JSBS1130 Quantitative Research Methods in Marketing and Corporate Communication (3 op)

The study module provides the students with advanced knowledge of quantitative methods in business research, research processes, analysis methods, and interpretation/reporting. Students will learn how to plan and conduct quantitative scientific research, and how to analyze and interpret empirical data across different data sets and purposes.

After completing the study module, the student:

• understands the nature of scientific knowledge and the main paradigms of science

• understands the main assumptions of a quantitative research methodology

• knows the main features of quantitative methods such as surveys and most relevant statistical methods and analytical designs

• is able to generate research plans for measuring quantitative research data

• is able to develop a solid study plan and conduct data collection and analysis

• can critically evaluate the validity and reliability of results

Reading material assigned by lecturers.