73064 - Qualitative Methods for Social and Marketing Research

Learning outcomes

 The course is aimed at understanding and being able to use the main methods and tools of qualitative research and at knowing the theoretical and methodological premises behind them, with a special focus on social and marketing research.

Course contents

Knowledge and skills to achieve 

The course does not aim to enable students to be able to independently conduct a qualitative research, but to be able to distinguish good research from a badly done. 

- To know the epistemological assumptions of qualitative research 

- To know how to formulate a research question in the social and marketing and choose the most appropriate method of investigating 

- To know the main methodological approaches of qualitative research 

- To know the grounded theory procedures in particular 

- Having a first outlook  of the qualitative research tools

Course content

1.    Social and marketing research

2.    Research Process. Research questions

3.    Research Epistemology. Research paradigms

4.    Research Approaches. Ethnography, grounded theory, phenomenology

5.    Research methods: interview and observation

6.    Data Analysis

7.    Reading and evaluating research

Readings/Bibliography

Attendee students

Course materials and:

-       M. Tarozzi, "Che cos'è la grounded theory", Carocci, 2008

 

Non-attendees students

M. Tarozzi, "Che cos'è la grounded theory", Carocci, 2008

- Richards Lyn, Morse Janice M, "Fare ricerca qualitativa. Prima guida", Franco Angeli, 2009

- materials available on AlmaDL

Teaching methods

Class discussion and practical exercise, case study discussion.

Assessment methods

Attendee students:

Short assignments along the course

Final wrtitten test (short)

 

Non-Attendee students:

Final written test (extended) and Oral discussion

 

Both the oral exam and the weekly assignments can be made in English.

Teaching tools

Office hours

See the website of Massimiliano Tarozzi