Course aims:

The overall objective of the course is to foster a basic understanding of two "families" of qualitative approaches to conducting marketing research. Initially, the focus is on defining research objectives and choosing appropriate methods; then a more detailed examination of interviewing and observat
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Course Entry Requirements:

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Course contents:

1. General Considerations on marketing qualitative research. The content and features of the qualitative research. The purpose and role of the qualitative research. The context for using qualitative research methods. Advantages and limitations of the qualitative research. 2. Qualitative research techniques. The in-depth interview. The Projective Methods. Focus group discussions. Creative methods. 3. Observation. The particularities of observation, advantages and limitations. Types of observation. The comparative analysis of observation and survey. 4. Methodological issues concerning the qualitative research. The features of the design and planning in organizing a qualitative research. Qualitative research fundamental tools. Analysis and interpretation of information. Interview situations difficulties of and their overcoming.

Teaching methods:

Lecture, Discussions, Team Work.

Learning outcomes:

- Developing skills and knowledge in order to be able to design and organize qualitative marketing research

Learning outcomes verification and assessment criteria:

Written test examination - 50%, Verification during the semester (project) - 50%.

Recommended reading:

-, • Handbook of Qualitative Research, Denzin Norman K. (Editor), Yvonna S. Lincoln (Editor) Sage Publications Ltd; 2nd Ed (May 2000)., -, -, -, -.
-, • Computer Analysis and Qualitative Research, Fielding Nigel G and Raymond M. Lee Sage Publications, March 1998, -, -, -, -.
-, • vhttp://mktresearch.org/wiki/Category:Qualitative_Research, -, -, -, -.
-, • http://www.elgaronline.com/view/9781845421007.00019.xml, -, -, -, -.
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