• INTRODUCING EDEN
• EDEN IN MARKETING
• PROGRAMME COORDINATOR
• FACULTY
• PROGRAMME OBJECTIVE
• PROGRAMME
• PRACTICALITIES

For full information on the EDEN concept and benefits, please click here.

The programme in Marketing will include seminars on :

• Research Methods in Marketing and Management
• Consumer Research
• Building Models for Marketing Decisions
• Strategic Marketing Research
• Interpretive Research Methods
• Advanced Model Building in Marketing
• Meta-Analysis for Management Research
• Research Traditions in International Sales Management

Güliz GER (Ph.D., Northwestern University, U.S.A.) is Professor of Marketing at Bilkent University, Turkey. She has been a Visiting Professor or scholar at CEIBS (Beijing and Shanghai, China), Columbia University (USA), Indiana University (USA), Michigan State University (USA), Northwestern University (USA), INSEAD (France), Theseus (France), Odense University (Denmark), and London Business School (UK). Ger has publications in journals such as California Management Review, Journal of Economic Psychology, Journal of Consumer Policy, Journal of Public Policy and Marketing, Journal of Material Culture, and International Journal of Research in Marketing. She is the coeditor of Consumption in Marketizing Economies. Her work is on consumption, culture, and globalization. She has recently been working on consumption desires across cultures, consumption and marketing in transitional economies, consumption among immigrants, Islamic consumptionscapes, production and consumption of cultural products, and product-country images. Ger is a member of the Board of Directors of the International Society for Marketing and Development, and the Editorial Boards of several academic journals.

Güliz GER , Bilkent University
Lisa PENALOZA, EDHEC Business School, Lille & Nice
Richard ELLIOT, University of Bath
Per OSTERGAARD, University of Southern Denmark

This seminar introduces students to the design, conduct, evaluation, and presentation of qualitative research. Issues of “quality” (trustworthiness and dependability) and robustness in data collection, analysis, and interpretation are discussed. The roles of theory and research questions in the choice of methodology are also discussed. In addition, students are exposed to the philosophical and epistemological underpinnings of methodology. Finally, the seminar focuses on employment of ethical as well as effective field practices.

The main aim is to familiarize students with the methods so that they themselves can carry it out in their own scholarly research. However, we will also mention (briefly) the managerial use of interpretive research for marketing and business decisions.

Learning Goals are:
1. Grasping the epistemological bases of qualitative research
2. Grasping the interrelatedness of theory and methodology
3. Constructing a viable interpretive study design
4. Collecting rich and insightful data using a variety of methods
5. Analyzing and interpreting qualitative data
6. Employing ethical and effective field practices
7. Evaluating the quality of a study
8. Writing proposals and writing for publication

The seminar also offers possibilities for young researchers to get in contact with their peers, to explore new avenues of thinking, to learn collectively and to exchange ideas in a very active and stimulating way.

Students will be active participants in guided activities such as data analysis.
 

Preliminary Programme Schedule

The seminar starts at 09.00 h on Monday and ends at approx 16.30 h on Friday.

Day 1

- Introduction
- Philosophy of Scientific Inquiry
- Epistemology & Methodology
- Participative activity

Day 2

- Theory & Method
- Research Design and Quality of Research
- Participative activity

Day 3

- Research Design and Field Relationships
- Data Collection
- Data Collection & Quality of Research
- Participative activity

Day 4

- Data Analysis
- Data Analysis and Qualit of Research
- Participative activity

Day 5

- Representing your Work and Writing
- Writing for Publication
- 'Good' Research
- Wrap-up and Q&A

TIME AND LOCATION
The seminar will be held at the EIASM, BRUSSELS.
The programme will start on November 8, 2010 and is scheduled to end November 12, 2010

PARTICIPATION FEE
The participation fee is 1500 € (excluding VAT). This fee includes participation to the seminar, the documents, lodging and full board.
Doctoral students will be assigned rooms for two.

Should you wish a single room, an extra fee of 25 € per night will be charged to you.

Cancellations made before October 15, 2010 will be reimbursed with 10% deduction of the total fee. No reimbursement will be possible after this date.

EIASM SCHOLARSHIPS
The Institute offers a limited number of scholarships of 700 € each. Scholarships are strictly limited to students coming from an EIASM Institutional Member (the Academic Council). Allocation of the scholarships is entirely at the discretion of the European Institute.

APPLICATIONS
Interested doctoral students should register online (and add the required documents) no later than September 8, 2010. Besides doctoral students, other researchers may participate. The number of participants will be limited to create a stimulating environment. The selection among the applicants will be conducted by the Institute’s Faculty. They will review the following documents which should necessarily complement each application form:

• the applicant’s curriculum vitae demonstrating his/her capabilities of doing research ;
• a letter of recommendation of his/her local faculty supporting the application ;
• a two-page description of his/her doctoral research, indicating the general objectives.