Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Advanced Qualitative Research
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37384
Module Lead Inci Toral
Level Masters Level
Credits 20
Semester Semester 2
Restrictions Students taking the Qualitative stream of the MSc must take the Creative Methods for Qualitative Research module
Students taking the Mixed Methods stream of the MSc must take the Advanced Quantitative Research module
Contact Hours Lecture-20 hours
Seminar-10 hours
Practical Classes and workshops-10 hours
Guided independent study-160 hours
Total: 200 hours
Description This module will introduce students to a range of qualitative research approaches commonly used in the fields of marketing and consumer research. These can include interviewing, conducting focus groups, visual research, ethnography, netnography and digital research methods. Data collection and analysis methods will be covered and applied to a range of marketing and consumer research challenges. The module will encourage students to develop creative and analytical approaches to research that can underpin marketing decision making, or academic research. Grounded in the broader social sciences, students will start to develop their ability to apply qualitative research methods and to develop skill in reading and applying qualitative research. This will provide a grounding upon which students can also take the Creative Methods for Qualitative Research module (in semester 2), thus allowing students to develop confidence and competence in developing and applying qualitative research methods. Ethics and responsible use of data will also be considered. The combination of interactive lectures and hands on practical sessions will allow students to engage with a range of cutting-edge approaches used within industry and academia.
Learning Outcomes By the end of the module students should be able to:
  • Evaluate cutting edge qualitative research methods including an understanding of the ethical implications of such methods.
  • Appraise qualitative research methods to understand contemporary marketing situations, opportunities, effectiveness and understand consumers.
  • Demonstrate the ability to apply and adapt novel methodologies and research tools to investigate complex marketing problems and present this analysis.
  • Critically interpret advanced research and approaches to qualitative data analysis.
Assessment Methods & Exceptions Assessment:

(2500 word equivalent) group report and presentation (30%);

(3000 word) individual report assignment (70%).


(1000 words) individual critical analysis of the group work report and presentation (30%)


(3000 word) individual essay assignment (70%).
Reading List