This course will introduce students to the core principles and practice of qualitative marketing research. The course will enable students to
The content of the class follows the key steps of the research process, starting from research design (including the choice of qualitative vs quantitative designs), sampling, data collection, data analysis and presentation of the findings. As part of the course, will we collectively carry out a mini-research project, allowing students to gain hands-on, practical experience with each step of the marketing research process. We will also read state-of-the art texts on research methodology alongside research articles that apply these methods in practice.
Each class contains lecture and workshop elements. The lecture element gives an overview of the particular research step/method. In the workshop element, we will apply the given step/method to our collective mini-research.
The mark consist of two parts: 50% is the final written exam and 50% are individual and group research assignments related to the mini-research project (e.g. a sampling plan, an interview transcript, observation notes, etc.).
Pass is from grade 6. If a student gets a 5 or a 5.5, there are two options:
1. In the entire duration of the program, there can be one class that a student can pass with a 5 or a 5.5. This is called "validation". It is not technically a "pass", but it means that the student does not have to retake the class. He/she gets the full ECTs her current mark (5 or 5.5).
2. The student can re-take an exam in September for 100% of the course or he/she can retake the course.
Textbooks and/or bibliography
Selected chapters of the following handbooks (a detailed reading list will be available on iCorsi):
*Malhotra, N.K., Nunan, D. and Birks, D.F. (2012). Marketing research: An applied approach. Harlow: Pearson Education.
Bryman, A. (2012). Social Research Methods. Oxford, Oxford University Press.
Belk, R.W. (2006). Handbook of qualitative research methods in marketing. Cheltenham: Edward Elgar.
Flick, U. (2006). An introduction to qualitative research. London, Thousand Oaks.
Peñaloza,L., Toulouse N. and Visconti, L.M. (2012). Marketing management: A cultural perspective. Abingdon, Oxon; New York: Routledge.
Poynter, R. (2010). The handbook of online and social media research: Tools and techniques for market researchers. Chichester: Wiley.
Seale, C. (2004). Researching Society and Culture. London, Sage.