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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
NQF Level 09
Prerequisites No prerequisites.
Contact time 1 lecture per week
Language of tuition Module is presented in English
Department Marketing Management
Period of presentation Semester 2
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