Research Methodologies

This course is about research methods. This course will focus on research methods, including sampling and primary and second-hand data collection. The course will begin with a discussion about qualitative research methods, including focus groups, personal interviews and ethnography. It also includes case studies, action research, case studies, and ethnography. Quantitative research methods will be discussed with a special focus on survey methodology and experimental research design. The topic of sampling design and the various sampling methods will be covered, with a focus on probability and non-probability sampling and sample size and nonresponse issues. We will examine the scope and nature of primary and secondary data and the importance and necessity of measuring them. We will examine the role of the Internet for market research, as well as non-comparative scaling methods. The course concludes with discussion about different data collection methods, with a focus in observation, content analysis and narrative research.