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 and integrated Exercise: Tuesdays 10.00 -14.00, Kackertstr. 7, Room 3011|037 (B037)

 

Session 1
18/04/2017

Einführung in die Qualitative Forschung

Gruppeneinteilung

Session 2
25/04/2017

Arten der Datenerhebung I

Gruppeneinteilung

Sessions 3
02/05/2017

Arten der Datenerhebung II

Leitfadenerstellung

Session 4
09/05/2017

Wissenschaftliche Interviewführung

Session 5
16/05/2017

Guest Speaker

Session 6
30/05/2017

Datenanalyse und Interpretation

Session 7
tba /2017

Feedback/Coaching Projektarbeit

Session 8

11/07/2017

Prüfungsleistung:

Präsentation der Projektarbeit

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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