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Research Methods in Business Marketing - Detailansicht

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Veranstaltungsart Vorlesung Langtext
Veranstaltungsnummer 10106 Kurztext
Semester SoSe 2024 SWS 2
Erwartete Teilnehmer/-innen Max. Teilnehmer/-innen
Rhythmus Jedes Semester Studienjahr
Hyperlink https://elearning.rwu.de/course/view.php?id=3587
Weitere Links Moodle Link
Sprache Englisch
Belegungsfristen Belegungszeitraum MD    16.02.2024 - 05.04.2024   
Hauptbelegungszeitraum    26.02.2024 - 22.03.2024   
Termine Gruppe: [unbenannt] iCalendar Export für Outlook
  Tag Zeit Rhythmus Dauer Raum Raum-
Lehrperson Status Lernziele fällt aus am Max. Teilnehmer/-innen
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Di. 14:15 bis 15:45 woch Gebäude C - C009        
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Zugeordnete Person
Zugeordnete Person Zuständigkeit
Kadam, Nayan verantwortlich
Laut SPO für
Abschluss Studiengang Semester Kategorie ECTS
Bachelor Betriebswirtschaftslehre und Management 4 - 7 Wahlfach 5
Bachelor Physical Engineering 4 - 7 Wahlfach 5
Bachelor Wirtschaftsingenieurwesen (Technik-Management) 4 - 7 Wahlfach 5
Kein Abschluss International Academy 1 - 1 Pflichtfach 5
Bachelor Mediendesign 4 - 6 Wahlfach 5
Zuordnung zu Einrichtungen
International Academy

Remarks: The SoSe2024 lectures will begin on Tuesday, April 9.


Chapter 1: Research Fundamentals

  • Research Aim
  • Research Objectives
  • Research Questions
  • Saunders Research Onion
  • Nature Of Research: Exploratory, Descriptive, Explanatory
  • Research Approach: Qualitative And Quantitative
  • Research Structure
  • Preparing The Table Of Contents

Chapter 2: Literature Reviews

  • Introduction To The Literature Review
  • Sources Of Information: Primary And Secondary
  • Conducting Systematic Literature Review: Background And Context, Theoretical Frameworks, Research Methods And Empirical Findings, Gaps And Limitations, Implications And Applications
  • Workshop: Academic Writing With Citavi

Chapter 3: Qualitative Research Methods

  • Introduction To Qualitative Research: Nature And Philosophy Of Qualitative Research, Differences Between Qualitative And Quantitative Research, Ethical Considerations In Qualitative Research
  • Data Collection Techniques: In-depth Interviews, Focus Groups, Observations, Literature Research
  • Data Analysis Techniques: Thematic Analysis, Grounded Theory, Gioia Methodology
  • Validity And Reliability In Qualitative Research: Data Validity And Reliability, Triangulation

Chapter 4: Quantitative Research Methods

  • Introduction To Quantitative Methods: Philosophy And Importance Of Quantitative Research, Variables And Measurement
  • Data Collection Techniques: Surveys, Experiments,
  • Data Analysis Techniques: Descriptive Statistics, Structural Equation Modeling, Regression Analysis: Fuzzy-set Qualitative Comparative Analysis (FsQCA)


  • Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
  • Woodside, A. G. (2010). Case study research: Theory, methods and practice. Emerald Group Publishing.
  • Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.
  • Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students. Pearson education.
  • Bell, E., Bryman, A., & Harley, B. (2022). Business research methods. Oxford university press.
  • Swales, J. M., & Feak, C. B. (2004). Academic writing for graduate students: Essential tasks and skills (Vol. 1). Ann Arbor, MI: University of Michigan Press.

Academic Journal Articles:

  • Jick, T. D. (1979). Mixing qualitative and quantitative methods: Triangulation in action. Administrative science quarterly, 24(4), 602-611.
  • Denzin, N. K. (2012). Triangulation 2.0. Journal of mixed methods research, 6(2), 80-88.
  • Pappas, I. O., & Woodside, A. G. (2021). Fuzzy-set Qualitative Comparative Analysis (fsQCA): Guidelines for research practice in Information Systems and marketing. International Journal of Information Management, 58, 102310.
  • Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794-803.
  • Pardo, C., Ivens, B. S., & Niersbach, B. (2020). An identity perspective of key account managers as paradoxical relationship managers. Industrial Marketing Management, 89, 355-372.
  • Kadam, N., Niersbach, B., & Ivens, B. S. (2023). The cultural factors in global account management: the case of Indian buyers and German suppliers. Journal of Business & Industrial Marketing, 38(2), 353-366.
  • Basarir-Ozel, B., Turker, H. B., & Nasir, V. A. (2022). Identifying the Key Drivers and Barriers of Smart Home Adoption: A Thematic Analysis from the Business Perspective. Sustainability, 14(15), 9053.
  • Papathanassis, A., & Knolle, F. (2011). Exploring the adoption and processing of online holiday reviews: A grounded theory approach. Tourism management, 32(2), 215-224.
  • Queirós, A., Faria, D., & Almeida, F. (2017). Strengths and limitations of qualitative and quantitative research methods. European journal of education studies.



Course Objective:

The objective of the course "Research methods in Business Marketing" is to equip both Bachelor and Master students in business-related fields with the knowledge and skills required to conduct systematic research. The course aims to teach students how to construct and conduct research and provides them with the fundamental understanding of research software, qualitative and quantitative research methods, and academic writing skills.



There are no prerequisites for this course as it starts from the very beginning. Students with no prior knowledge of research methods are welcome to take the course.


Portfolio Exam


Target Group:

This course is suitable for both Bachelor and Master students in business-related fields who intend to write a Research Thesis, Research Paper, or Research Assignment, or for those who are interested in learning how to conduct business research.

Die Veranstaltung wurde 5 mal im Vorlesungsverzeichnis SoSe 2024 gefunden:
Hauptstudium  - - - 1
Wahlfächer  - - - 2
Wahlfächer/Wahlmodule  - - - 3
International Academy  - - - 4