Course Content: This course provides an in-depth introduction to qualitative marketing research methods as a basis for competitive marketing strategies and execution. We will situate qualitative research within the larger marketing research toolkit by reviewing the strengths and limitations of qualitative versus quantitative research. Students will learn how to craft respondent screeners, research proposals, conduct qualitative research first-hand, and interpret the findings to produce fresh insights. We will cover a wide range of qualitative research methods in detail, including focus groups, in-depth one-on-one interviews, interactional research, and ethnography, looking at ways these techniques can be executed F2F, online, and otherwise. The course will draw on methods and theory from “classic” marketing research, along with valuable methodological and analytic approaches from anthropology, psychology, sociology, phenomenology, and semiotics. There will be ample cases and examples of both method and theory. Students will gain experience with techniques and theory in and outside of class.
Connection to the Core: This course connects primarily to the Marketing core course because it details ways to conceive and conduct qualitative marketing research to discover consumer sentiments and behavior, connect them to culture, and produce insights that help grow brands.
Lecturer in Business
Robert J. Morais has experience as a marketing researcher, advertising executive, business owner, and business anthropologist, and has published widely in both academic and business venues. He began his career at Grey Advertising and spent 25 years with advertising agencies, rising to Chief Strategic Officer. In 2006, he became a Principal at the marketing research firm Weinman Schnee Morais, serving in that position for over...