Knowledge

The student...

has basic knowledge about developments within marketing and organizational research, and how qualitative methods are used in marketing research and organizational studies
has basic understanding of advantages and disadvantages with qualitative methods, and the contexts for which various qualitative approaches are best suited
has basic knowledge about various qualitative research designs, some relevant techniques of data gathering and data analysis, plus how to use these in practice
has basic understanding on how the validity of a study is being affected by problem solving, theoretical foundation and methodological choices

Skills

The student...

is able to evaluate and to carry out qualitative research, in particular within applied marketing and organizational sciences
Is able to plan and write academic assignments with satisfactory methodological grounding
can use appropriate tools for planning and conducting qualitative surveys
can evaluate the durability of research findings

General competence

The student...

Subject description 6023

Method II: Market Analysis – Qualitative Methods