Excerpt from course description

Research Methodology - Marketing


The Research Methodology - Marketing course is designed to give students a comprehensive understanding of important topics in research in marketing (i.e., academic research) and marketing research (i.e., business-oriented research). The course addresses theoretical and philosophical foundations of research conducted by marketing academics and practitioners including perspectives on theory, causality, validity, and measurement. It also covers the marketing research process including formulating the research problem and hypotheses, sampling, measurement, research design, and writing a paper/thesis or research report.

Course content

  • Validity and reliability issues
  • Data collection
  • Measurement
  • Sampling
  • Survey research
  • Experimental research
  • Qualitative approaches
  • Meta analysis
  • Information and search strategies:
    • Introduction to search strategies
    • Source quality assessment
    • Reviewing articles


This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.