• Furrer Olivier

• Baillod Chloé
• Landry Mikèle

“Research Methodology” is one component of the course “Research Methodology and Data Analysis”. The other component “Data analysis with SPSS” is offered by the Chair of Prof. Bambauer-Sachse. This colloquim is mandatory for students who want to write their master thesis in marketing. It is also recommended for student writing their bachelor thesis in marketing.

Note: Registration is done by email after the first session. Registration on MyUnifr is only possible once you have submitted your Master thesis to the Dean's office.

Structure:

1. Master thesis presentation : Presenting the master thesis structures/concepts of the 4 chairs involved in the Master in Marketing
2. Developing research questions
3. Ethical considerations in marketing research
4. Writing a literature review
5. Developing conceptual models
   Different types of variables, moderation/mediation models
6. Developing hypotheses
   Different types and justifications
7. Choosing the right methodology
   Methodology according to research questions and hypothesis, sampling issues
8. Designing and pre-testing a questionnaire
9. Scenario-based research
   How to design (stimuli, 2x2 vs 3x3, etc.)
10. Qualitative research
    Research design, data collection and analysis
11. Reporting and discussing results
12. Writing final dissertation
13. Q&A research proposal

Preparatory seminar for students aiming to do an empirical master thesis in marketing. 

Prerequisite: having taken the course Recherche Marketing / Marketingforschung or equivalent