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This subject is aimed at students undertaking graduate research programs. The overall aim is to introduce students to core qualitative methods and techniques commonly used in management and marketing research. It provides students with a working knowledge of the spectrum of alternative approaches of collecting data (including case studies, interviews, ethnography, archival and documentary evidence, and physical and visual artefacts), and alternative techniques for analysing and interpreting qualitative data. Whilst this subject will not provide the depth required of a specialist in any particular technique, by the end of this subject, students will be able to read, unpack and critique a research paper using a particular qualitative method.
Intended learning outcomes
In this subject students will be able to:
- understand the range of qualitative research methods deployed in social and organisational research;
- articulate a qualitative research design appropriate to research questions examined by management and marketing researchers;
- interpret and critically analyse qualitative research papers deploying different qualitative research approaches; and
- present the results of qualitative analyses.
- Problem solving skills, which should be enhanced through the study of research design and research methods;
- Writing skills appropriate for the preparation of academic articles and research reports in Management and Marketing, including the doctoral thesis; and
- Analytical skills, which should be developed through the evaluation of quantitative and qualitative empirical research literature.
Last updated: 6 December 2019