Programme Outlines and Overviews

Research Methods in Marketing 5 credits

Course content

The course, Research Methods in Marketing, is designed to equip you with the skills to critically formulate research questions and design academically rigorous empirical studies that address real-world marketing challenges. The course provides you with a comprehensive understanding of essential research methodologies. This includes qualitative methods to explore market phenomena and uncover deep consumer insights, as well as quantitative methods to test hypotheses and measure market trends. In the course, you will engage in hands-on projects, case studies, and peer collaboration to apply research concepts to practical scenarios. The culmination of the course is a research proposal and a coherent method that serves as an input into the master's thesis.

Entry requirements

The applicant must hold a minimum of a Bachelor's degree (equivalent to 180 ECTS credits from an accredited university). At least 60 ECTS must be in Business Administration or a combination of 30 ECTS in Business Administration and 30 ECTS in related subjects, such as Economics, Industrial Engineering and Management, Business Analytics, Informatics, Communication Studies, Commerce, or Public Relations. At least 5 ECTS must be marketing. Also, at least 15 ECTS in taken courses on advanced level within the programme (or equivalent). Proof of English proficiency is required.

Level: Second cycle

Course/Ladok-code: J2RMIM

School: Jönköping International Business School