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Research Methodology in Marketing and Strategy

Code 9821
Year 1
Semester S1
ECTS Credits 8
Workload TP(32H)
Scientific area Marketing e Estratégia
Entry requirements • There are no specific requirements for Entry
Learning outcomes • Identify and discuss the different research paradigms in strategy and marketing research; • Identify and discuss the different validity and reliability tools in strategy and marketing research; • Identify and discuss the main issues related to ethics in strategy and marketing research; • Identify and discuss the different causal modelling techniques; • Identify and discuss the major challenges of Research Methodology
Syllabus • Research paradigms, ontological and epistemological foundations • Validity and reliability according to research designs; • Data collection and managing the data structure; • Systematic Literature Review • Types of research design (Causal Analysis and Modelling; Qualitative studies; Mixed Research Methods); • Methodological challenges
Main Bibliography Belcher, W. L. (2009), Writing Your Article in 12 Weeks, London: Sage. Bryman, A. and Bell, E. (2007), Business Research Methods, Oxford: Oxford University Press Heiman, G.W., Understanding Research Methods and Statistics: an introduction for psychology (1998), Boston, MA: Houghton Mifflin Company. Huf, A. S. (2009), Designing Research for Publication, London: Sage. Malhotra, N.K. (2010), Marketing Research: an Applied Orientation, 6th ed., Upper Sandle River, New Jersey, USA: Prentice Hall. Thiérat, R. (2001), Doing Management Research: A comprehensive Guide, London, Sage Publications. Ramey, D. (1999), How to read a scientific paper, AAEP Proceedings, pp.280-284. Yin, R. (2003), Case study research: design and methods, London: Sage.
Teaching Methodologies and Assessment Criteria This course unit includes theoretical lessons followed by general class discussion. The assessment of the course will be based mainly on an individual or team project. The individual project is particularly stimulated because it may act as a starting point for a further research This project is followed by class presentation and discussion. Usually the format required is the following: letter type: times new roman, size 12, 1.5, 20 000 words (without including references).
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-09-15

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