MKF4040

Interpretive research and method in marketing

(BUS)

Dr Steven Kates

6 points + 3 hours per week + Second semester, Caulfield + Prerequisite: MKF4030

Synopsis: This subject specifically aims to prepare students for the research thesis project component of their honours or masters year by giving them education and training in qualitative research. Topics include interviewing, ethnography, theory in qualitative research and multi-methods. Intended to provide an insight into latest research and practice in the field of marketing with emphasis on the nexus between theory and scholarly praxis as taught in major overseas institutions.

Assessment: Literature review (6000 words): 40% + Final report (10,000 words): 60%