Qualitative Methods in Marketing Research

Master's seminars

The course focuses on the qualitative methods in market and consumer

research (test of products, brand image, consumer's attitudes, client

satisfaction, ads tests). The participants will have the opportunity to put

into practice selected qualitative techniques and to conduct a short, but

complete qualitative research.

The course is taught as an applied seminar, during which participants will

learn, what methods are used in qualitative market research – what are

their characteristic features, strengths and weaknesses, when to apply

which method etc. We will deal with FGI’s (focused group interview) and

IDI’s (individual in-depth interview), and techniques that can be used

within these methods (with special emphasis on projective techniques).

Students will have the opportunity to put these methods into practice and

go through all stages of research process – starting from the brief,

preparing of the offer for a research, of a discussion guide for the

interview, screeners for the recruitment process. They will also conduct

interviews (moderate), analyze the data (based on transcriptions), and

prepare a report and a presentation of the results.

Learning about different formats of qualitative research methods.

Planning research (research design); preparing recruitment screeners and

developing topic guides. Learning interview techniques and the ways the

results can be analyzed. Training the ability of a condensed and attractive

presentation of the results.

No exam; all participants have to conduct a research, prepare a report

and present it to the class.

The final grade with consist of:

1. Activity during classes (20%); one can collect points for being

active in the class. Activity means: active participation in the

discussion, making comments (based on homework readings),

presenting own homework assignments, sharing ideas from the

conducted interviews.

2. Timely preparation of 6 homework assignments (20%); each

participant will get feedback + grades. For the list of homework

assignments – see the ‘List of topics’ section.

3. Report and final presentation from the study conducted during

the course (50%) – this will be the main component of the grade.

4. As an additional factor (10%): punctuality (see below).

Attendance rules

2 absences are allowed; each further absence requires additional

assignment; if one will miss more than 4 full classes (in total, no matter if

they were excused or not), the course cannot be completed.

Due to the early time of the course, punctuality is very important.

Multiple times when a student comes late, will have consequences (minus

points), which will have a negative impact on the final grade. Students will

be individually informed that they are given minus points.