Short Title:Qualitative Research Methods
Full Title:Qualitative Research Methods
Module Code:REMT H3002
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 4 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Donal Rogan
Module Description:This module aims to enable the student carry out qualitative research in a variety of marketing contexts.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Design and plan a qualitative research exercise.
LO2 Code and analyse qualitative research findings.
LO3 Interpret and present qualitative results.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Carry out a practical qualitative research exercise   50.00 n/a
Oral Examination/Interview In-depth assessment of qualitative research knowledge and application   30.00 n/a
Presentation Final presentation of research findings   20.00 n/a
No End of Module Formal Examination

IT Tallaght reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Seminars The Theory and Process of Qualitative Research 3.00 Every Week 3.00
Independent Learning Reading, reflection and analysis of case studies 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Seminars The Theory and Process of Qualitative Research 2.00 Every Week 2.00
Total Weekly Learner Workload 2.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Jerry W. Willis, 2007, Foundations of Qualitative Research, Sage London [ISBN: 9781412927413]
Recommended Book Resources
  • Karen O'Reilly 2005, Ethnographic methods, Routledge London [ISBN: 0415321565]
  • Karen Golden-Biddle, Karen Locke, 2006, Composing Qualitative Research, 2nd edition Ed., Sage London [ISBN: 9781412905619]
  • Margaret A. (Ann) Morrison, Eric E. Haley, Kim B. (Bartel) Sheehan, Ronald E. Taylor, 2011, Using Qualitative Research in Advertising, 2nd edition Ed., Sage London [ISBN: 9781412987240]
Recommended Article/Paper Resources
  • Journal of Qualitative Research
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 5 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 5 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 7 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 7 Mandatory