MonMap
A course mapper by Monash Association of Coding (MAC)
Qualitative research methods
MKX4070
Synopsis
The aim of this unit is to introduce those of you with limited experience in qualitative research, to some of its methods for data gathering, data analysis and some means to ensure reliability and validity, with particular reference to marketing. Topics include field work, interviewing, and data analysis. It provides the opportunity to explore qualitative research and practice in the field of marketing with emphasis on scholarly practice.
Sourced from the Monash Handbook 2026.
Quick facts
- Credit points
- 6
- Level
- 4
- Audience
- Undergraduate
- Type
- Coursework
- School
- Faculty of Business and Economics
- Faculty
- Department of Marketing
- Handbook year
- 2026
Prerequisites
No prereqs in the handbook graph.
What it unlocks
Nothing in the visible graph depends on this unit.
Offerings (1)
- First semesterCaulfield · ON-BLK
Listed in 2 areas of study
- MarketingCore units
- Marketing studiesPart A. Core research studies