School of Marketing
Faculty of Commerce and Economics
University of New South Wales
Session 2 2002
MARK7213 and MARK8998
CONTEMPORARY RESEARCH METHODS IN MARKETING
Tuesdays10:00 - 12:00, Marketing Seminar Room
Course Leader: Ian Wilkinson
Consultation Hours: Tuesdays, 2:00 - 4:00 PM; location: JG 301
Telephone: 9385-3298; Email:
Objectives:
The focus of the course is on some of the research methods and issues that are not covered in other courses for research students in marketing and which are reflected in contemporary research in marketing. The aim is critically examine the nature and limits of these different methods in terms the kind of knowledge they can provide and how this relates to the general issues underlying the scientific process. More specifically the aim is to increase students' knowledge, skills, and insights in scientific research methods in marketing with an emphasis on qualitative/interpretive methodologies, social network analysis and complexity. The aim of the course is not to train you to carry out research using such methods, although references to texts and other readings that provide more detail about the methods involved are referred to in the readings provided.
Overview
To begin with we examine the nature of the scientific method as a process and the kinds of understanding we seek. Science is a social process and we look at some of the issues that arise because of the nature of this process in terms of what we choose to study and how we study it. From there we move on to examine examples of various kinds of what may be loosely categorised as qualitative and interpretive research methods that have been used to study marketing phenomena. Here we seek to understand not only the methods themselves but the kinds of phenomena they seek to understand and the kinds of explanations they seek. You should be able to relate the discussion back to the process model of scientific method introduced at the beginning. We should at all times ask whether the methods are attempting to get at different types of explanatory phenomena or the same types in different ways compared to say quantitative methods. There are various types of methods covered here which go by the names of case studies, ethnography, hermeneutics, grounded theory etc. These tend to shade into one another so we need to try to find some way of thinking about them in a meaningful way – are they simply different names for the same or similar things? This material covers the bulk of the course and your semester essay assignment is designed to make you organise your understanding of this material and to use it to consider the nature of research related to whatever you happen to be researching for your research degree.
The final few weeks of the course look at two areas I believe will play an important role in marketing research in this century. They are still not mainstream in marketing but have been taken up more readily in other disciplines including physics, chemistry, biology, ecology, economics, management and even by business itself. The first is social network analysis which allows us to look at the direct and indirect connections between an actor’s behaviour or indeed any phenomena and other actors or phenomena. It introduces new kinds of explanatory possibilities that go beyond the individual actor or general environment and adds new meaning to the nature of the situation or context in which action takes place.
The second is the area of complexity and artificial life, which focuses attention on the process, dynamics and evolution of behaviour and organisation. The computer is a new kind of microscope that allows us to “see” process, dynamics and evolution through modelling it. All we see around us are the bits and pieces nature happens to have left for us to study. If we could start again, run the tape of life or whatever again, would things turn out differently? Now, with modern programming and computer technology we are able to create would-be worlds, including artificial social and economic worlds, that allow us to study the processes of change and evolution in ways that were impossible before. Modelling and simulations are tools we have used in the past but the modern rendition is different. It focuses on the way large scale or macro order emerges from ongoing micro processes of action and interaction in local environments. This includes the way firms and business networks are continually reproduced over time or the way past patterns are eroded and new forms emerge. Software modelling tools are becoming available that make it possible to do this kind of research without being a trained programmer – much like SPSS, AMOS and PLS and other statistical packages made complex statistical analysis more generally possible. The names of these programs include SWARM, STELLA, MATHMATICA, STARLOGO and REPAST. Stephen Walfrom in his recent book A New Kind of Science argues that these new approaches to science replace prior methods based on traditional mathematics. We are beginning to see the emergence of research incorporating these kinds of methodologies in marketing but they are considerably more advanced in other disciplines such as economics and the physical and biological sciences. We will finish the course by taking a at some of the ways this kind of research is finding its way into marketing and contemplate its future.
Learning Method:
Weekly assignments include thorough reading by all students of three to four articles from the scientific literature. A student will be assigned to be the discussion leader for each reading. Discussion leaders need to prepare a 2-3 page summary/critique of the reading using the "Reading Academic Papers Critically" reading as a guide. Please distribute a copy of your summary/critique to each member of the class at the start of the discussion of the reading. Our weekly meetings follow a workshop format: please complete the assigned weekly readings before our scheduled class meeting and participate during the discussions with questions, criticisms, and constructive insights.
