Course syllabus
Welcome to GM1125 V23 Advanced Qualitative Methods, spring 2023
This is a part-time course that runs from 16th January to 22nd March 2023.
Schedule and Examination dates
Literature/Reading list for spring 2023 is available 8 weeks before the course start. Search for it at Find syllabus and reading list.
Contacts
- Course Coordinator: main contact for course related matters, Benjamin Julien Hartmann, benjamin.hartmann@handels.gu.se
- Course Teacher: Christian Dam, christian.dam@gu.se
- Student counsellor: study.info@gs.gu.se phone or Zoom-meeting.
- Administrative Coordinator: can assist students with Canvas access, exam dates and registration for exam
Isaac Kizito, isaac.kizito@gu.se - Study administrator: exam related matters such as registration for exam and results, Maria Thoresen maria.thoresen@gs.gu.se
- Student Representatives: for year 1 of the MAC programme can be found at the Student Portal.
Schedule for supervision
14th March Tuesday
| Time | Group | Supervisor |
| 9-10 | Group 1 | Christian Dam |
| 10-11 | Group 2 | Christian Dam |
| 11-12 | Group 3 | Christian Dam |
| 13-14 | Group 4 | Hanna Borgblad |
| 14-15 | Group 5 | Hanna Borgblad |
| 15-16 | Group 6 | Hanna Borgblad |
16th March Thursday
| Time | Group | Supervisor |
| 9-10 | Group 7 | Christian Dam |
| 10-11 | Group 8 | Christian Dam |
| 11-12 | Group 9 | Christian Dam |
| 13-14 | Group 10 | Hanna Borgblad |
| 14-15 | Group 11 | Hanna Borgblad |
| 15-16 | Group 12 | Hanna Borgblad |
Additional readings:
Interviews
Arsel, Z. (2017). Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews. Journal of Consumer Research, 44, 939-948.
Kvale, S. (2006). Dominance Through Interviews and Dialogues. Qualitative Inquiry, 12(3), 480-500.
Ethnography
Arnould, E. J., & Wallendorf, M. (1994). Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation. Journal of Marketing Research, 31(4), 484-504.
Cayla, J., & Arnould, E. (2013). Ethnographic Stories for Market Learning. Journal of Marketing, 77(4), 1-16.
Scott, R., Cayla, J., & Cova, B. (2017). Selling Pain to the Saturated Self. Journal of Consumer Research, 44(1), 22-43.
Netnography
Kozinets, R. V. (2002). The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39(1), 61-72.
Kozinets, R. V., Dolbec, P.-Y., & Earley, A. (2014). Netnographic Analysis: Understanding Culture through Social Media Data. In U. Flick (Ed.), Sage Handbook of Qualitative Data Analysis. London: Sage. (uploaded to Canvas)
Analysing dataThompson, C. J. (1997). Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stories. Journal of Marketing Research, 34(4), 438-455.
At the Student portal for Master's students you’ll find specific information related to your studies. For example elective, scholarships, course registration, student representatives.