Research Seminar "The Market Research: Sociological and Marketing Approach"

2022/2023

Academic Year

ENG

Instruction in English

4

ECTS credits

Delivered at:

Department of Sociology

Course type:

Elective course

When:

2 year, 1-4 module

Instructors

Epanova, Yulia

Krupets, Yana

Maiboroda, Alina

Sablina, Anastasia

Course Syllabus

Abstract

The research seminar will analyze the market from two perspectives: sociological and UX. Students will discuss current areas market research, including economic sociological tradition and UX. Students will learn about current qualitative and quantitative UX research methods (usability testing, card sorting, interview, focus group, expert review and others). As the practical project students will conduct their own UX research project. The structure will be following: Module 1. (sociological) Academic reading basics Module 2. (UX) Methods of research and practice Module 3. (sociological) Development of the students’ research proposals Module 4 (for 2nd and 3d year students) (UX): practical research projects The course consists of tutorials (30 hours). The tutorials include Mini-lectures/discussions and practical tasks

Learning Objectives

• Research Seminar is aimed at discussing the methodology of market research from sociological and UX research perspectives. Students will also learn how to write and read academic papers.

Expected Learning Outcomes

• Able to read and to analyze academic texts
• Able to study business and economy with sociological methods
• Able to conduct UX research project
• Know and able to use UX research methods

Course Contents

• Market in Economic Sociology: academic reading and the basics of student scientific work
• Methods of applied research (UX research)
• Student’s academic work
• Project: implementations of research skills

Assessment Elements

• Assignment 1. Academic reading
  The assignment is aimed at the development of the skills of deep academic reading. The students in small groups should read and present the articles according with the following structure: • Reference / complete citation • Introduction • Main thesis / main research question / hypothesis • Main theories • Empirical data and methods • Main results / key points • The relevance / significance of the publication This assignment includes two tasks: • To prepare the presentation of the weekly reading • To prepare feedback on the other team’s presentation
• Assignment 2. Presentation of UX method
  Students are divided into groups of 5-7 people and each group prepares an oral presentation with PP slides on the topic of one of the UX methods (moderated usability testing, card sorting, focus group, interview, diary research) The presentation should contain a description of the chosen method, the main characteristics of the research design, methods of analysis, a description of 2-3 empirical cases where this method was used.
• Assingment 3 Research Proposal
  Students should develop the research proposal of their own project and present it Research Proposal should include: - Introduction and problem statement - Research focus / key research question - Research participants - Purpose - Research tasks - Hypothesis - Methods - Sampling
• Assignment 4. UX research project

Interim Assessment

• 2022/2023 4th module
  0.25 * Assignment 1. Academic reading + 0.25 * Assignment 4. UX research project + 0.25 * Assingment 3 Research Proposal + 0.25 * Assignment 2. Presentation of UX method
• 2023/2024 4th module
  -
• 2024/2025 3rd module
  -

Bibliography

Recommended Core Bibliography

• Aspers, P., & Dodd, N. (2015). Re-Imagining Economic Sociology. Oxford: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1200997

Recommended Additional Bibliography

• Kuniavsky, M., Goodman, E., & Moed, A. (2012). Observing the User Experience : A Practitioner’s Guide to User Research (Vol. 2nd ed). Burlington: Morgan Kaufmann. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=472263
• Portes, A. (2010). Economic Sociology : A Systematic Inquiry. Princeton, N.J.: Princeton University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=329852
• Tittenbrun, J. (2011). Economy in Society : Economic Sociology Revisited. Newcastle upon Tyne: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=524366