MARK7213 and MARK8998 Contemporary Research Methods in Marketing

The Marketing discipline its origin, development and future direction. The use of different methods to examine research questions quantitative, experimental, qualitative, and ethnographic approaches. Advanced survey-based methods. Experimental approaches to research in marketing, including experimental designs and analysis of variance. Consideration of non-quantitative methods notably qualitative methods, in-depth interviews, case-study analysis, anthropological and ethnographic approaches, cross-cultural studies and phenomenological work. Post-modernist methods of enquiry.