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2014/2015  BA-BHAAV6013U  Qualitative Methods in Marketing and Consumer Research

English Title
Qualitative Methods in Marketing and Consumer Research

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Course period Fourth Quarter, First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Marianne Gordon - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 10-09-2014
Learning objectives
On completion of the course, the students should be able to:
  • Understand and apply the technical vocabulary of qualitative research methods.
  • Assess the strengths, weaknesses and respective usefulness of various qualitative methods in relation to a given research problem.
  • To develop and argue for a research question that can be addressed by means of qualitative methods.
  • Develop and demonstrate applied interview skills thru hands-on experiences with qualitative data collection methods.
  • Manage the interview process in an ethical and sensitive manner and demonstrate knowledge of how to handle ethical dilemmas in an interview.
  • Understand and reflect on the influence of biases by the rearcher/methods during qualitative data gathering and interpretation.
  • Conduct an analysis of qualitative data in a way that is appropriate to the research problem and critically evaluate the results of the analysis.
Individual Home Assignment:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period December/January and April
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

This course will help students familiarize with several classic and several innovative qualitative research methods that can be applied in larger projects (i.e. bachelor thesis). The course will prepare students to confidently set out on their own research process and polish skills that will be applicable to a broad range of marketing and consumer research settings. The course goes into the details of various interviewing techniques for the purpose of data collection. Students will get hands-on experiences and learn how to identify the method that is appropriate for their research focus. Data analysis techniques will be introduced so that once the student has a rich data set he/she will know what to do with it!

Teaching methods
The course will be based around lectures, group & individual activities as well as group & plenary discussions, presentations and related readings. Active involvement and hands on experience provide an effective way for students to acquire the skills outlined in the learning objectives.
Further Information

Changes in  course schedule may occur.
Tuesday 11.40-14.15, week 48-49.
Wednesday 14.25-17.00, week 43-44.
Wednesday 14.25-19.45, week 45-47.

Expected literature

Belk, R.W. (2006) Handbook of Qualitative Research Methods in Marketing. (pp. 143-155) Edward Elgar: North Hamption, MA. 
Hackley, C. (2003) Doing Research Projects in Marketing, Management and Consumer Research. Routledge: New York , New York.
Jackson,R., Drummond,D & Camara,S. (2007) What is Qualitative Research? Qualitative Researach Reports in Communication. Vol 8.No.1, pp. 21-28.
Kval, S. & Brinkmann, S. (2009) Interviews learning the Craft of Qualitative Research Interviewing. Sage Publishing: USA.
McCracken, G. (1988) The Long Interview. Sage: USA
Morgan, D. (1997) Focus Groups as Qualitative Research (2nd Edition), SAGE University Paper.
Spiggle, S (1994) Analysis and interpretation of Qualitative Data in Consumer Research. Journal of Consumer Research vol 21 pp.491-503.
von Wallpach, S. & Kreuzer, M. (2013) Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors.  Journal of Business Research.  66: 9, p1325-1331.
Zaltman, G. (2003) How Customers Think Essential Insights into the Mind of the market. Vol.2, No2 Sec1 Audio-Tech Business Book Summaries 12-3.

Last updated on 10-09-2014