Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.11790/49
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dc.contributor.authorKönig, Bettinade_AT
dc.contributor.authorKummer, Claudiade_AT
dc.date.accessioned2015-11-14T10:09:59Z-
dc.date.available2015-11-14T10:09:59Z-
dc.date.issued2011-05-
dc.identifier.citationIn: Forum Qualitative Sozialforschung, 12(2), Art. 4de_AT
dc.identifier.issn1438-5627-
dc.identifier.urihttp://hdl.handle.net/20.500.11790/49-
dc.description.abstractThe principal goal of teaching qualitative market research in a business degree programme at a university of applied sciences is to provide students with methodological skills that prove applicable in practice and are, at the same time, compliant with prevailing standards of academic research. Creating an appropriate curriculum that includes the methods of conducting expert interviews and carrying out focus groups poses challenges to instructors and students, both full-time and part-time. Designed as a "research workshop," the course we designed turned out to be most effective for teaching future graduates of business administration how to use relevant and practical qualitative market research methods. Students had to implement independently both research techniques 1. within their group and 2. in teams. They were thereby enabled to draw on synergies with respect to the recruitment of interview partners, implementation of analysis methods, and the visualization of results. At the same time, they gathered experiences in the triangulation of methods and data. Concurrently, a critical examination of quality criteria in the field of qualitative market research—as opposed to commonly used quantitative approaches—was ensured. Referring to the organization and communication efforts required by instructors and students, the integration of blended learning in this project-oriented course design made the implementation of this programme highly complex. The experiences reported here provide a solid basis for future programs that intend to teach qualitative market research techniques to prospective graduates of business administration in a blended learning framework.-
dc.description.sponsorshipWirtschaftde_AT
dc.formatapplication/pdf-
dc.language.isodede_AT
dc.relation.ispartofForum Qualitative Sozialforschungde_AT
dc.rightsinfo:eu-repo/semantics/openAccess-
dc.subjectBundesrepublik Deutschlandde_AT
dc.subjectMarktforschungde_AT
dc.subjectqualitative Methodede_AT
dc.subjectempirische Sozialforschungde_AT
dc.subjectStudiumde_AT
dc.subjectFachhochschulede_AT
dc.subjectBetriebswirtschaftde_AT
dc.subjectStudiengangde_AT
dc.subjectLehrveranstaltungde_AT
dc.subjectDidaktikde_AT
dc.subjectDatenerfassungde_AT
dc.titleDie Lehre qualitativer Marktforschung eine multiperspektivische Evaluierung didaktischer Erfahrungende_AT
dc.typeinfo:eu-repo/semantics/article-
dc.typeWissenschaftlicher Artikelde_AT
dc.identifier.doi10.17169/fqs-12.2.1598-
dc.identifier.scopus2-s2.0-79953789914-
item.grantfulltextopen-
item.languageiso639-1de-
item.fulltextWith Fulltext-
item.openairetypeinfo:eu-repo/semantics/article-
item.openairetypeWissenschaftlicher Artikel-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.cerifentitytypePublications-
item.cerifentitytypePublications-
crisitem.author.deptWirtschaft-
crisitem.author.deptWirtschaft-
crisitem.author.parentorgFH Burgenland-
crisitem.author.parentorgFH Burgenland-
Appears in Collections:Wirtschaft (mit Schwerpunkt Zentral-Osteuropa)
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