Qualitative Marketing Research

Module description

This module seeks to develop an interdisciplinary, theoretically informed understanding of qualitative marketing research which recognizes the importance of researching consumer and their behaviour using qualitative interpretative methods. Qualitative marketing research is of primary importance for those wishing to pursue a career in marketing, advertising, or market research. Case studies and examples from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of qualitative marketing research. Students will learn how to conduct a qualitative consumer research study and how to analyse rich and in-depth consumer data using thematic analytical methods. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.

Full module specification

Module title:Qualitative Marketing Research
Module code:BEM2043
Module level:2
Academic year:2020/1
Module lecturers:
Module credit:15
ECTS value:
Duration of module: