research and the strategy for follow up research in Malaysia and Vietnam will be discussed. Until April 2020, an extensive preliminary investigation will take place in the Netherlands. The results of this research will be reported to the company.

The field research phase

From April until June 2020 (after the exams of semester 2.1), you will travel to Malaysia or Vietnam for 10 weeks. During the first five weeks, the actual field research will be conducted. You will visit companies, governmental institutions and universities. During this stage, an ‘Intermediate Report’ will be drafted to present the preliminary results of the investigation. The preparation phase and the research phase in Malaysia and Vietnam will be supervised by three professors of the University of Groningen. The last five weeks you will travel in smaller groups.

The reporting phase

The month July, and if necessary August, will cover the final phase. The research results will be presented to the company in a final research report.