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Monash University

Areas of Study

Qualitative Research Methods

  • MKX4070
  • Caulfield First semester 2013 (On-campus split block of classes)
  • 6 points, SCA Band 3, 0.125 EFTSL
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The aim of this unit is to introduce students with limited experience in qualitative research, to some of its methods for data gathering, data analysis and some means to ensure reliability and validity, with particular reference to marketing. Topics include field work, interviewing, and data analysis. It provides the opportunity to explore qualitative research and practice in the field of marketing with emphasis on scholarly practice. -- Course Website

Instructor: Dr Jan Brace-Govan



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