Introductory description

This module will cover the necessity of market research to take evidence-based marketing decisions.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Indicative syllabus:

• Moving toward evidence-based marketing management
• Defining the problem and choosing research objectives
• Developing a research plan (hypotheses, analyses, data)
• Reporting results and taking actions
• Key market research approaches to take decisions across the marketing mix
• Fields, approaches, and current discussions in academic marketing research

Learning outcomes

By the end of the module, students should be able to:

• Understand the importance of market research to make evidence-based decisions.
• Understand what constitutes good and bad evidence as a basis for decision making.
• Develop alternative market research approaches to answer a question.
• Know the process steps and decision areas of market research and understand trade-offs involved.
• Understand current questions and trends in market research practice.
• Understand the fundamentals of academic marketing research.
• Identify the opportunities and risks of alternative market research approaches.
• Identify and grasp the limitations of analytical results and draw implications.

Indicative reading list

The course will not follow one specific textbook. However, individual readings may be selected from the following texts:
Lee, N., & Lings, I., 2008, Doing Business Research: A Guide to Theory and Practice, Sage Publications.
Feinberg, F., Taylor, J., & Kinnear, T., 2012, Modern Marketing Research: Concepts, Methods, and Cases, South-Western College Pub.
Alvesson, M., & Willmott, H., 2003, Studying Management Critically, Sage Publications.
Bryman, A., & Bell, E., 2015, Business Research Methods, Oxford University Press.
Creswell, J.W., 2018, Research Design, Sage Publications.
Johnson, P., & Durberley, J., 2000, Understanding Management Research, Sage Publications.
Robson, C., 2011, Real World Research, Blackwell.
Theitart, R-A et al., 2001, Doing Management Research, Sage Publications.
Thomas, A.B., 2004, Research Skills For Management Studies, Routledge.
Yin, R.K., 2003, Case Study Research: Design And Methods, Sage Publications.
In addition, selected articles from leading marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Journal of the Academy of Marketing Science may be used to illustrate state of the art academic research.

Subject specific skills

Define and critically evaluate evidence based on which to take marketing decisions.
Design a research project including the formulation of hypotheses, the definition of the analyses to be run, and the data to be collected.
Run and critically evaluate qualitative and quantitative analyses based on empirical data.
Communicate research findings and recommend decisions.

Transferable skills

Demonstrate oral communication skills.
Demonstrate written communication skills.
Demonstrate effective problem solving skills.