06290695 - Data Collection for Marketing and Management

This course objective is to help students address critical challenges in navigating through qualitative data and quantitative data. The focus here is to introduce research design methodology to students, leading them into developing research questions suitable for different methodological designs hence leveraging their theorizing capabilities in both qualitative and quantitative research. 

Estimation of private study (outside of contact hours): 10 hours

DIMENSION OF SOCIAL RESPONSIBILITY

Ethical consideration and Transparency in research
Reliability and validity in research

TARGETED KNOWLEDGE AND SKILLS 

Differentiate between descriptive and analytical research questions
Epistemological considerations in qualitative and Quantitative research
Effective literature reviews and theorizing 
Inductive, deductive and abductive research method analysis approaches
Know the different research methods. 
Understand the context in which one is chosen over another.
Consider ethical stakes of research in its implementation.

COURSE OUTLINE

Framing qualitative research
Literature review
Qualitative research designs
Collecting  qualitative data
Research approach
Research topic- Research question - Research design
Interviews
Ethnography/ observations
Documentary analysis

PRESCRIBED TEXTS AND PUBLICATIONS

1. Gavard-Perret, M. L., Gotteland, D., Haon, C., & Jolibert, A. (2012). Méthodologie de la recherche en sciences de gestion. Réussir son mémoire ou sa thèse, 2.
2. Hackley, C. (2019). Qualitative research in marketing and management: Doing interpretive research projects. Routledge.
3. Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press.
4. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
5. Yin, R. K. (2015). Qualitative research from start to finish. Guilford publications.
6. Klag, M., & Langley, A. (2013). Approaching the conceptual leap in qualitative research. International journal of management reviews, 15(2), 149-166.
7. Langley, A., & Klag, M. (2019). Being where? Navigating the involvement paradox in qualitative research accounts. Organizational research methods, 22(2), 515-538.
8. Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. Handbook of qualitative research, 2(163-194), 105.

RECOMMENDED TEXTS AND PUBLICATIONS

1. Yin, R. K. (2015). Qualitative research from start to finish. Guilford publications.
2. Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press
3. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

1. Gehman, J., Glaser, V. L., Eisenhardt, K. M., Gioia, D., Langley, A., & Corley, K. G. (2018). Finding theory–method fit: A comparison of three qualitative approaches to theory building. Journal of management inquiry, 27(3), 284-300.
2. Gehman, J., Glaser, V. L., Eisenhardt, K. M., Gioia, D., Langley, A., & Corley, K. G. (2018). Finding theory–method fit: A comparison of three qualitative approaches to theory building. Journal of management inquiry, 27(3), 284-300.
3. Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
4. Gioia, D. A., Corley, K. G., & Hamilton, A. L. (2013). Seeking qualitative rigor in inductive research: Notes on the Gioia methodology. Organizational Research Methods, 16(1), 15-31.
5. Yin, R. K. (2018). Case Study Research Design and Methods (6th ed.). SAGE Publications

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

1. Kalika M., Thévenet M. (2021), Changement de paradigme dominant : de la qualité académique à l’impact managérial, In A. Burlaud & F. Bournois (Éds.), L’enseignement de la gestion en France : Identité, défis et enjeux (p.163-172). Editions EMS.

Individual grade
Written, 3h

Other grade(s)
Grading during class, oral presentation 30min

Weight: 25%

NATURE OF MATERIALS
PowerPoint, pdf documents, videos.

TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Wooclap, Miro, and Menti 

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
ADVISED PRIOR READING

1. Yin, R. K. (2015). Qualitative research from start to finish. Guilford publications.
2. Ghauri, P., Grønhaug, K., & Strange, R. (2020). Research methods in business studies. Cambridge University Press
3. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications