JSBS1120 Qualitative research methods in marketing and corporate communication (5 cr)

Study level:
Advanced studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2020-2021, 2021-2022, 2022-2023


The study module provides students with advanced knowledge about qualitative methods in business research, including an understanding on research ethics and on how to treat research materials. Students will learn how to plan, conduct and interpret qualitative scientific research in a variety of contexts and situations.

Learning outcomes

Learning outcomes:

After completing the study module, the student:

• understands the nature of scientific knowledge and the main paradigms of science

• understands the main assumptions of a qualitative research methodology

• knows the main features of various types of qualitative research, such as eth/net-nographics, case study, qualitative content and thematic analyses, interview/focus group and narrative research designs

• is able to generate research plans for interpreting qualitative research data

• is able to develop a solid study plan and conduct data collection and analysis

• can critically evaluate the quality of results

• understands and can clearly explain the basics of research ethics and their implications for qualitative research results

Additional information

Contact teaching course including lectures and exercises, autumn semester. Active participation is expected. The study methods of the contact teaching course are specified in the study program annually.

Study materials

Study materials

Reading material assigned by lecturers.


  • Eriksson, P. & Kovalainen, A. (2016). Qualitative Methods in Business Research (2nd ed.)
  • O'Gorman, K. D. & MacIntosh, R. (2015). Global Management Series: Research Methods for Business and Management. Goodfellow Publishers (ebook) (a selection of chapters)
  • Adams, J., Khan, H.T.A. & Raeside, R. (2014). Research methods for business and social science students (eBook) Qualitative research -chapters

Completion methods

Method 1

active participation to lectures and exercise activities is expected
Evaluation criteria:
class exercises and learning diary
Select all marked parts
Parts of the completion methods

Participation in teaching (5 cr)

Participation in teaching
Grading scale: