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.

Credits

3

Prerequisite

BUSA 3500

Typically Offered

Athens Campus: spring evening — Demorest Campus: spring day

Student Learning Outcomes

At the successful completion of this course, students will be able to:

1. Understand the role, history and philosophy of qualitative research.
2. Understand the varieties of qualitative research.
3. Understand the ethical concerns with qualitative research.
4. Understand the logistics and skills needed to conduct focus groups.
5. Understand the analysis and interpretation of qualitative research.