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2015/2016  KAN-CSMCO1039U  Marketing Research in Innovation Processes

English Title
Marketing Research in Innovation Processes

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Karin Tollin - Department of Marketing (Marketing)
  • Vibeke Ankersborg - STU
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Marketing
Last updated on 03-08-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: 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.
Examination
Marketing Research in Innovation Processes:
Exam ECTS 7,5
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
Duration
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 second internal examiner
Exam period Autumn
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.
 
Progression
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

Social Research Methods

Alan Bryman, 2012, 4th edition,

Oxford University Press, ISBN: 978-0-19-958805-3

 

Plus: a selection of articles

 

 
Last updated on 03-08-2015