MKX4070 - Qualitative research methods - 2017

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Associate Professor Jan Brace-Govan

Unit guides



  • First semester 2017 (On-campus split block of classes)


The aim of this unit is to introduce students with limited experience in qualitative research, to some of its methods for data gathering, data analysis and some means to ensure reliability and validity, with particular reference to marketing. Topics include field work, interviewing, and data analysis. It provides the opportunity to explore qualitative research and practice in the field of marketing with emphasis on scholarly practice.


The learning goals associated with this unit are to:

  1. describe different qualitative methods, assess reported qualitative research results
  2. develop a research problem that would be best addressed through qualitative approaches
  3. gather and analyse qualitative data, present an argument based on qualitative methods that demonstrates validity and reliability
  4. explain ethical issues relevant to qualitative methods.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Students must be enrolled in course B6010, B3701, 0181, 2276 or 4431.