Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2014 (On-campus split block of classes)
Coordinator(s)Associate Professor Jan Brace-Govan


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.


The learning goals associated with this unit are to:

  1. describe different qualitative methods, assess reported qualitative research results
  2. develop a research problem that would be best addressed through qualitative approaches
  3. gather and analyse qualitative data, present an argument based on qualitative methods that demonstrates validity and reliability
  4. explain ethical issues relevant to qualitative methods.


Within semester assessment: 70%
Examination: 30%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester