Course ID: | MARK 7610. 3 hours. |
Course Title: | Qualitative Research in Marketing |
Course Description: | The overall objective of the course is to foster a basic
understanding of two "families" of qualitative approaches to
conducting marketing research. Initially, the focus is on
defining research objectives and choosing appropriate methods;
then a more detailed examination of interviewing and
observational methods will follow. |
Oasis Title: | QUAL RSCH MKTG |
Duplicate Credit: | Not open to students with credit in MARK 8610 or MARK 8630 |
Prerequisite: | Permission of department |
Semester Course Offered: | Offered every year. |
Grading System: | A-F (Traditional) |
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Course Objectives: | The overall objective of the course is to foster a basic
understanding of two "families" of qualitative approaches to
conducting marketing research. Initially, the focus is on
defining research objectives and choosing appropriate methods;
then a more detailed examination of interviewing and
observational methods will follow. In addressing research
design issues, topics related to collecting and analyzing data,
reporting findings, and working with clients will be covered.
Reading assignments, in-class discussions, experiential
exercises, and a research project will provide opportunities to
learn more about conducitng qualitative research. |
Topical Outline: | Qualitative vs. quantitative research
Qualitative research design
Recruiting
Interviewing
Observation
Analysis and reporting
Working with a client
Ethnographic research
Other qualitative methods
Cross-cultural research issues |