Writing a script for marketing course

ethnography and cultural analyses .

MK 333

Lecture 2 1

• understand the research imagination

• understand course content

• understand the concept of research • finalise research project

learning outcomes

2

ethicality many aspects of ethics including following 7 aspects:

- minimising any harm to participants

- equitable distribution of risk/benefit

- using best, least costly, least dangerous research approach

ethicality - preserving researcher integrity and honesty

- obtaining informed written consent

- preserving anonymity/confidentiality

- allowing participant withdrawal at any time without cost

are these ethical? Facebook research GCHQ

the scope of this lecture series

to develop an initial understanding of the role of research (usually qualitative) in informing marketing choices

to consider how a variety of qualitative approaches help to promote greater understanding of consumers

to review and practice using a variety of qualitative research approaches

ethnography/observation, focus groups. sort techniques, in- depth interviews, etc.

a portrait cultural groupindividual

an ethnographya biography

an ethnographic case study

http://www.emerson.edu/academics/ academic-services/research-creative- scholarship/compliance/human-subjects- review/irb/student-project-guidelines

research projects must stay within the following guidelines for projects that DO NOT require IRB approval -

The Research Cycle

the Research Cycle

during the course, the concept that research is a cyclic approach to data will be stressed

the diagram illustrates the cyclic nature of the research process:

many ways of conducting research in marketing context

in this course you will be exposed to selected approaches, philosophies and methodologies

Research Methods, Philosophies and Approaches

approaches, methodologies and techniques that may be considered