Qualitative Research Methods

 

Language

German

Content Description

This course includes aspects of qualitative research methods such as data collection (acquisition of participants, structured guideline design, and interview realization) and data analysis (transcription, qualitative content analyses – Mayring, Nvivo, MaxQDA). Further topics and methods of qualitative marketing research will be presented and discussed in the lecture.

Course Objectives

After this course students are able to design, conduct and analyze qualitative empirical studies, e.g. in their master theses. They will acquire detailed knowledge about qualitative research methods. This course is designed to advance the methodological competence of the students and enable them to reach complex marketing-decision.

Preliminary schedule

Lecture

Session 1
15/04/2015

Session 2
22/04/2015

Session 3
29/04/2015

Session 4
06/05/2015

Session 5
13/05/2015

Session 6
20/05/2015

Session 7
03/06/2015

Wednesday

08:15-09:45

Break

10:00-11:30
Room: Se1

Einführung in die qualitative Forschung

Erkenntnis-theoretische Basis

Arten der Daten-erhebung

Fallstudien und Netno-graphie

Interview-führung

Gastvortrag Prof. Dr. J. Kandampully

Daten-analyse und Interpretation

Exercise

Session 1
16/04/2015

Session 2
23/04/2014

Session 3
30/04/2015

Session 4
07/05/2015

Session 5
21/05/2015

Session 6
11/06/2015

Session 7
09/07/2015

Thursday

14:00-15:30

Break

15:45-17:15
Room: Se1

Sekundär-daten-analyse

Erhebungsarten und Leitfaden-erstellung

Auswertung nach Mayring; Paper und Pencil

Durch-führung netnogra-phischer Studien

Computer-gestützte Analyse (Nvivo)

Erstellung eines Exposés

Prüfungs-leistung: Präsen-tation der Gruppen-arbeit

 

Further information on this course can be obtained on CAMPUS or by contacting Moritz Jörling.