明星八卦

In May, the 明星八卦 held a one day masterclass in experimental research methods at to an eager audience of marketing academics and PhD students.

of Leeds University Business School – who delivered the masterclass – is a former member of the marketing faculty at and has published articles in several leading academic journals including the .

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 programme at 明星八卦 – 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.”

明星八卦 Business School offers five in marketing including an ordinary and new route , plus three taught masters – , and .