capstone project
Throughout the course students will be given opportunities to interpret patterns of data presented by the faculty. A student’s skill in doing this and his/her general contributions to class discussions will be considered in assigning grades. In preparing for seminar sessions, students should read each article meticulously and consider, among other things, the following issues (if relevant):
⦁ Explicit and implicit assumptions by the author about human nature and consumer behavior. Are these assumptions reasonable?
⦁ The relative interestingness of the paper. Are the issues important and valued by the field overall or, at least, by a significant sub-portion of the field? Does the paper challenge critical assumptions or current knowledge in the field? Does it add new knowledge to the field? Does it identify important new areas that require further inquiry? Ultimately, what does it add or change about our assumptions and knowledge of marketing?
⦁ The core or generic issues being addressed. Is it shared across other disciplines besides marketing?
⦁ Inclusion of important literature. Does the paper overlook theories, findings, or ideas from other bodies of literature that are relevant?
⦁ The nature of a priori or a posteriori hypotheses/propositions. If included in the paper, are they well-substantiated? Obvious? Counter-intuitive?
⦁ The nature of the methods (especially sampling, operationalizations, and data collection techniques). Are they appropriate to the purposes of the study?
⦁ The nature of the findings. Are they obvious? Richly or deeply descriptive? Counter-intuitive? Unique? Trustworthy? Generalizable? If from quantitative data, are the findings supported by revealed data? Are they obvious? Sufficiently descriptive or successfully explanatory? Counter-intuitive? Unique? Trustworthy? Generalizable?
⦁ Limitations and Future Research. Are the appropriate limitations acknowledged and sufficiently allayed in view of the given findings? Is future programmatic research discussed in a creative and inspiring manner?
