RHTM 504 - Qualitative Market Research

The course explores both the theoretical foundations of qualitative inquiry and the primary methods for data collection and analysis.  Students will be provided with a comprehensive set of qualitative tools used in market research and social inquiry.  Students will engage in hands-on experiential assignments including conducting in-depth interviews, focus-groups, observations, and visual/document/material artifact collections. Preliminary analytical practices such coding and thematic analysis will also be covered. 
Repeatability: Not repeatable.