Methods of Qualitative Research

  • Credits: 4
  • Ending: Examination
  • Range: 2C
  • Semester: summer
  • Year: 3
  • Faculty of Commerce

Teachers

Included in study programs

Business and Marketing

Teaching results

By completing the course, students gain knowledge about use of qualitative methods. During the semester they will get acquainted with the approaches to qualitative research as well as with techniques used in qualitative research to gather the data. They will gain knowledge about process of qualitative research from beginning to the end.
Graduates of the course will be able to implement the proper qualitative research methods. They will learn to distinguish between approaches and choose the correct one. As a result, they will be competent to decide about suitable data gathering method for a chosen marketing problem, as well as they will be able to prepare the research plan and carry out the research and formulate findings.
Upon successful completion of the course, students will acquire competencies that will enable them to not only understand the nature of the marketing problem and identify the information need essential to solving it, but also, they will have the ability to decide how and where the information can be obtained. The ability to maneuver in qualitative research methods will give the advantage not only when doing their own research but also when reading outsourced research results. They will be able to apply gained knowledge in managerial positions in all types of companies.

Indicative content

Qualitative research. Approaches to Qualitative Research. Action Research. Case Study Research. Ethnographic Research. Grounded Theory Method. Data gathering methods in Qualitative research. In depth Interview. Semi structured Interview. Focus Group. Participative Observation. Netnography. Recruiting. Script writing. Data Collection. Transcription and Coding. Analyzing the Findings and Summarizing Results.

Support literature

1. Maison, D. (2018) Qualitative Marketing Research: Understanding Consumer Behaviour. Routledge.
2. Myers, M., D. (2019) Qualitative Research in Business and Management. Sage

Syllabus

1. Introduction into Qualitative research. Introductory "FOCUS GROUP" with students 2. Methods of qualitative research - Action research, Ethnographic research, Case Study Research, Grounded Theory Method 3. Qualitative research data collection methods – introduction of all methods. Focus Group. Preparation of recruitment questionnaire and scenario related to a selected research problem. Benefits and risks of use of the method. 4. . Method "Focus Group" - implementation of a group discussion according to the scenario prepared by students - students prepare and lead FG, they also play the role of observers. 5. Analysis of data collected by the "Focus Group". Approaches to transcription and coding. 6. Conclusions and findings from the implemented FG. Analysis of errors in the implementation of FG, analysis of results and formulation of conclusions 7. Method "Participative observation" and method "Netnography" - approach to the method, instructions for implementation 8. Implementation of participatory observation in a selected shopping center (excursion). Weaknesses and advantages of the method 9. Analysis of data collected by the method of participatory observation, formulation of findings and conclusions. 10. Analysis of data obtained by netnographic research. Findings and conclusions. 11. "Interview". Scriptwriting and identification of suitable participants. Instructions for conducting interviews 12. Analysis of data collected by the implemented method. Conclusions and findings from the implemented semi-structured interviews, analysis of implementation mistakes. 13. Summary of achieved results by different methods. Comparison, and assessment of the suitability of methods for different types of marketing problems

Requirements to complete the course

40% continuous semester assessment
60% exam

Student workload

Workload: 104 hours
Attendance at seminars: 26 hours
Preparation for seminars: 14 hours
Preparation for exam: 64 hours

Language whose command is required to complete the course

Slovak, English

Date of approval: 23.02.2023

Date of the latest change: 17.10.2023