• November 9, 2019

ABOUT THE WORKSHOP

This workshop will cover the qualitative techniques used in the market and consumer behaviour research. This specifically will help the research scholars, professionals and academicians working on mixed methods. The workshop aim to demonstrate techniques of qualitative data collection and analysis of unstructured data.

TOPIC COVERED

• Contribution of business anthropology in market and consumer behaviour research
• Basic introduction to qualitative research: approaches, usage of qualitative research, advantages and disadvantages
• Techniques in qualitative research: Overview of different qualitative techniques used for data collection and challenges in collecting sensitive data; Art of Recording field notes and data analysis
• Techniques of doing research in business organizations
• Ethnography in Digital spaces: Ethnography of Virtual worlds, Netnography and digital ethnography

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