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, measurement, and ethics. 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 issues
  • Ethical issues
  • Data collection
  • Measurement
  • Sampling
  • Survey research
  • Experimental research
  • Longitudinal research
  • Qualitative approaches
  • Meta analysis
  • Information and search strategies:
    • Introduction to search strategies
    • Source quality assessment
    • Reviewing articles

During the semester there will be thesis seminars to guide the students towards writing a thesis registration form. This is conducted outside the course.

Learning outcome knowledge

Upon successful completion of this course, the students will be able to:

  • understand key methodological issues in research in marketing and marketing research.
  • elaborate on these issues.
  • see the interrelationships between the elements of the research process, not only the bits and pieces.

Through practical exercises, the students will:

  • have an understanding of information search strategies and of source evaluation
  • know what a literature review is and how these types of articles may be found and used

Exam organisation

  • Written assignment: 10%
  • Written assignment: 45%
  • Written exam: 45%