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Research Methods I: Qualitative Analysis
level of course unit
2nd study cycle, MasterLearning outcomes of course unit
The students are able to:
• design and implement expert interviews and group discussions.
• explain and apply qualitative analysis techniques such as interpretative text evaluation, hermeneutics or grounded theory.
• create questionnaires based on theoretical concepts and generate a survey design for a conjoint analysis.
• discuss the potential/limitations of qualitative methods and relate them to quantitative methods.
• assess the possible combinations of qualitative and quantitative methods and implement them in practice.
• design and implement expert interviews and group discussions.
• explain and apply qualitative analysis techniques such as interpretative text evaluation, hermeneutics or grounded theory.
• create questionnaires based on theoretical concepts and generate a survey design for a conjoint analysis.
• discuss the potential/limitations of qualitative methods and relate them to quantitative methods.
• assess the possible combinations of qualitative and quantitative methods and implement them in practice.
prerequisites and co-requisites
none
course contents
• Expert interviews and group discussions
• Survey methods in qualitative survey and observation
• Qualitative selection procedures and content analysis
• Interpretative text evaluation and grounded theory
• Creation of survey design for conjoint analysis
• Combination of methods
• Survey methods in qualitative survey and observation
• Qualitative selection procedures and content analysis
• Interpretative text evaluation and grounded theory
• Creation of survey design for conjoint analysis
• Combination of methods
recommended or required reading
• Merriam, Sharan B.: Qualitative Research: A Guide to Design and Implementation. John Wiley & Sons (latest edition)
• Maison, Dominika: Qualitative Marketing Research: Understanding Consumer Behaviour. Routledge (latest edition)
• Myers, Michael David: Qualitative Research in Business and Management. SAGE (latest edition)
• Maison, Dominika: Qualitative Marketing Research: Understanding Consumer Behaviour. Routledge (latest edition)
• Myers, Michael David: Qualitative Research in Business and Management. SAGE (latest edition)
assessment methods and criteria
Term paper, presentation, exam
language of instruction
Englishnumber of ECTS credits allocated
4eLearning quota in percent
25course-hours-per-week (chw)
2planned learning activities and teaching methods
Blended Learning
