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

Online Sessions and Lecture (first part of semester only):
Online in Zoom
Link Password will be provided in Moodle
https://zoom.us/j/337071328?pwd=R0lJc3hSVW00dD
ZPVG5sNnUxYXhHZz09

Vorläufiger Stundenplan

Session 1
08/04/2020

Einführung in die Qualitative Forschung

Gruppeneinteilung

Session 2
15/04/2020

Arten der Datenerhebung I

Gruppeneinteilung

Sessions 3
22/04/2020

Arten der Datenerhebung II

Session 4
29/04/2018

Sampling & Leitfadenerstellung

Session 5
06/05/2020

Wissenschaftliche Interviewführung

Session 6
20/05/2020

Datenanalyse und Interpretation

Session 7

01/07/2020

Teil-Prüfungsleistung:

Präsentation der Projektarbeit

   

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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

 

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