This project course provides students with the necessary skills to conceptualize and operationalize a quantitative empirical study in the area of Digital Marketing. The course is split up in two main parts each covering one quartile of the semester.
In the first part/quartile (6 EC study load) students will be divided in small project groups related to a research theme. Students will then conceptualize an academic research by writing a Literature Review. In this Literature Review students will elaborate on the introduction of their study, the theoretical framework and also partly cover the method section by describing the applied research design, research instrument and used measures. During this part of the course, students will familiarize themselves with the basic principles of academic research, academic writing as well as acquire information literacy skills to use academic search databases.
Subsequently in the second part/quartile (5 EC study load), students will further operationalize their project by actually designing and implementing a quantitative research instrument (online survey or online experiment). Based on the data collected, students will then perform basic statistical analysis using the R programming language. Finally the results will be discussed to derive relevant academic and practical implications. In this part of the course, students will further expand the Literature Review of the first part/quartile into a full academic Research Report by complementing the method section and adding the abstract, results and discussion section. During this part of the course students will familiarize themselves with the Qualtrics online survey tool, data analysis skills in R as well as demonstrate their academic writing skills, when reporting about statistical results and discussing the research findings, in their final Research Report.
The course is based on project work in small groups of students, but will be assessed individually based on the Literature Review (part 1) and the expanded Research Report (part 2). Both parts account for 50% of the final grade and both need to be graded sufficient (>5,5) to pass the course. During the course, supporting (on-campus, online or pre-recorded) lectures and tutorials will be provided, as well as group meetings with the supervisor to provide feedback and guide students when working on their research theme / project.