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Dec 22, 2024
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2014-2015 Official General Catalog [Archived Catalog]
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DMR 295 - Qualitative Marketing Research Methodologies
This course integrates the social sciences and business in a mutual focus toward an interpretive, qualitative, approach to conducting research. Qualitative methodologies in research models utilize structured and unstructured interviewing, such as brainstorming, nominal group techniques, focus groups, as well as survey design and other textual analysis and ethnography. This qualitative approach to solving business problems will combine the social sciences and humanities in the generation and interpretation of data linking business research to social and economic change. This will help students more fully understand the technological revolution and the relationship of the business researcher to research beyond the statistical models most commonly used.
Prerequisite- Corequisite
Prerequisite: BUS 238 Marketing Research
Credits: 3
Hours
3 Class Hours
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