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MSB208 Advanced Scientific Research Methods

Course description for academic year 2024/2025

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 that, the course moves on to how different types of knowledge and questions might be addressed through particular methodological approaches, tools, and techniques. Students will learn how to come up with a research idea, develop research question(s) and hypotheses, conduct a literature review, choosing an appropriate research design and data collection method, undertake analysis, and disseminate research results. The course is intended to provide thorough knowledge and understanding about conducting a research project and gaining the necessary knowledge and practical skills to write the Masters thesis. Students are expected to take part extensively in sessions reading academic articles, discussions, attending seminars and presentations.

Main objective

  • 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.
  • To apply qualitative and quantitative analysis methods.
  • To learn usage of software tools such as SPSS, AMOS, and NViVo for practical applications.

The course covers the following topics:

  • Understanding the foundations of scientific research and the research process
  • Planning the research study - from research ideas to hypothesis formulation
  • Research approaches and data collection methods
  • Measurement techniques, sampling methods
  • Quantitative research, study designs and methods
  • Analysis and interpretation of quantitative Data
  • Qualitative research, study designs and methods
  • Analysis and interpretation of qualitative data
  • Mixed methods research designs

Learning Outcome


On completion of the course, the students should gain knowledge of

  • the main principles of research design; relevant methods of data collection and interpretation of the analysis of the research results.
  • qualitative and quantitative research strategies.
  • understanding and writing academic articles


Upon completion of the course, the student can:

  • 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.

General Competence

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 and consumer research.
  • communicate relevant topics and research results to both academics and practitioners.

Entry requirements


Recommended previous knowledge

Passed introduction course in MSB101 Marketing Theory and Practice

Teaching methods

The teaching format consists of a combination of lectures and seminars. Problem-solving, discussions of articles and in-class exercises, application of analytical software will be an important part of the course. Students are expected to read the recommended articles, present and discuss during the seminars. Self-study, participation in class and seminars are important elements of the course.

Compulsory learning activities

The arbeidskrav consists of one written assignment, and one oral presentation, both made in groups of two 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 course teacher. Both submission and presentation should be in english.


Exam in two parts:

  1. Individual school examination, 4 hours (40% of the final assessment).
  2. One term paper, (60% of the final assessment). The term paper should be written in a group of two.

Students must write their term paper and examination in english.

Grading scale is A-F where F is fail.

Examination support material

Written exam: Approved online dictionary can be used.

Term paper: All study aids are allowed.

More about examination support material

Course reductions

  • MSB201 - Vitenskapeleg forskningsmetode - Reduction: 10 studypoints