BUSA 3515 Qualitative Analysis for Business
This course addresses the business research processes, primarily the marketing research process from defining the research problem, planning the research design, sample design, data collection, and analysis of qualitative data and its subsequent presentation to others. Special attention is paid to qualitative techniques including focus groups, interviews, and ethnographies. Students will learn to use focus groups and other qualitative techniques to develop information in settings where markets are nonexistence and therefore traditional quantitative market research techniques and other quantitative approaches aren't useful.