Semester Essay Assignment
Consider the following quotes: “Physics studies the principles that apply to all phenomena, while biology studies phenomena to which all principles apply”. Or “Quantitative, variables based, research studies the principles that apply to all variables of a given type, while qualitative methods study phenomena to which all variables apply” Discuss the role, meaning, and importance of the study of the context marketing behaviour and how it may be studied. Relate your discussion as far as possible to the research area you are pursuing.
Length: approx 3000 words
Assessment:
Three written summary/critiques: 10% each = 30%
Leading class discussions: total = 10%
Class participation: total = 10%
Semester Assignment = 50%
Course Outline
Week, Topic and Readings
1) Introduction and course overview.
2) The nature of Scientific Method
Ian Wilkinson and Louise Young “Scientific Method and Marketing: An Analytical Framework” School of Marketing, UNSW Working Paper 2002
Ian Wilkinson “On Generalising On Generalising: seeing the general in the particular and the particular in the general” Working Paper UNSW, April 2002
Juan Miguel Campanario “Consolation for the Scientist: Sometimes its Hard to Publish Papers that are Later Highly-Cited” Social Studies of Science 23, 1993 342-62
J. S. Armstrong, "Advocacy and Objectivity in Science," Management Science 1979
Additional Reading:
A. Chalmers What is this Thing Called Science?
3) Some Perspectives on Theory
“Systems Thinking: Vantage Point and Thinking Skills” chapter 1 in Stella: An Introduction to Systems Thinking, High Performance Systems Inc. NH: 1997
R. L. Ebel “And Still the Dryads Linger” American Psychologist 29, July 1974 485-492
Mustafa Emirbayer “Manifesto for a Relational Sociology” American Journal of Sociology 99 1997 281-317
Murray S. Davis “That’s Interesting” Philosophy of the Social Sciences I 1971 309-344
4). The Nature and Role of Qualitative Research
B. Calder “Focus Groups and the Nature of Qualitative Marketing Research” JMR August 1977 353-64
Fritjof Capra “Mind and Consciousness” and “Social Reality” chs 2 and 3 from The Hidden Connections Harper Collins 2002
E. Gummesson “Are current Research Approaches in Marketing Leading us Astray?” Journal ofMarketing Theory 1 (1) 2001 27-48
Additional Reading
Denzin, N. and Y. Lincoln “Entering the Field of Qualitative Research” Handbook of Qualitative Research 1-17 (see also introduction to second edition of the Handbook)
McKracken, G. The Long Interview. Newbury Park Sage 1988
Seidman, Irving Interviewing As Qualitative Research, 2nd Edition Colmbia University Teachers College Press 1997
Patton, M. Q. “Qualitative Interviewing” ch 7 in Qualitative Evaluation and Research Methods
Wengraf, Tom Qualitative Research Interviewing Sage 2001
Wilkinson Ian F. and Young Louise “Conducting interviews in foreign markets as part of international business research” in C. Welch and Teaching and Learning Qualitative Interviewing Techniques chapter 4 (forthcoming)
5) Nature and Role ofCase Studies
K. Eisenhardt ‘Building Theories from Case Study Research” Academy of Management Review 14:4 532-550, 1989
Lars-Erik Gadde and Anna Dubois “Systematic combining: an abductive approach to case research ” Journal of Business Research 55, 2002 553-560
W. Johnston “Theory Testing using case studies in Business to Business Marketing” Industrial Marketing Management 1999 201-3
Additional Reading:
Yin, Robert K. Case Study Research: Design and Method Sage Applied Social Research Methods Series Vol 5 1994
6) Case Studies: Applications
Johanson J. and F. Wiedersheim-Paul “The Internationalisation of the Firm – Four Swedish Cases” J of Management Studies 12 1975 305-22
E. Wilson and A. Woodside “Degrees of Freedom Analysis of Case Data in Business Marketing Research” Industrial Marketing Management, 28 1999, 215-229
N. Coviello and Kristina A-M Martin “Internationalisation of Service SMEs: An Integrated Perspective from the Engineering Consulting Sector” J of international Marketing 7:4 1999 42-66
7) Interpretive Approaches 1
Thomas Schwandt “Three Epistemological Stances for Qualitative Enquiry” in Handbook of Qualitative Research 2nd Edition 189-213
G. Eckhardt and M. J. Houston “Consumption as Self Preservation in a Collectivist Society” Asia Pacific Advances in Consumer Research Vol3 1998 52-58
Bill Abrams The Observational Handbook: understanding how consumers live with your product, NTC Business Books/AMA 2000 chapters 1 and 2
