Consumer research attempts to describe and explain the practices and processes of consumption through the integration of theory and empirical data. It involves choosing and justifying particular social science concepts and theories, establishing research questions and devising data generation strategies in an attempt to develop knowledge and understanding about the consumption of market-mediated products, services and experiences. This course focuses on the use of qualitative data, as Marketing Analysis addresses the manipulation of quantitative data, though mixed methods are also examined.
| Indicative syllabus covered in the module and / or in its discrete elements
Consuming Brand Communities Consuming The Digital Self Consuming Consciously Consuming wellness Consuming Gender Consuming Ritual Conducting Qualitative Consumer Research Interviews Conducting Netnographic Consumer Research Analysing Qualitative Data
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Consumer Research
Consuming Brand CommunitiesConsuming The Digital SelfConsuming the ChildConsuming wellnessConsuming GenderConsuming RitualConducting Qualitative Consumer Research InterviewsConducting Netnographic Consumer ResearchAnalysing Qualitative Data
Statements about the various types of learning and teaching methods that are used in the delivery of the module
This module will be delivered via a combination of student-led seminar sessions & also workshop format tutorials. The seminar sessions will require students to consult assigned key readings on weekly topics & present their critical analysis to the class for questioning and engagement.
The second half of the module will be delivered via workshop sessions focused on developing interview skills & interrogating the process of qualitative data analysis.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 40 |
| Other Assessment(s) | 60 |