GRA 6438 Research Methodology - Marketing
GRA 6438 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.
Upon successful completion of this course, the students will be able to:
- understand key methodological issues in research in marketing and marketing research.
- 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
Upon successful completion of this course, the students will be able to:
- plan and conduct research according to the outlined research process taking into account and deal with the various unavoidable tradeoffs occurring in this process
Upon successful completion of this course, the students will appreciate alternative approaches to a problem.
- 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
The course is a combination of class room lectures and two term paper consultation sessions.
Part of the course is a library session. This session takes place as a combination of lectures and practical exercises using computers.
Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.
At resit, all exam components must, as a main rule, be retaken during next scheduled course.
All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
| Assessments |
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Exam category: Submission Form of assessment: Written submission Weight: 10 Grouping: Group/Individual (1 - 3) Duration: 1 Week(s) Comment: Library assignment Exam code: GRA64386 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 45 Grouping: Group (2 - 3) Duration: 1 Semester(s) Comment: Term paper Exam code: GRA64386 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 45 Grouping: Individual Support materials:
Duration: 3 Hour(s) Comment: Written examination under supervision. Exam code: GRA64386 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.