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 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 Approaches. Ethnography, grounded theory, phenomenology

4.    Research methods: interview and observation

5.    Data Analysis

 

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

- L.Sasso, A. Bagnasco, L. Ghirotto, "La ricerca qualitativa", Milano, Edra, 2015

- materials available on AlmaDL

Suggested book for everyone: Y. Kawamura. Doing research in fashion and dress. An introduction to qualitative methods. London-New York: Bloomsbury, 2011

IMPORTANT

texts available in AlmaDL DON'T substitute the above mentioned books.

Teaching methods

VERY IMPORTANT
The course embraces two paths for attendee and for non-attendee students. Attending students are those who attend at least 75% of the classes and have delivered on time all the assignments required. We kindly ask the students who want to attend to scrupulously respect these requests from the very beginning of the course. At the end of the first week of classes students will be required  to declare whether they will attend or not. It is important for the instructor to know the exact number of attendee students in order to plan lectures and group work.  
 Class discussion and practical exercise, weekly assignments for attendee students.

Assessment methods

Attendee students:

Weekly 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