LEARNING OUTCOMES
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: 02.09.2024 - 10.10.2024
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Tatsiana Padhaiskaya
Contact information for the course (applies in this implementation):
Dr. Tatsiana Padhaiskaya, University Lecturer in Marketing
tatsiana.padhaiskaya@aalto.fi
CEFR level (valid for whole curriculum period):
Language of instruction and studies (applies in this implementation):
Teaching language: English. Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
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.
applies in this implementation
Assessment Methods and Criteria
valid for whole curriculum period:
Assignments given by instructor, active participation in class
applies in this implementation
Assessment Methods and Criteria
Grading is based on a 0-5 scale.
90-100 points = 5
80-89 points = 4
70-79 points = 3
60-69 points = 2
50-59 points = 1
Below 50 points = Fail
The assessment will be based on the following deliverables:
- Perusall readings - max. 20 points (10 x 2 points)
- Assignment 1: Research context and question(s) – max. 8 points
- Assignment 2: Interview outline – max. 10 points
- Assignment 3: Interview transcript – max. 8 points
- Assignment 4: Ethnography/netnography – max. 10 points
- Assignment 5: Data analysis – max. 8 points
- Poster – max. 6 points
- Assignment 6: Final research report – max. 20 points
- Active participation in class – max. 10 points
(Please note that meaningful, active participation requires more than mere attendance in class. Participation in class means commenting, asking questions, and taking an active role in any possible class activities.)
Also, completing the feedback survey at the end of the course earns you 2 extra points towards your final grade.
Workload
valid for whole curriculum period:
6 credits, 160 hours:
- Contact sessions (24 hours)
- Independent learning and course assignments (136 hours)applies in this implementation
Workload (6 credits, 160 hours):
Here is the expected breakdown of the hourly course workload, based on the instructor's estimate:
- Lectures: 24h
- Perusall readings: 20h
- Assignment 1: Research context and question(s) 8h
- Assignment 2: Interview outline 10h
- Assignment 3: Interview and interview transcript 10h
- Assignment 4: Ethnography/netnography 25h
- Assignment 5: Data analysis 20h
- Poster: 3h
- Assignment 6: Final research report 40h
DETAILS
Study Material
valid for whole curriculum period:
Readings assigned by the lecturer (compulsory).
applies in this implementation
Lecture slides and assigned readings. Course materials include 10 mandatory as well as some recommended readings.
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
FURTHER INFORMATION
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 IIIRegistration:
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.
applies in this implementation
Course policies and ethical rules
Communication policy
All "official" course communication from the instructor will take place through Announcements on MyCourses. Anything posted in that forum will be forwarded to your Aalto email, so please make sure you check it periodically.
Please use the Discussion forum if you have any questions or feedback regarding course topics, lectures, materials, assignments, etc.
Classroom policy
Attendance is not compulsory, but active participation in class makes up 10% of the full grade.
To ensure a pleasant working environment:
- Please arrive on time.
- Please come in prepared.
- Please keep cell phones on silence or vibrate.
- Please be active! Ask questions and give your opinions. All ideas are welcome in the classroom and are open to debate.
- Please remember to express your ideas in a way that is respectful to others
Course delivery policy
All course deliverables are submitted via MyCourses. All deadlines are firm and depending on how late the students submitted their work, this can incur a point penalty. Submissions that are later than 24 hours will not be graded at all. Submissions will be submitted to Turnitin evaluation for plagiarism checks if the instructor sees it necessary.
(If there is something that is preventing you from submitting on time (i.e., an acute illness), please inform me as soon as possible.)
Ethical rules
Please refer to Aalto University Code of Academic Integrity:
AI policy
The school official AI policy offers very broad guidelines on how to responsibly and ethically utilize AI tools in learning (please see https://www.aalto.fi/en/services/guidance-for-the-use-of-artificial-intelligence-in-teaching-and-learning-at-aalto-university?check_logged_in=1)
In this class, the AI policy is a bit more specific.
Acceptable use includes (adapted from Temple University policies):
- Brainstorming ideas
- Fine-tuning research questions
- Finding information on your topic
- Drafting an outline to organize your thoughts
- Checking grammar and style.
Unacceptable use includes:
- Writing a draft of a writing assignment.
- Writing entire sentences, paragraphs, or papers to complete class assignments.
Note that while text-generative AI can produce very competent-looking text, it is not always factual, so you need to check any information it generates. AI is also not a scientific source, you need to find appropriate citations yourself. If you utilize AI in any of the assignments, you must disclose that in an appendix: which tool(s) was used, how it was used, and why was it used.
Details on the schedule
applies in this implementation
Timetable and Course Topics
Session
Date
Time
Readings
Session 1:
Introduction and Course Practicalities, What is Qualitative Research?
02.09.2024
12.15 – 14.00
No readings assigned
Session 2:
Qualitative research in marketing
05.09.2024
12.15 – 14.00
Room T003!
Belk et al. (2012): Chapter 1, Introduction
Session 3: Planning a research project
10.09.2024
12.15 – 14.00
Belk et al. (2012): Chapter 2, Getting started
Session 4: Doing interviews
12.09.2024
12.15 – 14.00
Belk et al. (2012): Chapter 3, Interviewing
Session 5:
Netnography
17.09.2024
12.15 – 14.00
Zoom session!
Belk et al. (2012): Chapter 5, Netnography
Session 6: Ethnography
19.09.2024
12.15 – 14.00
Belk et al. (2012): Chapter 4, Ethnography
Session 7: Data Analysis I
24.09.2024
12.15 – 14.00
Belk et al. (2012): Chapter 6, Data Collection aids
Session 8: Data Analysis II
26.09.2024
12.15 – 14.00
Belk et al. (2012): Chapter 7, Approaches to data analysis
Session 9: Theorizing and assessment
01.10.2024
12.15 – 14.00
Belk and Sobh (2019) No assemblage required
Session 10: Qualitative research for managers
03.10.2023
12.15 – 14.00
Belk et al. (2012): Chapter 8, Analysis for managers
Session 11: Writing and presenting
08.10.2024
12.15 – 14.00
Belk et al. (2012): Chapter 9, Presenting
Session 12: Poster session
10.10.2024
12.15 – 14.00
Room V001!
No readings assigned