Qualitative Research Methodology - BMEGT20ML88

The aim of the course is to introduce qualitative research methods, with a particular focus on methods that can be applied in business and management practice. Another objective is to introduce innovative research methodologies that can add novelty to specific research topics. In addition to basic interviewing methods, such as in-depth interviews, focus groups, and observation, the course will also cover methods such as accompanied shopping, mystery shopping, case studies, and the increasingly popular netnography. In addition to theoretical approaches to methods, the course aims to promote practical adaptation through case studies and project work and contribute to qualitative research analysis. The course includes qualitative and quantitative content analysis, the basics of grounded theory methodology, and the validation of qualitative research.

1. Familiar with the characteristics of qualitative research methods.
2. Understand the differences between qualitative and quantitative research and their analysis.
3. Know the main qualitative research methods (in-depth interview, focus group, observation).
4. Understand how to apply the main qualitative methods.
5. Familiar with previous examples and applications of secondary corporate and academic practice.
6. Master the main areas of qualitative research analysis and the basics of modeling.
7. Learn the main ways of assessing the reliability of qualitative research.

1. Able to evaluate and analyze qualitative information using the theories and methods learned.
2. Capable of formulating and understanding qualitative research problems in a complex way.
3. Able to conduct and analyze qualitative research independently and in cooperation with a market research organization.
4. Capable of presenting qualitative research findings in writing and presentation.
5. Qualified in adapting qualitative data and research findings to practical applications.

1. Receptive and open to novel marketing research methods and is constantly expanding his knowledge.
2. Understand the importance and scope of qualitative research.
3. Collaborate with market research organizations and research subjects to obtain qualitative information.
4. Strive to understand and apply qualitative research problems and qualitative research methods.

1. Collaborate with research participants when necessary.
2. Identify relationships, synthesize, and draw conclusions from qualitative information independently.
3. Prepare decision-preparatory proposals based on qualitative information.
4. Take responsibility for his/her analyses, conclusions, and decisions.

Presentations, written and oral communication, independent tasks.

• Malhotra, Naresh K.; Simon Judit (2017): Marketingkutatás. Akadémiai Kiadó, Budapest, 5-7. fejezet
• Kelemen-Erdős Anikó ; Molnár Adél (2019): Cooperation or Conflict? The Nature of the Collaboration of Marketing and Sales Organizational Units, Economics and Culture, 16(1), pp. 58-69.
• Kelemen-Erdős Anikó; Mitev Ariel (2017): Tematikus szolgáltatásélmény art- és romkocsma környezetben, Turisztikai és Vidékfejlesztési Tanulmányok 2(3), pp. 58-73.

Assessment of learning outcomes is based on project assignment or exam.

A) Szorgalmi időszakban végzett teljesítményértékelések részletes leírása: A szorgalmi időszak során a hallgatói teljesítményértékelés egy beadandó projektfeladattal történik, mellyel max. 100 pont szerezhető: 10 oldalas kvalitatív kutatás készítése és elemzése a félév során egyeztetett témakörökben. Továbbá, a hallgatók max. 10 pontot szerezhetnek a félév során aktív órai részvétellel. Amennyiben a hallgató nem kívánja elfogadni a szorgalmi időszak teljesítményértékelései alapján létrejött jegyet (vagy akár nem érte el az elégséges érdemjegy szintjét), úgy vizsgázhat a vizsgaidőszakban.

• Projektfeladat: 100
• Aktív részvételt: 10
• Összesen: 100

• Vizsga/Projektfeladat: 100
• Összesen: 100

Nincs aláírás megszerzési kötelezettség.

A határidőre be nem adott projektfeladat nem pótolható/nem javítható, illetve az aktív részvétel jellegéből adódón nem pótolható/nem javítható.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 03.03.2025.

A tanulási eredmények eléréséhez a tantárgy a következő tematikai blokkokból áll.