publication . Article . Other literature type . 2011

Teaching Qualitative Market Research: Multi-Perspectival Evaluation of a Curriculum Innovation

König, Bettina; Kummer, Claudia;
Open Access
  • Published: 12 Mar 2011
  • Publisher: DEU
  • Country: Austria
Abstract
The principal goal of teaching qualitative market research in a business degree programme at a university of applied sciences is to provide students with methodological skills that prove applicable in practice and are, at the same time, compliant with prevailing standards of academic research. Creating an appropriate curriculum that includes the methods of conducting expert interviews and carrying out focus groups poses challenges to instructors and students, both full-time and part-time. Designed as a "research workshop," the course we designed turned out to be most effective for teaching future graduates of business administration how to use relevant and pract...
Subjects
free text keywords: Wirtschaft, Sozialwissenschaften, Soziologie, Bildung und Erziehung, Social sciences, sociology, anthropology, Economics, Education, expert interview; focus group; group discussion; qualitative content analysis; didactics; research workshop; market research; entrevista de expertos; grupos focales; discusión grupal; análisis cualitativo de contenido; aprendizaje mezclado; didáctica; taller de investigación; estudio de mercado; ExpertInneninter­view; Fokus­gruppe; For­schungs­werkstatt, Forschungsarten der Sozialforschung, Bildungswesen tertiärer Bereich, Marketing, Unterricht, Didaktik, University Education, Research Design, Curriculum, Teaching, Didactics, Bundesrepublik Deutschland, Forschungspraxis, Studiengang, Expertenbefragung, Didaktik, Triangulation, Methodenlehre, Lehrveranstaltung, Datenerfassung, Blended Learning, Marktforschung, empirische Sozialforschung, Inhaltsanalyse, Fachhochschule, qualitative Methode, Betriebswirtschaft, Datenaufbereitung, technical college, business administration, methodological studies, data preparation, Federal Republic of Germany, class, program of study, didactics, market research, data acquisition, research practice, qualitative method, empirical social research, expert survey, content analysis, anwendungsorientiert, applied research, ddc:370, ddc:330, ddc:300, expert interview; focus group; group discussion; qualitative content analysis; blended learning; didactics; research workshop; market research, entrevista de expertos; grupos focales; discusión grupal; análisis cualitativo de contenido; aprendizaje mezclado; didáctica; taller de investigación; estudio de mercado, ExpertInneninter­view; Fokus­gruppe; Gruppen­diskussion; qualitative Inhaltsanalyse; Blended Learning; Didaktik; For­schungs­werkstatt; Marktforschung, Sozialforschung, Studium
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3. Recherche für Die Situation: Sie haben Interview-Regeln: den Interviewpartner DOs and DON'ts begrüßt und setzen sich beim nun an den gemeinsamen Experteninterview Tisch. Vor Ihnen liegt eine Stunde, in der Sie möglichst viel Wissen des Experten zur Forschungsfrage "einfangen" möchten. Die Frage: Was ist während der Interviewführung wichtig, was sollte die Interviewerin unbedingt beachten? Wo sind typische Fallen, was sollte man besser unterlassen? Recherchieren Sie (Literatur: Mieg/Brunner [2001], sowie Internet) und erstellen Sie Ihre persönlichen Regeln: 5 Dos und 5 Don'ts inkl. Erklärung.

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