Qualitative Methods in Marketing Research 2500-EN_S_11
The course is taught as an applied seminar, during which participants will
learn, what methods are used in qualitative market research – what are
their characteristic features, strengths and weaknesses, when to apply
which method etc. We will deal with FGI’s (focused group interview) and
IDI’s (individual in-depth interview), and techniques that can be used
within these methods (with special emphasis on projective techniques).
Students will have the opportunity to put these methods into practice and
go through all stages of research process – starting from the brief,
preparing of the offer for a research, of a discussion guide for the
interview, screeners for the recruitment process. They will also conduct
interviews (moderate), analyze the data (based on transcriptions), and
prepare a report and a presentation of the results.
Type of course
Learning outcomes
Learning about different formats of qualitative research methods.
Planning research (research design); preparing recruitment screeners and
developing topic guides. Learning interview techniques and the ways the
results can be analyzed. Training the ability of a condensed and attractive
presentation of the results.
Assessment criteria
No exam; all participants have to conduct a research, prepare a report
and present it to the class.
The final grade with consist of:
1. Activity during classes (20%); one can collect points for being
active in the class. Activity means: active participation in the
discussion, making comments (based on homework readings),
presenting own homework assignments, sharing ideas from the
conducted interviews.
2. Timely preparation of 6 homework assignments (20%); each
participant will get feedback + grades. For the list of homework
assignments – see the ‘List of topics’ section.
3. Report and final presentation from the study conducted during
the course (50%) – this will be the main component of the grade.
4. As an additional factor (10%): punctuality (see below).
Attendance rules
2 absences are allowed; each further absence requires additional
assignment; if one will miss more than 4 full classes (in total, no matter if
they were excused or not), the course cannot be completed.
Due to the early time of the course, punctuality is very important.
Multiple times when a student comes late, will have consequences (minus
points), which will have a negative impact on the final grade. Students will
be individually informed that they are given minus points.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: