CBDS 545 - Qualitative Research Methods

(3 semester hours)
Prerequisites: ANLY 510 and CBDS 535
Description: Innovative ideas often come from spontaneous conversation and interactions. Focus groups (panels) and observational research methods facilitate the discovery of these unique consumer insights. This course provides an overview of the proper use of focus groups, panels, and observational designs in consumer research. Central topics include question design, planning, implementation, moderation/observation techniques, virtual panels, data processing, and qualitative and quantitative analysis strategies. Course materials are presented via lectures, guest lectures, and as well as individual and team projects.