Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Upon completion of the course, students will gain

1.Understanding the theoretical underpinnings of qualitative research

2.Ability to formulate appropriate research questions for qualitative research

3.Experience in qualitative data gathering 

4.Experience in analysis of qualitative data

5.Understanding of evaluative criteria for qualitative research

6.Experience in writing qualitative research reports

Credits: 6

Schedule: 08.01.2025 - 12.02.2025

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Ilona Mikkonen

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    During the course students will gain understanding of the fundamentals of qualitative research, from formulating questions and selecting suitable contexts to gathering data and reporting findings. The course combines theoretical content with practical application; students will carry out a full research project on their own topic, which will lay a groundwork for their thesis and also attend lectures and read relevant literature. 

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Assignments given by instructor, active participation in class

  • valid for whole curriculum period:

    6 credits, 160 hours:
    - Contact sessions (24 hours)
    - Independent learning and course assignments (136 hours)


Study Material
  • valid for whole curriculum period:

    Readings assigned by the lecturer (compulsory).

Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Teaching Language: English

    Teaching Period: 2024-2025 Autumn I
    2024-2025 Spring III
    2025-2026 Autumn I
    2025-2026 Spring III


    The course is mainly intended for students who are beginning their Master's thesis seminar, as all assignments are done about students' own topics. The course should be taken when the student has enrolled for the thesis seminar or will enroll in the next period. One may take the course before that but it is not recommended.


    The number of students admitted to the course is restricted to 60. Priority is given to Aalto students studying in MSc Program of Marketing.