Practitioners and researchers increasingly use qualitative research methods in Marketing Research to understand issues that are becoming increasingly complex. They often get harder to address, e.g. in new topic areas. Consequently, qualitative market research in general and qualitative computing in particular has become widely accepted.
The research process includes several stages, i.e. the formulating of research questions, the framing and design of the work, the methodology and methods; the data analysis; and the final conclusions and recommendations. The course suggests a CAQDAS approach for the analysis of qualitative data.
This course covers theoretical and practical aspects on: epistemology and research designs, data collection methods, data analysis methods (including qualitative computing) and reporting results.