24756 Scientific Theory for Research

Subject level: Postgraduate

Handbook description

The subject introduces students to the basics of scientific method and shows how to apply it to the evaluation and development of marketing theory in teaching, research and practice. The evolution of marketing thought is used as the primary way of considering what marketing theories there are, their quality and their usefulness in progressing research in marketing.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Demonstrate an understanding of the philosophy of science, nature of scientific method and theory building.
2. Differentiate and explain the various approaches to theory building in marketing.
3. Differentiate and assess the development of various theoretical streams in marketing.
4. Evaluate contributions of contemporary research streams to the development of the theory of marketing.
5. Assess, apply and communicate to others relevant theories of marketing.

Contribution to graduate profile

This subject introduces students to the common currency of quality research – the philosophies and process that underlie scientific endeavour and the methods by which it is achieved. This in turn is related to various epistemological and historical streams within the market discipline. A grounding in this area enables students to see the big picture of marketing, to assess their own position within both in terms of their substantive research area and the underlying assumptions of their research. This in turn allows students to:

• Hone their ability to assess the contributions of their own research
• Better assess and integrate the background literature that will form the first part of their thesis
• Communicate the theories of others and their own extensions of these
• Assess the intellectual consistency of their topic and research approach

Teaching and learning strategies

Interactive seminars are held with students presenting brief summaries of and key points emerging from assigned readings prior to a more general discussion. An occasional short lecture to integrate the points raised and clarify ambiguity is included. Individual meetings to discuss the content and mechanics of written submissions also occur.

Content

• Scientific Method and the Philosophy of Science
• Debates on nature of Marketing Inquiry
• The nature and role of Scientific Method and the Philosophy of Science in marketing
• The History of marketing thinking and the Evolution of marketing theories
• Contemporary marketing theory – the state of play

Assessment

Recommended text(s)

F. Chalmers What is this thing called Science? 3rd Edition, University of Queensland Press 1999

Comprehensive set of required readings addressing all content areas is distributed to students in the class

Indicative references

Popper, K.R. "On the Sources of Knowledge and Ignorance" in K.R. Popper Conjectures and Refutations: The Growth of Scientific Knowledge, Routledge and Kegan Paul, 1972 3-32.

Arndt, J. "On Making Marketing Science more Scientific", Journal of Marketing, 47, Summer 1985 11-23.

R. Wensley (1995)'A Critical Review of Research in Marketing' British Journal of Management 6: December Special Issue S63-S82

J. Wilkinson (2002) 'A History of 20th Century Network Thinking' Australasian Marketing Journal, Vol 10, No. 3.