Research Methods in Business Marketing - Detailansicht

The ''Research Methods in Business Marketing'' course is for both Bachelor and Master students in business-related fields who intend to write either research thesis or research assignments. We divide participants into teams and assign them real-life problems.

This course covers the following key points:

1. Research Fundamentals:

Research Definition, Research Nature, Research Introduction, Research Aim, Questions, Objectives

2. Literature Reviews:

Reviewing the literature, Sources of Information, Citation Software – Citavi

3. Research Methodology:

Saunders Research Onion, Research Approach, Qualitative and Quantitative Research, Time Horizon, Research Validity and Reliability, Research Sampling

4. Research Strategies/Methods:

Experiments, Survey, Case Study Research, Action Research, Narrative Enquiry, Grounded Theory

5. Qualitative Data Analysis

Content Analysis, Thematic Analysis

• John W. Creswell, J. David Creswell (2018); Research Design: Qualitative, Quantitative, and Mixed Methods Approach; SAGE Publications, Inc; 5th edition; ISBN 978-1506386706
• Wayne C. Booth (2016); The Craft of Research; University of Chicago Press; 4. edition; ISBN 978-0226239736
• The Course Script is highly recommended!

What you will learn:

• conduct and construct research systematically
• be able to decide which Research Nature, Design, Approach, and Strategy is the right one for your research paper
• learn about Research Software/Tools – Citavi