• Furrer Olivier

• Baillod Chloé

1. “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:

2. Master thesis presentation : Presenting the master thesis structures/concepts of the 4 chairs involved in the Master in Marketing
3. Developing research questions
4. Ethical considerations in marketing research
5. Writing a literature review
6. Developing conceptual models
   Different types of variables, moderation/mediation models
7. Developing hypotheses
   Different types and justifications
8. Choosing the right methodology
   Methodology according to research questions and hypothesis, sampling issues
9. Designing and pre-testing a questionnaire
10. Scenario-based research
    How to design (stimuli, 2x2 vs 3x3, etc.)
11. Qualitative research
    Research design, data collection and analysis
12. Reporting and discussing results
13. Writing final dissertation
14. 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