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2013/2014  KAN-SMC_SM58  Marketing Research in Innovation Processes

English Title
Marketing Research in Innovation Processes

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jesper Clement - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 13-08-2013
Learning objectives
At the end of the course the excellent student is expected to be able to:
1. Describe and discuss the aim, structure and the content of a research strategy aimed to produce important knowledge about end-users in relation to an innovation project.
2. Describe and explain the nature of a qualitative research orientation as regards to overall objective and design, and different methods for data collection and analysis.
3. Apply the literatures ideas, frameworks and principles about a qualitative research orientation in conducting a marketing research project related to an innovation process.
4. Describe and explain the arguments behind a quantitative research strategy, and what the essential issues, considerations, decisions and steps (processes) are when enacting a quantitative research strategy.
5. Describe and discuss the relationship between a qualitative and a quantitative research orientation, and thereby conclude on why and how to integrate and make us of different orientations (qualitative and quantitative) and methods in innovation process.
Marketing Research in Innovation Processes:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 4 students in the group
The oral exam is individual
Size of written product Max. 15 pages
Assignment type Report
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Autumn Term
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
Like the previous courses, the structure of this course is impressed by its propositions and objectives. Thus, the first part of the course deals with the following issues: What is the nature of social research and what are the components of a research strategy. Thereafter, in a second part the focus is on the meaning, implications and the implementation of a qualitative research orientation. At last, in the third part, the essential considerations and phases of a quantitative research strategy are dealt with alongside with links between research orientations, and between methods for data collection.
This course is directly linked to the course ‘Marketing, Creativity and Innovation’ in that the course acts as a frame of reference and knowledge base for one empirical part of the SM22 semester project.

Over the years, several studies have supported the notion that marketing research plays a key role in product/service, brand and in business model innovation processes. The focus in this course is on this role; it’s leading and management.  Accordingly, the central objective is to make the student become a talented leader and manager of marketing research processes relating to innovation projects of companies’ market offerings. This implies an understanding of in what decision situations and why a qualitative perspective or a particular type of method for data collection (as for example in-depth interview) is the relevant research path, and not a quantitative orientation or another method for data collection. Furthermore is the requirement to have an understanding of what the implications are of choosing a particular research orientation and method for collecting and analysing data, considering type and quality of knowledge achieved. To become a talented leader and manager of marketing research processes also entails to have a profound insight about how to apply specific methods for data collection and analysis. The following question is dealt with: What are the steps, decisions, critical considerations and processes in order to manage the research process and project in a successful way? At last, there is the requirement of having practical experiences of marketing research. As regards to this, the course is oriented on to further develop students’ capabilities about how to: 1) manage and make use of on-line secondary sources in knowledge creation processes about market phenomena; 2) design and implement a qualitative study in a successful way, and about 3) how to proceed and why from a qualitative to a quantitative orientation in a market research process related to an innovation project.
Teaching methods
The course consists of lectures, case-works and a mini - project.
Expected literature
  • Qualitative Research Methods in Public Relations and Marketing Communications(2002), Christine Daymon and Immy Holloway, Routledge.
  • Analyzing Qualitative Data, (1994), Edited by Alan Bryman and Robert Burgess, Routledge

·Qualitative Research & Evaluation Methods, (2002), Michael Quinn Patton, Sage Publications

  • Product Development and Target Market Segmentation(2009), Marcus J Schmidt and Svend Hollensen, Pearson.

A selection of articles about conjoint analysis and multidimensional scaling:

  • Buser, Samuel Jackson(1989) “A Counseling Practitioner's Primer to the Use of Multidimensional Scaling.” Journal of Counseling and Development, March, Vol. 67 Issue 7, p420, 4p, 1 diagram; (AN 4969345)
  • Green, Paul E. and Abba M. Krieger (1999) “Segmenting Markets with Conjoint Analysis.Journal of Marketing, October, Vol. 55 Issue 4, p20-31.
  • Gustafsson, Anders; Frederik Ekdahl, and Bo Bergman (1999) “Conjoint Analysis: A Useful Tool in the Design Process. Total Quality Management, May, Vol. 10 Issue 3, p327-343.
  • AddedMcCullough, Dick(2002) “A User's Guide to Conjoint Analysis”.Marketing Research, Summer, Vol. 14 Issue 2, p18-23.
  • Pegels, C. Carl and Chandra Sekar (1989) “Determining Strategic Groups Using Multidimensional Scaling”. Interfaces, May/Jun, Vol. 19 Issue 3, p47-57,
  • Pullman, Madeleine E.; Kimberly J. Dodson and William L. A. Moore.(1999). “Comparison of Conjoint Methods When There Are Many Attributes.”Marketing Letters, May, Vol. 10 Issue 2, p125-138.
  • Vriens, Marco(1993) “Solving Marketing Problems with Conjoint Analysis.” Journal of Marketing Management, Jan-Apr, Vol. 10 Issue 1-3, p37-55.
Last updated on 13-08-2013