Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedNot offered in 2010
Coordinator(s)Dr Jan Brace-Govan


This unit provides a practical introduction to a broad range of qualitative research techniques. Based on the debates surrounding the various paradigms in qualitative research, the issues and implications of different qualitative research approaches will be addressed. Practical experience of gathering and analysing data for various approaches will be offered. On completion of the unit students will be able to assess different qualitative research approaches for suitability in answering a research question and understand the implementation of qualitative methods.


The learning goals associated with this unit are to:

  • assess the implications of qualitative paradigms and approaches for research in marketing
  • explain the theoretical argument that links a particular paradigm with a specific qualitative approach
  • develop a research problem that would be best addressed through qualitative approaches
  • gather qualitative data using different qualitative methods
  • analyse qualitative data in order to present an argument based on the synthesis of literature and data analysis using qualitative methods.


Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 hours per week