Qualitative Methods in Marketing Research
Informacje ogólne
Kod przedmiotu: | 2500-EN_S_11 |
Kod Erasmus / ISCED: |
14.4
|
Nazwa przedmiotu: | Qualitative Methods in Marketing Research |
Jednostka: | Wydział Psychologii |
Grupy: |
specialization courses for 4 and 5 year |
Punkty ECTS i inne: |
(brak)
|
Język prowadzenia: | angielski |
Rodzaj przedmiotu: | seminaria magisterskie |
Skrócony opis: |
(tylko po angielsku) 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. |
Pełny opis: |
(tylko po angielsku) 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. |
Efekty uczenia się: |
(tylko po angielsku) 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. |
Metody i kryteria oceniania: |
(tylko po angielsku) 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. |
Właścicielem praw autorskich jest Uniwersytet Warszawski.