SUMMARY ACADEMIC
COMPETENCES IN
MARKETING
Demi van de Pol || Pre-master Marketing Analytics || Tilburg University || 2021
, Demi van de Pol | Summary | Academic Competences in Marketing | TISEM | Tilburg University | 2021-2022
CONTENT
This summary is written for the course “Academic Competences in Marketing” during the semester
Fall-2021 of the Pre-Master Marketing Analytics and Marketing Management. The input for this
summary consists of all the information given in the knowledge clips provided by the tutors of this
course. In addition, notes of the Interactive Online Lectures are used to make this summary as
complete as possible.
KNOWLEDGE CLIP 1: Inductive and deductive research
DEDUCTIVE VS. INDUCTIVE RESEARCH
Deductive research is based on the reasoning in which a general theory is tested to solve or explain a
specific problem (= testing theory).
THEORY → DATA
Example deductive research
Theory: All Tilburg University students must register for a course on Canvas.
Observation: You are a Tilburg University student.
Conclusion: You will have to be registered on Canvas to follow this course.
Inductive research is based on the idea of developing a theory derived from specific observations (=
building theory).
DATA → THEORY
Example inductive research
Observation 1: The first interviewed Tilburg University student is 24 years old.
Observation 2: The second Tilburg University student is 24 years old.
Observation 3: The third Tilburg University student is 24 years old.
Conclusion: All Tilburg University students are 24 years old.
THE 7-STEP DEDUCTIVE RESEARCH PROCESS
Deductive research is also known as the top-down method or quantitative research. Deductive
research is theoretically driven, which means that first theory is used to formulate hypotheses and
then data is used to test these hypotheses. The deductive research process can be split into 7 steps:
1. Define the business problem
2. Formulate the problem statement
3. Develop a theoretical framework
4. Choose a research design
5. Collect data
6. Analyze data
7. Write up the results
1
, Demi van de Pol | Summary | Academic Competences in Marketing | TISEM | Tilburg University | 2021-2022
THE 7-STEP INDUCTIVE RESEARCH PROCESS
Inductive research is also known as the bottom-up method or qualitative research. Inductive
research is data driven, which means that it uses data as a starting point, seeks explanation for these
and ends with developing a theory. The inductive research process consists of the following 7 steps:
1. Define the business problem
2. Formulate the problem statement
3. Provide a conceptual background
4. Choose a research design
5. Collect data
6. Analyze data
7. Develop a theory
MAJOR DIFFERENCES BETWEEN DEDUCTIVE AND INDUCTIVE RESEARCH
There are 4 major differences between deductive and inductive research that can be addressed:
1. Outcome
Deductive research Inductive research
Confirmation of disconfirmation of an existing Newly developed theory.
theory.
2. The purpose of the literature review
Deductive research Inductive research
Existing literature is used to identify important The literature review is used to provided
variables and to define these key terms. evidence for the relevance of the study and to
Besides, it helps to provide arguments for the gain detailed information regarding the
relationships between the variables and to problem addressed in the study.
develop hypotheses. Moreover, it decreases the
risk to invent the real. So, it prevents you from
investigating a topic that has already been
investigated in the past.
3. Data collection methods
Deductive research Inductive research
Survey research, experimental research and Interviews, observations and document analysis
archival research are methods that can be used are methods that can be used in inductive
in deductive research. research. These type of research methods
involve a lot of text and are therefore very time-
consuming to collect.
4. Analyzing the data
Deductive research Inductive research
Use of statistical analyses. These analyses help The process of data analyses is much less
to draw conclusions on the validity of a theory guided. The researcher has to find common
by testing its application on a specific dataset. themes in a large amount of available data by
going through some kind of coding process.
2
COMPETENCES IN
MARKETING
Demi van de Pol || Pre-master Marketing Analytics || Tilburg University || 2021
, Demi van de Pol | Summary | Academic Competences in Marketing | TISEM | Tilburg University | 2021-2022
CONTENT
This summary is written for the course “Academic Competences in Marketing” during the semester
Fall-2021 of the Pre-Master Marketing Analytics and Marketing Management. The input for this
summary consists of all the information given in the knowledge clips provided by the tutors of this
course. In addition, notes of the Interactive Online Lectures are used to make this summary as
complete as possible.
KNOWLEDGE CLIP 1: Inductive and deductive research
DEDUCTIVE VS. INDUCTIVE RESEARCH
Deductive research is based on the reasoning in which a general theory is tested to solve or explain a
specific problem (= testing theory).
THEORY → DATA
Example deductive research
Theory: All Tilburg University students must register for a course on Canvas.
Observation: You are a Tilburg University student.
Conclusion: You will have to be registered on Canvas to follow this course.
Inductive research is based on the idea of developing a theory derived from specific observations (=
building theory).
DATA → THEORY
Example inductive research
Observation 1: The first interviewed Tilburg University student is 24 years old.
Observation 2: The second Tilburg University student is 24 years old.
Observation 3: The third Tilburg University student is 24 years old.
Conclusion: All Tilburg University students are 24 years old.
THE 7-STEP DEDUCTIVE RESEARCH PROCESS
Deductive research is also known as the top-down method or quantitative research. Deductive
research is theoretically driven, which means that first theory is used to formulate hypotheses and
then data is used to test these hypotheses. The deductive research process can be split into 7 steps:
1. Define the business problem
2. Formulate the problem statement
3. Develop a theoretical framework
4. Choose a research design
5. Collect data
6. Analyze data
7. Write up the results
1
, Demi van de Pol | Summary | Academic Competences in Marketing | TISEM | Tilburg University | 2021-2022
THE 7-STEP INDUCTIVE RESEARCH PROCESS
Inductive research is also known as the bottom-up method or qualitative research. Inductive
research is data driven, which means that it uses data as a starting point, seeks explanation for these
and ends with developing a theory. The inductive research process consists of the following 7 steps:
1. Define the business problem
2. Formulate the problem statement
3. Provide a conceptual background
4. Choose a research design
5. Collect data
6. Analyze data
7. Develop a theory
MAJOR DIFFERENCES BETWEEN DEDUCTIVE AND INDUCTIVE RESEARCH
There are 4 major differences between deductive and inductive research that can be addressed:
1. Outcome
Deductive research Inductive research
Confirmation of disconfirmation of an existing Newly developed theory.
theory.
2. The purpose of the literature review
Deductive research Inductive research
Existing literature is used to identify important The literature review is used to provided
variables and to define these key terms. evidence for the relevance of the study and to
Besides, it helps to provide arguments for the gain detailed information regarding the
relationships between the variables and to problem addressed in the study.
develop hypotheses. Moreover, it decreases the
risk to invent the real. So, it prevents you from
investigating a topic that has already been
investigated in the past.
3. Data collection methods
Deductive research Inductive research
Survey research, experimental research and Interviews, observations and document analysis
archival research are methods that can be used are methods that can be used in inductive
in deductive research. research. These type of research methods
involve a lot of text and are therefore very time-
consuming to collect.
4. Analyzing the data
Deductive research Inductive research
Use of statistical analyses. These analyses help The process of data analyses is much less
to draw conclusions on the validity of a theory guided. The researcher has to find common
by testing its application on a specific dataset. themes in a large amount of available data by
going through some kind of coding process.
2
