24759 Qualitative Methodologies for Research

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24756 Scientific Theory for Research AND 24757 Quantitative Methodologies for Research

Handbook description

Qualitative research is the growth area in both academic and commercial marketing research yet it is often neglected in market research subjects. The subject introduces students to a different methodological approach than is commonly emphasised. Alternative research designs are considered along with the associated instrumentation, data collection and analysis. Communication of results for a range of academic and industry audiences is also considered.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

Evaluate the contribution of various forms of qualitative enquiry research problems and apply appropriate qualitative techniques to their solution.
Design effective combinations qualitative methods for a range of research problem types and conduct the various types of qualitative research in an ethical way.
Analyse various data (included that collected by self) using a substantial range of qualitative techniques.
Develop high quality presentations and journal-standard papers Communicating findings generated from qualitative research.

Contribution to graduate profile

This subject presents a theoretically grounded set of marketing research techniques to be used for either preliminary research to assist in designing quantitative follow-ups or as the main part of a research degree. Students are exposed to general process of qualitative thinking and problem-solving within various approaches to qualitative research design, collection methods and analytical approaches. Emphasized is the combination of methods of data capture and analysis and the synergies that emerge from these. The theoretical underpinnings as well as the techniques are considered enabling students to both evaluate and use qualitative research.

Teaching and learning strategies

The lectures and workshops will incorporate a range of teaching and experiential learning strategies including discussion, scenarios, debates, readings and presentation.

Content

Alternative stances in research
Integrated qualitative design - theoretical, conceptual, practical and ethical issues
Methods of Qualitative research - Observational-Based Methods, Case study Methods, Focus Groups Data Collection, Depth interview Data Collection, Projective Techniques and Interviewing
Interpretive, Content and Computer-aided Analysis
Reporting and presenting qualitative research at conference, assessment and within research proposals, theses and articles - Theoretical bases of analysis, Presentations of projects and feedback

Assessment

Class Presentations and Assignments	30%
This will develop students' ability to use various qualitative methods. Students will engage in action learning scenarios designed to develop their ability to collect and interpret data in both structured and unstructured ways. The discussions and summarising of key points during in-class assignments will assist in the writing of the subsequent, major project. Addresses objectives 1-3.
Major qualitative project	70%
In part one of the assignment (20%) students will design and justify the choice of design for a research problem via an evaluation of a range of qualitative design options. This will include a review of the literature that addresses the theoretical assumptions being made by the researcher and the capabilities and limitations of the options available. Based on the feedback received for this component, students will then proceed to the implementation phase of their research (50%), collecting, editing and analysing data collected prior to the writing up of their results. Addresses objectives 1-4.

To pass the subject, students must achieve at least 50% of the final overall grade.

Recommended text(s)

Collected readings (3 volumes) will be handed out in class.

Glessen, Corrine, (1998) Becoming Qualitative Researchers, London, Addison Wesley

Janesick, V. (2004) Stretching Exercises for Qualitative Researchers 2nd ed. London, SAGE

Indicative references

Bell, Judith (1993) 'Doing Your Research Project' Open University Press, UK

Cartwright, Carol and Cartwright, Phillip (1984) 'Developing Observation Skills' McGraw-Hill, London

Denzin, Norman and Lincoln, Yvonne (1998) 'Strategies of Qualitative Inquiry' Sage Publications, USA

Denzin, Norman and Lincoln, Yvonne (1998) 'The Landscape of Qualitative Research: Theories and Issues' Sage Publications, USA

Fielding, Nigel and Lee, Raymond (1998) 'Computer Analysis and Qualitative Research'

Sage Publications, USA

Goldman, A. and McDonald, S. (1987) 'The Group Depth Interview- principles and Practice'

Prentice-Hall, London

Gordon, Wendy and Langmaid, Robert (1988) 'Qualitative Market Research, A Practitioner's and Buyer's Handbook' Gower Press, London

Lofland, John and Lofland, Lyn (1994) 'Qualitative Observation and Analysis' Wadsworth, London

Miller, Gale and Dingwall, Robert (1997) 'Context and Method in Qualitative Research' Sage Publications, USA

Ragin, Charles (1998) 'The Comparative Method: Moving Beyond Qualitative and Quantitative Strategies' Penguin, London

Scott, B. (1986) 'The Skills of Communication' Gower, London

Silman, David (1993) 'Interpreting Qualitative Data' (1993) Sage Publications

Stake, Robert (1995) 'The Art of Case Study Research' Sage Publications, USA

Weiss, Robert (1995) 'Learning from Strangers' Free Press, London

Woods, P. (1999) 'Successful Writing for Qualitative Research' Sage Publications, USA

Arbres, Vicky and Thompson, Gail (1997) ' The Listening Post-Four Years of Telstra's Continuous Qualitative Monitor' Proceedings of the Australian Market Research Society Conference, Sydney

Arnold, Stephen and Fischer, Eileen (1994) 'Hermeneutics and Consumer Research' Journal of Consumer Research June. pp 55-70

Boyce, Roger (1998) 'Qualitative Research- Art or Science?' Proceedings of the Australian Market Research Society Conference, Melbourne

Calder, Bobby (1977) 'Focus Groups and the Nature of Qualitative Research' Journal of Market Research. August

Colwell, John (1990) 'Qualitative Market Research: A Conceptual Analysis and Review of Practitioner Criteria' Journal of the Market Research Society January

Cooper, Peter (1999) 'Qualitative Research: New Paradigms for the Millenium' ESOMAR News Brief. June.pp 16-17

Goodyear, M. J. (1990) 'Qualitative Research' in R. Birn et al A Handbook of Market Research Techniques. Kogan Page, London

Gordon, Wendy (1997) 'A Qualitative Futurescape- Inspirational Peaks and Dangerous Swamps'

Proceedings of the Australian Market Research Society Conference, Sydney

Griggs, S. (1987) 'Analysing Qualitative Data' Journal of the Market Research Society. Vol 12 pp15-34

Merton, Robert (1987) 'The Focused Interview and Focus Groups' Public Opinion Quarterly

Winter

Piirto, Heather (1994) 'Future Focus Groups' American Demographics January

Schnee, Robert (1988) 'Qualitative Research: Going Beyond the Obvious' Journal of Advertising Research February

Shore, Gene and Cooper, Peter (1999) 'Projecting the Future' Journal of the Market Research Society January pp 33-45

Strauss, Anslem and Corbin, Juliet (1999) Basics of Qualitative Research, USA, Sage Publications,

Sykes, Wendy (1991) 'Taking Stock: Issues from the Literature on Validity and Reliability in Qualitative Research' Journal of the Market Research Society January pp 3-12

Thonger, Vivien (1989) ' Moderator Training Comes of Age' Marketing News January 2

Ueltzhoffer, Jorg and Ascheberg Carsten (1999) 'Transnational Consumer Cultures and Social Milieus Journal of the Market Research Society January pp 47-59

Wong, Sandra (1993) 'The Importance of Context in Conducting Asian Research' Quirk's Marketing Research Review December

Zaltman, Gerald and Higie Coulter, Robin (1995) 'Seeing the Voice of the Consumer: Metaphor-based Advertising Research.' Journal of Advertising Research July/August, pp 35-51