ERIM Research Clinic Marketing
Aims
To introduce you to the frontiers of knowledge and of research in marketing and to enable to formulate and evaluate a research proposal.
A second goal is to familiarise the student with the research done by top ERIM researchers (within and outside the MKT programme).
Information
This course consists of two parts. In the first (general) part, you learn about the different methodologies that can be used to generate marketing knowledge from empirical observations.
- Experimental research
- Non-experimental research (e.g., surveys)
- Modeling (e.g., using scanner data or web data)
- Neuroscience
In preparation of this first part, read the following texts:
Simonson, I., Carmon, Z., Dhar, R., Drolet, A., & Nowlis, S. M. (2001). Consumer research: In search of identity. Annual Review of Psychology, 52, 249-275.
Fader, Peter S., and Bruce G. Hardie (1996). “Modeling Consumer Choice among SKUs.” Journal of Marketing Research, 38(November), 442-452.
Dellaert, Benedict GC, and Stefan Stremersch (2005) "Marketing mass-customized products: striking a balance between utility and complexity." Journal of Marketing Research 42(2): 219-227.
[other text(s) TBA for the neuroscience part]
For the second (track-specific) part, the clinic aims to bring RM students in close contact with marketing faculty and improve their knowledge on the ‘doing’ aspects of research. To achieve this aim, students should aim to fill the required workload for this second part (2 ECTS = 56 hours) with RA activities under the supervision of marketing researchers. RM students should register with the secretaries of the marketing department at RSM (Jolanda Lenstra jlenstra@rsm.nl and Annette Bartels abartels@rsm.nl ). Students should actively look for RA opportunities. The secretaries can assist in offering such opportunities, but students are also strongly encouraged to contact marketing faculty members and ask for opportunities.
Assessment
Coming well-prepared to the lecture on the general part is a first requirement for passing this course. In addition, RM students should approach a marketing faculty member whose research method strikes them as most interesting. Students should ask this faculty member for a recent working paper of their hand and conduct a review of that paper. Students should submit this paper review (5 pages) together with the working paper to the respective faculty member and to the course coordinator (Steven Sweldens).
Fulfilling the 56 hour RA criterion is the requirement for passing the second part of this course.
Materials
Hunt, S.D. (1991) Modern Marketing Theory. Cincinnati: South Western Publishing Company:
Chapter 1: Introduction and
Chapter 4: The Morphology of Scientific Laws
Additional info
More information and detailed timetables can be found here.
ERIM Research Master students can register for this course via SIN Online.
This course is not open for external (non-ERIM) participants.
