|Assessment||Grading is based on a term paper (30%), paper presentations and class participation during the course (30%), and an exam at the end of the course (40%).|
|Prerequisites||Some familiarity with marketing research and statistical analyses at the level of a master's course is assumed, but not essential. If you have no prior knowledge of marketing research, then some chapters in an MBA-level textbook (e.g. Naresh K. Malhotra 2009, Marketing Research: An Applied Orientation 6th edition, Pearson) would be useful.|
|Contact||Prof. Dr. Florian Kraus|
|Instructor||Prof. Dr. Florian Kraus|
(plus starting and end date)
|14.10.2021 – 09.12.2021|
|Lectures||Friday (1.45 pm – 3.15 pm)|
|Course Objective||The primary objective of this course is to gain a detailed understanding and practical working knowledge of research design and methodology fundamentals in marketing. This understanding requires a fluency in the terminology of research, as well as an appreciation of basic research techniques and concepts drawn from such diverse fields as psychology and statistics. Secondary objectives include stimulating research creativity and critical thinking in the realm of research design and methodology, and introducing and integrating a wide variety of research techniques relating to design and methodology issues. By the end of the course, students should be able to use fundamental research concepts gained in the course in designing and evaluating research in marketing.|
In this course, a diversity of instructional approaches (e.g., lecture, in-depth analysis and discussion of assigned articles, student presentations, a term paper, an examination) will be used. The emphasis will be on the practical application of research in furthering marketing knowledge.|
There is a strongly recommended textbook (Pedhazur, Elazar J. and Liora Pedhazur Schmelkin (1991), Measurement, Design, and Analysis: An Integrated Approach, Hillsdale, NJ: Erlbaum) for background readings on weekly topics. Furthermore, there is a required course packet of assigned articles. The course packet is voluminous and includes many of the classic articles on research methods in marketing and other behavioral sciences. It may be a resource that you refer to from time to time throughout your research career, as well as a primary source of learning for the present course. Most often class discussion will focus on the assigned articles in the course packet, whereas the textbook will provide you background clarification on fundamental topics and provide a very useful reference.
Grading is based on a term paper (30%), paper presentations and class participation during the course (30%), and an exam at the end of the course (40%).|
Each student will prepare and present to the class a 15 – 20 page typewritten, double-spaced term paper addressing a research methodology, technique, or concept. The topic of the paper will be determined by each student with the professor's approval. Each paper will be copied and distributed to all class members. All papers will be presented in one of the last sessions of this course.
Paper Presentations and Class Participation:
You will repeatedly be asked to make 20 – 30 minute presentations of assigned papers and to contribute to specific questions in class. Therefore you will have to prepare to lead a discussion on a particular article or topic. Furthermore, it is expected that every student will be prepared to knowledgeably discuss assigned reading materials each class meeting. The class participation grade will be determined in part by contributions to class discussions, prepared presentation performances, and term paper presentation.
There will be a final examination. The exam will be comprehensive, covering all materials assigned and discussed during the course.
Pedhazur, Elazar J. and Liora Pedhazur Schmelkin (1991), Measurement, Design, and Analysis: An Integrated Approach, Hillsdale, NJ: Erlbaum) for background readings on weekly topics.|
Required course packet of assigned articles