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Qualitative Method
COURSE SYLLABUS : Qualitative Method
I. Module Information:
Program Title: Postgraduate – Marketing Studies and Actions
Module Title: Qualitative Method
Credit number:
Lecture: 14 hours
Pre-requisite(s): None
Other requirements: None
II. Lecturer Information:
III. Main aim(s) of the module
1.Understand the nature of qualitative research and the differences between qualitative and quantitative research
2. Understand the roles and challenges in doing qualitative research
3. Understand some common qualitative research methods in marketing
4. Understand how to collect and analyze qualitative data
5. Develop team-work skills
IV. Course Description
This course provides students with fundamental knowledge on qualitative research, specifically in the context of marketing. Some common qualitative research methods are explored, including observation, in-depth interview, focus group and others. In addition, students are given opportunities to practice designing qualitative research, collecting and interpreting qualitative data.
V. Main Topics
Topic 1: The nature of qualitative research and the differences between qualitative and quantitative research
Topic 2: The roles and challenges in doing qualitative research
Topic 3: Qualitative research methods: Observation
Topic 4: Qualitative research methods: In-depth interview
Topic 5: Qualitative research methods: Focus group and other methods
Topic 6: Analyzing and interpreting qualitative data
VI. Textbooks and Recommended readings
Textbook
[1] Yin, Robert K. (2011), Qualitative research from start to finish, 2nd Edition, The Guilford Press, New York.
[2] Russel Belk, Eileen Fischer & Robert V. Kozinets (2013), Qualitative Consumer & Marketing Research, Sage Publications Inc.
[3] Paul D. Leedy & Jeanne Ellis Ormrod (2016), Practical Research: Planning and Design, 11th Edition, Pearson.
VII. Evaluation
- Attendance: bonus
- Final-exam: 100%
