RESEARCH METHODS IN INNOVATION AND MARKETING

This course is a component of the Master's Degree in Innovation and Marketing. It aims to enhance students’ abilities in research conceptualization, academic writing, and analytical understanding, while also developing their critical thinking and methodological skills. By introducing key topics such as research design, data collection and curation techniques, and qualitative and quantitative analysis methods, the course provides students with a solid foundation to conduct research in management, marketing, and other social science subjects. Ultimately, it offers practical experience in research, preparing students to engage confidently in scholarly and professional research activities.

By the end of this course, students will be able to:
- Refine research ideas to formulate a well-defined research topic
- Understand research foundations
- Create a comprehensive research proposal
- Differentiate research methods
- Select an appropriate research strategy
- Address ethical considerations
- Plan and execute a literature search
- Manage data efficiently
- Analyze and visualize data
- Communicate research effectively

There are no prerequisites.

- Introduction to Research
- Generating and Refining Research Ideas
- Defining Research Questions and Objectives
- Techniques for Literature Search and Review
- Developing Theoretical and Conceptual Frameworks
- Research Ethics and Integrity
- Research Design and Methodology
- Sampling Strategies and Techniques
- Data Collection in Qualitative Research
- Data Collection in Quantitative Research
- Data Analysis in Qualitative Research
- Data Analysis in Quantitative Research
- Writing and Presenting Research

The textbook for this course is:
Saunders, M., Lewis, P. and Thornhill, A., 2009. Research Methods for Business Students. Pearson, 8th Edition.
Students will be informed about the chapters and sections to be studied for the exam during the lectures and on Moodle.
In addition to the textbook, students should check lecture slides, which will be uploaded on Moodle.

In addition to group assignments and presentations, a written exam based on multiple-choice questions would be held to evaluate students. Further information related to the exam and assessment criteria will be provided during the lectures and on Moodle.

The course will feature lectures with interactive sessions and open discussions. Experiential learning methods, such as role-playing specific research techniques, may be employed during the lectures. Students will be guided in the individual and group learning process through teaching materials, examples, and suggestions provided during the lectures and on Moodle.

English

written and oral

This subject deals with topics related to the macro-area "Human capital, health, education" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development