Research Methods for Strategic Marketing Management

Description

The student should preferably take the Master's Thesis course and the Data Analysis or Research Methods course together or should take Data Analysis or Research Methods at least prior to the Master's thesis. The learning outcomes are evaluated for research methodology in the domain of Strategic Marketing Management . This course evaluates the following learning outcomes: The student 5.1 Collects and consults sources and data purposefully and critically, on the basis of a given management problem or social question and takes into account the characteristics of the type of source or data used (popularizing or scientific source, primary or secondary data). 5.2Is aware of the most common research methods and analysis techniques and assesses the possibilities and limitations of each method and technique critically. 5.3 Chooses the most relevant research method for the investigation of a management problem or social question and substantiates this choice. 5.4 Assesses the consequences of a selected methodology for the reliability and validity of the results, and takes these into account when drawing conclusions and proposing solutions. 5.5 Applies advanced methods and techniques for the acquisition, analysis, and interpretation of data independently, using the preferred supportive software. 5.6 Synthesizes research results acquired on the basis of a critical analysis (and integration) of information from relevant sources and data, and substantiates solutions for a complex management problem or social question.