24908 Qualitative Methodologies for Research in Marketing

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Handbook description

Qualitative research is the growth area in both academic and commercial marketing research yet is often neglected in market research subjects. This subject introduces 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 research problems and apply appropriate qualitative techniques to their solution.
Conduct various types of qualitative research in an ethical way.
Analyse data collected using qualitative techniques.
Communicate findings generated from qualitative data analysis.

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 various approaches to qualitative research design, collection methods and analytically approaches. 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

Communication in Research
Design Issues
Theoretical, conceptual, practical, ethical
Observational-Based Methods
Case study Methods
Focus Groups Data Collection
Depth interview Data Collection
Projective Techniques and Interviewing
Design and Analysis
Reporting the Findings
Specific Teaching Strategies.

Assessment

Class Presentations and Assignments (Individual)	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. Class work will enable students to demonstrate they have met objectives 1, 2 and 3.
Major qualitative project (Individual)	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. It will enable students to demonstrate they have met objectives 1, 2, 3 and 4.

Recommended text(s)

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

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

Indicative references

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

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

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.