Course Detail
2.0 - 4.0
Course Components:
Enrollment Information
Enrollment Requirement:
Prerequisite: PhD standing or instructor's consent.
Ph.D. students only. How to plan, collect, and analyze qualitative data for marketing problems. Ethnographic research, observation, and in-depth interviewing (including group interviewing), still and video photography, projective and other clinical methods, and computer-assisted analysis of qualitative data. Qualitative research project required.