Thesis proposal

Introduction
Autumn 2018
Jörg Pareigis

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

Difference between scientific and
newspaper article
 Who writes those articles? What’s their
background?
 How and who checks for the quality of the
article?
 What’s the content of the article?
 Who is the audience for the article (general
public/experts/business
professionals/researchers etc.)?
Scientific articles

 What’s the structure of the articles?

Think introduction of scientific article

Role model: Research

article
 Learning outcomes
• in-depth knowledge in central areas of marketing
strategy, such as consumer behaviour, competitive
strategy, and marketing communications
• able to identify and analyse strategic situations in
businesses
Examinations
Module 1 Module 2 Module 3 Total

Individual 15 15 15 45
test

Project 10 10 10 30
report
Final report 15

Self + peer 5
assessm.

Thesis 5
proposal
Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Evaluation criteria

 Problem formulation and aim

 Connection to theory and earlier research
 Language, formalities such as list of references
and structure
 Independence and creativity

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

What is a research problem?

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

Example of relevant research problems
(expressed as questions)

 How do customers co-create value with companies?

 How do manufacturing companies implement services in their
portfolio?
 How do front-line staff contribute to innovation?
 What motivates front-line staff to contribute in innovation projects?
 In what way (if any) do customers’ and employees innovative ideas
differ?
 Requirements for research problems:
– Build on earlier research
– Possible to investigate
– Contribute with new knowledge

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

Problematizing

 Knowledge gap localized

 Problem motivated
 Possible to generalize to
more general phenomena

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

Introduction – most important content

 Problematizing – identify gap and motivate problem

 Aim and/or questions
 Introduction of empirical study
 Disposition
 (Most important contribution)
 Should be able to be read independent of abstract.

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

Sources of inspiration

Your ideas and interest!!!

You can get inspired by articles in scientific journals.

You can find a list of scientific marketing journals here:
 One ranking of marketing journals - bit.ly/fegc02_ranking

Course literature
 Referred studies / reference list

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp

Other important information

Deadline: 5th November 07:30 – 2 pages

Voluntary assignment

Work in groups of two

Limited hours of supervision with one lecturer

 Either group based or with multiple groups tbd by lecturer
 Sign-up for groups in Canvas – deadline: 23/9

Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp