Qualitative Research: Theoretical foundations of science, research ethics, qualitative research designs, grounded theory, case study research, quality criteria of qualitative research.
Additional Qualification Goals:
Students are familiar with the fundamental principles of quantitative and qualitative research.
Quantitative Research: Students are introduced to the basics of multivariate methods, can present and explain the key multivariate techniques in a structured way, are able to interpret the results of these methods and critically reflect on their application in scientific research, and possess the ability to connect multivariate methods with issues in management and marketing.
Qualitative Research: Students can present and explain central qualitative research approaches and research designs in a structured way. They are able to critically reflect on qualitative research approaches as well as the underlying theoretical positions of science, and possess the ability to connect qualitative research methods with issues in management and marketing.