ABSTRACT
Define qualitative data‹‹ Identify and apply methods for collecting qualitative data‹‹ Understand the process of analysing qualitative data‹‹ Understand the techniques of online qualitative research‹‹ Understand how to use qualitative research to inform marketing decision-making‹‹ Complete syllabus elements 4.4, 4.5, 4.6.‹‹
Table 7.1: Learning outcomes and knowledge and skills requirements
Learning outcomes Knowledge and skills requirements
Evaluate the appropriateness of different qualitative and quantitative research methodologies to meet different research situations Design and plan a research programme 4.4 Describe and compare the various
methods for collecting qualitative and quantitative data
4.5 Explain the theory and processes involved in sampling
Design a questionnaire and topic guide 4.6 Design a questionnaire and discussion guide to meet a project’s research objectives
Study guide This unit should take you around three hours to complete. You should set aside another three hours to complete the activities outlined throughout the unit.
