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Contemporary Research Methods In Marketing

Опубликовано на портале: 09-10-2003
Год: 2002
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

The focus of the course is on some of the research methods and issues that are not covered in other courses for research students in marketing and which are reflected in contemporary research in marketing. The aim is critically examine the nature and limits of these different methods in terms the kind of knowledge they can provide and how this relates to the general issues underlying the scientific process. More specifically the aim is to increase students' knowledge, skills, and insights in scientific research methods in marketing with an emphasis on qualitative/interpretive methodologies, social network analysis and complexity. The aim of the course is not to train you to carry out research using such methods, although references to texts and other readings that provide more detail about the methods involved are referred to in the readings provided.


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См. также:
Gary Gregory, Mark Uncles
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