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Qualitative research for marketing decisions 815


 
Module code BEM 815
Qualification Postgraduate
Faculty Faculty of Economic and Management Sciences
Module content

The role of qualitative methods in marketing research; Observation techniques; Focus groups; Depth interviews; Protocol analysis; Projective techniques; Content analysis; Ethnographic research; Physiological measurement; other qualitative research techniques; analysis of qualitative data.
Module credits 18.00
Prerequisites No prerequisites.
Contact time 1 lecture per week
Language of tuition English
Academic organisation Marketing Management
Period of presentation Semester 2
The information published here is subject to change and may be amended after the publication of this information. The General Regulations (G Regulations) apply to all faculties of the University of Pretoria. It is expected of students to familiarise themselves well with these regulations as well as with the information contained in the General Rules section. Ignorance concerning these regulations and rules will not be accepted as an excuse for any transgression.

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