JSBS1120 Qualitative Research Methods in Marketing and Corporate Communication (3 cr)

This course provides students with advanced knowledge of qualitative methods in marketing and corporate communication research. It offers an advanced understanding of how to conceptualise meaningful qualitative research problems from prior theory and scientific studies. The course advances student’s knowledge and critical thinking on how to identify pertinent data in connection to different research problems, the methods for collecting such data, and the diverse range of data analysis techniques available. The aim is to equip students with the skills to make wise decisions on how to carry out qualitative research, on how to extract fresh insights and interpret qualitative scientific research effectively across various contexts and scenarios.

Learning outcomes:

After completing the course, the student:

- understands the process by which theory and previous studies contribute to shape qualitative research problems, and the related data collection and analysis methods;

- is capable to evaluate different alternatives and choose the most adequate method to collect qualitative data based on diverse research problems;

- is capable to choose the most adequate method to analyze qualitative data in research settings involving different research problems;

- is able to generate research plans for interpreting qualitative research data; can critically evaluate the quality of results.  

Learning modes and study methods are specified in the study program annually.

Reading packages are specified in the study program annually.