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Qualitative Data Analysis in Marketing

Code 12548
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements not applicable
Mode of delivery TP
Learning outcomes The Course Unit will provide students with the necessary skills to develop research projects using qualitative analysis methods, interpret the results of qualitative data analysis and, finally, report the results of qualitative data analysis.

At the end of the course the student should:
• know the fundamentals of the theory, methods and applications of qualitative analysis in Marketing
• understand the various forms of qualitative research and apply a range of qualitative research methods
• know some qualitative data analysis software programs
• understand ethical aspects of qualitative research
Syllabus 1.Qualitative research: variations and applications in marketing
1.1 Introduction
1.2 Qualitative Analysis: Definition
1.3 Qualitative Analysis versus Quantitative Analysis
1.4. Ethics in qualitative research
2. Qualitative data collection techniques
3. Qualitative data organization, processing and analysis techniques
     3.1. Content analysis
     3.2 Adapted Software
4. Writing the results of qualitative research
Main Bibliography The following references are a non-exhaustive listing of books related to the topic of business creation, which are in the UBI library. This listing is for information only.
Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research. London: Sage.
Denzin, N. K., & Lincoln, Y. S. (2005). The Sage handbook of qualitative research. Sage Publications, Inc.
Eisenhardt, K. M. (2007). Building Theories from Case Study Research. Management, 14(4), 532–550.
Healy, M., & Perry, C. (2000). Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm. Qualitative Market Research: An International Journal, 3(3), 118–126.
Jaccard, J., & Jacoby, J. (2010). Theory Construction and Model-Building Skills: A Practical Guide for Social Scientists. New York, London: The Guilford Press.
Jick, T. (1979). Mixing qualitative and quantitative methods: Triangulation in action. Administrative Science Quarterly, 24(4), 602–611. Retrieved from
Laurent, G. (2000). Improving the external validity of marketing models: A plea for more qualitative input. International Journal of Research in Marketing, 17(2-3), 177–182.
Malhotra, N. K (2010). Marketing research: an applied orientation, (chapter 5). Pearson Education Inc.
Marshall, C., & Rossman, G. B. (2016). Designing Qualitative Research, 6th Ed., Thousand Oaks: Sage Publications, Inc.
Sarin-Baden, M., & Major, C. H. (2013). Qualitative Research: The essential guide to theory and practice. New York: Routledge.
Yin, R. K. (2003). Case study research: Design and methods, 3rd Ed., Thousand Oaks: Sage Publications, Inc.
The bibliography listed, does not dispense the research, on the part of the students, of specific bibliography for each subject.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-01-28

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