Additional Reading
M. Hammersley and P. Atkinson chs 1 and 2 in Ethnography: Principles and Practices Second Edition Routledge. 1995
8) Interpretive Approaches 2
E. J. Arnould and M. Wallendorf, "Market-Oriented Ethnography...," JMR, 1994.
S. Foumier and J. L. Yao, "Reviving Brand Loyalty...," IJRM 1997
S. M. Kates “Barriers to Deep Learning in Student Marketing Teams” Australasian Journal of Marketing, 10 (2) 2002 14-25
9) Interpretive Approaches 3
J. W. Schouten and J. H. Mcalexander, "Subcultures of Consumption...," JCR 1995
C. J. Thompson “Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories” JMR 34 (November) 1997, 438-455
10) Mental Maps and Models (** often not covered)
R. K. Reger and T. B. Palmer “Managerial Categorization of Competitors: Using Old Maps to Navigate New Environments” Organization Science 7:1 Jan-Feb 1996
P. Cossette and M. Audet “Mapping of an Idiosynchratic Schema” Journal of Management Studies 325-347
C. H. Noble and M. P. Mokwa “Implementing Marketing Strategies: Developing and Testing a Managerial Theory” JM 63 (October) 57-73
11) Network Analysis 1
R. S. Burt and G. A. Janicik “Social Contagion and Social Structure” in D. Iacobucci ed. Networks and Marketing 1996 pp32-49
David F. Midgley, P. D. Morrison and J.H. Roberts “The Effect of network structure in industrial diffusion processes” Research Policy 21 1992 533-552
R. Cross, S. P. Borgatti and A. Parker “Making the Invisible Visible: Using Network Analysis to Support Strategic Collaboration” California Management Review 44 (Winter) 2002 25-46
Linton C. Freeman “Visualizing Social Networks” Journal of Social Structure Vol 1 2000
Additional Readings
B. Wellman “Network Analysis: Some Basic Principles” in PV Marsden and N. Lin eds Social Structure and Network Analysis Sage 198?
PV Marsden “Network Data and Measurement” Annual Review of Sociology 16 1990 435-63
T. V. Valente “Social Network thresholds in the diffusion of innovations” Social Networks 18 1996 69-89
B. H. Clark and S. Chatterjee “The Evolution of Dominant market shares: The role of Network Effects” Journal of Marketing Theory and Practice 7 (Spring) 1999, 83-96
13) Complexity Sciences: Introduction
Yaneer Bar-Yam “Complexity Rising: From Human Beings to Human Civilisation, a Complexity Profile” Working Paper, New England Complex Systems Institute (
Jonathan Rauch “Seeing Arounf Corners” The Atlantic Monthly April 2002
Leigh Tesfatsion “Agent Based Computational Economics: Growing Economies from the Bottom Up” ISU Working Papers March 2002 (
Additional Readings
J D. Sternman “Learning in and About Complex Systems” ch 1 in J. B. Sternman Business Dynamics: Systems Thinking and Modeling for a Complex World, Boston McGraw-Hill 2000, 3-40.
Anderson, Philip, Meyer, Alan, Eisenhardt, Kathleen, Carley, Kathleen, Pettigrew, Andrew Introduction to the Special Issue: Applications of Complexity Theory to Organization Science. Organization Science. 10 (May-June 1999): 233–236
E. Chattoe “Just How (Un)realistic are Evolutionary Algorithms as Representations of Social Processes?” Journal of Artificial Societies and Social Simulation 1(June) 1998 40 pages
Mitchell Waldrop Complexity (a delightful and readable account of the development of the are and the people involved)
14) Complexity Sciences: Applications
B. Hibbert and I. F. Wilkinson "Chaos in the dynamics of markets" Journal of the Academy of Marketing Science 22:3 1994 pp218-233
D. Midgley, R. E. Marks and L.G. Cooper “Breeding Competitive Strategies” Management Science 43 (3) 1997 257-275
Goldenberg, Jacob, Barak Libai, and Eitan Muller. 2001. "Using Complex Systems Analysis to Advance Marketing Theory Development: Modeling Heterogeneity Effects on New Product Growth through Stochastic Cellular Automata." Academy of Marketing Science Review [Online] 01 (9)
Additional Reading:
Stephen Wolfram A New Kind of Science 2002, chapter 1 and 2