Méthodes qualitatives pour le marketing (GEST805_MKAY)

Volume horaire

CM : 8h / TD : 8h


The course aims to prepare students for qualitative research research by making students aware of the ways in which choices of methodology are closely linked to broader theoretical and conceptual issues;

providing students with a critical understanding of the philosophical commitments and behavioral assumptions in social science research; enabling students to consider the appropriateness of different methodologies and types of evidence to test alternative hypotheses and to construct various arguments;

familiarizing students with a variety of research methods, including, interviewing, focus group, observation, and the use of documentary/primary sources. We also teach sentiment analysis to perform deeper qualitative research.

Compétences acquises

  • Design and implementation of qualitative research.
  • Ability to lead and coordinate a team of qualitative research
  • Ability to analyze complex problems and achieve qualitative conclusions.


Basic marketing knowledge

B2 level of written and spoken English

Plan du cours

  • Why qualitative research?. Foundations.
  • Structure of the qualitative research.
  • Sampling. Collecting the information.
  • Software CAQDAS : NVIVO.
  • Grounded Theory.
  • Projective techniques, In depth interview, focus group, Other Techniques.
  • Sentiment Analysis.
  • Software for sentiment analysis.
  • Practice and exercises.
  • Ethnographic studies


Qualitative Research Practice: A guide for social students and researchers. Jane Ritchie and Jane Lewis. Sage Publications. 2003.

Liu, B. (2012). Sentiment analysis and opinion mining. Synthesis Lectures on Human Language Technologies5(1), 1-167.

Diplômes intégrant ce cours

En bref

Crédits ECTS : 2

Langue d'enseignement


UFR, Écoles, Instituts


Daniel Francoise

Tél : +33 4 50 09 24 58

Email : Daniel.Francoise @ univ-smb.fr


  • Annecy-le-Vieux (74)