This module aims to enable the student carry out qualitative research in a variety of marketing contexts.
*Curricular information is subject to change
Introduction
World views, paradigms and the practice of qualitative research
The Theoretical Foundations
Post-positivist and critical research perspectives
Methods of qualitative research
Description of data collection methods: grounded theory, ethnography, phenomenology, interview research, action research, netnography and online/social media applications
Coding and analysing qualitative data
Methods of data analysis: hermeneutics, narrative analysis, grounded coding, analytic induction
The ethics of qualitative research
Ethical issues and considerations
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |