Qualitative Research Methods
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2022 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
50 credit points at Post Graduate level.
Corequisites
Nil
Aims and objectives
This unit provides a practical introduction to a broad range of qualitative research techniques. Based on the debates surrounding the various paradigms in qualitative research, the issues and implications of different qualitative research approaches will be addressed. Practical experience of gathering and analysing data for various approaches will be offered. On completion of the unit, students will have been introduced to how to assess different qualitative research approaches for suitability in answering a research question and the implementation of related qualitative methods.
After successfully completing this unit, students will be able to:
1. Critically evaluate the implications of qualitative paradigms and approaches for research in marketing.
1. Critically evaluate the implications of qualitative paradigms and approaches for research in marketing.
2. Apply coherent and advanced knowledge of the theoretical arguments that link a particular paradigm with a specific qualitative approach.
3. Apply knowledge of research design and principles to develop a research problem that would be best addressed through qualitative approaches.
4. Apply qualitative research fundamentals to the analysis, design and collection of qualitative data using different qualitative methods.
5. Analyse qualitative data in order to present an argument based on the synthesis of literature and data analysis using qualitative methods.
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Hawthorn
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class - Block Teaching | 3 | 12 | 36 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Assessment
1. Assignment 1 (Individual) 20 - 40%
2. Assignment 2 (Individual) 60 - 80%
Content
- History and development of qualitative methods
- Outlining a qualitative research project
- Overview of the interview: face to face, groups and focused
- Situating Qualitative Research and Developing a Research Problem
- Ethical conduct
- Observation and fieldwork
- Artefacts: visual sources
- Assessing qualitative research
- Writing analysis
- Analysis and qualitative software
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.