| CODE | CRC2010 | ||||||
| TITLE | Qualitative Research Methods in Marketing Communication | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 5 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Corporate Communication | ||||||
| DESCRIPTION | CRC 2010 focuses on Social Science Research as an applied systematic process of uncovering human patterns of thinking and behaviours in the context of marketing and communication. This study-unit discusses the use of qualitative research processes as complementary to quantitative methods in building conceptual and behavioural maps underlying constructs in marketing research. Qualitative methods allow marketers better access to motivations and conceptualisations behind our behavioural observations. Such methods are ideal to explore a topic prior to undertaking quantitative research or to further amplify findings resulting from quantitative research. The study-unit discusses major qualitative designs, data collection methods, coding, analyses and presentation of findings in the conduct of ethnography and case studies. Study-Unit Aims: - Identify and describe strengths and weaknesses of different qualitative approaches; - Outline the steps in undertaking qualitative studies; - Compare different ways of coding evidence; - Discuss the advantages/disadvantages of coding systems; - Identify patterns of behaviour on the basis of evidence in qualitative studies; - Build narratives to report qualitative findings. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - List different research designs within a qualitative approach; - Name and describe different steps in undertaking qualitative social science research designs; - Identify research questions that necessitate a qualitative research methodology; - Name the strengths and weakness of different qualitative research methods; - Describe the procedural steps required by different qualitative methods. 2. Skills: By the end of the study-unit the student will be able to: - Given a qualitative research question, the student will be able to draw out a plan for answering the question using qualitative methodologies; - Build a research plan for the collection of the required evidence; - Use a coding procedure; - Write a report representing the findings on the basis of qualitative data. Main Text/s and any supplementary readings: Main Texts: - Bogdan, R.C., & Biklen, S.K. (2007). Qualitative research for education (5th ed.). Pearson International. - Creswell, J.W., & Poth, C.N. (2024). Qualitative Inquiry and Research Design: Choosing among five approaches. Sage. Supplementary Readings: - Creswell J.W., & Creswell, J.D. (2017). Research design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage. - Silverman, D. (2021). Doing qualitative research. Sage. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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