24901 Scientific Theory for Research in Marketing

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Handbook description

This subject introduces the basics of scientific method and shows how to apply it to the evaluation and development of marketing theory in teaching, practice and research. 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:

Understand the nature of scientific method and theory building.
Appreciate the various approaches to theory building in marketing.
Assess the development of basic theories in marketing.
Assess and communicate to others the theory of marketing.

Contribution to graduate profile

This subject introduces students to the common currency of quality research – 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. This 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 hones their ability to assess the contributions of their own research, to better assess and integrate the background literature that will form the first part of their thesis and to 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

Assessment 1: Preparatory assignments and seminar leadership	40%
Two discussion papers associated with the discussion and essay topics are prepared and presented to the class with ensuing discussion the responsibility of the presenting student. Addresses objectives 1-4.
Assessment 2: Essay 1	30%
An essay integrating and discussing scientific method and its applications in marketing. Addresses objectives 1 and 2.
Assessment 3: Essay 2	30%
An essay discussing the evolution of theory in their chosen topic area and assessment of the quality of that theory both generally and for the purposes of their research. Addresses objectives 3 and 4.

To pass the subject, students must achieve at least 50% of the final overall grade.

Recommended text(s)

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

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.