MKX4070 Qualitative research methods
Faculty of Business and Economics
MKX4070 Qualitative research methods is a level 4, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2026
- Semester 1
- Caulfield
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKX4070
No prerequisites or corequisites besides the enrolment rules below.
After MKX4070
No unit lists MKX4070 as a prerequisite in the 2026 handbook.
Enrolment rules
You must be enrolled in course B3701, B6010 or B6023 to undertake this unit.
Overview
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.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus, block |
Assessment
- Written20%
- Project70%
- Presentation10%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
describe different qualitative methods, assess reported qualitative research results
- 2
develop a research problem that would be best addressed through qualitative approaches
- 3
gather and analyse qualitative data, present an argument based on qualitative methods that demonstrates validity and reliability
- 4
explain ethical issues relevant to qualitative methods.
Workload and teaching
- Workshops36 hours
- Teaching approachResearch activities
- Teaching approachProblem-based learning
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
C. Daymon and I. Holloway, 2011, Qualitative Research Methods in Public Relations and Marketing Communications, 2nd ed. Routledge, London. This textbook is available as an ebook.
Where it fits
MKX4070 is part of 2 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Professor Tracey Danaher
Common questions
What are the prerequisites for MKX4070?
MKX4070 has no prerequisites, but enrolment rules apply.
When is MKX4070 offered?
In 2026, MKX4070 runs in Semester 1 at Caulfield.
How much work is MKX4070?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKX4070 have an exam?
No. MKX4070 has 3 assessment tasks and no exam.
Which majors and minors include MKX4070?
MKX4070 is part of Marketing and Marketing studies.