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GRA 6438 Research Methodology - Marketing

GRA 6438 Research Methodology - Marketing

Course code: 
GRA 6438
Department: 
Marketing
Credits: 
6
Course coordinator: 
Rutger Daniel van Oest
Course name in Norwegian: 
Research Methodology - Marketing
Product category: 
Master
Portfolio: 
MSc - Core course
Semester: 
2025 Spring
Active status: 
Active
Level of study: 
Master
Teaching language: 
English
Course type: 
One semester
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.

Learning outcomes - Knowledge

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.
Learning outcomes - Skills

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
  • make use of various information harvesting strategies, including search techniques and critical evaluation of sources
General Competence

Upon successful completion of this course, the students will appreciate alternative approaches to a problem.

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
Teaching and learning activities

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. 

Software tools
Qualtrics
SPSS
Additional information

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.

All parts of the assessment must be passed in order to get a grade in the course.

Qualifications

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
Assessments
Exam category: 
Submission
Form of assessment: 
Submission PDF
Exam/hand-in semester: 
First Semester
Grouping: 
Group/Individual (1 - 3)
Duration: 
1 Week(s)
Comment: 
Library assignment
Exam code: 
GRA 64387
Grading scale: 
Pass/fail
Resit: 
Examination when next scheduled course
Exam category: 
Submission
Form of assessment: 
Submission PDF
Exam/hand-in semester: 
First Semester
Weight: 
40
Grouping: 
Group (2 - 3)
Duration: 
1 Semester(s)
Comment: 
Term paper
Exam code: 
GRA 64388
Grading scale: 
ECTS
Resit: 
Examination when next scheduled course
Exam category: 
School Exam
Form of assessment: 
Written School Exam - digital
Exam/hand-in semester: 
First Semester
Weight: 
60
Grouping: 
Individual
Support materials: 
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
Duration: 
3 Hour(s)
Comment: 
Written examination under supervision.
Exam code: 
GRA 64389
Grading scale: 
ECTS
Resit: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
36
Lectures
Group work / Assignments
60 Hour(s)
Term paper
Prepare for teaching
64 Hour(s)
Preparations for lectures and exam, including processing of course slides and other readings.
Sum workload: 
160

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.