Qualitative Method

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.