BMM653 QUALITATIVE MARKET RESEARCH

Transcription

1 BMM653 QUALITATIVE MARKET RESEARCH Academic Year 2013/14 Number of Aston Credits: 15 Number of ECTS Credits: 7.5 Staff Member Responsible for the Module: Dr. Ian Combe Marketing Group Aston Business School Building, Room 245, Extension Availability: Office Hours sign up: Or contact the Marketing group administrator Sam Doidge ABS 236 Pre-requisites for the module: None Mode of Attendance: On campus Module Objectives and Learning Outcomes: To provide a theoretical and practical command of qualitative marketing research through the presentation of key issues and techniques and their application when collecting and analysing data. Students will: 1. Acquire an understanding of case study research method. 2. Acquire an understanding of standardized qualitative research techniques. 3. Develop data collection skills. 4. Develop the ability to use qualitative marketing research software packages 5. Develop data analysis skills and presentation skills associated with presenting qualitative research data.

2 Link to Module Level Outcomes: This Module is linked to A1, A2, A3, B1, B2, B3, B4, C1, C2, D2, D4 Module Content: Each week s session will be in two parts. The first part will be a lecture. The second part will be devoted to group discussions, data collection and data analysis in the computer lab. Week 1: Week 2: Week 3: Week 4: Week 5: Week 6: Week 7: Week 8: Week 9: Week 10: Introduction to Qualitative Methods Case Study Method Standardized Data Collection Techniques: Laddering technique, sorting technique, cognitive mapping Organizing Data Collection Conducting Data Collection Analysis of data 1: Introduction to Nvivo software Analysis of data 2: Introduction to Decision Explorer/ Cognizer software Presentation of Qualitative Research Findings Module Review Exam Corporate Connections: To be explored. International Dimensions: These dimensions are reflected in the ways that qualitative marketing research is used to explore different cultural effects and other issues in international markets.

3 Contribution of Research: Expertise in qualitative research has been developed over many years at Aston Business School. Results from several research projects already carried-out are presented in the lectures. Ethics, Responsibility & Sustainability: In the study of qualitative research, students must take due regard to ethical considerations and the impact these will have on all stakeholders involved in a project. Sustainability and corporate responsibility is a recurring theme running through all marketing modules and it is expected that students will integrate these topics in relevant areas of the module. Method of Teaching: To achieve the learning objectives there are four main course components: 1. Lectures The lectures are meant to provide students with the background to theory and practical techniques. The last lecture (week 9) will cover a module review in preparation of the exam. 2. Readings The module will not have a set textbook. Students will be directed to the relevant readings for each topic. These readings will include book chapters, journal articles, business press articles about current issues, industry reports, and case studies. 3. Practical data collection Students will conduct some data collection as part of the module to familiarize themselves with respondent interaction and to use the data collection techniques in a practical setting. 4. Practical data analysis Students will input their data in suitable software packages and present the material as part of the assessment. The combined data from all students attending the module will form the data for further analysis and this will be available for the open book exam. Method of Assessment and Feedback: There are two assessment components: 1. Coursework Presentation of research findings based on data collection and input into software (20% of assessment)

4 2. Examination. The exam will last 2 hours and will be based on all the content of the module. The exam will be open book. (80% of assessment) Learning Hours: Pre-reading 20 Contact hours 27 Directed learning 18 Groupwork 40 Further Self-study 45 Total 150 The following readings are subject to change. Students should not therefore purchase textbooks prior to commencing their course. If students wish to undertake background reading before starting the course, many of the chapters/readings are available in electronic form via on-line library catalogues and other resources. Pre-reading: Yin, R. K. (2004) Case Study Research, Sage. Indicative Bibliography: Qualitative methods Schmidt, M. (2010) Quantification of transcripts from depth interviews, open-ended responses and focus groups: Challenges, accomplishments, new applications and perspectives for market research, International Journal of Market Research, Vol. 52 Issue 4, pp Brandt, C., Pahud de Mortanges, C., Bluemelhuber, C. and van Riel, A. C. R (2011) Associative networks: A new approach to market segmentation, International Journal of Market Research, Vol. 53 Issue 2, pp Comparing methods Nicolini, D. (1999) Comparing Methods for Mapping Organizational Cognition, Organizational Studies, pp Daniels, K., de Chernatony, L. and Johnson, G. (1995) Validating a Method of Mapping Manager's Mental Models of Competitive Industry Structures, Human Relations, Vol.48, No.9, pp

5 Laddering technique Gutman, J. (1982) A Means-End Chain Model Based on Consumer Categorization Processes, Journal of Marketing, Vol.46,pp Reynolds, T.J. & Gutman, J. (1988) Laddering Theory, Method, Analysis, and Interpretation, Journal of Advertising Research, Feb./March, pp Botschen, G. & Hemetsberger, A. (1998) Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization, Journal of Business Research, 42,pp Pieters, R, Baumgartner, H. and Allen, D. (1995) A means-end chain approach to consumer goal structure, International Journal of Research in Marketing, Vol.12, pp Clarke, I. and Mackaness, W. (2001) Management Intuition : An Interpretative Account of Structure and Content of Decision Schemas using Cognitive Maps, Journal of Management Studies, 38:2, pp Sorting technique Markóczy, L. (1997) Measuring Beliefs: Accept No Substitutes, Academy of Management Journal, Vol.40,No.5,pp Markóczy, L. and Goldberg, J. (1995) A Method for Eliciting and Comparing Causal Maps, Journal of Management, Vol.21, No.2, pp Walsh, J. P. (1988) Selectivity and Selective Perception: An Investigation of Managers' Belief Structures and Information Processing, Academy of Management Journal, 31,4,pp Rosch, E. (1978) Principles of Categorization, In: E. Rosch and B. Lloyd (Eds.), Cognition and Categorization, pp Erlbaum. Recommended Journals: You will find examples of research using qualitative research in: Articles will be selected from leading outlets, including: Academic Journals Journal of Marketing Journal of Marketing Research Journal of Academy of Marketing Science Journal of Marketing Management European Journal of Marketing

6 Business Press The Economist Financial Times Business Week Marketing Week Industry Reports (available by Aston Library) Business Insight GMID (Euromonitor) Keynote UK Consumer Outlook Datamonitor Reports