Research Methodology - Marketing

Introduction

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