MKTG 6080 - Qualitative Research Methods

3 hours

Explores the theoretical and practical issues underlying qualitative and hybrid research methodologies in social sciences research as applied to testable relationships in business contexts. Special attention is afforded to sources of nomothetic versus idiothetic research approaches, qualitative research methods, and qualitative research designs (including but not limited to enthnography, narratives, focus groups and case studies). Assesses the philosophical bases of metrics: auditability, bias, truth value, consistency and critical interpretations of data metrics.

Prerequisite(s): None.