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2016/2017  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
  • Antonia Erz - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 06-07-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: 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, explain and discuss the nature of a qualitative research orientation as regards to its overall objective and design and its different methods for data collection and analysis.
3. Describe, explain and discuss the nature of a quantitative research orientation as regards to its overall objective and design and its different methods for data collection and analysis.
4. Describe and discuss the relationship between a qualitative and a quantitative research orientation, and thereby conclude on why and how to integrate and make use of different orientations (qualitative and quantitative) and methods in an innovation process.
5. Apply the theoretical frameworks and principles of a qualitative and/or quantitative research orientation by arguing for, planning and executing a marketing research project related to an 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 Individual oral exam based on written group product
Number of people in the group max. 4
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
* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.

* if a whole group fails the oral exam they must hand in a revised product for the re-take.

* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
Course content and structure

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 the different research orientations in social research to enable the students to make decisions about, for example, when and why a qualitative research strategy and a particular method shall be used for data collection and not another orientation or method. This includes a discussion of which kinds of research questions are answered by which types of social research methods, what kind of knowledge the different social research methods produce and how to analyze and present the gained knowledge.

 

Therefore, the course is structured along the following main topics:

  1. What are basic methodological considerations, what is the nature of social research methods, and what are the central components of a research strategy in general?
  2. What is nature of a qualitative research orientation, and what are its methods for marketing research? Thereby, a focus is put on selected methods of data collection and analysis.
  3. What is the nature of a quantitative research orientation, and what are its methods for marketing research? Thereby, a focus is put on selected methods of data collection and analysis.
  4. What are the links between the research orientations, and can they be used in a mix?

Lastly, becoming a talented leader and manager of marketing research processes also entails insight into how to apply specific methods in an innovation project. Therefore, the course will deal with the steps, decisions, critical considerations and processes in managing the research process and project in a successful way. The course requires students to argue for, plan and implement a research strategy for an innovation project by themselves and discuss implications for potential future research, being able to link different methods in a meaningful way. 

 

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 semester project. 
Further, this course builds on students’ methodological knowledge from their Bachelor studies.
Teaching methods
The course consists of lectures, case-works and a mini - project.
Student workload
Lectures 33 hours
Readings and preparation for the exam 173 hours
Expected literature

Social Research Methods, by Alan Bryman, 2016, 5th edition,

Oxford University Press, ISBN: 978-0-19-968945-3

 

Plus: a selection of articles

 

 
Last updated on 06-07-2016