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MSB201 Advanced Scientific Research Methods

Course description for academic year 2021/2022

Contents and structure

This course begins with an introduction to the nature and status of knowledge, in society generally, and in marketing research in particular. Following this positional phase, the course moves on to how different types of knowledge and questions might be addressed via particular methodologies, methods and tactics. Students will then experiment with different approaches and use this learning to craft a research proposal for their Master thesis. Students will practice how to report, undertake analysis, and disseminate research results. The course will provide the students with personal experience in methods of data collection, analysis and interpretation. Students are expected to participate extensively, via presentations and discussions.  

Main objective  

  • To orient students with ontological and epistemological positions in research philosophy.
  • To provide students with a good understanding of academic and practical research. 
  • To equip students with the practical tools and skills to conduct and present the research results. 

Learning Outcome


Upon completion of the course, the student: 

  • has advanced knowledge about the main principles of research design;  relevant methods of data collection and interpretation of statistical analysis. 
  • has advanced knowledge about qualitative and quantitative research strategies.  
  • has thorough knowledge about how to prepare, organize and write a master’s thesis equivalent to 30 ECTS credits. 
  • can analyze academic problems within marketing and innovation.  



Upon completion of the course, the student can: 

  • conduct an epistemological and ontological argument on the status of knowledge and its credibility in particular given contexts and scenarios.  
  • analyze literature to conduct/create a literature review. 
  • justify appropriate research design for research projects. 
  • conduct data collection using the necessary skills in critical research. 
  • conduct analysis using quantitative and qualitative research methods. 
  • interpret output from statistical analysis. 
  • undertake balanced criticism of data sources. 
  • initiate, develop and complete a scientific research project with respect to the marketing and innovation field. 



Upon completion of the course, the student can: 

  • read, criticize, research and create use knowledge published in scientific literature. 
  • participate in large-scale research projects. 
  • participate in consultancy work in the areas of marketing strategies, innovation networks and consumer choice. 
  • communicate relevant topics to both specialists and non-specialists. 
  • analyze relevant ethical problems in research.

Entry requirements

Admission to Master`s Programme in Business, profile in marketing and innovation 

Recommended previous knowledge

Passed introduction course in MSB 101 Marketing Theory and Practice 

Teaching methods

The teaching sessions consist of lectures and seminars. It is recommended for the students to attend and participate in the seminars. Self-study and participation in organized seminars are important elements of the course. Self-study is important in order to benefit from course readings and assignments. This will be complemented by traditional lectures and working through examples with a more practical perspective. 

Compulsory learning activities

The arbeidskrav consists of two written assignments, and one oral presentation, both made in groups of up to three persons. The arbeidskrav must be passed in order to appear in the final exam. Any request to submit the assignment individually must be approved by the instructor.


Exam in two parts: 

  1. Individual written examination, 4 hours (50% of the final assessment). 
  2. One term paper,  (50% of the final assessment). The term paper should be written in a group of maximum three.  

Grading scale is A-F where F is fail. 

Examination support material

Written exam - None 

Term paper - All written and printed materials allowed

More about examination support material