MKTG 7860 - Methods in Qualitative Research

The objectives of this seminar are to help students understand and apply the methods of qualitative research to investigate business problems. The course will combine substantive materials on various topics (see below) with analysis of published research using these various qualitative research methods in business settings. As the course is designed to be a primer on these methods, it will start from the very basics. By the end of the 10 sessions, which are taught over 15 weeks, students are expected to develop a research proposal for a project using qualitative research methods in a B2B context that could be submitted to ISBM for funding consideration.