Master in Marketing
Module: Research methods
Subject: Conducting qualitative analysis
This week you will discuss the different qualitative data analysis techniques recognising potential weaknesses as well as the main validity and reliability concerns.
To prepare for this work:
· Review the Required Learning Resources and your Key Concept Exercise from Week 7.
To complete this work, in 1000 words:
· Discussing critically the purposes and key issues when conducting qualitative data analyses
· Exploring the main data quality issues related to validity, reliability, and generalisability.
· Proposing ways to overcome data quality issues
· Highlighting possible ethical issues and feasibility constraints with the collection of primary qualitative data
References; please find attached file and find below references.
Important note: plagiarism work will not be accepted. Please refer to the below references including week 7 key concept
Collis, J. & Hussey, R. (2013) Business Research: A Practical Guide for Undergraduate and Postgraduate Students. 4th ed. London: Palgrave-MacMillan.
· Chapter 8, ‘Analysing Qualitative data’ (pp.153-175)
· Chapter 9, ‘Integrated collection and analysis methods’ (pp.176-194)
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Rowley, J. (2012) ‘Conducting research interviews’. Management Research Review, 35(3/4), pp.260-271.
Use the University of Liverpool Online Library to find this article.
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Siccama, C.J. & Penna, S. (2008) ‘Enhancing validity of a qualitative dissertation research study by using NVivo’. Qualitative Research Journal, 8(2), pp.91-103.
Use the University of Liverpool Online Library to find this article.
