Méthodes qualitatives pour le marketing (GEST16_MKAYA)

Objectifs

The course aims to prepare students for qualitative research research by making students aware of the ways in which choices of methodology are closely linked to broader theoretical and conceptual issues;

providing students with a critical understanding of the philosophical commitments and behavioral assumptions in social science research; enabling students to consider the appropriateness of different methodologies and types of evidence to test alternative hypotheses and to construct various arguments;

familiarizing students with a variety of research methods, including , interviewing, focus group, observation, and the use of documentary/primary sources. We also teach sentiment analysis to perform deeper qualitative research.

Pré-requis

Basic marketing knowledge

B2 level of written and spoken English

Plan du cours

  • Why qualitative research?. Foundations.
  • Structure of the qualitative research.
  • Sampling. Collecting the information.
  • Software CAQDAS : NVIVO.
  • Grounded Theory.
  • Projective techniques, In depth interview, focus group, Other Techniques.
  • Sentiment Analysis.
  • Software for sentiment analysis.
  • Practice and exercises.
  • Ethnographic studies

Volume horaire

  • CM : 8.0
  • TD : 8.0

Bibliographie

Qualitative Research Practice: A guide for social students and researchers. Jane Ritchie and Jane Lewis. Sage Publications. 2003.

Liu, B. (2012). Sentiment analysis and opinion mining. Synthesis Lectures on Human Language Technologies5(1), 1-167.

Diplômes intégrant ce cours

En bref

Crédits ECTS : 2

Méthode d'enseignement
En présence

Langue d'enseignement
Anglais

Contact(s)

UFR, Écoles, Instituts

Responsable(s)

Myriam Meimaris

Tél : +33 4 50 09 24 58

Email : Myriam.Meimaris @ univ-savoie.fr

Responsable du M1 Marketing Alternance

Lieu(x)

  • Annecy-le-Vieux (74)