Module Code - Title:
MK6141
-
Research Philosphy and Methodology in Marketing
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
This module provides a background to debates around the philosophy of marketing science, traces the rise to power of logical empiricism and presents a critical appraisal of its contribution relative to more constructivist approaches. The module also provides students with practical coverage of relevant quantitative and qualitative methodologies in marketing.
Syllabus:
Topics are likely to include: the philosophy of marketing science; logical empiricism and its contribution; constructivism and its contribution; the business of representation; methodologies in marketing including longitudinal and cross-sectional approaches; field and laboratory research; experiments and quasi-experiments, surveys, case studies, action research; ethical issues surrounding the use of human subjects including informed consent, voluntarism and deception; hands-on experience analysing quantitative and qualitative data using SPSS and NVivo; identifying a research question to be addressed empirically in the Research Paper component and justifying the area of investigation and the methodological approach to be taken.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
Review the epistemological alternatives relevant to the pursuit of marketing knowledge.
Critically evaluate the different research strategies, designs and methods available to marketing researchers.
Summarise empirical research findings and formulate rigorous explanations and judgements.
Affective (Attitudes and Values)
Acknowledge best practice in research methods in terms of collecting and analysing quantitative and qualitative data.
Psychomotor (Physical Skills)
Demonstrate a set of practical skills in respect of appropriate research methodologies in the marketing endeavour and understand the conditions under which each methodological approach is appropriate.
Translate their learning into the production of a r
How the Module will be Taught and what will be the Learning Experiences of the Students:
The students will be taught using a combination of formal and interactive lectures and private study. The student experience will be structured though interactive discussion, and practical application of learning through individual and group based assignments.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Belk, R.W. (2006)
Handbook of Qualitative Research Methods in Marketing
, Edward Elgar
Hooley, G. and M. Hussey (1994)
Quantitative Methods in Marketing
, Thomson
Other Relevant Texts:
Hunt, S.D. (1991)
Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science
, South-Western Publishing
Hunt, S.D. (2003)
Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity
, M.E. Sharpe
Programme(s) in which this Module is Offered:
Semester(s) Module is Offered:
Module Leader:
maria.lichrou@ul.ie