質化研究方法
Qualitative Research Methods
| 節 | 週二 |
|---|---|
7 15:30–16:20 | 質化研究方法 TD 3 節連堂 |
8 16:30–17:20 | |
9 17:30–18:20 |
* 根據陽明交大上課時間表所列
This course explores the use of qualitative research methods. Attention focuses on a variety of data used in qualitative research, including case studies, ethnography, surveys, interviews, and focus groups. Additionally, the analysis of qualitative research will be explored, covering approaches that may employ (relatively) quantitative methods to analyze qualitative data (e.g., content analysis) to increasingly interpretive approaches (narrative or discourse analysis), to theory-based approaches (e.g., Grounded Theory).
Marketing Management
Access to Google Drive (e.g., NCTU and Gmail addresses) Updated email address in E3 system. Access to TurnItIn.com for paper submissions. Course documents (syllabus, grading rubrics, etc.) will be available via Google Drive. Required/optional readings and cases will be available via Google Drive. Electronic journal databases and/or Google Scholar may be used for the Final Project.
1. Homework and Assignments: Students will work on a semester project in assigned teams. Teams are expected to use assigned articles as a starting point, integrate additional research (financial reports, reputable articles, etc.), and propose a marketing communications strategy to address the key issues brought up in the case. Beyond the semester project, students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as in informal discussions in class. All students are expected to actively participate in discussions on content topics each week. Additionally, for each of the assigned readings, students will submit weekly, brief, 1-2 page writeups that discuss the readings for each week. 2. Exams and Quizzes: Students will be responsible for 2 open-note, exams where students will be expected to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. 3. Evaluation and Grading Policy: Exams – 35% Class Participation (including weekly writeups) – 30% Final Project – 35%
- Data analysis
- Student Evaluations
- Data collection methods
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course Introduction; Research Methods Overview |
| 第 2 週 | Ethnography |
| 第 3 週 | Ethnography |
| 第 4 週 | The Long Interview |
| 第 5 週 | The Long Interview |
| 第 6 週 | Focus Groups |
| 第 8 週 | MID-TERM EXAM |
| 第 9 週 | FINAL PROJECT PROPOSALS |
| 第 10 週 | Action Research |
| 第 11 週 | Preparing Data – Coding and memos |
| 第 12 週 | Content Analysis |
| 第 13 週 | Document Analysis |
| 第 14 週 | Grounded Theory |
| 第 15 週 | Grounded Theory |
| 第 16 週 | FINAL EXAM |
| 第 17 週 | FINAL PROJECT STATUS REPORT |
| 第 18 週 | FINAL PROJECT POSTER SESSION |
Required course readings will be available online in Google Drive folder.
- 地點
- Room 428, Taipei Campus
- 時間
- Immediately after class
- 聯絡方式
- roland@nctu.edu.tw