Qualitative and Quantitative Empirical Methods
Integrated course, 5.00 ECTS
The students learn to choose a suitable quantitative or qualitative empirical methodology and apply it in practice to research examples. Qualitative and quantitative methods will be presented in the course of the lecture, quantitative methods will be deepened in exercises in the computer laboratory.
Students learn different quantitative and qualitative methods. After attending this course they are able to select suitable quantitative and qualitative methods and apply them in practice. This includes in particular the appropriate evaluation of the collected data with the help of statistics or content analysis. The methods will be presented in the lecture part. Quantitative methods will be practiced and deepened in the lab with the help of the statistical software R (or RStudio).
Recommended or required reading and other learning resources / tools
Books: Churchill, G., & Iacobucci, D. (2005). Marketing research. Methodological foundation (9th ed.). Mason, Ohio: Thomson South West.
Flick, U; von Kardorff, E.; Steinke, I. (Eds.). (2004). A Companion to Qualitative Research. Sage.
Backhaus, K., Erichson, B., Plinke, W., & Weiber, R. (2015). Multivariate analysemethoden: eine anwendungsorientierte einführung. Springer-Verlag.
Malhotra, N. K. (2014). Basic marketing research (4th ed.). Harlow: Pearson Education Ltd.
Teddlie, C., & Tashakkori, A. (2009). Foundations of Mixed Methods Research: Integrating Quantitative and Qualitative Approaches in the Social and Behavioral Sciences. Thousand Oaks: Sage.
Mode of delivery
Integrated lecture, 4 SWS, in 3 Groups, 8 ASWS
Prerequisites and co-requisites
Assessment methods and criteria
Lecture: Final Exam; Continuous Assessment