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.
Athena Title
QUAL RSCH MKTG
Equivalent Courses
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)
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
Syllabus