Qualitative Research and Innovation Methods (5 cr)

Evaluation scale

H-5

Materials

a) Carson, D. J., Gilmore, A., Perry, C., and Gronhaug, K.
(2001). Qualitative Marketing Research. London, UK:
SAGE Publications.

b) Creswell, J. W. (2013). 3rd ed. Qualitative Inquiry and
Research Design: Choosing Among Five Traditions.
Thousand Oaks, CA, USA: SAGE Publications.

c) Creswell, J. W. (2014). 4th ed. Research Design:
Qualitative, Quantitative, and Mixed Methods
Approaches. London, UK: SAGE Publications.

d) Denzin, N. K. & Lincoln, Y. S. 2017. The SAGE
Handbook of Qualitative Research. 5th Edition. London,
UK: SAGE Publications.

e) Hine, D., & Carson, D. (Eds.). (2007). Innovative
Methodologies in Enterprise Research. Cheltenham, UK:
Edward Elgar.

Teaching methods and instruction

This course offers a hands-on opportunity for bachelor students to
experience the practice of qualitative research. It will address the
nature of qualitative research in hospitality, with ample opportunities
to discuss the implications of the choices made in designing,
implementing and reporting on the findings of a ‘mock’ or ‘real’
project. It is designed to help students to develop skills to collect
qualitative data during dissertation projects. In this module, it is
ensured that the learning activities include a global/international
perspective. The Facilitator(s) infuses international elements into the
learning content and international resources are used in the module
readings. The teaching and learning methods used are appropriate to a
culturally diverse student population.

At the end of the module/unit the learner will have
acquired the responsibility and autonomy to:

a) Manage a qualitative research project and the team’s performance;

b) Be responsible for own study and working within a project;

c) Ensure the exercising of ethical and social principles within the
hospitality industry;