Professor Jŏsko Brakus of Leeds University Business School – who delivered the masterclass – is a former member of the marketing faculty at BBS and has published articles in several leading academic journals including the Journal of Marketing.
The trend for experimental research methods is a hot topic in consumer behaviour research in relation to marketing and the masterclass was a collaborative effort between the two Business Schools.
Controlled experiments in marketing provide greater insight into causality – an indication of potential research outcomes when a particular factor is employed or manipulated. Experiments can lab or field based.
Dr Dorothy Yen, Senior Lecturer and Course Director of the MSc Marketing programme at Brunel – who initiated the masterclass – was particularly keen to expand experimental research methods to PhD students,
“Learning how to conduct an experiment in marketing provides them with an alternative research tool with which to examine their proposed hypotheses with better predictive validity.”
Brunel Business School offers five postgraduate courses in marketing including an ordinary and new route PhD, plus three taught masters – MSc Marketing, MSc Management (Branding and Marketing) and MSc Applied Corporate Brand Management.