Leader: Dr Jan Brace-Govan

Offered

Caulfield First semester 2008 (On-campus split block of classes)

Synopsis

This unit provides a practical introduction to a broad range of qualitative research techniques. Based on the debates surrounding the various paradigms in qualitative research, the issues and implications of different qualitative research approaches will be addressed. Practical experience of gathering and analysing data for various approaches will be offered. On completion of the unit students will be able to assess different qualitative research approaches for suitability in answering a research question and understand the implementation of qualitative methods.

Objectives

The learning objectives of this unit are to:

• assess the implications of qualitative paradigms and approaches for research in marketing;
• explain the theoretical argument that links a particular paradigm with a specific qualitative approach;
• develop a research problem that would be best addressed through qualitative approaches;
• gather qualitative data using different qualitative methods;
• analyse qualitative data in order to present an argument based on the synthesis of literature and data analysis using qualitative methods.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 hours per week