MSMI 606 - Qualitative Marketing Research

Unit(s): 2

This course will introduce participants to the characteristics and various approaches to designing and conducting qualitative research projects in marketing and consumer behaviour. Students will gain hands-on experience in various qualitative methods and analysis techniques while carrying out a research project related to their area of interest. We will cover a wide range of qualitative research methods in detail, including focus groups, in-depth one-on-one interviews, interactional research, and ethnography, looking at ways these techniques can be executed F2F, online, and otherwise.

Restriction: Field of Study restricted to Marketing Intelligence Major
School of Management