English   Danish

2017/2018  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 Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 40
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 16-02-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: 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.
Qualitative Methods in Marketing and Consumer Research:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
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 a qualitative research project. 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 is structured 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.
Feedback during the teaching period
Students will receive feedback throughout the semester in the form of individual and group feedback from their oral presentations and written exercises submissions to forum.
Student workload
Preparation 120 hours
Teaching 36 hours
Exam 50 hours
Expected literature

Expected literature will draw from the following books and articles: (this list may be adjusted/updated with the final syllabus)


Agafonoff, N. (2006) Adapting ethnographic research methods to ad hoc commercial Marketing research. Qualitative Market Research: An International Journal. Vol. 9 No.2 pp.115-125. (10 pages).


Belk, R., Fischer,E. and Kozinet,R.(2013) Qualitative Consumer & Market Research.Sage publishing ISBN 978-0-85702-766-5


Christensen,G. & Olson,J. (2002), Mapping Consumer Mental Models with ZMET, Psychology and Marketing, 19 (6), 477-501 (25 pages).


Kozinets, Robert V. Journal of Advertising Research. Sep2006, Vol. 46 Issue 3, p279-288. (10 pages).


McCracken, Grant (1988) The long interview. Sage Publishing Inc. USA. (18 pages)


Morgan, D. (1997), Focus Groups. Annual Review of Sociology. 1996, Vol. 22, p129. (24 pages).


Reynolds& Gutman(1988)Laddering Theory, Method, Analysis and Interpretation pp. 11-18



Ringberg, T & Gupta, S. (2003) The Importance of Understanding the Symbolic World of Customers in Asymmetric Business to Business Relationships, Journal of Business and Industrial Marketing, Special Issue on Qualitative Approaches in b2b. Vol 18 6/7:607-626 (20 pages).

Silverman, D. (2013) Interpreting Qualitative Data 4th Edition. Sage Publishing Los Angeles, London, New Delhi, Singapore, Washington D C.pp57-84 (27pages).


Suri, J.  & Gibbs, S. (2006) Going Deeper Seeing Further. Enhancing ethnographic Interpretations to Reveal More Meaningful Opportunities for Design, journal of Advertising Research, Sept. 246-250. (5pages).


Thomsen,Thyra Uth &  Hansen,Torben (2009), The Application of Memory-Work in Consumer Research, Journal of Consumer Behavior, 8(1), 26-39(13pages).


Vicsek,L. (2012) A new look at the role of social influence, group focus groups.


von Wallpach, S. & Kreuzer, M.(2013) Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors. Journal of Business Research, 66:9, p 1325-1331. (16pages).





Last updated on 16-02-2017