Advanced Qualitative Research Methods

This subject is aimed at students undertaking graduate research programs. The overall aim is to introduce students to advanced methods and techniques commonly used by qualitative researchers in management and marketing research. It provides students with hands-on experience of working with different approaches of collecting and interpreting qualitative data. It will include topics such as, grounded theory, discourse analysis, qualitative interviewing, focus groups, content analysis, ethnography and participant observation, narrative interviewing and analysis, visual methods, classical content analysis, experience sampling techniques, rhetorical analysis, and provide an opportunity to apply one or more of these techniques in a research project. By the end of this subject, students will be able to design and execute a research project using a specialist method.