Qualitative research - its nature and approaches

Qualitative research - its nature and approaches is one of the lecture which is cowered during marketing research module.

The agenda for this lecture is:

•Explain the difference between qualitative and quantitative research in terms of the objectives, sampling, data collection and analysis, and outcomes;
•Describe why qualitative research is used in marketing research;
•Understand the nature and application of ethnographic approcahes;
•Understand how qualitative researchers develop knowledge through a grounded theory approaches;
•Describe focus groups in detail, with an emphasis on planning and conducting focus groups;
•Describe in-depth interview techniques in detail, citing their advantages, disadvantages and applications;
•Describe the stages involved in analysing qualitative data.

In the attached file, you will find:
• 1 Qualitative research - its nature and approaches lecture power point presentation
• 1 Tutorial Plan with several activities
• 5 Case Studies

This lecture is covered by bachelor students. Once purchased please leave comment.