International Business Studies FT
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Research Methods I: Qualitative Analysis

level of course unit

2nd study cycle, Master

Learning outcomes of course unit

The students are able to:
• design and implement expert interviews and group discussions.
• explain and apply qualitative analysis techniques such as interpretative text evaluation, hermeneutics or grounded theory.
• create questionnaires based on theoretical concepts and generate a survey design for a conjoint analysis.
• discuss the potential/limitations of qualitative methods and relate them to quantitative methods.
• assess the possible combinations of qualitative and quantitative methods and implement them in practice.

prerequisites and co-requisites


course contents

• Expert interviews and group discussions
• Survey methods in qualitative survey and observation
• Qualitative selection procedures and content analysis
• Interpretative text evaluation and grounded theory
• Creation of survey design for conjoint analysis
• Combination of methods

recommended or required reading

• Merriam, Sharan B.: Qualitative Research: A Guide to Design and Implementation. John Wiley & Sons (latest edition)
• Maison, Dominika: Qualitative Marketing Research: Understanding Consumer Behaviour. Routledge (latest edition)
• Myers, Michael David: Qualitative Research in Business and Management. SAGE (latest edition)

assessment methods and criteria

Term paper, presentation, exam

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)