Seminars topic: This talk provides a comprehensive guide to conducting empirical research in quantitative marketing, using a real research project as an illustrative example. It walks through the full lifecycle of a research paper, including the development of research ideas, data collection and preparation, methodological design, empirical execution, and the processes of writing, revision, and journal submission. The session offers practical insights into how to transform an initial idea into a publishable paper, making it especially valuable for doctoral students and early-career researchers seeking to navigate the academic research process.

Scholars Background: Ms. CHU Junhong  is a Professor of Marketing at HKU Business School, The University of Hong Kong. She serves as an Associate Editor for Marketing Science and the Quarterly Journal of Economics and Management, and as Co-editor of the Journal of Business Research. Her research focuses on quantitative marketing and empirical methods, with extensive contributions to leading academic journals.

Time and Location: March 5, 13:30, Room A523, School of Management

Language: EN

Host: Prof. YANG Zheshuai