Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to extend the knowledge and skills developed in MKT2121 Marketing research methods in the areas of qualitative research methods; be able to further develop the ability to specify and interpret appropriate research objectives that indicate a need for qualitative research; be able to explain the rationale for the use of qualitative research methods in marketing research and to contrast these with the use of quantitative research techniques; be able to critically evaluate the theoretical concepts on which the practice of qualitative research is based; have developed skills in the practice of qualitative research methods including the in depth interview and group discussions; have developed skills in the analysis of qualitative research data.
Synopsis Takes the view of the research practitioner and supplier. Skills in qualitative techniques for marketing research and the opportunity to critically consider some of the current issues.
Assessment Project (3500 words): 35% + Oral presentation: 25% + Practical project (2500 words): 25% + Class participation: 15%