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Research Methodologies

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  • Week 1
    • This week begins with a discussion on qualitative research approaches, looking at focus groups, personal interviews, ethnography, case study and action research. The week ends with a discussion of quantitative research methods with a focus on experimental research design and survey methodology.
  • Week 2
    • The week begins with a discussion on the sampling design process and continues with different sampling approaches, including probability and non-probability sampling. The week ends with a discussion on sample size and non-response issues.
  • Week 3
    • The week begins with a discussion of the nature and scope of secondary data and continues with a discussion of primary data and the importance of measurement. The week ends with the role of the Internet in market research and a discussion about non-comparative scaling techniques.
  • Week 4
    • The week starts a discussion on different data collection approaches with a focus on observation, case study and content analysis. The week continues with a focus on narrative research, phenomenology and the action research project. The week ends with a discussion of collecting data using ethnography.