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Qualitative Methods for Marketing Data Analysis

Qualitative Methods for Marketing Data Analysis

Code	14402
Year	1
Semester	S1
ECTS Credits	6
Workload	TP(30H)
Scientific area	Marketing
Entry requirements	Not applicable
Learning outcomes	The curricular unit will provide students with skills that allow them to develop research projects using qualitative analysis methods, interpret results from 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 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. Techniques of organization, processing and analysis of qualitative data 3.1. Content analysis 3.2 Adapted software 4. Writing the results of qualitative research
Main Bibliography	Bardin, L.(2011). Análise de Conteúdo. São Paulo: Edições 70. ISBN: 9789724415062. 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. Gonçalves, S., Gonçalves, J. & Marques, C., (2021). Manual de Investigação Qualitativa - Conceção, Análise e Aplicações, Edições Lidel, ISBN: 978-989-693-114-8.. Jaccard, J., & Jacoby, J. (2010). Theory Construction and Model-Building Skills: A Practical Guide for Social Scientists. New York, London: The Guilford Press. Moura, D. (2021). Pesquisa Qualitativa - Um Guia Prático Para Pesquisadores Iniciantes, Editora CRV, ISBN: 9786558686118.
Teaching Methodologies and Assessment Criteria	Continuous assessment will result from the following elements: (1) Selection, analysis and presentation of an article with qualitative methodology from an indexed journal (individual work) - 30% (2) Elaboration of a group work (max. 2 elements), presenting in the empirical part a qualitative methodology – 30% + 10% (presentation). (3) Written test - 30%
Language	Portuguese. Tutorial support is available in English.